With numbers like these in the advertising industry, things are going to continue to be bumpy for a while. Clients and the clients of clients are all shedding jobs.
However, as in all things, this is not a permanent state. Sooner or later things will turn for the better and, even if they stay as they are for a while, there is still work being made. If you want to get some of that work, you are going to have to push your vision to the very best targets–those who really need it.
You also may have to work with your clients to hit the numbers they need. That doesn’t mean dropping your fees willy-nilly, but saving money on production is certainly a good idea whenever possible. And offering lower fees for more limited licenses while providing a guaranteed set of numbers for additional usage (so your client can know you won’t hold the images hostage) might help too.
Also now is a good time to think about sharing the risk with your clients–how about a lower guaranteed fee, then if the project “hits” (some metrics will be required), a “performance bonus”–why not?
I know some of you will have a cow at the thought of such a suggestion, and I’m not even saying it is the best option, but I’m not hearing a whole lot of new thinking on this topic and it’s just something I’ve thought a teeny bit about (in between studying…which doesn’t leave a load of time). Now is the time to be thinking about solutions and not rejecting anything just on its face.
So…ideas?