Print modeling is often challenging. Think about it for a moment. There are no spoken words to convey your message. No special effects or 3D imagery that can jump from the page. The main factor impacting the success of your print campaign is the talent you hire.
Though print modeling can be challenging, print media is a highly effective marketing strategy. In fact, research shows print media is one of the best ways to reach Gen Z consumers, so it’s important to leverage it when tapping into that market.
Gen Z also values brand authenticity. That’s why when selecting print models for your next brand campaign, your decision has to be more than just skin deep.
While the talent you hire may become the “face” of your next campaign, they should truly represent the essence of your brand as well. Here are a few things to keep in mind before having anyone sign on the dotted line.
Body of Work
When hiring for your print campaign, you’ll first need to decide if you want to work with seasoned models or fresh new faces. Whether you choose to hire veteran talent or up-and-comers, ask to view their portfolio of work.
Evaluating a model’s portfolio will give you a sense of their range, talent, and style. As you go over their past work, take note of whether the model grabs your attention, evokes emotion, or appears aspirational. Let’s take a moment to unpack this a bit.
If your model has a look or expression that gets noticed, it will make consumers stop and take a moment to see what your campaign is about. The model could have a striking look or persona, for instance, that draws you in and makes you want to learn more about them.
Next, pay attention to whether the model strikes a chord with you. Emotion is at the heart of any compelling story, and a print campaign is no different. Your marketing campaign should make people laugh, reminisce, ponder, or otherwise react to what they’re seeing. Through the power of emotional storytelling, you can forge more meaningful connections with consumers.
Finally, successful businesses find solutions to everyday problems. For instance, if your brand is a meal subscription service, your target consumer may be a busy professional who doesn’t have time to cook homemade family meals during the work week. A print campaign for your brand may show an aspirational family enjoying a dinner that has been prepped and shipped to them.
By showing a family enjoying their time together, the consumer is better able to understand how the brand solves the problem of being short on time during the work week. Likewise, the models you hire for your print campaign should authentically resonate with your target audience and exhibit qualities they hope to attain.
Brand Alignment
Once you’ve evaluated a model’s portfolio to determine whether they have the right look for the job, you’ll need to determine whether they’re actually the right fit for the job. Consider whether their values are in alignment with your own. Most models have public social media pages that will give you a sense of who they are and what they value. Do your research to ensure that the model hasn’t posted anything inappropriate or controversial.
You can also get to know the model by holding in-person casting calls. Engage them in conversation, get a feel for their personality, and ask them how they feel about representing your brand. Getting to know the model better will also help you understand whether they share the same vision for your print campaign.
Be sure everyone is on the same page from the start. This will help you in selecting the right talent for the project and ensuring a smooth and successful collaboration.
Contractual Obligations
Before you hire any model, verify that there are no conflicts with their current contractual obligations. For example, print campaigns can run for several years or even indefinitely. If a model is involved in an ongoing brand campaign, you need to confirm how long the campaign is in effect and whether there are any clauses that would prevent the model from taking part in your own brand campaign.
In general, it’s good to know what work the model has booked in the past. If they’ve previously modeled for a competitor, for instance, you’ll likely want to factor that into your decision to move forward with them or continue your search. Ask the model for a list of conflicts at the casting call or prior to hire to avoid potential legal disputes.
Professionalism
It’s often said that “the best indicator of future behavior is past behavior.” To evaluate the professionalism of your talent, you may need to call their references to find out how they have conducted themselves on set in the past.
As an alternative and to save time, you can partner with a talent agency that gives an honest assessment of each client they represent. For example, InnoVision Talent Agency rates their talent based on a range of factors, including reliability, availability, work ethic, skill level, and prior experience.
Hiring professional models is essential to creating a collaborative and respectful work environment. It can mean the difference between your cast and crew having an enjoyable experience or a difficult shoot. The more you can vet talent before they walk onto your set, the greater the likelihood everything will run smoothly in the end.
There’s no magic formula to finding the right talent for print modeling, but by following these simple tips, you can make an informed decision and select the best fit for your particular campaign. Knowing your audience and finding talent that speaks to them will position your brand for maximum impact.