Rendering as a Marketing Tool?
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As you may know, I work as a Sketchup-related freelancer, and recently found myself in a position where I want my main income to be from my own business. While researching ways to find more work, I started wondering about pitching my services as helping a client sell their projects. For example, car companies model and render new cars to appear in glossy magazines or online ads, which definitely help sell those cars.
I was thinking to run an ad for my services, either online or in a print magazine that my target client is likely to read, and I was thinking to make my pitch geared towards helping clients close a deal. I'm sure we all agree that pretty pictures sell products, what I am wondering is if you guys know of hard numbers I can use to back up my claims?
Have any of ya'll have tried anything similar and care to share your experiences?
Then a sort of related yet different question: do you try to incorporate marketing into the render? Do you try to portray a certain lifestyle/ambiance associated with the product? I think these questions are relevant for rendering both homes and products, and while I'm sure you may do it subconsciously as an artist, I'm interested in hearing your thoughts or links to relevant information.
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Don't know about statistics, but why would anyone use a render to sell products when they have the product itself? As an Architect, I find rendered models helpful when selling a client, or the client's audience. But if I am after work, photos of my projects are more convincing. It also helps that I use SketchUp in the design process, so that I do not have to build a model just to render it.
However, I don't know about other industries.
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@honoluludesktop said:
Don't know about statistics, but why would anyone use a render to sell products when they have the product itself?
Depending on the product, a model may be easier/cheaper to render than taking a photo of the real thing...think of a car ad with a exquisite tropical background and colorful sunset...compared with setting up on location with a camera crew and waiting for the right weather conditions, a render is much cheaper. For smaller products, a render may be cheaper than hiring a professional studio to take photos, especially if special effects are needed in the image.
In case I wasn't clear, I also meant for rendering as a tool for architects and builders whose projects are not built yet.
@unknownuser said:
As an Architect, I find rendered models helpful when selling a client, or the client's audience.
Yes, I'm curious if you try to create a mood in the image with certain entourage, etc?
I know some members here are very good at it (Solo, Earthmover, marked001 are a few I can think of right now)...I'm just curious if there is a conscious thought process behind it...or perhaps its one of those elusive artistic traits?
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There are two kinds of presentations that need to be done, the drawing that is done the night before the client meeting. This is most likely a in-house thing. Then there is the kind of drawing that is used to present the design to the board of directors, or used to market the project to the public, buyers, or some other third party. For ideas regarding this kind of finished renderings, go to a book store, and look up professional architectural renderings (in other media) done by the better offices to get ideas. You got to be reasonably good to sell your skill to an Architect, and his client. The attached render of a building designed by SOM is an excellent example.
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Marcus, perhaps your question could have been better worded (as it relates to architecture). Architects woudn't need to hire a renderer to land a job, as they are usually hired for by word-of-mouth, interview, past work, etc. The rendering would come after they've landed the job and the project has been designed. The exception would be design competitions.
It's not unheard of for architectural firms to hire outside consultants for rendering services; we used to get fliers in teh mail for such services. How common it is, however, I do not know. In my 18 years at this firm, we've never hired an outside renderer. In these economic times, I think your best bet would be to diversify as much as possible.
As far as inserting marketing or portraying a certain lifestyle or ambiance, remember that your job is to portray your client's design, so they can in turn sell that design to their client.
Have you ever looked at 3D World or 3D Artists magazines? They frequently have useful advice and interviews from people in the business.
Good luck.
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@unknownuser said:
Marcus, perhaps your question could have been better worded (as it relates to architecture)...
Great explanation, Daniel...I suspected something about my approach was wrong by the overwhelming response
I think I was asking too many questions all at once, as well.I guess I am asking about contractors like Adam (Earthmover), where he is competing directly against other contractors, and having a nice 3D render when going to deliver the bid will result in him closing more sales (vs. other contractors that just have a line drawing plan.) I guess most smaller firms don't have the time or knowledge to create such a model, and if that's the case, I could sell to them. One thing I've found is that smaller firms often don't think they have the budget for renders, but if I can show added value, I'm thinking they may try and like the service. Am I onto something, or just on something?
Re diversifying, I'm really interested in modeling for 3D printing, and I'm working on some things there as well, but I'm not yet sure what my target audience is. Perhaps producing pieces of my own to sell? ...math art and 3D printing sound like a neat combination...
I haven't looked in those 3D magazines, thanks for that and your other tips.
BTW, I hope I don't come across as trying to advertise myself on this forum, I'm simply looking for advice. I don't want to step on any toes, especially those that have been here much longer than mine...lol
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