Getting the Most for Your Photo Bucks
During these economic times it serves any company in almost any industry to maximize its brand assets. Most organizations develop brands materials for a specific campaign or promotion by channel – TV, print publications, social networks, etc. However, investing in copy, design and photography can be very expensive.
If these assets can be used across multiple marketing channels it reduces the cost per placement and affords a company savings or opportunities to invest in channels that might not normally be a priority.
For instance, a well-known apparel client had us (OnRequest Images) shoot in three international locations. The photos were going to be used by their HR department in collateral aimed at creating personnel moral and camaraderie. It was a successful photo shoot that produced images which could later be used online and in direct mail. This type of repurposing must reach across silos and divisional business units.
In addition, we are seeing a trend in the world of business photography where organizations are funneling photography purchases through corporate purchasing departments. This effort of issuing a request for proposal (RFP) for all global or divisional photography is helping organizations realize significant cost savings. With an RFP, we are seeing that more often than not, the various divisions can repurpose and retool their assets to be fresh and remain on-brand.
Moving forward, we hope companies will look for opportunities to leverage assets across multiple channels as well as issue RFPs. Today these activities tend to be happy accidents, but they are basic best practices which can lead to real financial benefits for most organizations. Whether through a formal RFP process or through two or three divisions pooling their resources, the gains will be great both financially and from extending brand exposure.
---Carla Stratfold, guest blogger
Editor's Note: this is the first of three posts looking at brand bulding strategies.
About the author
As CEO, Carla Stratfold brings more than 20 years of experience to OnRequest Images, a leading provider of custom photography for some of the world’s leading brands.
