Posted on Thursday, February12th, 2015
Advertising and marketing is an important part of selling products and services. This is not just true in business, but also for local authorities, charities and educational establishments. Imagery can perform many functions from catching a prospective customer’s eye, simplifying concepts, enhancing the appeal of a product or service, or just pulling together an idea. But it is often the part of an advertising campaign that is left to last, but strong photographs in advertising can make the difference between being just “okay” to being very effective. Photographs play an important role in advertising and marketing because they can tell a story. As the ancient Chinese proverb so rightly stated: “one picture is worth ten thousand words”.
Rather than seeing it as a drain on your business expenses, you should see them as a return on that investment. Using high quality marketing images should be used to ensure the growth of sales. I worry because quite a few businesses focus on the cost of photography for a marketing campaign and forget the benefits it can bring. I agree that high quality photography is likely to cost more than stock images or self-help photographs. But and it is a big BUT the overall benefit against cost is comparatively greater. It is frustrating that companies will happily spend large amounts on printing and distributing, but scrimp on photography costs. This will mean that the funds invested in the overall campaign have been wasted by a poor final result.
How do I use photography in advertising and marketing then?
Good use of photography can tie a whole advertising concept together. Now stock photography has a place in advertising and marketing, but it can also portray a lack of originality of the product or service. Poor use of photographs and pictures can weaken or destroy a campaign because it does not have real impact. Photography can bring that Impact. Just remember, we are bombarded by marketing messages. In the 1970s we were exposed to about 500 ads a day back, whilst today it can be as many as 5,000 a day today.” Because of this incessant bombardment, consumers are only able to give their attention to brochures and advertising materials for a few seconds before discarding it and moving on to the next piece. After that, be it in print or online – it goes in the rubbish bin. It is here that great photographs can make a real difference and extend those precious seconds to “a good read”.
A good professional photographer will produce high quality images that will be unique to your business. They will be unique because only you will have them. But more importantly, they will be photographs of you and your business. Done well, they will help your products and services stand out from your competitors. They can be tailored to fit with your brand, which will help target the right customers.
Getting your message across effectively
Rather than hiring a jobbing “professional photographer”, it is always more effective to deal with a photographer who has some experience with advertising photography. The product has to stand out, not disappear into a background. It needs to stand apart from other adverts in the field. A good photograph will grab a viewer’s attention and make an impact on their through processes. Getting a message embedded in a photograph takes someone with a real eye for the product and its opportunities.
When planning your marketing and advertising campaigns, you should always allow an element in your marketing budget to cover photography. Paying for a professional photographer makes good business sense.
If you hire a photographer to do a photo shoot for you, you will have original images to use when you want. But do not forget to consider the license agreement you have with the photographer. Do they give you unlimited use of the images, are they for one project only, do you pay them a fee every time you use the photographs. Many photographers retain the copyright pf the images, even if you can use them exclusively. What that means is that you can use them, but you cannot resell them.
Different types of advertising photography need different skills. Food photography is not just a simple case of putting a bit of food on a plate and taking a photograph. To make it appetising it needs to be shown at its most desirable, which may require using materials that hold a products look. This can range from cocktail sticks, food varnish and other tricks of the trade. Fashion photographers need other skills to make a shot feel active, attractive and desirable.
Final Words about using photography in advertising and marketing
Managing an effective advertising or marketing campaign can be a daunting task. But with good photography and a clear message you can grab the attention of customers. This will help them take the next step towards a purchase of products or services.
If you want to find out how great photography can help your advertising and marketing then call Martin Neeves on 01455 271849 or on 07973 638591 or use my contact form to get in touch now
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