How to Succeed in Commercial Photography : Insights From a Leading Consultant

MARKETING ASSISTANTS

In the past if you were not in the ad business or were not yet

a seasoned, competitive talent with marketing tools developed

(read “rep material”), a trained marketing assistant or freelance

consultant would definitely be the perfect team partner for you.

Today, a marketing assistant is popular within the ad community

as well.

Ken Gehle, a busy photographer in the Atlanta area, opted

for a marketing assistant, and he explains why:

After spending some time defining my vision and

building a book to support it, I began a program to

market my work utilizing direct mail, e-mails, and some

portfolio showings. My energy was spread too thin to be

effective enough. Lo and behold, a young rep came

a calling and after a couple of months I signed on for

representation. It didn’t work out and soon I was back

on my own. Instead of looking for a new agent I decid-

ed to proceed with my backup plan of hiring a market-

ing assistant.

Ken explains the role of his assistant, saying, “Currently

my marketing assistant works just one day a week but the data-

base is being updated, the mailers are going out regularly, and

all the books are constantly out. My assistant arranges for

in-person appointments and I am seeing potential clients on a

regular basis.”

One wonders why Ken opted to go the marketing assistant

route rather than try another rep. “A traditional rep with four

to five photographers was not going give my business the atten-

tion that my marketing assistant does. I want someone to mar-

ket me solely; I did not want to be one in a stable of talent. My

marketing assistant seems to be the perfect option.”

Ken’s experience is not uncommon. A marketing assistant

may be just the type of support that you need. While a marketing

assistant is not a new option, most photographers look for a rep

first. They don’t understand the reality of representation and

thus look for agents to handle the tasks that a marketing assistant

usually does. The job of a marketing assistant is to perform the

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