Photographer Casey Templeton showed me some of the amazing responses he received from a promo he did recently and I thought you might want to hear more about what went into it. You can see more behind the scenes images and a video about it on his blog (here).
Here’s Casey explaining the piece:
I worked closely with Suzanne and my assistant, Rob Jefferson, starting the middle of last year to get the ball rolling. After a successful 2008 and beginning of 2009, I realized my work came mostly from word of mouth and I hadn’t done any marketing. We decided if I wanted to take my business to the next level, I needed to start marketing myself on a national level. We also knew I only had one chance to make a first impression so we had to do it right.
Rob and I met with Suzanne in her office and got a chance to see a variety of her throwback collectibles such as a Simpson’s lunch tin, figurines and print pieces which set our minds racing.
The big question was how do we fill a box with multiple items that are tied together with a common theme. Since this was going to be the first time these agencies and art buyers would have heard of me, I wanted to put in items that meant something to me and would help them to get to know me better. I started by writing a list of things I loved which could also be placed in a box.
I spent approximately $15,000 on the project between research, materials, portfolios from Lost-Luggage, assembly and shipping of the kits. A portion of this was also spent on my designer, Robb Major, that I used for every piece in the kit from the business cards to the screenprinting on the shipping box. I produced 300 promo kits and mailed 290 to a selected list of agencies, art buyers and in-house corporate groups that Suzanne and I compile using Agency Access.
The responses have been overwhelming and I am currently working on a an email blast to follow up on the delivery of the kits and start organizing meetings with various agencies that have requested to meet with me.
Here are some responses from the week they were shipped:
“As an art buyer, I get a lot of little promotional pieces. I am spoiled. BUT, yours was so well put together and well done that I stopped everything I was doing and went to your website. NOT to my suprise your work is just as thoughtful, inavative and touching as your promotional piece. I offficially have a work crush on you. Please come and see us so we can put you to work ASAP.:)”
“I just received your magic lunchbox and I gotta say it’s quite the spread. The San Cristobal just made my drive to NY tomorrow night that much better. If you’re ever in Boston for a job let me know and I’ll set you up with a portfolio review with my art producer colleagues so they can get to know you. Thank you and stay in touch.”
“Talk about getting someone’s attention. Great promo package. Fun and a great way to get your work in front of folks.”
“Thanks -for the promo package! Quite a statement. Glad you reached out. Wanted you to know that we appreciate it!”
“That was a pretty fancy promo for a recession! Thank you — and you are welcome to send email promos anytime.”
“Just received a super fun packed from you guys. Just wanted to say lots of thanks. I looked through the images in the packet, as well as your site. You guys have amazing work. Anyway, I’ll def keep you in mind for future projects, and thanks again!”
“Cool promotional box! So much so in fact that I feel compelled to use you for our next photoshoot. I have a client in ————– on March 12th. Are you available and interested? Wow, this just goes to prove the power of good advertising.”
Continued response last week:
“This is the most amazing promo I’ve ever received in my 12 years of art buying! I truly hope to work with you soon and I hope this gets you a ton of work! Its genius!”
“Liked your work very much-very honest and truthful. Will def keep you in mind.”
“We want you to come and see us because this is thoughtful and your work kicks ass”
I LOVED the promo. I feel like I already know you, thanks!”