You might be a business with hundreds of staff or a one-man band living out your freelance dream; at either end of the business spectrum your next sale is vital. In an era when attention spans are shrinking and we are becoming increasingly distracted, it is now more important than ever to capture the consumer’s attention, communicate your message quickly, and lead them through to making a sale. But how?
Our experience tells us that the images & photographs used in your PR & Marketing efforts can make a measurable difference to the success of any campaign, be it local or national. Here are three reasons why quality PR photography is worth the investment:
Capture their attention
Whether you are trying to grab the attention of an end user, or someone in the media who might feature your story, images are crucial. In the case of an editorial piece, most stories or announcements won’t even be considered for publication without an accompanying image. Publishers know that a good photograph draws attention and makes an article more memorable for the reader. In some cases where you are charged for page space, using any old photograph to accompany your story is a lost opportunity and a waste of money. Make your images work for you by commissioning or choosing top-quality, PR photographers.
If you are trying to reach your market on social media, the recent evolution of all platforms toward a more image-based feed should give you some clues. Research shows that posts with accompanying quality images see a huge increase in engagement levels. Buffer saw a 150% increase in retweets when an image was used with a tweet. This kind of engagement is hard to ignore; photographs stop customers in their tracks, so make good use of them.
Communicate your message
The phrase “a picture is worth a thousand words” might sound clichéd but we think it is true. We believe good PR & Marketing photography can communicate in seconds what it would take minutes to grasp when using the written word alone. In addition, imagery is proven to make your statement more memorable too. According to Hubspot, people retain only 10% of the information they hear three days after they hear it. If that same information is paired with a relevant image, however, people retain 65% of the information in the same timeframe.
Take a moment to think, then, what your current imagery is communicating about your company. If the old adage is true then it unfortunately works both ways. Using poor quality photos shot by a colleague, over-used stock photos, or dodgy selfies on social media profiles might be sending potential customers all the wrong signals which are in stark contrast to your excellent service offering. You have an excellent product that deserves excellent images to represent it. By commissioning top-quality photographs for your press or PR, you will have a total control over the end result (the images) and the message you communicate to your audience.
Here’s an interesting fact: In 2018 82% of customers viewed five or more pieces of content from the winning vendor before making a purchase. Put differently; it takes five or more touch points (a direct mail, an advert, some online content) for you to win over potential clients. What this means for all of us is that we have to be consistent across all our PR & Marketing platforms whether on- or off-line. It’s not enough to have a one-off piece of incredible editorial coverage if your website and social media platforms are lagging behind. It is vital that your next customer sees a consistent, quality brand and message whenever and wherever they come into contact with your business.
This might sound costly to implement, but the good news is that once you have a decent library of quality, bespoke photographs, be it head and shoulder shots of your staff, or PR photos for your internal or external communications, you can use them again and again across all your PR and marketing channels.
We know that captivating, consistent imagery that communicates your message and represents your brand well don’t happen by chance. It does take time and effort, however we know that once you have a quality image library at your disposal it can be accessed time and again for multiple purposes, for years to come. So, if you’re feeling like your photo library could do with an update, then get in touch with our team and we will organise a photoshoot for you.
What we offer
Here, at UNP, we understand every customer is different. We take the time and work with you to establish a brief that is right for your marketplace, and to capture the images that matter most. Our services are bespoke, from beginning to end.
We understand and can work within tight project deadlines. We can deliver the final set of images within 24 hours. Through a secure portal provided by Photoshelter, you can review your editorial or PR photos, whenever and wherever you are.
If you have a project you would like to talk to us about please contact us today.