Question by mmct42: How to charge for auto dealership photography services?
I’ve been thinking about taking my photography skills to the local car dealerships. However, I really don’t know how to go about it – how to charge, what to charge, etc. Does anyone have any tips for me?
There are actually local dealerships who have ads online looking for photographers – people to photograph cars and put them online for them. The only thing is that the ads or dealers I have called want to know how and what I charge – and I just don’t know how others are doing it – by the photo, by the job – and how much.
Best answer:
Answer by Fonz
Suggest you get the pay up front. Times are hard for car dealers now.
I can’t think of anything a car dealership would need with a photographer..
I’m betting that you can’t get one to talk to you about spending money.
I was in the business for 30 years.
What do you think? Answer below!
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{ 2 comments… read them below or add one }
Don’t be surprised if you walk out with a new car. They are more about getting your money than giving any to you.
Find out which advertising agency in town represents them and approach the ad agency
Take your finest, most technically perfect and well composed auto shots, with and without models with you to your appointment. Only tell them that you are competitive for this market and follow the guidelines established by the American Association of Advertising Agencies
Your fee structure should include expenses paid up front, day and half day rates and usage fee rates.
I realize this is six months from the original post – but I do have a bit of experience with the subject. There are handful of large companies – and 100′s of small businesses that perform photo and window sticker services to automobile dealerships. Depending on the level of services the dealer requests will determine what you may charge in order to be competitive. Rarely will a dealer client pay an hourly fee. Most every company charges on a per vehicle strategy that ranges from as little as $8.00 per vehicle to $50.00 per. The most ordinary/average charge per vehicle today is between $12.00 and $18.00. Dealerships will not pay up front. I have had hundreds of dealer clients and have never not been paid. They will not sign a contract either. They will agree to a per vehicle amount with adds for ‘other’ services, should they ask for those services. These services range from placing the vehicle on eBay, Craigslist or a wide range of various other starburst stickers eg. If I had no experience with dealerships in the particular niche, I would have probably responded like fhotoace did. Unfortunately, dealerships are an unusual animal when it comes to having their inventory photographed. It’s unlike any other fee structure most photography studios/owners are used to, in a general sense. Once you charge for the photo and hand those files off to the dealer – it is their property and no usage fees may be charged. That’s just the nature of the auto industry – no matter how this may upset professionals like yourselves. Because of the internet – fewer dealers are using traditional ad agencies. Only the dealers making TV commercials – and used only on the TV/radio. The internet has stolen away some of the ad agency dollars; however, those companies/agencies that were nimble and smart enough to see the rising tide of the internet were/are able to maintain a place in the dealership’s pocket. Take Cox Communications for example – they own AutoTrader.com. Smart. They understood the auto industry and stayed with the evolving technologies.