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Consumer Value or Valued Customer

Which is more important: consumer value or being a valued customer? It’s true that every person wants to get a great deal.  After all, who doesn’t like saving money? One has to ask though, is that more important than being valued as a customer?

 

As our world gets smaller the distance between individuals seems to be becoming greater. Personalized services are becoming more valued due to the fact that they are indeed getting rare. In an age of mass marketing, cookie cutter solutions, assembly line products and one size fits all where has personal service gone? It seems that very little is made or done for individuals any more. More often than not things are marketed in a way that is supposed to be personal when in fact the product or service is not personalized at all.

 

So how do I try to provide a personalized experience for you, my client? Easy, I work with you.

 

I think I have said it before on this blog, my first job in life was working for a family business gutting fish all day – week old fish at that. That job taught me a lot of lessons when it comes to my business and a lot about life in general. When you work for family you are not just another employee. You are expected to do twice as much for less than half the paycheck and no recognition.

 

Today I run my own business and I want my clients to think of me as that family employee. I am going to do as much as I can, as often as I can, for as long as I can and I want you to get the credit. My goal is to make you look as good as possible and the only way I can do that is to understand your wants and needs. That means I have to work with you, understand the problems you have and help you find solutions that solve those problems.

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My Client’s Advocate

 

Every once in a while things don’t go as planned. I was recently contracted for a shoot for an advertisement in a rather high end magazine. My client is the advertiser and not the magazine but the magazine is who connected me with the client. My client wasn’t sure he needed a professional photographer; he was one that thought he had a camera, and he could take the images himself and they would be ‘good enough’ for the ad. After a long consultation and some negotiation, he was willing to “give me a try.”

 

The shoot went well and the images were more than the client had anticipated. He was very happy with the results, in fact I would have to say that he was actually impressed with the differences between what a professional photographer could do compared to what he himself could produce. That was when he realized that ‘good enough’ probably wasn’t.

 

All is going well, I was paid, the images were delivered to the client and the magazine. My part was basically done; so I thought.
Now let me take a moment here to clarify; although the magazine had referred me to the client I had never done any work for the magazine before; in fact they had found me via my website and some referrals. I did not have a relationship with them prior to this project.

 

This past Friday evening I get a call from the client and he is furious!  He is almost screaming on the phone telling me that he had received a box of copies of the magazine and his ad looked horrible!  The images were all dark, lacking detail and did not represent him as he intended. He was ready to call his lawyer and have the contract voided and start a legal battle to get his money back, which I might add wasn’t a small amount.

 

The client went into detail about how the images were not representing him well and in fact he felt I should be angry too as they didn’t show my talent to capture the feelings he felt the original images did. He knew that I did not have a relationship with this publication prior to this project and felt that I should be as angry as he was because how was I going to get more work from this magazine if my images “looked like crap.” He was right too; if my work is the ugliest in the magazine it is highly unlikely that I would get any further referrals from the magazine.

 

The fact that my client was not happy is more of an issue for me than anything else. A positive review from him is likely to do more for me than how the magazine feels. More importantly, my client is pissed and that is just not acceptable to me, period.

 

But I am just the photographer, what can I do? This is an issue between the client and the magazine. In fact I could do something.

 

I had the client overnight a copy of the publication and I took a critical look at the ad and yes, the representation sucked. The images were dark, fuzzy at times and just generally looked horrible. So I did what I thought would be the next right thing, I called my contact at the magazine and I asked them what happened.

 

My contact had not yet seen the printed version and referred to the soft proof that she could see on her computer. She forwarded me a copy of the proof while we were on the phone and I let her know that the files she sent me in fact did not in any way represent what I was seeing in print. She then in turn referred me to the manager of their production department and my questioning began all over again.

 

To make a long story short, or at least not so long, After comparing files, computer profiles, processes and anything else we could think of it was finally agreed that the print version didn’t match the electronic version and that something needed to be done to make it right.

 

I offered the magazine an additional 30 images to choose from and my time and knowledge to work with them to create a new advertisement for my client. I would be the advocate for my client and I would use my print experience to help create a new ad. They in turn offered to run an editorial about my client’s product next to a full page ad that we would compose together. This would give my client greater exposure than originally planned, gave him a discount of more than 60% on his previous contract, and should override any negative exposure that may occur from the copies that were already on the street.

 

My client wasn’t sure how to negotiate with the publication when the project was less than expected and was put in a place where he was not sure how to proceed. He was about to do what he thought was right and bring in legal counsel. Instead he reached out to the person he thought might have an idea on how to handle the situation, even if it was more to assure him that the ad looked bad. In doing so, he brought in an advocate for himself and his business.

 

I didn’t charge the magazine or my client for any of this. I wanted to do what was right for my client and for everyone involved. In doing so I was able to help my client; I took a bad situation and made it a Win/Win/Win. The client gets a second ad with a two page spread for the cost of a half page ad, the publication gets a happy client and a minimal financial compromise, and I have two happy clients.

 

Being my client’s advocate is for me, just smart business.

Catching The Client’s Eye

 

Recently, in a photography networking group I was asking for some type of marketing research that would help show you how quality photography can increase your ROI on any given project or campaign. Unfortunately there seems to be very little actual research done on the subject. It seems that it is just accepted that photography helps capture the viewer’s attention.

 

Luke Copping responded to my post asking for statistics, information, anything. Luke is an extremely gifted photographer from Canada now living in Buffalo. If you want to see images that catch your attention check out his website at www.lukecopping.com.  I just met Luke a week ago at ASMP’s Strictly Business 3 (SB3) conference in Philadelphia and Luke is the kind of photographer that is good at getting your attention. When I saw his reply to my post I knew right away that the information would be useful.
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