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PRICING & NEGOTIATING For Commercial & Editorial Photographers
ASMP Baltimore Tuesday, February 12, 2013
Bill Cramer/CEO
Before we get started:
Article, links: http://blog.wonderfulmachine.com/2013/02/real-world-pricing-negotiating/
Before we get started:
Article, links: http://blog.wonderfulmachine.com/2013/02/real-world-pricing-negotiating/
Questions.
Before we get started:
Article, links: http://blog.wonderfulmachine.com/2013/02/real-world-pricing-negotiating/
Questions.
Don’t be overwhelmed.
Before we get started:
Article, links: http://blog.wonderfulmachine.com/2013/02/real-world-pricing-negotiating/
Questions.
Don’t be overwhelmed.
Disclaimer.
Before we get started:
Article, links: http://blog.wonderfulmachine.com/2013/02/real-world-pricing-negotiating/
Questions.
Don’t be overwhelmed.
Disclaimer.
Who are you?
Language = Power
Language x Pictures = $
Take charge
Concepts
Terminology
Contracts
Negotiating
Case Studies
Here’s what we’ll
cover
CONCEPTS: Copyright
©!
CONCEPTS: Charging for Usage ▹ Assignment fees are a function of time, usage and expertise
CONCEPTS: Charging for Usage ▹ Assignment fees are a function of time, usage and expertise ▹ TIME determines the minimum price (value to you)
CONCEPTS: Charging for Usage ▹ Assignment fees are a function of time, usage and expertise ▹ TIME determines the minimum price (value to you) ▹ USAGE determines the maximum price (value to the client)
CONCEPTS: Charging for Usage ▹ Assignment fees are a function of time, usage and expertise ▹ TIME determines the minimum price (value to you) ▹ USAGE determines the maximum price (value to the client) ▹ EXPERTISE gives you competitive advantage and negotiating leverage
CONCEPTS: Charging for Usage ▹ Assignment fees are a function of time, usage and expertise ▹ TIME determines the minimum price (value to you) ▹ USAGE determines the maximum price (value to the client) ▹ EXPERTISE gives you competitive advantage and negotiating leverage ▹ If you’re not charging for all three, you’re probably leaving money on the
table
TERMS: Types of Clients
TERMS: Types of Clients ▹ Fine Art
TERMS: Types of Clients ▹ Fine Art ▹ Retail
TERMS: Types of Clients ▹ Fine Art ▹ Retail ▹ Commercial/Editorial
TERMS: Types of Use ▹ EDITORIAL ▹ COMMERCIAL
TERMS: Types of Use ▹ EDITORIAL ▹ COMMERCIAL
▹ Publicity
▹ Collateral
▹ Advertising
TERMS: Types of Use ▹ EDITORIAL ▹ COMMERCIAL
▹ Publicity – client gives photos to publications for editorial use
▹ Collateral
▹ Advertising
TERMS: Types of Use ▹ EDITORIAL ▹ COMMERCIAL
▹ Publicity – client gives photos to publications for editorial use
▹ Collateral – client produces and distributes a publication
▹ Advertising
TERMS: Types of Use ▹ EDITORIAL ▹ COMMERCIAL
▹ Publicity – client gives photos to publications for editorial use
▹ Collateral – client produces and distributes a publication
▹ Advertising – client pays to place photos in media
TERMS: Proposal
TERMS: Proposal ▹ Estimate
▹ Terms & Conditions ▹ Delivery Memo
TERMS: Proposal ▹ Estimate ▹ Licensing Agreement
▹ Production Expenses ▹ Terms & Conditions ▹ Delivery Memo
TERMS: Proposal ▹ Estimate ▹ Licensing Agreement ▹ Creative Fee, Licensing Fee
▹ Production Expenses ▹ Terms & Conditions ▹ Delivery Memo
TERMS: Proposal ▹ Estimate or Bid (Fee plus Expenses vs. Flat Fee) ▹ Licensing Agreement ▹ Creative Fee, Licensing Fee
▹ Production Expenses ▹ Terms & Conditions ▹ Delivery Memo
TERMS: Treatment
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio ▹ Execution
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio ▹ Execution ▹ Experience
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio ▹ Execution ▹ Experience ▹ Capabilities
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio ▹ Execution ▹ Experience ▹ Capabilities ▹ Facilities
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio ▹ Execution ▹ Experience ▹ Capabilities ▹ Facilities ▹ Crew
TERMS: Treatment ▹ Estimate, Terms & Conditions, Delivery Memo ▹ Mini PDF Portfolio ▹ Execution ▹ Experience ▹ Capabilities ▹ Facilities ▹ Crew ▹ Clients
TERMS ▹ Creative Brief
TERMS ▹ Creative Brief ▹ Spec Sheet
TERMS ▹ Creative Brief ▹ Spec Sheet ▹ Creative Call
TERMS ▹ Licensing vs. Usage
TERMS ▹ Licensing vs. Usage ▹ Media Buy
TERMS ▹ Licensing vs. Usage ▹ Media Buy ▹ Subcontractor vs. Agent
TERMS ▹ Licensing vs. Usage ▹ Media Buy ▹ Subcontractor vs. Agent ▹ Estimates vs. Contract
TERMS ▹ Licensing vs. Usage ▹ Media Buy ▹ Subcontractor vs. Agent ▹ Estimates vs. Contract ▹ Cost of Doing Business
CONTRACTS: Get it in Writing ▹ Memory
CONTRACTS: Get it in Writing ▹ Memory ▹ Posterity
CONTRACTS: Get it in Writing ▹ Memory ▹ Posterity ▹ Clarity
CONTRACTS: Get it in Writing ▹ Memory ▹ Posterity ▹ Clarity ▹ Guide
CONTRACTS: Get it in Writing ▹ Memory ▹ Posterity ▹ Clarity ▹ Guide ▹ Signature
CONTRACTS: Get it in Writing ▹ Memory ▹ Posterity ▹ Clarity ▹ Guide ▹ Signature ▹ Before
CONTRACTS: Get it in Writing ▹ Memory ▹ Posterity ▹ Clarity ▹ Guide ▹ Signature ▹ Before ▹ Enforcement
CONTRACTS: Templates ▹ Editorial
▹ Commercial
CONTRACTS: Templates ▹ Editorial ▹ Day Rate vs. Space
▹ Commercial
CONTRACTS: Templates ▹ Editorial ▹ Day Rate vs. Space ▹ Flat Fee plus Expenses
▹ Commercial
CONTRACTS: Templates ▹ Editorial ▹ Day Rate vs. Space ▹ Flat Fee plus Expenses ▹ Flat Fee including Expenses
▹ Commercial
CONTRACTS: Templates ▹ Editorial ▹ Day Rate vs. Space ▹ Flat Fee plus Expenses ▹ Flat Fee including Expenses
▹ Commercial ▹ Licensing Agreement, Terms & Conditions
CONTRACTS: Computing Fees ▹ Time
▹ Usage
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Volume - number of copies of publication, ad insertions
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Volume - number of copies of publication, ad insertions
▹ Exclusivity - how long before photographer can license the pictures to another client
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Volume - number of copies of publication, ad insertions
▹ Exclusivity - how long before photographer can license the pictures to another client
▹ Credit
▹ Expertise
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Volume - number of copies of publication, ad insertions
▹ Exclusivity - how long before photographer can license the pictures to another client
▹ Credit
▹ Expertise
▹ Technical, creative
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Volume - number of copies of publication, ad insertions
▹ Exclusivity - how long before photographer can license the pictures to another client
▹ Credit
▹ Expertise
▹ Technical, creative
▹ Connections, experience
CONTRACTS: Computing Fees ▹ Time
▹ Pre-production, shoot, post-production
▹ Usage
▹ Types of use - editorial, commercial (publicity, collateral, advertising)
▹ Prominence - number of pictures, size of pictures, placement, size of client
▹ Duration - how long they will be used (one time, one year, forever)
▹ Geography – where they will be distributed (local, regional, national, international)
▹ Volume - number of copies of publication, ad insertions
▹ Exclusivity - how long before photographer can license the pictures to another client
▹ Credit
▹ Expertise
▹ Technical, creative
▹ Connections, experience
▹ Uniqueness – how many other photographers could do this assignment?
COMPUTING FEES: Rules of Thumb ▹ Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)
COMPUTING FEES: Rules of Thumb ▹ Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)
▹ Internal Corporate and event photography: $150-200/hour plus expenses (publicity and internal collateral use forever)
COMPUTING FEES: Rules of Thumb ▹ Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)
▹ Internal Corporate and event photography: $150-200/hour plus expenses (publicity and internal collateral use forever)
▹ External Corporate: $2500-3500/day plus expenses (for one year’s use)
COMPUTING FEES: Rules of Thumb ▹ Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)
▹ Internal Corporate and event photography: $150-200/hour plus expenses (publicity and internal collateral use forever)
▹ External Corporate: $2500-3500/day plus expenses (for one year’s use)
▹ Catalog: $2500-3500/day plus expenses (use limited to that catalog)
COMPUTING FEES: Rules of Thumb ▹ Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)
▹ Internal Corporate and event photography: $150-200/hour plus expenses (publicity and internal collateral use forever)
▹ External Corporate: $2500-3500/day plus expenses (for one year’s use)
▹ Catalog: $2500-3500/day plus expenses (use limited to that catalog)
▹ Advertising: $10,000/image plus expenses (1 year national advertising)
COMPUTING FEES: Rules of Thumb ▹ Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)
▹ Internal Corporate and event photography: $150-200/hour plus expenses (publicity and internal collateral use forever)
▹ External Corporate: $2500-3500/day plus expenses (for one year’s use)
▹ Catalog: $2500-3500/day plus expenses (use limited to that catalog)
▹ Advertising: $10,000/image plus expenses (1 year national advertising)
▹ Just a starting point – extrapolate from there
COMPUTING FEES: Scaling Ad shoot National
1 year $10,000
COMPUTING FEES: Scaling Ad shoot National
1 year $10,000
2 years
COMPUTING FEES: Scaling Ad shoot National
1 year $10,000
2 years $15,000
COMPUTING FEES: Scaling Ad shoot National
6 months $7000
1 year $10,000
2 years $15,000
COMPUTING FEES: Scaling Ad shoot National International
6 months $7000
1 year $10,000
2 years $15,000
COMPUTING FEES: Scaling Ad shoot National International
6 months $7000 $14,000
1 year $10,000 $20,000
2 years $15,000 $30,000
COMPUTING FEES: Scaling Ad shoot Regional National International
6 months $3500 $7000 $14,000
1 year $5000 $10,000 $20,000
2 years $7500 $15,000 $30,000
COMPUTING FEES: Scaling Ad shoot Regional National International
6 months $3500 $7000 $14,000
1 year $5000 $10,000 $20,000
2 years $7500 $15,000 $30,000
Can also scale type of use, number of pictures, etc.
COMPUTING FEES: FotoQuote
COMPUTING FEES: Blinkbid
COMPUTING FEES: Getty & Corbis
COMPUTING FEES: Print vs. Digital
CONTRACTS: Computing Expenses Assistant (150.00 – 500.00/day) Food Stylist (900.00 - 1200.00/day) + food
Digital Fee (about 300.00 for a web gallery) Studio Rental (500.00 - 1500.00/day)*
Reproduction File Prep (25.00 – 50.00) Location Scout (700.00 - 800.00/day)
Digital Tech (about 500.00/day + workstation) Cameras, lighting, grip*
Retouching (150.00 - 250.00/hour)* Wardrobe, Props, Backgrounds
Producer (500.00 - 750.00/day)* Location Fees, Models*, Casting
Hair/Make-Up (600.00 - 900.00/day) Certificate of Insurance, Permits
Wardrobe Stylist (600.00 - 900.00/day) Meals, Catering, Mileage, Parking, Tolls
Prop Stylist (600.00 - 900.00/day) Vehicle Rental, Hotels, Airfare, Cabs, Tips
NEGOTIATING: Ask the Right Questions ▹ CREATIVE ▹ PRODUCTION ▹ USAGE
NEGOTIATING: Ask the Right Questions ▹ CREATIVE - What pictures do we need to make? ▹ PRODUCTION ▹ USAGE
NEGOTIATING: Ask the Right Questions ▹ CREATIVE - What pictures do we need to make? ▹ PRODUCTION - What do we have to do to make them? ▹ USAGE
NEGOTIATING: Ask the Right Questions ▹ CREATIVE - What pictures do we need to make? ▹ PRODUCTION - What do we have to do to make them? ▹ USAGE - How will the pictures be used?
NEGOTIATING: Ask the Right Questions ▹ CREATIVE - What pictures do we need to make? ▹ PRODUCTION - What do we have to do to make them? ▹ USAGE - How will the pictures be used?
▹ Some questions you’ll ask the client, others you’ll ask yourself.
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps? ▹ Who is the client?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps? ▹ Who is the client? ▹ What type of use (publicity, collateral, advertising)?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps? ▹ Who is the client? ▹ What type of use (publicity, collateral, advertising)? ▹ How many photos do you expect to use and at what size?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps? ▹ Who is the client? ▹ What type of use (publicity, collateral, advertising)? ▹ How many photos do you expect to use and at what size? ▹ Cover, inside (corporate, editorial)?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps? ▹ Who is the client? ▹ What type of use (publicity, collateral, advertising)? ▹ How many photos do you expect to use and at what size? ▹ Cover, inside (corporate, editorial)? ▹ Media buy – (advertising)?
NEGOTIATING: Ask the Right Questions ▹ What’s the shoot concept? ▹ What are we trying to say? ▹ Who is the audience? ▹ Do you have a shot list, comps? ▹ Who is the client? ▹ What type of use (publicity, collateral, advertising)? ▹ How many photos do you expect to use and at what size? ▹ Cover, inside (corporate, editorial)? ▹ Media buy – (advertising)? ▹ Bundle the creative fee and licensing fee or keep separate?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)? ▹ How long will you want the photos to be exclusive?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)? ▹ How long will you want the photos to be exclusive? ▹ What level of production is appropriate (hair/make-up, wardrobe, props)?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)? ▹ How long will you want the photos to be exclusive? ▹ What level of production is appropriate (hair/make-up, wardrobe, props)? ▹ Can you tell me who else is quoting on the job?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)? ▹ How long will you want the photos to be exclusive? ▹ What level of production is appropriate (hair/make-up, wardrobe, props)? ▹ Can you tell me who else is quoting on the job? ▹ Have you established a budget?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)? ▹ How long will you want the photos to be exclusive? ▹ What level of production is appropriate (hair/make-up, wardrobe, props)? ▹ Can you tell me who else is quoting on the job? ▹ Have you established a budget? ▹ How many shoot days does the job require?
NEGOTIATING: Ask the Right Questions ▹ How long (one time, one year, forever)? ▹ Geographic area (local, regional, national, international)? ▹ What's the circulation (or print run) of the publication (editorial, corporate)? ▹ How many insertions and in what publications (advertising)? ▹ How long will you want the photos to be exclusive? ▹ What level of production is appropriate (hair/make-up, wardrobe, props)? ▹ Can you tell me who else is quoting on the job? ▹ Have you established a budget? ▹ How many shoot days does the job require? ▹ Price by the hour? Day? Image? Project?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job? ▹ How many of your competitors could do the job?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job? ▹ How many of your competitors could do the job? ▹ What’s in it for you? (money, relationships, pictures, experience)
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job? ▹ How many of your competitors could do the job? ▹ What’s in it for you? (portfolio, experience, relationship, money) ▹ Will this job yield valuable stock photos?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job? ▹ How many of your competitors could do the job? ▹ What’s in it for you? (portfolio, experience, relationship, money) ▹ Will this job yield valuable stock photos? ▹ Can you do it on your schedule or do you have to do it on theirs?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job? ▹ How many of your competitors could do the job? ▹ What’s in it for you? (portfolio, experience, relationship, money) ▹ Will this job yield valuable stock photos? ▹ Can you do it on your schedule or do you have to do it on theirs? ▹ How busy are you?
NEGOTIATING: Ask the Right Questions ▹ Your contract or theirs? ▹ Is the intended use different from the licensing they're asking for? ▹ Are there special technical or creative skills required for the job? ▹ How complex or difficult is the job? ▹ How many of your competitors could do the job? ▹ What’s in it for you? (portfolio, experience, relationship, money) ▹ Will this job yield valuable stock photos? ▹ Can you do it on your schedule or do you have to do it on theirs? ▹ How busy are you? ▹ Do I need a signature or will an email confirmation suffice?
“Why can’t we use the pictures
any way we want?”
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget ▹ Sometimes a client wants to hide how they plan to use the pictures
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget ▹ Sometimes a client wants to hide how they plan to use the pictures ▹ Other times, they just don’t know
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget ▹ Sometimes a client wants to hide how they plan to use the pictures ▹ Other times, they just don’t know ▹ Mostly, they’re looking for convenience
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget ▹ Sometimes a client wants to hide how they plan to use the pictures ▹ Other times, they just don’t know ▹ Mostly, they’re looking for convenience ▹ Send two pricing options
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget ▹ Sometimes a client wants to hide how they plan to use the pictures ▹ Other times, they just don’t know ▹ Mostly, they’re looking for convenience ▹ Send two pricing options ▹ Don’t let a client tell you you can’t charge for usage (don’t be intimidated)
NEGOTIATING: “Any Way We Want” ▹ Broader usage is more expensive, narrower usage is less expensive ▹ Provide a licensing agreement that fits their budget ▹ Sometimes a client wants to hide how they plan to use the pictures ▹ Other times, they just don’t know ▹ Mostly, they’re looking for convenience ▹ Send two pricing options ▹ Don’t let a client tell you you can’t charge for usage (don’t be intimidated) ▹ What does your client really need? Structure “unlimited” in a limited way
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone.
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words.
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.”
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.” ▹ Be clear when you use the terms “digital” and “unlimited.”
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.” ▹ Be clear when you use the terms “digital” and “unlimited.” ▹ Itemize everything – at least for your own information.
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.” ▹ Be clear when you use the terms “digital” and “unlimited.” ▹ Itemize everything – at least for your own information. ▹ Are there production responsibilities the client can help with?
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.” ▹ Be clear when you use the terms “digital” and “unlimited.” ▹ Itemize everything – at least for your own information. ▹ Are there production responsibilities the client can help with? ▹ Web isn’t a usage, it’s a medium.
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.” ▹ Be clear when you use the terms “digital” and “unlimited.” ▹ Itemize everything – at least for your own information. ▹ Are there production responsibilities the client can help with? ▹ Web isn’t a usage, it’s a medium. ▹ Specify items the client is providing.
NEGOTIATING: Other Tips ▹ Never give a price quote over the phone. ▹ Put contracts in your own words. ▹ Avoid vague terms like “buyout” and “unlimited.” ▹ Be clear when you use the terms “digital” and “unlimited.” ▹ Itemize everything – at least for your own information. ▹ Are there production responsibilities the client can help with? ▹ Web isn’t a usage, it’s a medium. ▹ Specify items the client is providing. ▹ Say, “plus applicable sales tax.”
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose).
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose). ▹ Share pricing information with other photographers.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose). ▹ Share pricing information with other photographers. ▹ Don’t give up something for nothing.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose). ▹ Share pricing information with other photographers. ▹ Don’t give up something for nothing. ▹ Sizing up your client. Give and take.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose). ▹ Share pricing information with other photographers. ▹ Don’t give up something for nothing. ▹ Sizing up your client. Give and take. ▹ Low bid doesn’t always get the job.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose). ▹ Share pricing information with other photographers. ▹ Don’t give up something for nothing. ▹ Sizing up your client. Give and take. ▹ Low bid doesn’t always get the job. ▹ Opportunity cost.
NEGOTIATING: Other Tips ▹ Negotiating doesn’t need to be contentious or adversarial. ▹ Find a win/win. ▹ Bid vs. Estimate (heads I win, tails you lose). ▹ Share pricing information with other photographers. ▹ Don’t give up something for nothing. ▹ Sizing up your client. Give and take. ▹ Low bid doesn’t always get the job. ▹ Opportunity cost. ▹ If you’re not willing to turn down a bad deal, you have no negotiating leverage.
Case Study
The Penn Stater Magazine
Cover Shoot
- Brothers. Star basketball players.
- Cover, opener, table of contents.
- Posed, in action, with their family.
- What would you charge?
Case Study
Inc. Magazine Portrait
- Brothers who run online wine company
- One inside picture. Full page.
- White background.
- Sitting on wine crates.
- With and without wine glasses
Case Study
Corporate Event Shoot
- 2-day corporate event in Florida
- Medium-sized Connecticut corporation
- Medium-sized UK graphic design firm
- Veteran Florida-based photographer
- What would you charge?
Case Study
Lactaid Ad Campaign
- Large New York ad agency
- Medium-sized brand (part of big company)
- 3 ads (3 different models, each with prop)
- 1 day in studio
- 1 year consumer pubs, POS, direct mail, collateral, internet
- What would you charge for the fee?
Case Study
USAA Magazine Cover Shoot
- “Mug shot” concept with kids
- To illustrate story on identity theft
- Individual mug shot, line-up, seamless
- (USAA offers financial services for veterans and their families)
- What would you charge?
Questions?
Thank you!
(The End)