Promotional Modeling Work
The word ‘Model’ – who do you think of when you hear it? A scantily clad lingerie mannequin? A cover girl on Vogue? Many inside and outside the industry don’t understand modeling. In addition to striking faces and physiques, models come in all shapes, sizes, ages, & ethnicities. Male and female models are used for many different jobs beyond fashion photography and clothing.
Ultimately, a model’s purpose is to help a company promote a product. Companies look for an employee … one who can ‘sell’ a product, which means being friendly, outgoing and attractive, and able to look like a ‘normal’ consumer of the product. The employee-model must be able to engage potential customers and be a first-line sales agent.
Promotional Model Julia Stegner
First, remember that you are being hired for marketing and promotional modeling; that is, you are an employee of the firm that hires you, not a prince or princess! Additionally, a model appearing with a product or promoting an article of clothing, needs to have a look that can be duplicated. If the model is showcasing a sweater, for example, she/he actually has to look like the customers the company is targeting for the sweater, or look like someone that customer might know.
A good model, like any good photographic subject, knows how to enter a 'no stress zone' once the lights go on. He projects an image of confidence and approachability. She is prepared, natural, calm, & relaxed throughout the photo shoot, in spite of the demands from the photographer and from herself.
The model should be selling herself as part of the entire product experience when the camera starts snapping photos.
For photo shoots, particularly those selling products, the art director is looking for a model with a particular style. He has to look interested, competent, and familiar with the products. (As anyone who's ever taken photos at a family outing can attest, looking natural and relaxed when a camera is out isn't the easiest thing in the world to learn how to do.) Consequently, models who radiate that natural air of relaxation are much in demand.
The last set of tips for models who want to remain in demand is professionalism. Contrary to myth, models are not divas or knights around whom the photographic world revolves. Instead, models are cooperative & competent professionals who show up on time, tell people when they're going to be late, work with clients and photographers for maximum flexibility, and take the time to make the experience pleasant for everyone involved in the shoot.
Like all professionals, models live on referrals from prior clients and customers. Remember that one poor reference, as in any business resume, can destroy an entire career. Professionals do their homework, they learn the product, they study & emulate the customers who'll want the product, and they learn to listen to what the client asks for. The final image the client uses is a culmination of several different professionals doing their job, and the model needs to remember that she/he is an employee who aids in the co-creation of the image. To make the most of your modeling career, and to remain a model in demand, remember your demeanor is as important as your face.
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