So I've shot a very high exposure, popular local university sport stadium on a freelance basis and have begun to sell the images. Most people that I have sold to or am in the process of selling to have had some involvement with the building's design, construction, material supply or the like. I've been approached by a beer distributor to use the images in their marketing (they were referred by the athletic dept at the University to me).
My question is - Should I be charging them the same price that I am charging all of the other people? The others are going to use the images for their own marketing such as websites, award proposals, prints for offices and the like. But this agency is interested in using them for cooler wraps, promotional banners, maybe 12 pack boxes and things like that, that will become out of my control once I sell the rights (non-exclusive) to them.. Should I / can I charge them a higher rate for this? I could offer them exclusive rights and essentially sell them the photos along with their rights and remove them from the market.
If I charge 1XX for each image to the typical client, what should I charge this person? I'm interested to know your take. Thanks for your time.