How to Save Hundreds Dollars on Photography #1

Kickin' it Old School!
Have you heard that song, Girls on Film, by Duran Duran? How about Freeze Frame, by the J. Giels Band? Kodachrome by Simon and Garfunkel? I'm beating around the bush...

The big joke right now is, "Film? What's that?"
Well back in the day, every time you took a shot, you spent somebody's money. Large format film, like 8X10, cost $25.00 each sheet when processed, and even 35mm was a serious consideration. Both clients and photographers were keenly aware of this expense. The photographer and the client had a concrete interest in managing the cost of the photo shoot. But now that photography has been completely digital for a few years, the shear cost of shooting pictures has been forgotten. Consequently, so have the skills of organizing and preparing for a professional photo shoot. Here are some easy easy steps that will keep your shoot on track and generating the images you need in the least amount of time. And since time is money, especially when it comes to working directly with photographers, maximizing your time with a pro is good for you and your bottom line.

What's Really Different?
Before I start with the really short list, I have to say that our studio has noticed a disturbing decline in effective planning, pre-visualization and general understanding of how to interface with a commercial studio. As with any recessionary time, the complaint is that it's too expensive. But now, unlike any other time in history, cheap digital cameras provide a tempting alternative: "Why don't we just shoot this ourselves?"

Well first, the best tool you have in your arsenal is right between and slightly above your ears. So you understand that Canon 5D is great to have around the office, but it is to high-end photography what the Easy Bake Oven is to a commercial kitchen. The good news is, you'll use the 5D to save time- and therefore money--on ALL of your future photo shoots. But when your clients see a digital camera and some flood lights in that empty cubicle and queries, "hey, can't you just shoot it with that?" just remind them that you are not a photographer and photographers are not designers. There are plenty of photographers out there making that point for you everyday, so why don't we all focus on our gifts?

So the Real Preamble...
Here's how it's been going with a couple of my key clients: I get an email or text with an urgent request to send someone over to pick up some product needed to be photographed. When we get there, we're handed an overflowing box of products pieces and parts to take back to the studio. No notes. No list. No layouts. No instructions. So, we get on the phone and ask directly for instructions, a shot list and "please, please please, can we have some layouts?" The answer we get is they don't layout anything until they have final images. And please hurry because we need to get this job printed. This could never fly in the days of film. Film and processing was really expensive. Shooting film took a lot of time. But now, since it's digital, it really doesn't cost anything, right? Wrong! The clock is ticking and all photographers charge real money for planning your shoot if they have any intention of staying in business.

Let's Save Some Time and Money!
How to Plan for Your Photo Shoot:

1) Create a Shot List with Priorities and Variations
This is a list of every shot you need or hope to get out of the shoot. If we're shooting products, every product should be mentioned on your shot list. List any and all variations of the shots you need or would like to explore. You should indicate which shots are critical and which are possible variations. Some of my action apparel and shoe clients provide us with a list of every shot in an Excel matrix of every variation required. These are ALWAYS accompanied by example images shot previously by us or other photographers for angle and light matching. (These examples function as layouts and the client provides them so we are not making assumptions on their behalf. Peoples jobs are on the line with some of these accounts, so pros don't let other pros guess about what is required.)

This is incredibly important because it helps your photographer to sort out what needs to be done and develop an efficient production plan. You can't shoot willy-nilly. If you have big things and little things and they all have to look the same, you don't want the camera moving up and down and back and forth. It's going to look like your boss' step son shot it over spring break. The worst case scenario is your photographer spends four hours shooting your hero beauty shot, strikes the set to shoot accessories, then gets a call from you saying,"um...oh yeah, can you shoot both sides of that bike? I don't know which way I want to use it yet." Guess what? You can live with what you've got or pay for another half day to set it up again. Turning the bike around while everything is set up is far more efficient and therefore, less expensive. So why not plan for it?

2) Create a General or Rough Layout
This may be a step you're not ready or willing to take. From a photographer's point of view, it's far easier to create great shots if you know how they are going to be used. (Full page vertical, half page horizontal, web page on the left side, etc...) If the new shots are going near or next to older shots, they should look similar, they should be composed and positioned in specific ways and the lighting should match. They only way the photographer can know these things is to see a layout of some sort. Even if you don't have a layout, you should give examples of past shots to match lighting, perspective and lens selection. All critical details for a successful shoot.

The worst thing you can do at this stage is say, "just shoot it a whole bunch of different ways." This is a production killer and it clearly states to the photographer that you don't know what the heck you're doing. If you've got a list and you want the photographer to play a little, that's different. I've got one guy who says that every time and I always have a great time with it. But it's always after the main shots are in the can, so to speak.

So if you bought a digital camera thinking you'd shoot some stuff yourself, I suggest you shoot rough images and create your rough layouts with those shots, then call a pro to shoot using your shots and layout as a guide. This will speed the process up and save you tons of money. You'll have clean, consistent, well lit shots for your final project in a fraction of the time- -and you're well into the project by the time you call the photographer, not waiting for shots so you can get started. The photographer can "plus" your direction instead of spending all his time and energy coming up with everything from scratch. Huge difference!

3) Communicate and Be the Leader
We notice people are increasingly uncomfortable in conversation. Dozens of unanswered calls and voice mails, but a text answered immediately with a text. What up with that? Get comfortable talking about your work, your project and your ideas on the telephone and in person. Email and text is great for short quick exchanges, but people need to interact directly to be effective. In our studio, we have great respect for clients. Some of the best direction from art directors sounds EXACTLY like this, "I'm not sure what we need to do here. What do you think?" You're hiring a pro, it's their job to help you solve problems. That's great leadership right there. That's what we need from you.

4) State Your Exact Deadline
Banish this phrase: "Get it done as soon as you can." What in the world does that even mean? Do you mean when I CAN get it done? Do you mean you need it first thing in the morning? Do you mean it IS or IS NOT important? Keep your photographer on task and if you can attend the shoot, do it. Take your laptop and work from the studio during the shoot. The work will be better and the job will wrap sooner.

"Mr. Photographer, I need final images by the end of the day, Friday. I plan on assembling this Saturday. I need proofs on my client's desk Tuesday morning."

Now we're working together and you're leading the way. Now, I know exactly what to do.

5) Give Feedback and Say Thank You
You know you're supposed to do this, because your mom told you to. But listen, this is truly a win win. Saying thank you has a powerful long lasting effect that makes good people want to work WITH you and work FOR you. It wins them to your side. You should also give honest feedback about how things went for you. The response you get will tell you reams about the individual you're dealing with and their maturity. You need to know who you can trust and rely on when you land that huge account. If there was something that didn't quite go the way you think it should have, just put it out on the table. Keep it professional.

At the end, say "Thank You!" You are the buyer, and the seller needs to know what your experience was like. If your photographer freaks out and keys your car, there are literally thousands of others ready to climb over his dead body to get your good business.

I hope this helps you save hundreds of dollars every photo shoot.