There are many reasons a company should be investing in photography each year with their strategic marketing budget. Here are just a few things to consider when you are determining whether your photography budget is an asset or liability.
In the world of business, first impressions matter. So, when your potential customer arrives at your website, chances are the first thing they will encounter is a visual depiction of your brand in the form of photography. For example, pictures of your product or a photo of the lifestyle your brand promises or maybe a photo of one of your team members. The eyes of your customer will immediately begin to digest how you represent yourself and your brand before reading even one word on the page. This means your investment in quality marketing photography is often your first impression on any potential customer.
When you dedicate capital to professional photography you are investing in your unique selling proposition of your brand. Building a brand requires strategic marketing and constant attention to detail, laying the groundwork for your customers to see and understand what you are selling. Your visual representation of your brand invites potential customers to see themselves interacting with your brand. If your visual cues are not unique, then you open yourselves up to competition.
For example: Let’s look at two businesses selling beach towels. Company 1 uses an image from a stock photography website of a “blue towel”. Stock photography sells an image over and over and can be licensed and used by countless businesses. The image licensed depicts the product- a blue beach towel. It may or may not be the exact product but does fulfill the promise of general color and description and the photo can be purchased at a lower price point than custom photography. The fact that this same image can be seen on several competitor sites means you will most likely be judged on price point alone.
Company 1’s Photo
Company 2’s Photo
Company two invests in custom professional marketing photography, working with a digital ad agency. The actual product is shot creatively on the end of a chaise lounge. The photo accentuates thickness, softness, and romanticizes the use of this blue beach towel. The color is accurate, and the thickness well represented. Most importantly the image will be used by company 2 and ONLY that company. Giving them complete creative control to weave the imagery into their brand story. The photo of Company 2’s blue beach towel can never be compared apples to apples to Company 1’s product because they are not the same (at least not visually.) By investing in unique marketing photography, Company 2 can elevate the value of their towel, making the purchase about lifestyle rather than strictly the purchase of a towel.
As strategic marketing budgets allocate more and more dollars to social platforms, it become even more important to invest in engaging photography to share with your audiences. Visual assets are the first salvo in communicating with your audience in social media. Having unique, authentic photographic assets for use in social media translates to more engagement. On these platforms, the better picture wins. The more engagement, the better financial outcomes for your business.
Investing in marketing photography year after year will yield fantastic returns for your business. This investment should be a commitment that is considered an essential line item with every marketing budget. Building a photographic library is an investment that compounds in value with constant attention. Keep your images fresh and authentic. This will not only make your company look good but will also improve your bottom line.
Investing in a digital ad agency, such as Mascola Group, to handle your marketing photography can improve your bottom line and elevate your brand. Contact us to get started.