Photo opps are everywhere… just take them

Photography is easier than ever for small businesses today

Digital photography has transformed the way that businesses market their products and services.  What was once a costly process involving rolls of film and expensive cameras is now a relatively low-cost endeavor.  There’s no longer a cost for images and decent quality cameras are built right into the devices that we use everyday.

Here at Terrapin, we have digital cameras, smartphones and tablets that we use on a regular basis to document the people, places and things that define the business.  The quality on each device is very good with sizes large enough to be useful on blogs, social media, websites and more.  

What qualifies as a photo opp?

With access to so many portable, mobile devices, there’s no reason why you shouldn't be documenting the things that happens at your business.  But what should you be looking out for?  What qualifies as a “photo-opp” at your business?  Here are some examples from a few of our clients....

1.  Photograph products to demonstrate their use

If your business sells a physical item, you should invest the money to have professional photos taken of your products*.  But with that being said, there’s nothing that says you can’t take candid photos of the product in use so that your audience can get a better understanding of how it works.  These additional photos (or videos) can paint a fuller picture of the item and help guide visitors toward a buying decision.  

Sneak peek from our latest collection! Hand & body chains are coming soon, we can't wait to wear this baby out... pic.twitter.com/JL0GVPpaPW
— Whiting & Davis (@WhitingandDavis) August 4, 2014

2.  Photograph the people associated with your business

As I had mentioned in a prior post about Facebook, consumers want to connect with businesses on a personal level. So given them what they want and post photos of the people who make the business run.  These can include employees, customers, vendors, etc.  The idea is that you want to present a public face for your company - one that your audience can identify with on a more personal level.  

Post by Dave's Marketplace.

3.  Photograph events that you’re attending

If you’re business is active in the community, endless photo opportunities await.  Sponsoring a local baseball team?  Take photos of your logo on the uniforms.  Exhibiting at a trade show?  Take photos of the booth and sales team in action.  Team building exercise at an off-site location?  Take photos that show teamwork in action.  Summer party for the entire office?  Take photos of attendees enjoying the day.

Food, family & passion... Stefano & daughter, Lucrezia, accept @RIMonthly’s #BestOfRI 2014 Best #Local Charcuterie pic.twitter.com/SZo4qlJrUK
— Daniele, Inc. (@DanieleInc) August 12, 2014

Today’s cell phones, tablets and cameras make it easier than ever to create great visual content for your business, so take your opportunities when they arise.  Once the moment has passed, you’ll never be able to get it back, so take photos and figure out how to use them later.  



*Professional photographers are an extremely important part of marketing.  When you need solid, high resolution images that involve a high degree of lighting proficiency, a pro photographer is the only answer.  We offer photography as a service here at Terrapin and know the value that it can provide when marketing a product or service.  

Become a friend to your customers on Facebook

At it’s heart, Facebook is a way to connect with friends and family.  Log onto your own FB account and you’re bound to find selfies, baby photos, birthday reminders, links related to healthy living and exercise, check-ins at local bars and restaurants, etc. These are all things that are centered around our personal lives and are shared with the friends and family who matter most to us.  

So it’s no wonder that it’s difficult for small businesses to break into the FB game.  We aren’t family members.  We’re kinda friendly, but not enough to be FB friends.  So how can we change things and get people to start thinking of us differently?  It’s a tall task, but one that can be overcome with a good plan and some focused effort.  Here’s what we’d suggest...

1.  Share interesting photos on Facebook In reviewing my own page, it’s clear that photos and visual content are a huge part of what makes Facebook tick.  Take a lesson and share interesting photos related to your business.

Every business is built on people, so make sure to include them in your postings.  It’s always interesting to see who makes the engine go, especially at a small company.  Get candid shots of what goes on behind the scenes and followers will begin to see you as human - not just a company.

2.  Grow your follower list with a good deal

People love to feel as though they’re saving money.  Kim, a friend of mine on FB, will often ask for Kohl’s coupons when she’s ready to make a big purchase.  

Small businesses can learn from this, so sharpen your pencil and figure out a coupon or collection of seasonal promotions that draws them in and keeps them friendly. It doesn’t have to be a huge savings - just something that says you value their business and would enjoy their support in the future.  It may be just the nudge that they need to become a Facebook follower… and a customer for life.

3.  Help followers discover new things

Whenever I see friends at different locations like restaurants, concert venues and vacation spots, a part of me always says  “I’d like to check that out, too.”  Or if there’s an event coming up and Facebook tells me that friends are going, I’ll probably want to be a part of it as well..  The point here is that Facebook can very often be a way for users to find out about places to go and things to do.  

If you’re a small business with a strong local customer base, be sure to share area news and interesting events with your followers.  You’ll begin to paint yourself as the local expert and a resource for people who want to know more about what’s happening in the area.  As an added step, visit these locations and be sure to post photos. Two birds, one stone!

4.  Tease new products to build interest on Facebook

I have a friend named Vern.  We’ve been friends for a long time and have very similar tastes in music, so whenever we get together, our conversation goes like this… “Dude.  Have you ever heard of XYZ band?  They’re kinda like ABC, but with 123 on vocals and a heavier sound.”  Since Vern knows that we enjoy the same types of music, he’s betting that I’ll like XYZ band as well.  Once my interest is piqued, it’s more than likely that I’ll soon join him as a fan.  And until I actually listen to their music, I’ll have to trust Vern’s recommendation.  

In this example, you’re Vern.  You know that followers already like your existing product or service.  So one way to build interest in new offerings is to tease them on your FB page.  Post exclusive photos and talk about how this new product will be different and better.  Until the product or service is launched, followers will be hanging on your every word because you know exactly what they like.  

5.  Take a controversial stance on an issue to start a dialogue

During the last election, I got to know a lot about the people that I’m friends with.  They felt so strongly about the candidates and issues that they couldn’t help but share their opinions.  

Personally, I would avoid political issues because it can be somewhat polarizing.  A better approach would be to ask questions on topics related to your business.  By creating an open forum for followers, you can get input on your own product or service, trends in the industry and more.  Throw in a question or two about things unrelated to your industry just to keep things light.  

REMEMBER: People like to do business with other people

When considering your strategy for Facebook, it’s most important to realize that people like to do business with other people, not just a corporate machine.  As small businesses, we have the advantage of being able to bring a human element and personal touch to everything that we do, including Facebook. By following these 5 tips, you can start building a relationship with your followers and start utilizing the power of your Facebook friends.

Preparing for Employee Photo Day

At Terrapin we've always said that people like doing business with other people.  A website and marketing materials provide the perfect opportunity to introduce the team that makes your business unique.  Whether you hire a professional photographer or decide to use a point-and-shoot camera, taking some time to plan an employee photo day will give you a better shot at getting great photographs.

1.  Decide Who Needs to be Photographed -  Typically the management team will be photographed individually.  But don't stop there.  Think of how you can group other employees together - sales team, administrative staff, etc and get photos of them too.  If you have a large number of employees a team photo easily communicates the size of your organization.  Create a list of all the photos (and whose in them) so that you, your staff and your photographer can stay organized.

2.  Select a Variety of Locations - The interior and exterior of your facility can provide unique backdrops for your photographs.  Take a few minutes to look around and see what might work.  A solid colored wall, someone's work area, the main entrance to the building all make great candidates.

Solid Color Background

Inside Your Location

Take Advantage of the Beauty of Nature

 

3.  Set a Dress Code - Whether uniforms, logo'd shirts or just company colors, a dress code will add consistency to the photos.

 

4.  Prepare Your Team - Make sure employees are aware of the dress code, time of photographs and anything else that may be expected of them.  Provide as much advance notice as possible and then remind them a few days prior.  This way they can look their best.


 

5.  Make it a Fun Event - Some people love being in front of the camera.  Others... not so much.  Come up with ideas to help lighten the mood.  Food, music, laughter.  If you're employees are having a good time it will show through in the photographs.

Some time spent planning will save time and stress for everyone come photo day.  Happy planning!

3 Steps to Keep Your Company History Current

During our years in business we've met with a lot of companies around RI and Southeastern MA.  Some have been around for decades, others over a century.  We commonly see old framed photos around their offices and it's always interesting to us to get a glimpse into the past and see how it was done "back in the day".

As we start a new project we're excited to have all this great photography to work with... and then it happens.  It turns out that many of these companies have not done a good job of documenting the past 10 or more years of their history.  There is little to no photography for us to work from.

Digital photography has come a long way in the past decade.  A point and shoot camera, even the camera on your mobile device can capture an impressive photo.  You just have to be on the lookout for things to photograph:

1. Things that are New

• Employees or key personnel
• Products and services
• Equipment, vehicles, capabilities
• New location or facility remodel

2. Events that are Timely

• Recently completed project
• Company outings / celebrations
• Special sales or celebrity appearances
• Employee training sessions
• Exhibit at a tradeshow

3. Achievements that are Recognized

• Awards & certifications
• Employee recognition
• Speaking engagements

If you get yourself in the habit of taking photos on a regular basis, you'll soon have a treasure trove of recent happenings that you can use to market your business online, in print, or through social media.  And you will give someone 50 years down the road more interesting photos of the past to learn from.

Choosing Between Commercial and Stock Photography

To effectively market your small business, you need eye-catching photography front and center. Two excellent options can load your marketing strategy with images that pop; high quality stock or commercial photography.

Commercial or Stock; You Win Either Way

Both commercial and stock photography convey a tone of professionalism and pique customer interest. A powerful stock image on your brochure cover or a homepage slideshow of commercial photography engages readers and visitors.

Commercial and stock both draw attention to your marketing collateral, but they have their differences. It comes down to your small business’ wants, needs and budget.

Controlling Your Company Image

A key advantage of commercial photography is control. You determine what the camera lens captures:

• You control your company’s unique image and portrayal
• You control exactly how your brand is built going forward

Commercial photography is more expensive, but you own the photos free and clear. If the money isn’t there or you want to invest elsewhere, stock photography is the ideal alternative.

Your Company Image is in-Stock

Carefully chosen, compelling stock images can give you the same results as commercial photography. Among many factors to consider in the stock selection process is relevance. Choose stock photos that tie in to your company, product or service.

Services like iStock boast a catalog of millions of photos by category. You don’t need to be an expert photographer. Simply browse the libraries and ask yourself; “Do I want this image representing my company?” Trust your judgment, instinct and keep an eye out for:

• Out-of-date or general poor quality photos
• Photos featuring “overposed” or stiff-looking people
• Similar photos being used by your competition

Stock photos come with a lower cost, but there is a price spectrum. Spend on the higher end of this scale. These photos are less likely to have been purchased by competitors, making them more exclusive.

Mix and Match Commercial and Stock

Stock-only or commercial-only strategies might not work for you. Not a problem; simply combine the two.

Lead your direct mail with a customized commercial photo, then fill out the piece with corresponding stock images. This stock/commercial team-up gives you budget flexibility and a commanding company message.

Choose YOUR Best Option

Your photography is on the front line of your company’s sales efforts. You know your business and industry. You know what works and what turns potentials away. Whether you hire a commercial photographer, utilize the boundless supply of polished stock photos or unite the two, just apply your expertise to the process for a strategy that sells.

Marketing is Easier with Quality Photography

Your marketing materials are the first impression your small business makes to potential customers. Visitors literally make a 50 millisecond visual assessment of your company website. Printed collateral and advertising have a similar small window to impress. This fraction of a glance will determine if they will call you or move on to a competitor.

To pass this visceral test, your marketing campaigns need quality photography. This includes professional digital images of:

• People
• Products and services
• Business locations

Stedman & Kazounis Plumbing & Heating - People Photography by Terrapin Art & Design

Get Your Team in Frame

You greet customers with a smile and welcoming introduction. Your business marketing materials need to make the same human connection, meaning photos of people. Smiling people on your brochures,direct mail and other materials deliver the same impact of a friendly, in-person reception. 

White Cross Pharmacy - Portrait Photography by Terrapin Art & Design

Once you’ve established this human connection, you must reach the next level with a personal connection. Professional and positive photographs of yourself and your team in action make customers feel like you’ve already met upon that first handshake.

Whiting & Davis Collection - Product Photography by Terrapin Art & Design

Capture Your Products and Services

Customers want an idea of what they’re buying. Detailed, educational photos allow customers to experience your service or handle your product digitally.

Simmering Soup/Suki Sushi - Product Photography by Terrapin Art & Design

Feature team members producing or handling your products, or delivering services to a customer. Effective photos bring customers to your door for that closer look at what your small business offers. 

George E. Bello Center - Location Photography by Terrapin Art & Design

“This is the Place”

Your facility, store or office needs to convey the same productivity and professionalism online as it does in person. Get some outside shots of your business, making it recognizable to new arriving customers who viewed it online. 

Benjamin's Restaurant - Location (Interior) Photography by Terrapin Art & Design

Encapsulating, wide shots of the inside of your facility show the scope of your company. Team members hard at work at their desk or workbench displays your dedication and the benefits of partnering with your company. 

Edge Performance Systems - Location Photography by Terrapin Art & Design

Photo Quality to Match Your Business

Your small business has years of experience, highly-skilled employees and markets with well-written,informative content. But poor quality photos might scare off potential customers before they can learn about your company’s capabilities. Give customers the true experience of your small business using professional custom marketing photography.

Check in with Terrapin and our next Shout Box installment, a breakdown of stock photography vs. customer commercial photography in small business marketing.