Whether you are redoing your website to give it a new look and feel, or launching a new one, you will need photos.You’ll probably need lots of other things too, like video, and good strong copy, forms and quick action buttons to let your customers reach you directly or submit their briefs to you, but it is extremely unlikely you’ll even have customers if your website is not engaging and attractive enough to draw them to you in the first place.
Building up a library of your own stock images is a useful project that should be done at least once a year, if not seasonally depending on the kind of business you are in.
Booking a photographer for a day makes a lot of economic sense too. You usually benefit from a better rate than straight hourly, and you may be surprised at how much photography output one well-planned day can result in.
I receive mandates to produce in-house stock photography frequently. Sometimes from brands wishing to generate a huge volume of imagery that they can then drip out over a number of marketing campaigns, and more often directly from businesses themselves, who book me to shoot mock meetings, beauty shots of their factories or venues, product and people at work (day in the life) type photos. Once onsite I may also get asked to grab a few headshots or team photos as well. In a single day of shooting you can conceivably get your entire staff photographed, in their respective teams as well as individually, and generate a few hundred around the office or shop floor shots that can be used for any number of things beyond your own website.
Social media channels, Instagram, Pinterest, LinkedIn, Facebook being the main ones, all have ferocious appetites for constantly refreshed content. A good photo with a caption can tell a piece of your story, one image at a time, and keep the content pipeline full.
Your company may also be featured in a trade magazine, or be asked to present at an industry event. You’ll need updated fresh images for that too.
Or you may be going through an internal transformation, with a lot of new hires who need to be added to the team section on your site.
While photo stock libraries can help in a pinch, what you wind up with is a website or other marketing product that looks a lot like everyone else’s who went to look for the same kinds of stock photos you were searching for:
Young people meeting and discussing something…
A group of professionals in a board room…
Corporate woman/man looking confident and happy in office setting…
Techie guy working on computer screen…
Whatever your particular need, I can assure you there are hundreds, if not thousands of other companies looking for more or less the same kinds of images. The result, of course, is that you end up with the same (or very similar images) and wind up with a very generic looking website that tells nothing about the uniqueness of your company.
Hiring your own photographer and working with him or her to develop a creative shot list of your own people, products, office space/manufacturing environment is not only far more useful and adaptable to your needs — it is probably cheaper too.
Stock images come with costs for licensing and the better ones can be fairly restrictive.
Of course you can choose to go for free versions from sites like Unsplash or Creative Commons platforms where photographers give away some of their images in the hopes of growing their fame or getting recognized (good luck with that). But even these sites suffer from the same generic images that are not really specific to your company, your brand, your people, your story. In the end, you may have a gorgeous full screen image that says nothing at all about what your company does, makes, sells or offers and in a second your visitor is already bouncing off to look at more pretty pictures without having clicked through to you.
The fall is a very good time to start planning for your next calendar year. Look ahead and start thinking about booking a photographer for January or February (often slow business months which translates into fewer on-site work disruptions). Alternatively, mid-June or July can be good months to capture images inside and outside your office and your staff tends to look a little healthier around that time of year too.
Building up an image library is an investment in a digital asset that all companies need – regardless of industry. I can think of very few firms who do not have need of some kind of professional photography for their websites, marketing materials, social channels and trade publications.Make it part of the annual marketing calendar of activities and you’ll never have to scramble again for a usable headshot of your new VP who’s just been asked to speak at a conference.
Shooting product is a vastly different kind of gig than photographing people at large conferences and events.Regardless of the sophistication level of your client, organizing and conducting a product shoot requires more technical ability, more equipment, and a lot more time than most clients anticipate.
It also requires a lot of planning, particularly if you are working with a smaller business or entrepreneur who may never have organized a professional product shoot before or ever hired a professional photographer to work with.
In the best case scenario, your product shoot plan includes:
Sample imagery of what you want your products to look like: These can be previous photos of your actual products if you are updating your website and sales material, or if you’ve never had a shoot done, photos of similar or equivalent products that you’ve found online or from another vendor.
All your products prepared in advance of the scheduled shoot: if assembly is required, this should be done as much as possible before the shoot to minimize (expensive) time wasted that your photographer spends waiting for the product. The same goes for any kind of staged set up or particular arrangements you’ve decided you need.
Hire or have available a professional stylist / stager if you can afford it: While this may seem like a nice to have if you are on a tighter budget, someone who knows the product/brand and can understand and help set up a shot that displays the key features thereof is invaluable on set and can save a lot of time (and money) before and after the shoot helping ensure the right kinds of shots get taken.
Avoid working with untrained models and non-actors if you can: while I am a big believer in natural photography and capturing real moments and interactions and engagements in event photography, a product shoot entails a much more scripted and controlled scenario. No matter how good looking your husband is, or how cute your pet dog looks, involving family and friends as models is rarely a good idea. There is a reason acting and modelling is a profession – because it takes training, skill and commitment to craft and to deliver on-demand, the look, feel and emotion you are looking for in a shoot. No matter how entertaining your friends and family are, this is not something that can be done easily, particularly when there is a cost to time spent on each shot.
Double your time and budget estimate: if you have never done a product shoot before, as a rule of thumb expect the shoot to take twice as long as you think it will and cost twice as much. And that assumes you’ve got a tightly scripted plan for the shots, a shooting schedule and your product is ultra-clean and ready to shoot. Add time and cost at every juncture if you’re missing any of these.
Have a detailed shot list: while this seems self-evident, I’ve dealt with numerous clients who have no clear idea of exactly what they want to shoot, at which angle, in what kind of lighting, against a white or coloured, or textured background etc. There are a lot of details to conceptualize before you ever set foot in a studio. Speak with your photographer or studio ahead of time to ask for help planning the look of the shoot if you are uncertain or need ideas (and be prepared to pay a consulting fee for the added service). Your shot list must include at a bare minimum, the number of shots you want, a description of how it should look, and any specific requirements in terms of size, crops, dimension etc.
Don’t assume that anything that goes wrong can be fixed “with a little Photoshop”: Photo retouching and editing is a skilled profession in its own right that takes time, technology, a patient eye and a steady hand. And it’s usually billed by the hour, or per image, or blended into a higher shooting rate.Just because you can remove specks of dust from aproduct in Photoshop, doesn’t mean you shouldn’t start with clean product in the first place. Similarly, if your intention is to have your products shot so that they can be matted (cut out) and used as independent images for Photoshop montages, then plan your shoot accordingly.
Don’t treat your photographer like a tool: a little bit of courtesy and respect goes a long way, particularly when dealing with professional photographers. If you really only think you need “a few shots, it can’t be that hard, all you have to do is shoot it” than you might want to just try doing it yourself. Invest in a tripod and a decent camera and give it a whirl. If you don’t quite get the results you’re after, you’ll at least have learned a little about the skill and equipment needed to make a seemingly simple shot look the way it looks.
When a product shoot goes well, it can add tremendous value to your digital assets. You can populate an online store with beautiful images that will seduce and enchant your viewers and induce a much higher volume of transactions than you would otherwise. The bar is set high these days and customers expect to see top-quality imagery if they are even going to consider making a purchase.
Failure to do it right, however, winds up costing you much more money in the long run. You may require a re-shoot, much more editing time than would otherwise have been necessary, or simply short-circuit your marketing plan by not using great photos.
Take the time to really think through your shoot, and have a discussion well in advance with your photographer to work out all the details so there are no onsite surprises. And if you don’t know what you are doing, find someone who does that you can work with or learn from. It’s much better to be up front about your inexperience and lack of knowledge on a given subject than it is to try to bluster your way through a shoot only to have your lack of preparedness and ignorance revealed when you’ve already started paying for the work.
As a professional photographer based in Montreal, there are surprisingly few retail options for buying camera equipment and studio accessories. Over the many years that I’ve lived and worked in Montreal, I have shopped at all of them and I’d like to share my thoughts on the experience, with the hope of seeing some improvement overall.
Now of course there are online options but the biggest and best of these are US-based which means as Canadians we get hit by both a our weaker currency and duties. The gold standard for online (and actually retail too if you ever get the chance to visit the super store in New York City) has to be B&H Photo Video a long time favourite of mine. I have ordered countless items over the years through their online store and on the one occasion where I experienced an issue I was ultimately offered a full refund, though not without a bit of wrangling initially. However, notwithstanding that one blemish, the customer service offered by both the online and telephone support staff is unparalleled.
Another online (US-based) site is Adorama.com. And there are Canadian sites like Vistek.ca, but I haven’t used either.
I have, however, spent time in the three main camera stores in Montreal where most professionals shop (all of which also offer online stores though I have not used any). These are:
Camtec Photo (26 Rue Notre-Dame Est, Montréal, QC H2Y 1B9)
Photoservice (222 Rue Notre-Dame O, Montréal, QC H2Y 1T3)
Lozeau (6229 Rue St-Hubert, Montréal, QC H2S 2L9)
Since there is such a low-level of competition, pricing is roughly equivalent in all three stores. Availability of product varies, as the stores are not all of equivalent size, but I’ve never personally had any issues with finding what I was looking for.The only real point of differentiation that matters to me is customer service, and here there is a clear loser, with two others close but ultimately one winner.
I’ll start with the winner: Camtec. I’ve shopped at Camtec several times over the years and have always found the service top-notch. I am usually greeted when I walk in, and though the store is very small, it allows for more conversation and whoever is behind the counter is always knowledgeable about the products and friendly, and fluent in both English and French. While it’s location in Old Montreal means parking can sometimes be a hassle, I’ve usually found street parking nearby with little effort.
Just down the road on Notre Dame there is Photoservice, and it is my second choice. I have had mixed experiences there though largely positive. The staff is very friendly and knowledgeable there as well, but my one main point of contention is the checkout process which is just not streamlined enough. If you are behind a few people in line you could easily wait 10 or 15 minutes because of the antiquated manner with which reciepts are generated. I don’t know exactly why but there are always multiple copies printed and the products often need to be looked up by product code number manually. And while the service person is usually pleasant and polite, standing around waiting for the process to hurry up (while worrying about the metre running down where the car is parked) is annoying and really needs improvement.
And then there is Lozeau. By far the largest (in terms of square footage and product offering), Lozeau should by all counts be the best. But it is a very distant third for me and a store I personally won’t ever shop in again because their customer service is not just bad, it is offensive.
Here’s why: as a professionals who has to spend a lot of money on expensive equipment to do my job, I expect that when I return to a store where I’ve shopped many times over the years, I should be treated with a certain amount of respect. Because I try out and purchase new items frequently, I sometimes encounter products that don’t live up to expectations (see my earlier post on the dud performance of a recent instant print camera I tried out). This of course means that the product in question needs to be returned.
And here is where Lozeau fails miserably. Because rather than treat a product return as another touch point with a valuable customer and a chance to turn something negative into a positive, store policy seems to be to treat the returning customer as a kind of scammer who is returning the item to somehow rip off the store.
On my most recent-and final-visit to the store (which is an hours drive for anyone living in the West of Montreal), I had to speak with four different individuals, explaining my story to each one over again, to return a non-performing product and this was AFTER I’d taken the time to pre-clear the return with a manager over the phone because I was anticipating exactly this kind of insecure, lowest-common denominator service. Not only did I have to fight for a refund for a product that failed utterly to perform as advertised, but I was forced to do so without any evidence that anyone at the store really cared at all.
More than one staff member tried to make the particularly galling point that “Final Sale” was printed on my receipt next to items distinctly non-perishable, such as camera bodies. While I understand that you may not want to accept returns of film that can be damaged by exposure to heat, it’s not clear to me (and was never explained when I asked) why a camera purchased less than a week earlier could be considered a “perishable item”. But having printed “Final sale” on my bill, the store acted as if those magic wordsrecused them of any further responsibility.
It is just not acceptable to sell crappy products, then tell your customers that they’re stuck with them and treat them like juvenile delinquents when they ask for you to honour your side of the bargain as a retailer serving professionals.
In a world of abundant choice enabled by online retailers, customer service is perhaps the single most important aspect every business should aim to compete on. Sadly, my experience at Lozeau was neither the first nor all that rare, given the amount of feedback I’ve had from other photographers who’ve had their own versions of the customer showdown at the store.
So if you’re shopping for camera gear in Montreal, I recommend Camtec as your first stop and Photoservice as a good second choice and somewhere with a wider variety of products than you’ll find at Camtec. And if you still choose Lozeau, well, brush up on your latin: Caveat emptor!
When should a client and photographer opt for a per image pricing contract?
Pricing in photography has always been a challenge and will continue to be so as the demand for creative images increases in tandem with the abundance of suppliers.While quality can vary considerably between photographers, the bottom end of the range has risen in line with technology so an average shooter ten years ago is now able to deliver reasonably good images with some basic kit that may meet the needs of some clients. On the upper end, the possibilities of what can be done with images in post-production, as well as the quality of images that can be captured and created now with top-line professional gear that can include virtual reality cameras like the Ricoh Theta S, drones and a range of pro lenses, is even more impressive and can satisfy even the most demanding of clients.
The struggle remains however, for the independent photographer, in determining the right price for their work when a request comes in from a new client. Given the paucity of full time jobs for photographers and the oversaturation of people in the field all calling themselves professionals, pricing for any given type of photographic assignment is really widely distributed. The range begins at free and rises up through the thousands for the same kind of assignment.
I recently read a very good and thorough article on PetaPixel by Rosh Sillars that explores the idea of pricing photography in 2016 in great detail. I recommend reading it for anyone – producer or buyer – who is in the market of hiring photographers, buying photographs or producing images. I want to focus on just one aspect of the article, regarding per image pricing as it is a concept I am beginning to explore with my clients and feel that in certain contexts it makes the most sense from both the photographer’s and buyer’s point of view.
Specifically, I want to explore types of assignments I am experienced in where it would and would not make sense to offer per-image pricing. I look at four types of photography: event, portrait, editorial/website and wedding.
Per image pricing? Not for most situations
One of the challenges an event photographer encounters with every gig is how to gauge what balance of images a client actually needs and will use vs coverage provided. In most events for which a photographer is contracted, there is a planned agenda which is followed with more or less adhesion depending on the client, type of event etc. While not every event has speakers or centre-stage activity, there will be a timeline and detailed plan for the night that an event manager has hashed out, often down to the minute. This holds true whether you are covering an international conference or a local wedding.As the person responsible for providing visual coverage of the event, one of your tasks is to capture everything that happens – which includes both scheduled agenda items, as well as candid moments, beauty shots of rooms, important items, and often signage and evidence of sponsorship activity.The result is a tendency to err on the side of over-shooting such that at the end of even a brief 2 or 3 hour event you may well have a few hundred images to subsequently sort through, curate, edit and then deliver to the client.
How would per-image pricing work in that scenario? I have never met a client who wants to pay more to do more work, which is exactly what would happen were a per-image pricing model enlisted in this context. Furthermore, some of the most beautiful and engaging images I have captured as an event photographer happen in those unscripted moments where people experience some kind of emotional uplift or response to each other. These images are often my signature pieces but would they make the cut if a client is suddenly sensitized to the idea of having to pay for each and every image?
I suppose the model exacts a discipline on both the photographer and the client to really focus in on the essentials, and this kind of a constraint can have a positive impact on creativity, but I believe it would have a greater negative effect on the overall workflow of the shooter and result in a less attentive, less responsive style of shooting that would skew towards the main event, ignoring or overlooking the often much more interesting, fun and engaging, off-stage type moments where the magic tends to happen when people gather.
Per image pricing? Yes, almost always
Portrait photography much more easily lends itself to per image pricing. Often a client is booking for a number of employees, the shoots take place on site in the client’s office and there are invariably last minute additions when random employees wander past and see a photoshoot going on and beg to have a shot “so I can update my LinkedIn profile”.A day rate or per hour contract in this scenario can be costly for the photographer as the workload is effectively uncontrollable. When shooting portraits in the client’s office, there is a lot of pre and post work involved, not the least of which may be physically accessing sometimes inconveniently located office spaces, navigating a labyrinth of loading dock, freight elevators and shipping doors lugging around the unwieldy collection of light stands, gear, etc., required to make everyone look beautiful. Then there is the set up-almost always in an office that is cramped and small-before the shoot happens. While each subject may not require more than 10 or 15 minutes, post-shoot there is the added work of sorting, and editing final versions of images that are highly scrutinized by their likenesses. It is not for the faint of heart and all in, a per image pricing model makes a lot of sense. How much per image is a completely different story of course, as the end result needs to still align with client expectations and counter the misperception that all you’re doing is pressing a button.
I normally calculate portraits on a per image fee, starting from a fixed base for the onsite studio set-up than a per head fee that can be adjusted based on discussions with clients vis-a-vis budgets, as well as the type of client being served.I consider it fair to offer lower, more flexible rates to smaller businesses and charge full pop for corporate users. My pricing is based on a fairly elaborate calculation that takes into account not just all the work required to perform the specific task, but the overhead involved in marketing a corporate portrait business, and aftermarket support to clients.
Per image pricing? Yes, almost always
Thanks to the convergence of social media sites and formerly corporate websites, there is an ever-growing demand for fresh photography to populate an array of digital properties most companies have to manage today to ensure their brands stay relevant and they are engaging their customers where and how they like to be engaged. This generates, in turn, aninsatiable desire for imagery which is heavily skewed to photography. While video is a rising star in the digital marketing world, use-cases for video are still more restricted than photography. While it’s quite possible to envision a website with no video on it, it’s nearly impossible to imagine the same with no photography. And as most stock imagery these days is recognizable as such, clients with even a little budget are thinking creatively about their needs and hiring photographers to generate their own library of custom stock photography. It can be done affordably and may often be less expensive than the ostensible cheaper option of using stock images. But in either case, a per image fee makes a lot of sense here. Clients who hire photographers to come in and document a day in the life of their office space usually have a set of images in mind that they’d like to see at the end of the day. A talented photographer can work through that kind of list and add value by shooting the shot list with their own brand of creativity that can excited clients when they see the final results. As well, this can be a very low-risk type of contract for a client to enter into as there are no fees paid other than for the images they themselves select and place a value on.
For these kinds of contracts, whether the images are ultimately destined for internal client use, a public facing website or publication or media, the pricing per image should reflect both the effort and skill required to take them, as well as the post-production necessary. While some photographers will share unedited proofs, I believe this to be a terrible idea that is highly disfavourable to the photographer. A movie producer does not release a trailer of the unedited cuts. Most clients, regardless of their sophistication and experience purchasing photography, do not have the time and skill required to parse an image, as it were, and see it for its potential from an unedited proof. More than likely they will deem the work subpar, and judge the photographer accordingly.While there is a risk to the photographer of editing a batch of images that may not, in the end, be purchased, this can be mitigated against by making a judicious selection of images to edit and share with the client initially. Once the client’s appetite has been whetted, more images can be processed and shown should the client express interest.
Per image pricing? No.
Wedding photography (which I run through a separate weddings focused business here), is in my opinion, the mother of all excess and the source of the most widely varied pricing in the industry. This is due to a conflux of factors including: first time buyers, people spending other people’s money, vast gaps between expectation and reality when it comes to desired outcomes vs real budgets, and good old fashioned price gouging, exaggerated markups and unscrupulous vendors taking advantage of misinformed or unsaavvy buyers to charge huge, unwarranted premiums.
Now before all you wedding photographers get your corsages all tied up in a knot, I’ll say that some wedding photographers are truly gifted artists and power to them for charging as much as they can and finding receptive clients happy to pay. These comments are not for you. But for the wedding factory type photography outfits, the fly-by-nighters, and the countless hacks who claim to offer some kind of premium service when all they are really doing is grabbing at extra margin because they’ve inserted the word “wedding” into their portfolio, I believe the balance of power is shifting to consumers and your days of overcharging are numbered.
Brides and grooms, while subject to a vast array of marketing machines aiming for their wedding dollars, are becoming savvier and more prudent with who and how they hire. Paying a fixed package price that takes into account all the extras and additional work of a wedding is fair, but spending over $10,000 on wedding photography, no matter how jaw-droopingly beautiful you may be, is just a silly waste of money. Yes, weddings are a lot of work and they are rightfully a little more expensive than your average event photography contract. While the same skill set is required, given the intimate nature of the event, the vast number of guests who are all in their own way important, and the richness of opportunity for touching moments to happen and be captured by a sensitive photographer, there is necessarily an increase in effort that needs to correlate to price. Within reason.
I would not see a per-image pricing model as any way satisfactory for clients for their wedding. In a typical wedding photography contract a photographer works anywhere from eight to fourteen hours on the wedding day. There is often more than one location, multiple lighting situations to accommodate for, and a parade of necessary if rather formulaic images the clients will expect to receive. The photographer is also considered the expert and will have a leading role to play in organizing groupings, and managing the “formal” parts of the shoot. All of this is best covered under a blanket fee based on a blended rate that covers both time on the ground, as well as the significant post-production work that will be done on the images.
In reviewing these four types of photography assignments, it is clear that in all cases, the best pricing model for both client and photographer is aligned. Much noise is made in photographer circles about the costs of maintaining a photography business (expensive gear, high upgrade costs, time to market, etc) but I don’t think that is at all relevant to clients nor should it be. No one forces a photographer to go into business. If you are a photographer, you’ve chosen a career with variable income, and high operating costs. Complaining about that to your clients doesn’t get you better pricing and won’t make you more money. Choosing the right kind of pricing structure for the job that places the client’s interests above your own, on the other hand, will.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
Though Maya Angelou wasn’t explicitly talking about what makes a good photograph work, she might as well have been.Context is everything, and in the context of businesses using photography to help create, promote and develop their brands, understanding the secret sauce of what makes a photograph effective can be very useful, and profitable.
Studying the data trail on images across visual platforms like Instagram and Pinterest will certainly lead to some actionable insights, but for a quick and simple rule of thumb, thinking about how the image used is intended to make the viewer feel is a big part about getting it right.
Go pro, amateur or UGC? It depends…
Recently at an iMedia conference I was covering, I listened in on a panel discussion led by Matthew Langie, CMO at Curalate, a company that helps consumers discover brands, and helps brands leverage their visual content by, among other things, enriching their photography with relevant metadata that connects back to their commerce sites. It also conducts research into things like what makes an image popular on Pinterest, and one of their findings was that sometimes professional images – those shot by a photographer with professional lighting, expensive kit and under artistic direction, did worse (fewer repins and shares) than images shot by amateurs.
I am not surprised by this finding but I think the real reason why some images resonate better than others is not whether they were shot by a professional or not, but whether there is a match up between the feeling of the image and how the viewer feels in response to it.
In my experience working as a photographer, I’ve observed that there are certain types of contexts where people have an inherent distrust of an image that appears too polished, or looks like it went through too many filters (portraits; over-reliance on HDR in real estate shots; fake family vacation photos from all-inclusive resorts, etc). There is something about the rawness of an image captured in the moment, with minimal adjustments applied afterwards that seems to carry greater weight and authenticity. No matter if the moment is manufactured, which many are, the image – the social proof that gets shared – needs to look and feel real to have an impact. Digitally aware people today, (which includes most Millenials, but also older generations who’ve embraced digital tools and toys as they’ve grown), are very sensitive to any attempt to manipulate them, and an overly edited, “perfect” looking image is often interpreted as some kind of attempt at manipulation.
Does your image have resonance?
A good photograph is one that elicits a strong emotional reaction that is consonant with the imagery shown. It can be taken in a quick moment of inspiration on a phone, or after careful preparation and setup by a pro. The method is immaterial. The photograph is just the medium connecting two synchronized emotional worlds – the viewer’s, and the one shown as felt and experienced by the photographer. When the two match up, there is a connection formed and the image “works”, regardless of who took it, what it was shot with or even what it is about. A poorly taken, blurry image can have more impact than a perfectly shot, tack sharp one of the same subject matter.
I think a lot of product photography fails, for example, because it focuses too much on showing off the product and not enough on creating an emotional resonance with its intended audience. On the other hand, when the product is shown in a context that matters to the intended audience, there is an emotional connection made and the image is successful. Sometimes, the best product photography hardly shows the product at all and still manages to drive people to take action, which in marketing parlance typically means convert and buy.
This is what I would define as emotional resonance: the degree to which an image is synchronized with the emotional reaction it elicits. The greater the synchronicity, the stronger the resonance. The stronger the resonance, the greater the impact and the more likely it is that a viewer will be inspired by the image to take action.
The more overt the attempt to manipulate that response, the more likely it is that the image will fail in the sense that its resonant capacity has been diminished in direct correlation to the amount of effort that appears to have been put into making it provocative in the first place. If it seems too calculating, in other words, it loses emotional impact and will probably not work.
So what makes a photograph work?
I think the key is actually empathy. As the photographer, professional or not, you need empathy with your subject(s) and/or the audience for whom the image is going to be shown. If you are using the photograph for business purposes – whether as advertising, embedded native content or some other brand promoting use, you need to be even more careful about making sure the image is empathetic with your audience. As more and more images are thrust into the faces of people daily, the level of attention paid to any particular one is scant and growing scanter. What will make someone stop, look and care is not the production value or the level of saturation, or any other trick of the trade. It will be whether or not the image speaks to them personally, feels real and makes them feel something in return. No single image will reach everyone, but concentrating on how your viewer will feel and empathizing with him or her will go a long way toward making them connect with your image, and ultimately your business, brand or art.
Many creative people have ideas but much fewer have the organizational ability to turn their ideas into reality. Successful entrepreneurs do, and working with one is always a rewarding experience.
I’ve recently begun working with Simon Tooley, the founder of a luxury skincare boutique in Montreal, Etiket, with very niche, high-end fragrances, beauty and specialty hair care products. A former VP for Anne Klein and Michael Kors Canada, Simon has a wealth of knowledge about building successful fashion brands, and he also intuitively gets marketing.
With product names like Penhaligon’s No. 33 (luxury grooming and skin care product for men) and Mona di Orio perfumes, the experience of being inside the Etiket boutique is one of being comfortably ensconced in a discreetly packaged, elegantly placed, vial of opulence. It is as close to shopping on a London High Street as you can get in Montreal. You are courteously attended to upon arrival, and will leave feeling well-pampered.
But how do you reach the customers who crave your high-end goods but aren’t able to make it in to your street-front store? You bring the boutique online, of course, which is the other side of Etiket’s thriving business. And as any tech entrepreneur knows, the online experience is brought to life by intuitive design, a focus on user experience and strong visuals.
One of the tactics Etiket uses to connect with and reward its customers is a subscriber based email marketing program, featuring a themed monthly emailer focusing on a few targeted products from the shop.December is all about the Art of Giving, as you might suspect and customized, product photography is an integral part of both the emailer and website.
Generic product photography might not get you wild with excitement, but if you are managing any kind of inventory and competing in a very challenged retail environment, customizing your product photography can give you an edge over your less aesthetically minded competitors. Consider creating use-case presentations of a few of your top sellers, placing the products not simply against a seamless white background, but in contexts that reflect how and where they will be used by your target customer. Like all marketing, it costs more than doing nothing, but the uplift in sales is measurable and should quickly prove the value of developing your own customized imagery to promote your site, store and brand rather than relying on the product photography given to you by your supplier that will look the same on your site as it does on every other retailer’s carrying the same product line.
In a world where everyone is fighting for a minute share of increasingly fragmented attention spans, any touchpoint you can create between your brand and your customers creates a connection that can help you prove your value and ultimately drive sales. Though now nearly twenty years old as a concept, a targeted email-subscriber list built by creating thoughtful and useful emails that are relevant and visually appealing is still a highly effective way of reaching your customers. Creative, customized photography can significantly raise the engagement rates you are aiming for with each send.
If you decide that 2016 is the year you improve or launch your email marketing plan, be sure to focus on content that tells your unique story to create that meaningful connection with your customers. Using a thoughtful combination of design, text and curated, hand-crafted imagery will help you get higher open rates, and ultimately, a lift in sales from your efforts.