How Important are Photos in Your Marketing Strategy?

Your photo library is the visual foundation on which any marketing strategy is built. 

Research says you have eight seconds to catch the eye of a Gen Z.

And for print - the decision to read or reject pamphlets and direct mail pieces is made by readers in

just 2.5 seconds. 

Travellers want to visualise potential new experiences. How will it make them feel? To stand out in the tourism industry and inspire travellers to book you over competitors, place compelling visuals centre-stage throughout your marketing. There are two types - hero images and

stock/complementary images.

'Hero Shots' are your defining images - what sets you apart. 

They are "wow" photographs that make the viewer think "I want to be there now"; They grab attention quickly in a saturation of images. A library of promotional images complements the hero shots. These images are less memorable but just as necessary to tell the story.  Just like a magazine with their hero image on the cover, and the additional photos within the article.

Your appeal and uniqueness

+

great idea/concept

+

awesome team

=

Hero image

Uniqueness/appeal could be a landmark, a feeling or an experience.

The great idea revolves around a story. What does your ideal audience want to see? Weather, atmosphere, activity, talent similar to themselves? Let your audience imagine it could be them

there, enjoying your destination.

Find the production team you need and trust. Look at their portfolio, get to know them, find recommendations. You have to be comfortable and confident.

Finally, make sure your images (hero and stock) sit firmly within your marketing brand. They should be images that define you and make you unique.

Thousands of dollars are being spent taking those images into the marketplace - websites, promotional collateral, travel shows, social media - it makes sense to do it properly from the start.

CLIENT SHOWCASE: Clare Valley Wine Food and Tourism Centre

In July 2017 I worked with Clare Valley Wine Food and Tourism Centre... here are the pics. These are all taken within a half day shoot. A 'basic' to 'medium' retouch has been done on these keeping the images real but removing distracting objects like 'Exit' signs. 

Many more images were taken, proofs given to the client for selection, the client selects finals for delivery.

Let me tell you... there's choice. :)

If you want some ideas of what could work for you - email me. 

For the love of life. Personal and professional development.

Do you believe in constantly improving yourself and your knowledge? Do you like learning new things? Do you strive for getting better? I do. I love learning. 

This year, I made a resolution to stop learning and start implementing. That resolution got broken a few months in when I signed up for Marie Forleo's B-School. Then, again, when I signed up for a blogging business pack. And now, here I am in Perth, with a sore bum, having been in a three-day conference. 

The 2015 Nikon AIPP Event is an annual event held each year, for photographers and videographers to learn, be inspired and network. This year, it was in Perth. Next year it's in Melbourne.

I love the conference, and although I didn't have major 'aha' moments this year, I have come away massively inspired and with warm fuzzies, having gained more photography friends. Listening to amazing creatives such as Ryan Schembri, Patrick Moreau, and Cameron Frost while chatting with photography icons David Dare Parker and Brooke Shaden, I love the passion we all share. 

Takeaways for a making the most of a conference?
1. Talk to as many people as you can. Overcome your shyness. We are all in the same situation.
2. Give away more positivity - in the form of comments, compliments or just telling someone they did a good job/you like their product.
3. Three-day conferences are long. Don't feel bad if you have to stand up at the back of the room. Also, don't eat too much heavy food at lunch and get the snooze happening.
4. Enjoy the networking nights that are booze filled - but not too much. You paid good money to go, why waste it on needing to stay in bed or feel crap.
5. Get out and wander outside whenever you can. The fresh air and sun rejuvenates you for the next session.
6. Don't be afraid to approach the speakers - they are only human, like us. They are not a better human being than us; we are all the same.

So, what do you do for personal development? If we aren't growing, where are we going? If life is a journey, we need to be constantly moving forward, pushing ourselves to learn and experience new things. Imagine being stuck at a crossroad for life - never experiencing what lies beyond. Imagine what we are missing out on while waiting and not moving forward.

Tell me your plans...