Featured Promo – Derek Reed

Derek Reed

Who printed it?
The cards are printed by https://www.4by6.com. I’ve been using them for several years and they print both my Promo Cards and my Business Cards. I really love them because they allow small orders so you can make multiple cards and not have to rely on just one design that you have to have a large number printed. Also their Satin finish is really nice.

The Promo Book was printed by https://www.blurb.com. It’s their Trade Book size. I just wanted to create something similar to a “zine”. And I see it as it can be updated or changed around as I create new work. As with the Promo Cards I like that Blurb will allow limited runs so I tend to order as needed.

Who designed it?
The cards and the Promo Book where designed by my Graphic Designer friend, Lisa Kay based on a rough design I had. Lisa is based here in New York and her resume and client base is extensive and impressive. I feel she certainly elevates my work. Also I think it helps to have another set of eyes, (especially someone who might not be so personally attached to the work) look at what works together and what might not.

https://lisakaynyc.com

Tell Me About The Images.

Essentially I like to do new physical cards whenever there is new work that I am really excited about or I feel will be a nice addition to the set.

When I first started working with this particular design it was only my work of cultural icons but about 10 months ago I decided to start incorporating some of my Beauty work into it with the thought that it complimented the portraits rather well.

How Many Times a Year Do You Send Out Promos?
This is a trickier question to answer. I primarily use promos as leave behinds when I have in person meetings or portfolio reviews. I find that with a lot of people now working hybrid it’s more effective to just send a digital PDF of new work via an e-mail. I also believe in personalizing or catering the e-mail to the specific and hopefully potential client who is on the other end of the e-mail. So I’m not really using an e-mail blast service.

I’m basically writing each person individually. I think this is effective especially if you are reaching out to a team of people who work together. At least this way it’s not just the same e-mail going to each of them. I do try to find a way to personalize the body of the e-mail to each team member even if the PDF that they are receiving is the same one that their colleagues are receiving as well.

Because my work is more portrait driven and not lifestyle advertising I think this approach has been beneficial. So the round about answer is for the past year whenever I’ve done new work, whether it be client work or just a personal Beauty shoot I will make a PDF of the new work and send it out to Editors and Clients I’ve worked with in the past and to new potential clients.

When there is a positive response from someone I have not met with in person before depending on the response I may ask if I can send them the physical package. But before doing that I like to ask if they are in the office these days first. Because if they aren’t, I feel asking for someone’s home address might be a bit of an overreach.