Businesses spend a lot of their dollars on advertising in an effort to gain new clients and customers. This advertising is costly and in order for there to be any return on investment, must be highly effective creating a perceived need in their viewers that causes them to make a purchase. Photos are one of the best ways to target these customers and pull them in a company’s website or brick and mortar store.
These are examples of some of the best ways businesses use photographs to make their advertising effective and create a higher return on their investment.
- Use Storytelling to Your Advantage – Pictures say a thousand words and through images you can deliver a story to your customers showing them who you are, what your product does and how they will benefit. Your customers should be able to visualize using your product. With pictures, you can place images of people similar to your target market in action with your product. This will send an immediate image to their minds allowing them to see how your product will directly benefit them.
- Make the Images Fun – If you can inspire a smile or laugh from the photo you put in your advert, you are more likely to create a bond through photography with your customer allowing the image of your company to stick in their mind for days, weeks or even months to come. Try something unusual, show a funny scene, or use humor to create a way for your customers to identify with your product. But be cautious. Be sure your humor is not offensive and is light hearted. Avoid putting any group of people down through your photographic humor.
- Turn Your Advertising Into a Game – By creating a puzzle or visual game with your customer, you keep them staring at your picture for longer. This creates a unique type of engagement that will leave a longer lasting impression in their minds so they remember your brand. To increase engagement, create a discount at one of your stores or on your product if they solve the puzzle. This will encourage people to get even more involved and give them more of a benefit to interacting with your advertisement.
- Use metaphors through photography – A famous advertisement by Hoover showed a picture looking out of an airplane window that was flying high in the sky. The text told the viewer to break the window for a product demonstration. This metaphor sends an immediate visual of the whirring suction that would occur should a person actually do this. That same whirring suction is found in their vacuums. This and other metaphors can stick in the minds of customers creating a different way to show how your product works through imagery.
- Send meaningful messages – By using photography to capture real life situations where a person is doing something harmful to their health or to others creates an emotional connection with the picture and leaves a more lasting impression in the minds of customers. This is a technique commonly used by non-profit groups and charities. Some examples include anti-smoking campaigns, animal abuse shelters, and anti-bullying groups.
- Be bold – If your brand has a bold culture behind it and is known , or wants to be known, for pushing limits and breaking the rules, be bold with your imagery and shock people with what they see when they view your advert. If you do choose to go with this route, consider the side effects it can have. In any case, a shock and awe campaign will generate a lot of response, whether positive or negative which can work for or against your company as a hole.
- Show Off Product Features in a Creative Way – If your product boasts extremely large or small size as one of your competitive advantages, use that in your imagery to convey just how big or how tiny your product really is. This is a fun way to get creative with the camera and try new ways to show off your product’s best side.
No matter how you use photography keep in mind the people who will be viewing your image and how it will make them feel. Images create a strong emotional response making them highly effective as advertising methods.
Author Bio Aileen Pablo is part of the team behind Open Colleges Australia, one of Australia’s leading providers of Distance learning and education. When not working, Aileen blogs about education and career.She is often invited as a speaker in Personality Development Seminars in the Philippines. If you have a blog and would like free content. You can find her on Google+.