Let me first say I am not a photographer (apart from some amateur stuff) and I am not associated with a photographer. However, as a marketer, I am concerned with image and perception. It's for those reasons that I always advise clients to use a professional photographer rather Jim the enthusiastic amateur in accounts. Using a professional doesn't have to cost thousands, but it will probably save thousands in lost revenue.
To illustrate the point, let’s take something we are all familiar with – the take away and fast food menu. We’ve all seen it, whether pushed through your letterbox or above the counter at your local take away. Poorly lit, out of focus pictures of plates of food meant to entice you, when in fact they are more likely to make you question the reason you walked through the door. Then you have the photos taped to the window showing you the deal of the day which is printed on a piece of white paper, fresh off the inkjet printer in the back office, and seems to be one cartridge short of full colour. These are obvious attempts by the owner or manager to save money but the product, i.e. the food, ends up looking totally unappetising with the result probably being lost custom.
The same is true whatever product you sell. Look cheap and expect customers who haggle, portray quality and expect customers who value quality. It’s no coincidence that Rolls Royce and Bentley never leave photography of their cars to chance.
Going back to fast food, take a look at how one of the market leaders, McDonald’s, makes sure you expect the best in fast food.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.