For about 4 years now, I’ve been shooting photos and videos for a construction client. Either myself or Jon goes out every 2 weeks, and we shoot everything that these guys are doing for about a half a day.
Now, in the short term – we’re using everything that we shoot for social posts. In the midterm, we’re updating their website and Google Business Profile with images. In the long term, we’re using the finished photos that we gather for printed marketing.
And here in lies the true value of photography for your business. We recently finished updating this client’s brochure for print. We designed the original edition 3 years ago – it’s now on its 3rd iteration, and it’s the best one yet.
Why is it the best one yet? It’s not the copy, and not so much the separate pages filled with services and testimonials. Those, of course, have improved over time. The business has gained more accolades and certifications.
The testimonials are getting better and better – and the business culture and branding is growing and improving with time.
But the thing that made this edition the best one yet is all of the photography. Because we’ve been thoroughly documenting the company’s projects on the regular for the past 4 years, we’ve built up quite the portfolio for them – and it’s one to be proud of.
When I first started working with this company, they were adding a front porch to a house. Now, not even too many years later – they’re taking on full home remodels on million dollar homes.
The marketing material is quite impressive, and here’s the most exciting thing – the photographic style is all consistent and balanced across the board.
You see, this is the benefit in growing with a photographer for your business. Like a personal relationship, business requires loyalty and growth together.
So, if you’re a business that is constantly creating new things – and you need them documented regularly – do your best to find someone to work with exclusively. Not everyone thinks of this, and to be honest – my client is kind of a unicorn.
He’s been able to prioritize the documentation of his work, and it’s really starting to pay off for him. The reason we had the brochure made is because he’s participating in a home show this year.
So we have the brochure itself, with 100 copies printed, and then we have their most beautiful kitchen photo set up behind them on an 8 foot x 8 foot backdrop with their branding.
We also have a slideshow of all their best work playing on a screen for them. So with all of these assets – the business is going to really be putting their best foot forward when it comes to attracting the clients that they want to work with.
If you’re operating on word of mouth at the moment, then that’s great – it’s the best kind of marketing you can get. But if you want to expand your reach, you’ll have to market yourself in a way that shows the potential client why they should hire you.
While photography is just one piece of the puzzle, it’s definitely an important one. So consider it for your marketing strategy – and trust me when I say, no – your cellphone is not good enough.
To Your Success,
Jay Ashcroft
four32 MEDIA
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