HOW TO WORK WITH A COMMERCIAL PHOTOGRAPHER, AND WHY: Part 5
Aug 28, 2017 | By: David Morris Photography
Part 5: How much will this cost?
How much is this house?
I’m not trying to be flip here, but clients working with professional photographers for the first time often approach the project based on their previous experience of hiring someone with a camera to show up and take some pictures. A commercial photo shoot is more akin to building a custom home, and so there are more steps involved, more decisions required, and therefore more time needed to accurately define the goals, requirements and artistic influences that will be used to create the finished product - from foundation to landscaping.
First presented with a client’s initially undefined “dream house”, the commercial photographer is essentially the architect of a photography project. There are basic questions to be asked and answered to clarify the wishes of the client and the general requirements of the project, and then it’s the architect’s job to research, develop and present options and suggestions to fulfill, and enhance, that basic idea. Expect several meetings to gather information, define the scope and refine specifics. Allow time for the photographer to consider new information and develop ideas, solutions, and strategies for effective production. We are building your custom home from scratch. There are many potential solutions to each phase of your project - and the architect has to design, evaluate and itemize each phase individually while ensuring its successful integration into the whole production.
Are you concerned about cost? So are we. No responsible photographer tries to inflate the cost of a project by adding unnecessary expenses or suggesting frivolous or indulgent solutions. But we are tasked with developing creative solutions and there has to be a place for the presentation and discussion of various ideas or treatments as we refine the specifics that will be used for your project. This is why a series of fact-finding meetings or a phone conversation is essential - before an estimate can be created.
Clients who request a price from a photographer based solely on their internally-generated description of a project do themselves a disservice, and virtually guarantee a high, and more importantly inaccurate, first bid. This scenario excludes the photographer from applying his experience and creativity to the development of an affordable and executable concept and forces the experienced professional photographer to factor in the extraneous costs involved in managing and delivering an undefined project.
Likewise, clients who either have not defined a budget or who refuse to share an accurate range of expense with a photographer in the development phase of a project will complicate the process, squandering valuable time and resources (theirs and the photographer’s) in the pursuit of unrealistic expectations. Just as there are many options to consider in building a house that can influence the cost without compromising livability, there are also production options which can be incorporated into the final production strategy that accomplishes the goals while attending to budgetary needs and without sacrificing effectiveness. Let your photographer develop a photo solution that meets all of your needs, including your budget.
And so - how much is a photo shoot?
Once the concept is established and the project is defined, the estimate is simply math. Sorry for continuing the construction analogy, but at this point it comes down to time and materials, and the estimate is relatively easy to prepare. A 2-bedroom house is this much. Adding a pool is extra. Don’t need air-conditioning? You already own the lot? How about a moat? See what I mean?
The result is an accurate, itemized estimate that can be explained, understood, justified and evaluated. Would you like to spend less - what can be modified or removed? Did it come in lower than you expected? Where might you consider adding value or effectiveness to the end results that would justify some additional expense?
And so the answer to how much a photo shoot/production will cost is based on knowing exactly what we are being asked to produce. The more information and specifics you can provide a photographer, the more accurate they can be with the estimated cost. For example: Provide layouts or sketches, how many shots you need, provide an in depth description of what you’re wanting to communicate, provide example photos that convey the look and feel you’re wanting to communicate. Do you want video motion shots at the same time? Photographers do realize there are times you don’t have all the information you need, but are being pressured to get some numbers. If this is the case, you will most likely get a very loose ballpark estimate until you get more information.
An experienced photographer is usually willing to ‘ballpark’ a cost based on the experience of years of production as a way of qualifying a project before investing in the meetings and concept development, which are required for an accurate estimate. An inexperienced photographer will quote a price over the phone or in an email, and generally under-estimate the complexity and commitment required to deliver a quality product.
I can say with certainty that a client asking for a ‘day rate’, or requesting a price without having a conversation with the photographer, will end up with a wildly inaccurate idea of cost, and be missing the opportunity to have a professional image maker develop a custom solution for their photography needs. You’d be surprised what a short phone call does to quickly help get you an accurate cost.