01 Sep Before You Pick Up The Phone: Shopping for Commercial Photography
Commercial photography is completely different from school portraits, wedding photography, or family lifestyle photos. Those photography packages are personal; you want those images to capture a specific moment in time of the people you love. School, wedding, and family photo shoots usually come in cookie-cutter packages. Some people may remember the “Sepia Bride” controversy that shed light on one of the issues with the one-size-fits-all approach to wedding images.
When it comes to commercial photography, it’s less about the moment and the pre-planned package. Commercial photographers have to provide images that tell a story and have a return on investment (ROI). Yes, the photos need to be visually attractive, but they need to make an impact on your audience, earn your company money, and provide brand awareness. They are a tool, not a memory maker.
You can’t shop for commercial photography the same way you would wedding or family photos.
It’s hard to give a pre-packaged quote in commercial photography because no two photo shoots are the same. It isn’t like buying a bookshelf from a store; those are concrete items with fixed prices. Portraits are different from architectural shoots. In fact, two architecture shoots could be completely different from each other and have different needs. That makes it custom photography. Anything custom requires additional information before placing a time frame and price on it.
Before shopping for commercial photography, you need to do a little prep work. It all begins with a little brainstorming.
What Do You Need or Want?
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This sounds like a silly question, right? Wrong. People call us all of the time to talk about shots that either don’t make sense for their brand or are unnecessary. On shoots, they want to capture everything possible “just in case they need it.” We know you want to add value and get the most out of your session, and we want that too. However, shooting the camera blindly and with reckless abandon isn’t a good strategy. You’ll end up with fewer usable images that don’t relate to your end usage.
Ask yourself and your team a few questions:
- Why are we taking photos?
- What is the purpose of this photo shoot?
- Where will the photos be taken?
- Who will be in the photos?
- How will the photos be used?
- What style of photography do we like?
- What is our competition doing?
- What is our budget?
- Is this an ongoing project or a one-time shoot?
The answers to these questions will quickly tell you what you need from your photo shoot and what you want from your photo shoot. The needs list is your most important part, but it’s smart to plan for your wants list. If you’re lucky, the two lists will align, and it will be easy to knock out your entire wish list. It’s important to keep in mind your message and your audience’s perception while preparing for your photo shoot.
Remember: you don’t need to have everything set in stone before you meet with your photographer. In some cases, it may be better to have a general idea of your goal and shot list rather than a rigid plan. Collaborating with your photographer and getting their professional opinions could be very helpful to your overall creative strategy.
How to Choose a Commercial Photographer
Once you have an idea of your purpose and shot list, it’s time to start speaking with photographers. Most people start by asking for referrals from colleagues and reviewing websites online. After this, they reach out and ask for a price list. Instead of jumping straight to price, we suggest setting up a quick 15-20 minute phone call or emailing a creative brief to help your photographer understand the photo shoot. If you ask for a price, you’re going to get generic pricing. If you take a few minutes to prep the photographer, you’ll get the pricing and inclusions you need–not the pricing based on previous projects.
Here are a few questions and actions you can take during the vetting process:
- Review their portfolio. Look at the style, quality, and experience. Ask questions about some of the photos in the portfolio. A pro will be happy to share their insights into past projects.
- Understand the rate. Are the packages all-inclusive or itemized? What outside costs do you need to keep in mind while finalizing your budget? Can the client customize the package to meet their needs? Does the rate cover a single photographer or a creative team (i.e. art director, makeup, etc.)?
- Ask for a pre-shoot scouting or meeting. Some photo shoots benefit from pre-shoot scouting. This helps the photographer understand the shot list and location. They’ll help you plan the shoot’s flow so it will be efficient and faster–always a bonus. If you don’t need scouting, a meeting–virtual or in-person–with the photographer or someone on their team will help you flesh out any potential issues and answer any lingering questions you have before the day of the shoot.
- Understand the copyright. This is a big one. There is a huge difference between usage and copyright. In most cases, the photographer retains copyright. This means you cannot share or sell the photos. You can use them, but they still belong to the photographer. Some photographers offer unlimited usage, and others offer limited usage. This is not a situation where you can ask for forgiveness. You could get sued. Fully understand the usage and copyright agreement before the shoot.
- Ask for insurance. Not enough people ask about insurance. All photographers–especially those bringing equipment to your location–should be insured and provide you with a certificate of insurance (COI) if asked.
Don’t be afraid to ask these questions. Professional photographers are prepared for them. They would rather have a full understanding before they take their first photo than risk you being disappointed or frustrated after the photo shoot.
Shopping for Commercial Photography
The best tip we can give you before shopping for commercial photography is to keep an open mind. Do not make assumptions about commercial photography, your photographer, or the final product. Communicate and collaborate with your photography prospects to ensure you get the best price, package, and end result.
Don’t expect a photographer to do all of your heavy lifting. You are an active participant in your photo shoot. You need to know your purpose and have an idea of your shot list before you even start emailing or calling a pro. After speaking with a photographer, you may decide to go in a completely different direction than your original plan. That’s ok too. The extra prep work you put into this is invaluable to you, your team, and your photographer.