Up to date, accurate and dependable – these are three very important aspects to John Cross of the Peter Bailey Co., ( www.peterbailey.co.uk ) who in a normal day has to balance numerous clients on two different continents and several time zones apart. It is also one of the strongest selling points that Cross says brought him to and has kept him using Agency Access for more than three years.
“In this type of atmosphere, wrong information can mean the difference between one of our clients getting or not getting a job," he says. "It is a necessity that the information we are using is up to date and accurate and Agency Access has never let us down.”
“In a matter of 2 months, we found ourselves quoting on jobs from 3 previously unknown agencies in cities I have never been to.”
Cross started representing photographers in New York eight years ago, and upon expiration of his Visa made his way back “across the pond” to London, and started representing photographers with the Peter Bailey Co., which has been established in London for more than 25 years and opened a New York office in 2005.
For the new agency to work, Cross knew that he would need a service that could help him manage the distribution of his photographers' portfolios, direct mail and their e—marketing pieces at the satellite office in New York, as well as in London. The fact that Agency Access has combined with Bikini Lists in the U.K and all these contacts are available through one website was an added bonus.
“It was a necessity that I found an international service that was updated often, with information we could count on being correct and would put us in touch with the right people for the jobs that our photographers were looking for in London, as well as in the United States,” says Cross. “Agency Access was there from the beginning and has been an invaluable resource.”
“We are constantly searching for new people to reach out to, particularly in the United States–people to showcase the unique work of the four elite photographers we represent,” he says. “In January 2007 we did a direct mail marketing campaign through Agency Access specifically to smaller agencies with creative departments of less than 20 people and agencies in towns that I am unlikely to visit on a sales trip. The result of this mailing was quite impressive.”
“In a matter of two months we found ourselves quoting on jobs from three previously unknown agencies in cities I have never been to (Las Vegas, Atlanta & Detroit),” adds Cross. “To me, this is the core value of Agency Access–they are putting me in contact with prospective clients who were previously unknown and unreachable on an international scale.”
Cross says he is continually working with his photographers to understand that there is never just one reason for getting a job and keeping your name in front of the correct people is a vital part of growing a business.
“You have to be contacting the right people at the right time for the right reasons,“ he says. “That is one area where Agency Access really has helped. The customized data they provide on an ongoing basis continually helps us stay in touch with the correct people for each of our clients.”
One example is Tim Flach, a photographer in New York who specializes in animal photography. “Agency Access allows you to search for photographer-specific groupings," says Cross. “Through Agency Access' customizable database, you can search for companies and agencies that are looking for animal photographers, and even go so far as to search out 'companies who are looking for dog photographers.' This specific information allows us to search for and better serve the clients we are working with.”
Vital Marketing Components
Cross says communication is another huge benefit of using the international database that doesn't always show up in immediate results; however, over time it has proven to be very important.
“The e-promotions keep your name in front of the people who are doing the hiring,” he says. “This doesn't always mean immediate work; however, we have found this ongoing message allows our photographers' names and work to stay top-of-mind so when a job does become available, we are the first group they call. E—promotions have been one of our most valuable tools.“
“The direct mail options that Agency Access also provides have been extremely valuable,“ adds Cross. ”We recently did a direct mail marketing campaign to more than 4,000 clients. Agency Access handled everything from start to finish. From designing the template to arranging the printing to the distribution–they took full responsibility for the entire project. For a group such as ours, this is a very valuable tool and is one less thing we don't have to worry about.”
“Bottom line, Agency Access provides a complete service that continues to help us grow our business,” notes Cross. “From customizable groupings, to e-promotions to designing and implementing direct mail marketing campaigns to offering the most current and refined international lists, Agency Access offers it all and is invaluable to our business' success.”