Marketing Tools
A model needs a great deal more than beauty or uniqueness
to be a success in the competitive world of modeling. Modeling is a
business. In any business one factor among many affecting your degree of
success is your marketing strategy. An important aspect of this
strategy are your marketing tools. It is certainly no different in the
modeling trade.
A professional quality image portfolio, comp-cards, photo business
cards, greeting cards, posters and calendars are all excellent
model marketing tools for promotion and exposure. Additional tools
include but are not limited to: a marketing list with names, addresses
and phone numbers of advertising agencies, model management agencies,
and photographers who can get you work. You may also want to put
together a list of local charities where you can volunteer your services
for their printed promotions as another means of exposure. Lets look at
each.
What are portfolios and
comp-cards?
First, you need to be aware that generally you do not
need a professional quality image portfolio to see an agent or be
considered by an agency. Usually a good sharp head shot and full
length figure shot is all that is needed for them to decide if they are
interested in further communications. Most reputable agencies will pay for a
"test" shoot (not your portfolio unless you have
supermodel potential), if they are really interested. In such cases you
may not have a choice in photographers for the "test"
shoot. Once its time to build your portfolio reputable agencies will
generally recommend several photographers who are capable of producing
work that meets agency and industry standards. Beware of an agency that
requires you to use only "their" photographer since he/she is
the "best". Especially if you are paying for the shoot.
A professional quality portfolio should be designed to
capture the models uniqueness as well as give the model a look of
professionalism and credibility. The portfolio generally contains a series
of photographs which feature the model in as many different poses (most
flattering) as possible, tear sheets from actual jobs, and a resume of
their work history. The poses should be divided into three
categories: head shots (head and shoulders), 3/4 length and full
length body (figure/physique) shots. Variety in poses, lighting, location,
backgrounds, make up, hair styles, and wardrobe should all work together
to reflect your current look as well as current model trends and make a
dramatic well rounded presentation.
Comp-cards, Zeds or Z cards are a few
of the names used to describe 5 1/2" x 8 1/2 " or 8
1/2" x 11 " cards showing the best sampling of images from the
models portfolio including physical stats and contact information for the
model or the agency the model is signed with. Although Comp-cards
may be custom designed, typical styles include a model's headshot on the
front with the model's name typeset on the image or its border and
additional poses, stats and contact information printed on the
back. Comp cards are mass printed in multiples of 100s and used for
hand outs at "Go Sees", auditions and mail outs to prospective
clients and agencies.
How to build or update your
portfolio
Portfolios should reflect your current look, weight, hair
length/cut and color. You can build or update your portfolio in several
ways. Each has it's positive as well as negative issues that should
be taken into consideration. Time for Prints or T.F.P. is an inexpensive
way for beginners as well as professionals on a limited budget to build or
update their image portfolio. This method can literally save you hundreds
of dollars. Traditionally the model hires and pays a photographer for
his/her time and the images he/she takes and has control of as well as the
publication copyright of the images. Another option would be a negotiated
combination of the above. Let's look at each.
T.F.P. is a trade off. You trade your time to receive the prints that you
need for your portfolio. The majority of professional photographers have
on going projects they are working on and you may have the look that fits
into this project. The photographer may be updating his/her own
advertising portfolio and need some new faces. He/She agrees to provide
you with the type of prints that you need and you agree to pose for the
shots they need. T.F.P.should be an "equal value" for you
and the photographer. While there are photographers who use T.F.P.as a
tool to build their nude portfolios, there are just as many or more
professional photographers that do not make this a requirement for T.F.P.
In fact ,we strongly recommend against this type of work especially if you
are just starting out. You also need to be aware that a professional agent or agency is not
likely to send out your comp cards that include nude shots to prospective
professional clients. The key ingredient here is: for a model to look
their best in a shoot, he/she has to feel comfortable. It's your career
and it should be your well thought out decision. When a model and
photographer agree on the terms of T.F.P. it usually ends up that the
photographer will provide his time, studio (unless shoot is at outdoor
location), equipment, film and an agreed upon number of usable prints. The
model generally is responsible for his/her own makeup artist, hair stylist
and wardrobe. Expect to have to sign a release. Many photographers
will provide the model 2 or 3 pro quality prints per hour or per
roll of film. A professional photographer cannot stay in business
if he/she is giving away their services. Their expenses for time,
equipment, studio, electricity, and staffing necessitates sound business
practices.
The traditional method of building or updating your model
portfolio is where you pay for the photo shoot. In this situation
you are better able to choose the professional of your choice and get the
type of poses, quality and number of shots you need and can afford. Prices may vary as
much as several hundred to a thousand dollars. Quality not
quantity is the keyword for building your portfolio.
To be Continued