LexJet’s In Focus newsletter helps professional photographers discover new ways to generate revenues by using wide-format inkjet printers to display their work, promote their businesses, or create new products and services. Our customers like receiving new business ideas because widespread, easy access to more powerful cameras and image-editing software has dramatically altered the traditional markets for photography services. It occurred to us that some current users of photography may not have considered the true value of hiring an experienced professional photographer. So after featuring the innovative work of commercial photographer David Humphreys in the Printing for Profit section of our In Focus newsletter, we invited him to write a post explaining what marketing managers may be missing when they ask someone on their staff to shoot product photography.
What’s missing, explains David, is the artistry involved in capturing the true essence of a product. As a result, the product’s value or uniqueness can easily get lost among the miasma of similar-looking commercials and marketing campaigns. Here are the five top reasons he would list for hiring an experienced pro to shoot your product photography:
1. A Unique Approach. The first and foremost reason to use an experienced pro is a completely unique and fresh approach to your project or campaign that is 100 percent reflective of your company, your marketing needs, and your brand. Too often, a company’s brand or desired focus gets lost when turning to a staff marketing intern or a stock photography resource.
2. Quality Images with Impact. The experience and expertise of your photographer ultimately shows through on the images of your product or brand. Collaboration with an expert, and the outside perspective they bring, can make a tremendous difference in whether a marketing campaign is memorable for years, or forgettable after a few seconds. Plus, professional photographers have a keen eye for small, even miniscule, details or color issues that can be corrected during printing and production.
3. Long-Term Dividends. Invest now to earn dividends down the road. Yes, adding another team member naturally adds another expense to your campaign, but that amount is a small percentage of the overall cost of product marketing. An expert image produced by an expert pro can make a difference between this quarter’s loss and next quarter’s gain. An expertly crafted image by the right pro has a higher likelihood of making a greater impact on your customers. Plus, the image can be designed to used in multiple forms and media.
4. An Outside Perspective. Having a fresh, outside perspective is always helpful when considering the overall sales effort for any product or the branding campaign for a company. Often times, executing a project entirely with in-house staff can dilute the power of the final campaign or make it bland. And these days, bland doesn’t draw the attention of consumers, nor does it make them want to buy.
Finally, while new innovations in digital technology have brought photography to almost anyone interested, only professional photographers will bring thousands (or hundreds of thousands) of dollars in equipment to capture the myriad technical details involved in crafting an artistically great photograph. While often unnoticed in the 30-second window we have to make an impact on our consumers’ minds, these technical differences and creativity are often the precise factors that draw viewers to an image in the first place. In essence, equipment and technique matter, just like expertise, creativity and a new perspective.
Based in Baton Rouge, La., David Humphreys’ studio includes equipment for shooting high-end digital as well as 35 mm, 2-1/4 in., 4 x 5 in., and 8 x10 in. film. He also has a state-of-the-art suite for image retouching, digital enhancement, and high-end color printing for art, décor prints and display graphics.
5. Equipment and Technique. Finally, while new innovations in digital technology have brought photography to almost anyone interested, only professional photographers will bring thousands (or hundreds of thousands) of dollars in equipment to capture the myriad technical details involved in crafting an artistically great photograph. While often unnoticed in the 30-second window we have to make an impact on our consumers’ minds, these technical differences and creativity are often the precise factors that draw viewers to an image in the first place. In essence, equipment and technique matter, just like expertise, creativity and a new perspective.
David Humphreys has been a professional photographer for more than 30 years—photographing people, products and places around the world. He has been recognized for his work by many organizations, winning such awards as, most recently, a national ADDY for black and white photography from the American Advertising Federation, the Photo District News Award from Nikon, the Communications Arts Award for advertising, and the Pete Goldsby Award. (www.fabphotos.com)
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