Oh the joys of self employment. I ran into this all the time when I worked in-house for a few companies over the last two decades. You’d pay a half a million dollars or more for an idea, and in the end you would only be supplied with the raw pieces, and a little lone production guy (formerly me) would put those elements together while getting paid a tenth of that over a whole year, and not just for that one campaign element. If you want the creative folks to put it all together you need to cut a different, equally high Studio cheque to have it put down so it can be printed, or go live on the App/Website.
Now I get to do both, which is very creatively fulfilling. Production work is the bread and butter which funds the time it takes to create new and exciting things. Can’t spend your time contemplating new ideas if you’re dead ass broke. Have to fund that kind of time with the more straight forward stuff. Things like moving a line of products from one die line to another. Taking existing artwork and rejiggering it to fit new parameters, and tech ical specifications. Like migrating web banners of a landscape orientation, into a bus stop print ad in Portrait orientation. It takes technical skill, and compositional know how to get one to look and feel like the other. To carry over the essence while being almost entirely different. Which is challenging, and fun all at the same time.
I don’t make a habit of chasing RFP’S, and bidding on work. That all takes an awful lot of time, effort and opportunity cost to do. Whereas if I build relationships with people, you can be assured that those positive experiences can, and will carry over as Marketing people, Brand Managers and such move from product to product, and industry to industry. You don’t forget the ease at which you can work with some folks. And when the opportunity presents itself, they will seek you out to further that working relationship. It’s rather nice. Word of mouth is a real help too. But mostly if your friends, are friends with people whom are Managers, Directors, CEO’s and persons of clout. That helps a lot. Hard to pull in new clients from the very ground floor. It is doable, but good grief what a slog that is. So many hurdles and obstacle to jump. Not to mention the constant harassment about compensation vs. Exposure, or timely payments. And the endless nitpicking over your invoices, asking for by the minute break downs to account for every single penny. Makes being creative very difficult if you spend half your time fighting for yourself & reputation.
Here it becomes readily apparent just how easily they’d cut a $50,000 or a $100,000 dollar cheque without batting an eye lash, versus paying your the $3,125.75 invoice. For that they want a line item by line item audit. Meanwhile you didn’t pull from a prearranged template like those big guys likely did, and built them something custom and totally individualized. I don’t have an account manager to massage the client into accepting the first idea. I don’t wine & dine. I tailor my work to suit, and that needs to be enough. Oh, I’ll have a business dinner, or a round of drinks with my largest clients if/when it’s needed. But I don’t do that weekly, or even monthly. That can come up once a year (Covid has impeded this practice) or every other year depending on circumstances.
So as much as I hate it, Networking is important to growing your business. That and technical skills, quality products, a high degree of accuracy with the end file, and the ability to successfully juggle deadlines, and your time. I don’t wish to grow so large that I no longer do the design work and spend all day managing people, budgets & meetings. That sounds horrendous to me. No thanks. A small boutique that caters to its clientele, and puts out great work which everyone is happy with. I’ll stay there for as long as I am able.
So pay your artists! Invest in quality photographers. And most of all, take care out there. Ciao Bella!
Greatwall Studios Graphic Design 