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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 

 

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