For Clients


31
Jan 2012

Importance of marketing collateral

The key to enhancing business image and winning consumer trust is through the use of marketing collateral.

Marketing collateral refers to the various forms of communication a business publishes on its own. By contrast, paid placements, such as advertising, are not a form of marketing collateral. Advertising is part of the sales process whereas marketing collateral supports the sales process. To a small extent, marketing collateral might be considered “advertorial” content produced by the company.

Advertising often fails because consumers simply don’t trust ads. Advertising claims are not always backed up by any information. Customers are very skeptical because they know that advertising is only concerned with taking their money.

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17
Jan 2012

Identity Crisis

A recent Black Star blog post by Jim Pickerell gives advice to photographers who are trying to licence their stock pictures. He’s been involved in the stock photo business for over 40 years.

Pickerell writes that since there’s such an oversupply of stock images, photographers need to get their pictures seen by photo buyers. He then goes on to list some numbers and statistics.

The interesting takeaway from this article is for any business that’s thinking about using stock pictures for its marketing instead of commissioning its own original corporate photography or business photography.

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3
Jan 2012

Annual Report photography

Annual reports contain a mix of corporate photography and editorial photography along with, perhaps, a small touch of advertising photography. Other than to publish a company’s financial numbers, an annual report has to show what the company does, how it does what it does and show its accomplishments from the past fiscal year.

As we move into the traditional season for annual reports, here are some suggestions for the photography:
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14
Dec 2011

How to fail at media handouts

Earlier this week, a team of researchers at the Massachusetts Institute of Technology (MIT) Media Lab announced their development of an imaging system that can capture the equivalent of half a trillion pictures per second:

We have built an imaging solution that allows us to visualize propagation of light. The effective exposure time of each frame is two trillionths of a second and the resultant visualization depicts the movement of light at roughly half a trillion frames per second. (…) Then we rearrange the data to create a ‘movie’ of a nanosecond long event.

From an easier-to-understand article in the New York Times:

To create a movie of the event, the researchers record about 500 frames in just under a nanosecond, or a billionth of a second. (…) If a bullet were tracked in the same fashion … the resulting movie would last three years.

To help promote this first-in-the-world announcement, MIT has media handouts. If you scroll down the page to the three pictures of the scientists behind this research, you’ll find that one link is dead due to bad page coding and the two other pictures are virtually useless.

The four-person picture is grossly out-of-focus with poor exposure, bad colour and poor composition. The two-person photo is out-of-focus with bad lighting but, to some extent, it can be corrected. Neither picture has any IPTC information. Full and proper IPTC info is mandatory especially for media handout photos.

Similarly, on MIT’s own news page, there’s a metal pole going partly through the face of one of the two lead researchers as they look at a glowing soda bottle.

A huge institution like MIT couldn’t be bothered to get it right the first time. Too bad it doesn’t do any research into public relations photography.




10
Dec 2011

Pricing commercial photography

From time to time, potential customers and photo students will e-mail to ask, “What’s the going day rate for a corporate photographer in Toronto?”, “What does the average Toronto commercial photographer charge?” or “What’s the standard hourly fee for business photography?”

The answer to all of those questions is the same: no such fee exists. There is no day rate, no half-day rate and no hourly fee.

It would be like calling a restaurant to ask, “What’s the going rate for a dinner?” Does anyone ever ask a dentist, “What’s your hourly charge?” Can you ask a store, “What’s the standard price for a pair of shoes?”

Professional photographers base their fee on how the pictures will be used, what’s involved in producing those pictures and the photographer’s talent, experience and overhead costs. Since every job is different, there’s no one-size-fits-all price, no going rate, no standard hourly fee.




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