Back to Business

Is it me, or is 2019 already feeling a bit used? a bit secondhand? At least from tomorrow we can officially (because I say so) cease commencing every email with “Happy New Year!” and just get straight to business, polite niceties notwithstanding.

But what should that business be? In my case I’m already seeing the return of clients from last (and previous) years, booking me for repeat events or new corporate photography sessions. I’ve already landed work with new clients and am fielding enquiries from as-yet-unconfirmed new clients, so I can’t complain too much if 2019 already feels a little 2018. That, after all, was a pretty good year for me, so I’m looking forward to more of the same plus some.

If there is a small cloud hovering over the sunny uplands of 2019, it has to be the uncertainty of Brexit. But while businesses work hard to prepare for the unpreparable the one thing they have to avoid is a head-in-the-sand response to marketing.

Oh yes, that ol’ chestnut. Whenever things get tricky, be it recession, austerity, Brexit, bad weather, the season finale of Strictly, you name it, too many businesses batten down the hatches and decide to tighten spending. This isn’t a bad thing in and of itself, but when marketing (which of course includes photography) is often the first victim of pulling the belt in a notch or three, that’s when the harm is done.

Businesses which market through the hard times always come out stronger. Of course the marketing has to be the right type, and photography may not even be what’s needed, but if you need it, you need it. There’s no getting around the fact that sometimes, and quite often, good commerce relies on good communication and good communication relies on really good photography.

An additional risk of suddenly pulling the photography budget (so you’re still marketing, but perhaps you switch to cheaper sources of imagery) is the KERKLUNK sound you hear as your marketing materials go from professional, personal and engaging to ubiquitous, remote and faceless.

I think it’s fair to say that most established businesses with a history, but which don’t want to become history, understand the vital importance of fresh, bespoke, exclusive imagery in their marketing and to suddenly pull the plug when the future looks dicey is the knee-jerk reaction of a business about to find out what free-fall looks and feels like.

So hard Brexit, soft Brexit, don’t make Brexit your exit. If you want to keep doing business, you need to keep marketing because if things do get tough, you need to be seen as the business that’s above it all; still focussed, still professional, still friendly and approachable and above all, still in it for the long-run.

Happy February everyone!

Time to get real

Sorry to bang on about this, but I’m still hearing designers say “our client wants to use stock images for their site because it’s cheap,” and what the client wants, the client gets. And that’s usually where the designer/client conversation regarding photography ends.

The designers tell me they’re frustrated, that they put all this effort into designing a brilliant site only to have to drag the project down by slapping cheesy grins and ever-so-serious-but-utterly-anonymous business faces all over it just to fill the gaps between the boring text. Or how about some pictures of flowers? Or a tree? Or a business man looking at a tree? That’s soooo inspirational.

Hey! Business people! Here’s the news! STOCK SUX! It makes your site look generic. It makes your service/product look exactly as enticing (ie not at all) as all your competitors. Stock has become completely blasé and unconvincing. It may be cheap, but it WILL cost you in sales. So while you’re busy chasing the bottom line, someone else is creaming off what would have been your top line. The less you pay for your photography, the fewer sales your business will make. End of.

I hate all that management-speak about top and bottom lines, but if yours is the kind of business that uses stock imagery for your branding, then you’re the kind of business person that goes to a lot of management and motivational seminars in dull hotel conference suites in Swindon to hear a “guru” tell you lots of buzz words you’ll never quite understand, but which make you think you’re at the “bleeding edge” of your envelope, box, bag of mushrooms or whatever. Yes, go thread the needle of success and let’s make this kite fly, but you’re not convincing anyone, least of all the clients you’re working so hard to win.

So to designers, I suggest turning the conversation around and asking the client if their website is meant to please them or please their clients. If they just want a pretty site to show their mums to make them proud, fine, but if they want to seriously gain market share in an increasingly competitive world, they’re going to have to feature what’s great about THEIR business, not use the same old images that everyone else is using for a million other sites.

If you hide your business behind a wall of fake images of models doing fake stuff, you send out the message that you don’t trust your real business to live up to the expectations of your clients. It also suggests you don’t trust your clients, so your clients won’t trust you. And if that happens, you lose sales.

Or as a business guru might say (if they had a clue about these things), “get real photography to get real business.”

help desk employee

Feature yourself and your colleagues in “getty-esque” style pictures, but with far more honesty and integrity than a “stock” image.