The Good, The Bad and the Beautiful: Photo Product Marketing
When it comes to all types of marketing, the end product is the whole point. It’s the bread and butter that pulls in business and then translates into repeat business. Or not. Maintaining an optimal end product experience goes without question for any successful business. But when it comes to marketing your product or services in photos that make the sell, things sometimes get a little murky. Let’s shed some light on the Good, the Bad and the Beautiful of product marketing and see where your business falls.
Show us what you’re selling. We want to see it in images. But not just any images. Professional shots, well staged and well lit will land you squarely in the Good category of product marketing. Your images will be sharp and well edited and you’ll feature them throughout your social media platforms and print advertisements and use them to beautify your website. Customers will be able to see the goods and this will create an expectation that will surely turn into a sell. And that’s the whole point. You’ve met all the basic requirements, dotting the i’s and crossing the t’s. You can feel comfortable knowing that you’ve built a solid foundation for your product marketing strategy.
So if the Good is full of dotted i’s and crossed t’s, the Bad would be the equivalent of just learning to hold the pen in your hand. Your letters are a little squiggly and slant in opposite directions. Although you may feel that you’re benefitting your business by giving potential customers a visual example of what you’re selling, you may actually be doing a disservice by making your business appear juvenile in the public’s eye. Unprofessional product shots featured under harsh lighting without thought for background or angles gives the impression that your business is offering a product that is less than optimal, no matter how great it really is. This strategy may work for businesses targeting low-cost markets with products well below market value. But when your potential clients are looking for quality along with a deal then meet them with the visual marketing that will make the sell.
All curves and loops, with a unique slant that adds interest, Beautiful product marketing is an attractive cursive that proves your business is a notch above others in the areas of style and proficiency. Beautiful images combine the basics of good photography- lighting, angles and clarity- with a creative spark that accurately reflects your business’ individual flare. They take the game to the next level and say ‘even though we’re a small business or just starting out, we have big plans and a bright future’. Well done product marketing not only pulls the client in to make the sell, it engrains your business into a special niche in the customer psyche that pulls them back for repeat sells. And more repeat sells. By showcasing your product beautifully, you have the potential to endear your unique business style to the people who relate to it. That’s beyond business. That’s relationship.