REALLY?

[Anson Fogel]

This will be my first completely superfluous post, but have to share/vent - lately, I get asked to "price" the most vague, uninformed, unpriceable crap. As agencies get weaker, and we get more client direct contacts, that's the way it goes.

But this email today, forwarded on as written by a producer asking for us to price a "red package" and "editing" is really nice -

"Hello,
A colleague of mine is trying to set up a commercial shoot for a local restaurant and asked me to do some preliminary pricing research from different production companies in town. We want one day of shooting, shooting at the restaurant only, and we will probably need a voice over. Could you give me a estimated quote for this type of project? Look forward to hearing from you."

Ummmmm......Really?

[Meryem Ersoz]

Is this really unusual for our market? I get contacted with this sort of thing all the time. Usually, I just chat with them on the phone. They find out that I'm not likely to be their cheapest option, or else I find out that they are not quite the caliber of client I want, and that's that. I would say that about one out of every ten contacts such as this turns out to be an honest-to-goodness client. But you never know until you talk with them, get the right information, and educate them about what they are really asking for....

[Shane Betts]

Our latest was some guy who wanted "a price for a hunting video", then pointed us towards some YouTube stuff of big game poaching...

I'm going to ring a car dealer and ask for a price for a vehicle.

[Craig W. Bickerstaff]

It's all in good fun to vent over clients lack of knowledge but what do they know? They aren't filmmakers. How are they supposed to know to ask for 10 extras 2 talent the correct lighting package and what to shoot on etc.

[Liam Hall]

That looks like a pretty clear brief to me - what's the problem? Maybe they are looking for someone with imagination...

[Erik Franzén]

Looks to me like they decided to jump before thinking. Not really surprising, but they seem to expect someone to figure things out "as they go" and not the usual clear-as-glass approach most commercials take. By extension, that would mean you would have to plan the commercial - which, uh, seems a little strange.
On the other hand, there are plenty of ads looking for a "filmmaker" (if such a mythical creature exists!) and wanting them to make commercials, virals and whatnot so maybe it really is more common than I think..?

[David Battistella]

If you re-read that you might actually discover that you are missing a great opportunity.
I'd love to get that e-mail.

David.

[Michael Schrengohst]

Anson,

Your reels look really good. Why would you not give them a quote?
Just price out a day rate and give them options.
Give them a broad idea of what editing might cost.
A food/restaurant shoot could really round out your portfolio.

[Anson Fogel]

Hey all -

I did give them a quote, and agree with all of you - its not unusual, it can turn into decent work, and it does at times.

It simply a big change from the usual for us, as we see more and more of this, and less and less of the traditional, agency driven work. And so we make fun of it!

[Tim Whitcomb]

This one is simple...

Hello ____ sounds to me like you are working to expand your business with TV advertising. There are many things than can affect the price of a commercial from the types of cameras and lighting to insurance. What is the budget you are hoping to shoot this for. I find for restaurants, this is the best place to start so I can cater a quote to"hopefully" fit your budget.

TRUE STORY... we did this EXACT same thing. The guy who owned the restaurant (for his wife) also ran one of the largest silicon brokerage firms and was a millionaire.

He just funded 3 SAG Ultra Low Budget films at $100K each for the Freeman Brothers here in Portland.

MORAL OF THE STORY. SALES 101. Dont ever "eyeball qualify" your clients. Do the work that you expect to be paid for. There is NOTHING wrong with quoting too high either or saying. NO.

I know you sound frustrated, but we either adopt in business (life, nature) or perish.

cheers!