So, you need a new photo for the ad you placed in next month’s Cheap Brand Manager magazine. An inexpensive stock photo should do the trick. Just hop online and pick one out in a matter of minutes. Or, for that matter, shoot it yourself. You’ve got a new digital point-and-shoot camera. How difficult could it be?
If you’ve never studied photography, you’ll discover it’s trickier than you may realize, especially when you consider all the technical knowledge and artistic skill involved. If the professionalism of your business is your top priority, and I’m sure it is, then professional and custom photography should be a top priority in your marketing campaigns.
People are usually amazed at the quality of pro photography once they see it. The problem seems to stem from not understanding the quality that’s possible. Trust your agency to tell you when you need a professional photographer. We work with several of them in a year’s time and can advise which one is right for your shoot. Need a specialist in food photography? We know ‘em. Need an architectural photo specialist? We have three.
Custom photography’s value, of course, lies mostly in the experience of the photographer. By hiring a professional, you get someone whose credentials reflect hundreds of photo shoots in different situations and locations. They have an understanding of when to use the existing light at a certain time of day and how to adjust that lighting — with strobes, for instance. They know what equipment is required, and which lens, focal distance and f-stop settings will give you a desired depth-of-field. They know how to shoot at different angles and how to emphasize colors to project a certain feel in the photo.
You are not just hiring a camera operator; you’re partnering with a technically capable creative thinker whose artistic vision considers all aspects of the shoot and location to enhance your project. And after the shoot, the photographer takes care of the backups, color correction, cleanup and adjustments needed before handing over the project in various file formats.
Professional photographers are businesspeople, and with that you get full customer service, more photographic choices, attention to the visual details and a superb end product. Some have studios equipped for your kind of shot. Others are field photographers who can set up a shoot in any location and make it look great. And with expertise comes efficient use of time. A professional photographer can make the best use of your time (and your agency’s), saving you money in the long run.
When you consider some photographers have $30,000 to $50,000 worth of equipment, all the costs of running a regular business — taxes, studio rental/mortgage, advertising, sample pieces and travel time — and they still deliver a great custom shot, pro shooters start to look very valuable.
Stock photography costs less because anyone can buy a copy and put it in their ads — even your competitors. Think of the confusion that would cause the buying public. Moreover, with most stock selections, it’s too easy to buy outdated or clichéd images, or images that just don’t look as if they’re taken in your part of the country. With custom photography, you’re getting something specific to you, your company and campaign. And be assured, that will give you the right exposure.
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