Avionics News October 2016 - 66
P A T R I C I A
L U E B K E
tells a story
At least the good ones do!
s the Rod Stewart song says, "Every picture tells a
And when it comes to your marketing efforts,
photography - good photography - can sell your products,
garner you more editorial coverage, attract visitors to your
website, showcase your products, keep your customers
informed, enhance your company image and perform countless other tasks all for the good of your company's brand.
In fact, when it comes to editorial coverage, I'll repeat the
song's refrain: A good photo can turn a small mention into
a larger mention; a small article into a larger article; and a
larger article into the cover story. It's true. It's one of many
reasons why quality photography is crucial to your marketing
success. Below are a few tips to help guide your strategy.
1. Hire a professional. Sure, all of us have cameras in
our pockets with our smartphones and digital cameras.
But experienced people can look at a photo and usually decipher when a professional photographer was
involved. The lighting is good. The photo is in focus.
The hit your marketing budget will take to hire a pro is
minimal compared to the quality and usage you'll get
from high-quality photos. Start auditioning a group of
photographers by contacting them and looking at their
portfolios to make sure they specialize in the photos
Work your professional photographer hard. You
will most likely pay either a half-day rate or a full-day
rate. Plan in advance what you want the photographer
to accomplish, and brief the photographer in advance
of what your photographic needs are so the appropriate
equipment is brought. Make a shot list and a schedule.
For example, you may decide you want outdoor aviationthemed portraits of your top three executives. Brief the
people being photographed so they are on time and
dressed as you want. Consider adding a bit of Hollywood
to these shoots by having your execs bring a wardrobe
change so they can be photographed in both business
attire and informal wear. Also, make sure you negotiate
for all rights and unlimited use of these photos. Don't
take for granted that you own the photos simply because
you paid the photographer.
A good photo tells a story. When you look at a good
photo, you understand what is happening. "This newly
hired executive is a pilot" or "our NBAA booth was
mobbed." A good photo captures a moment. In a good
photo, you are transported to that spot in time and space.
And even though a good photo tells a story, every photo
should have a caption, which is sometimes called a cutline.
Be creative and add something to the understanding of the
photo. Rather than labeling a product shot simply by its