Photographers Prove Powerful Advertising: North East Retail Photography

Look at successful businesses, and ask yourself why they are doing so well. It’s likely to be because their marketing is strong. And a big part of a successful marketing campaign is the imagery you use, which is why an experienced commercial photographer can be your greatest ally. 

Stock shots are not always a bad choice, but they can be a false economy if you are trying to create a living, breathing brand that people will identify with.Compare the Pound Shop with Apple. See how they are both very visually aware, but how different and distinctive the imagery they use is? That’s because both organisations know their customers - and what will appeal to them - very well indeed.

You can describe a product, a service or a mood very easily with the right pictures. Just by creating a certain look you can encourage people to eat, visit, donate or buy.I was out shopping recently and was struck by how simple but effective the Clarks Shoes photos are. They use clean, crisp shots of the product being used, not just in the box or artfully posed on a point of sale stand. Children are shown playing around in trainers, or setting off for school in smart shoes, creating an aspirational lifestyle feel that works really well.

You can portray something honestly, but still put your best foot forward. For instance if you own a cafe with a reputation for first class full English breakfast, you don’t want to put lettuce in the photos and pretend to be a healthy option or something you are not. But you don’t want to look like a greasy spoon cafe either, and that’s where keeping your imagery ‘real’ comes in.

Experts say we are all exposed to hundreds of marketing messages a day. That’s a lot of information to process, especially online, where you are relying only on your visual sense to get a feel for the product or service. Online imagery has to really earn its keep.  A good example is Argos, which recently posted results that show that 42% of its business is now done online, and it is re-organising its business model to account for customers who prefer to shop online rather than in-store.

A big number of Ebay sellers who sell high-value branded goods will now invest in good photography too. Financially it’s an astute move. When the product shows to its best advantage the buyers start bidding.  

It’s not always about having the product in shot though. Look at Coca-Cola – they don’t sell the drink, they sell the life, and they do that through clever use of images. You don’t have to have a big budget to create pictures that are unique to you. Small businesses can stand out just as much as the big boys if they work with a photographer who is skilled at planning out a shoot to get best value.

Using my cafe example again, I might suggest to the client that we shoot mouth-watering ice creams for use in summer, some hearty soups for winter and a purple and gold table dressing theme for Christmas. Those images could be used on menus and in advertising, on canvas boards around the cafe or even blown up to form an eye-catching wraparound graphic on the outside of the building.

Advertisers say the best way to reach time-pressed consumers is to try to catch their eye at every turn, and I am in full agreement. It actually pains me when I see a small or start-up business taking a phone pic, adding an Instagram filter and blowing up a grainy pic to use in their publicity.

It’s such a shame when all it takes is a bit of thought and the right photographer to create memorable, show-stopping images that make your business stand out. 

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Direct Website Link to Dave Charnley Photography