Approach dealership for photo session?

Hey guys,

I have been thinking about some new photoshoot opportunities, and one that I would really love a shot at is photographing cars at a new dealership. A new Mclaren dealership opened up a few months back and I dropped by to check out the new cars and snap some photos at the same time.

The conditions for the shoot were nothing professional but I really would want a crack at a proper shoot. I have some ideas of how I would want the shoot to go, and the outcome of it. Now I am a bit nervous about approaching the dealership itself and asking, but what can it hurt? Im looking for tips that I can use to persuade the shoot to happen.

Since the place is really busy during the day I was thinking either a really early AM shoot (I live close, not really a problem) or late afternoon (here, the use of strobes would be key). Besides exterior shots with the cars, I wouldn't mind doing some good interior shots as well. Now this is all dandy what I want, the problem is the dealership needing my services.

Here is the brief shoot I did before, for fun as it were: http://www.flickr.com …r/sets/72157628​977923371/

So, what can I do to increase the chances on making this shoot a possibility? Should I call first and talk to the manager, or whatever head position to ask, should I just drop by and talk in person. I dont want to go the email route, that never works for new business almost

Im open to all advice, cheers!

Are you trying to make money from this or just gain experience? If you are looking to make money, you need to determine what use the photos would be to the dealer? They might be artsy photos, but do they sell more cars?

I think you'll find that the image of McLaren is handled through HQ and not through individual dealerships.

The only "snapshot*" views of cars I've seen on dealer sites are either used cars or quick & dirty "yeah, it's in stock" shots. The high-quality stuff is provided by the home office and is done through an agency.

No harm in asking, but don't expect to contribute significantly to the world-wide McLaren brand.

*By snapshot, I mean locally generated media and not specifically the quality level.

I'm afraid Jay's right. Global brands like Mclaren control their image very carefully. The brands spend millions on global marketing plans and they want that plan implemented across the board. The money shot that appears at the end of the TV add is the same image that appears on the brochure, the poster, the website etc. They don't want dealers going off message by sourcing their own shots, which may not be of an acceptable quality. To this end dealers are required to only use approved materials provided by HQ. The dealer might well be interested in some shots of their showroom for use in their own local advertising, or on their website - but as for shots of the cars I very much doubt it. Not only does it make no sense from a "brand message" point of view, but there is simply no point in HQ spending a mountain of time viewing and approving images from every dealership around the country, when they can just hire one guy/team to shoot everything they need for their marketing plan.

If you seriously want to play at that level you are going to need to have a kick-ass portfolio and start talking to the creative directors at the various advertising agencies and or the marketing dept at [Brand name] national HQ. Reality is you won't get to shoot a major international brand like that until you have proven yourself and worked your way up by shooting an awful lot of advertising work for drain-o-plumbing and the like.

Dan Marchant seems to have summed it up quite well.

Maybe another path to explore would be to speak to a company that does driving experience days. Where the average person can't afford the cars, pays for a couple of laps on a track or something.

Here you'll get a nice selection of cars to photograph, and there are usually possibilities of getting some action shots of cars on a track corner.

I would say keep in mind that these dealerships have access to the professional shoots done with these cars directly from McLaren. They spend tens of thousands on these shoots, and then use them to market the cars. That kind of kills your market.

Tony_Stark wrote in post #14472041
Hey guys,

I have been thinking about some new photoshoot opportunities, and one that I would really love a shot at is photographing cars at a new dealership. A new Mclaren dealership opened up a few months back and I dropped by to check out the new cars and snap some photos at the same time.

The conditions for the shoot were nothing professional but I really would want a crack at a proper shoot. I have some ideas of how I would want the shoot to go, and the outcome of it. Now I am a bit nervous about approaching the dealership itself and asking, but what can it hurt? Im looking for tips that I can use to persuade the shoot to happen.

Since the place is really busy during the day I was thinking either a really early AM shoot (I live close, not really a problem) or late afternoon (here, the use of strobes would be key). Besides exterior shots with the cars, I wouldn't mind doing some good interior shots as well. Now this is all dandy what I want, the problem is the dealership needing my services.

Here is the brief shoot I did before, for fun as it were: http://www.flickr.com …r/sets/72157628​977923371/

So, what can I do to increase the chances on making this shoot a possibility? Should I call first and talk to the manager, or whatever head position to ask, should I just drop by and talk in person. I dont want to go the email route, that never works for new business almost

Im open to all advice, cheers!

FlyingPhotog wrote in post #14472068
I think you'll find that the image of McLaren is handled through HQ and not through individual dealerships.

I agree, but there may be a local opportunity here.

Tony_Stark wrote in post #14472041
I have been thinking about some new photoshoot opportunities, and one that I would really love a shot at is photographing cars at a new dealership.

That covers what they can do for you, but the key point here is what can you do for them? Some questions...
Have you looked at all of their local advertising, & can you add value to it?
Do you have a shot of a competing dealership that will make the manager salivate on his desk & reach for his checkbook?
Do they place their own ads, or does an agency do it?

Hogloff wrote in post #14472067
Are you trying to make money from this or just gain experience? If you are looking to make money, you need to determine what use the photos would be to the dealer? They might be artsy photos, but do they sell more cars?

For now, more so the latter than the former. I realize this dealership will not necessarily want photos per se, so want to use it as an experience, and if they like the shots to purchase prints etc.

FlyingPhotog wrote in post #14472068
I think you'll find that the image of McLaren is handled through HQ and not through individual dealerships.

The only "snapshot*" views of cars I've seen on dealer sites are either used cars or quick & dirty "yeah, it's in stock" shots. The high-quality stuff is provided by the home office and is done through an agency.

No harm in asking, but don't expect to contribute significantly to the world-wide McLaren brand.

*By snapshot, I mean locally generated media and not specifically the quality level.

Fair enough, not trying to compete with McLaren international Ad photography here, just looking for something on a location level. If anything, to let me shoot the car in a more professional setting, without having a winter test car all dirty etc.

PhotosGuy wrote in post #14474035
I agree, but there may be a local opportunity here.
That covers what they can do for you, but the key point here is what can you do for them? Some questions...
Have you looked at all of their local advertising, & can you add value to it?
Do you have a shot of a competing dealership that will make the manager salivate on his desk & reach for his checkbook?
Do they place their own ads, or does an agency do it?

A) I have looked for local advertising, but aside from content on their website I have not found anything else. So there may be potential here in this regard. The dealership for McLaren is just one of the many brands this guy has. He also has Porsche, Audi etc.

B) I have not approached other dealerships for such a shoot as of yet. A local small scale wheel shop was going to be a starting point for me, however they have pretty much an in house photog there so getting the chance to shoot that, with even a chance of pay is going to be slim to none.

Appreciate the feedback guys, keep it coming!

I have a photog buddy who did some advertising shots for a local Jaguar/Land Rover dealer. HQ isn't going to handle local advertising spots in magazines,etc. They source the brochures and all the other stuff but for local ads in a newspaper or magazine, the dealer is usually on their own. I say go for it, no is the worst they could say and you never know till you ask.

elrey2375 wrote in post #14474476
I have a photog buddy who did some advertising shots for a local Jaguar/Land Rover dealer. HQ isn't going to handle local advertising spots in magazines,etc. They source the brochures and all the other stuff but for local ads in a newspaper or magazine, the dealer is usually on their own. I say go for it, no is the worst they could say and you never know till you ask.

I have every intention of going and hoping for the best. I plan on dressing as professionally as possible, as well as bring in portfolio materials. Now, for a portfolio to present, would a printed book or iPad display be better? If the iPad were to be acceptable I can go as early as this weekend. Thanks guys!

from working at a dealership (chevy but still a dealership) speak with the GM or assistant GM and nobody else. The GM's are the ones that speak directly with the owner of the dealership and have say in advertising. If you speak to anyone else your just wasting your breathe.

In regards to the Ipad or printed portfolio, as this is a technilogically dominant society the iPad would be acceptable but don't show them pictures of the flowers or landscape. Show them what you can do when it comes to cars...this is what they deal with and this is what they want to see from someone that they could potentially be having photograph their vehicles for promotions and such.

be professional and courteous, chances are they are going to make you wait before you actually get to see them. They have a business to run, so don't get your panty's in a bunch if they are a little late for the appointment. and yes setup an appointment with them this way they have time set aside to give you their full attention.

By the way, how much do these cars cost and do you have enough liability insurance to cover any possible cosmetic damage due to a light stand falling over on the roof or a lens being dropped on a hood?

FlyingPhotog wrote in post #14474533
By the way, how much do these cars cost and do you have enough liability insurance to cover any possible cosmetic damage due to a light stand falling over on the roof or a lens being dropped on a hood?

How close does he plan on getting to these cars

elrey2375 wrote in post #14474676
How close does he plan on getting to these cars

Dunno...

Insurance isn't for what you know, it's for what you don't know. Most of the shooters I've seen (at every level) shoot interiors, badges, wheels, fenders, wings, fascia, etc...

Go back and look at this gallery again:
http://www.flickr.com …r/sets/72157628​977923371/

I see lots of shots where "bad things" could happen.

I don't get very close to most planes I shoot but I have north of $2Mil in insurance because it only takes once...

outtamymind wrote in post #14474527
from working at a dealership (chevy but still a dealership) speak with the GM or assistant GM and nobody else. The GM's are the ones that speak directly with the owner of the dealership and have say in advertising. If you speak to anyone else your just wasting your breathe.

In regards to the Ipad or printed portfolio, as this is a technilogically dominant society the iPad would be acceptable but don't show them pictures of the flowers or landscape. Show them what you can do when it comes to cars...this is what they deal with and this is what they want to see from someone that they could potentially be having photograph their vehicles for promotions and such.

be professional and courteous, chances are they are going to make you wait before you actually get to see them. They have a business to run, so don't get your panty's in a bunch if they are a little late for the appointment. and yes setup an appointment with them this way they have time set aside to give you their full attention.

Perfectly okay with me. My portfolio is all cars, it what I want to specialize in. I definitely will want to speak with the GM!

FlyingPhotog wrote in post #14474533
By the way, how much do these cars cost and do you have enough liability insurance to cover any possible cosmetic damage due to a light stand falling over on the roof or a lens being dropped on a hood?

Each car is anywhere from $250,000 to $300,000. Its something that I have not considered and definitely do not have insurance to cover for it. It will be something I will bring up for the meeting to make sure everything is clearly understood up front.

elrey2375 wrote in post #14474676
How close does he plan on getting to these cars

Most of the shots I took last time, I used my 135L the most so for the front shot I was a good ways back of the car so no risk there. For closer details those were all done relatively close, about MFD for the 135. Again, nothing close to cause damage. The interior shots were done with the 24-105, but still wasn't close that if anything fell it would get damaged.