A year in the making, I was excited to ship my official introduction to nearly 300 of the top creative folks in the photo industry last month. After a successful 2008 and beginning of 2009, I realized my commercial work came mostly through word of mouth and that I had made no marketing efforts. I knew in order to take my business to the next level, I needed to start marketing myself on a national level and more importantly, I had only one chance to make an awesome first impression.
“As an art buyer, I get a lot of little promotional pieces. I am spoiled. BUT, yours was so well put together and well done that I stopped everything I was doing and went to your website. NOT to my surprise your work is just as thoughtful, innovative and touching as your promotional piece. I officially have a work crush on you. Please come and see us so we can put you to work ASAP.:)”
This promo would be the first time the agencies and art buyers would hear about me so I wanted to fill it with items that told something about who I was. The challenge was how to fill a box with multiple items and not make it feel like a junk box. I worked closely with Suzanne Sease and Rob Jefferson to find items that were relevant to the audience of art buyers and creative directors and compiled my mailing list with Suzanne using Agency Access. I needed every piece of this promo to have a wow-factor so I worked exclusively with the most talented Robb Major to design everything from the screen printing of the shipping box to the design on the matchboxes. To tie it all together, I included my “to-do list” which is below.
“Cool promotional box! So much so in fact that I feel compelled to use you for our next photo shoot. I have a client in ————. Are you available and interested? Wow, this just goes to prove the power of good advertising.”
“This is the most amazing promo I’ve ever received in my 12 years of art buying! I truly hope to work with you soon and I hope this gets you a ton of work! Its genius!”
“I just received your magic lunchbox and I gotta say it’s quite the spread. The San Cristobal just made my drive to NY tomorrow night that much better. If you’re ever in ——– for a job let me know and I’ll set you up with a portfolio review with my art producer colleagues so they can get to know you. Thank you and stay in touch.”
It took two snowy days and a dozen awesome friends to put all of these boxes together and shipped in early February. The response has been outstanding and I have received an amazing amount of free T-shirt cards back full of comments request for portfolios as well as phone calls. The big task now is follow through….. and thinking about a 2011 promo!
Want a retro (empty, sorry) lunch tin of your own? Leave a convincing comment below and I may just feel compelled to mail you one.