6 ways to get more out of your advertising photography
So you commissioned your advertising photography for that upcoming ad campaign. It looks brilliant, the campaign is a huge success and your boss is happy, but then the bill lands on your desk and you start to wonder if you could get more value from you photography…the answer is YES!
This post has a number of innovative ideas and tips to help you get the most out of your advertising photography.
Run a quiz on social media
People love to interact with brands on social media and quizzes and polls are a great way to encourage interaction in a fun and ‘non-salesy’ way.
Let’s assume your campaign has finished or has already been launched. This means your advertising photography is already in the public domain and is having an impact on your target audience.
To capitalise on this exposure, why not zoom in on a number of your more interesting images and then run a weekly poll on social media where people can guess what the image is of. This works really well across almost all products and many services. You could run polls asking people to guess how many of your products are in the photograph, what is the name of the colour of the product, how or where is the product being used – the possibilities are endless with a little creative thinking. A good example for the image below could be recipe suggests for the ingredients shown...
This will encourage interaction via social media instead of sticking to these channels for outbound messages (the campaign). Using your images in this way will support and increase the impact of the original campaign.
People love quizzes and this will give you an (unofficial) indicator of how effective your campaign is, in real time.
Internal as well as external
Imagery can be used in a number of places other than your typical campaign tactics such as banner adverts, landing pages and email banners.
Don’t underestimate the importance of internal communications. Many marketing departments are great at promoting and communicating externally but often forget to communicate activities and successes to internal stakeholders.
Great examples of using advertising photography in internal communications include campaign reports to the C-suite and annual reports to shareholders. Advertising photography can be used really effectively in these situations to bring wordy documents to life and demonstrate, visually, the efforts of the team.
Another example of internal use of advertising photography could be to use it to decorate offices and meeting rooms. Large images of your products or services on canvases around your working environments can create a lively and colourful workplace. These will also keep relevant messages and products at the forefront of staff and visitors minds.
Edit your advertising photography
With the wonders of software such as Photoshop, it is easy to take your original advertising photography and repurpose it completely.
Simple changes could include the background colour or turning the whole image into a black and white or even sepia exposure. This will alter the context of the original image and reduce the association with the original campaign and increase the number of places, and ways, you could reuse your photography.
More advanced modifications can also have a huge impact such as blurring certain areas to draw a different focus or skewing the image to change its impact. The possibilities are almost endless with different software’s but don’t be tempted to go too far away from the original because it still has to be recognisable!
Each of these techniques can change the look and feel of your original advertising photography, making it more appropriate for other uses.
Once your campaign has come and gone, there is no reason you shouldn’t reuse your imagery. Assuming it is relevant, your advertising photography can be repurposed, in its original form, to bring life to other areas of your marketing strategy.
Great examples include;
- use in blog posts,
- to give life to website page content,
- in leaflets or printed collateral,
- in email marketing and
- on social media channels.
As long as the imagery is relevant and not overused, this is a great way to extend the life of your photography.
Create a montage
Bringing your advertising photography together can make for some interesting images which can work really well on social media.
This can add another dimension to your campaign whilst it is running or as a follow up set of messages via email or social media.
The idea here is to summarise your campaign in pictures which can be used in the follow up communications to those who interacted with your original campaign. This will create a sense of familiarity with your leads from the original campaign.
Create great content
Once you campaign has finished running in the main stream, there is no reason you shouldn’t create more evergreen content from it. Your advertising photography can be pulled together in a number of innovative ways, with relative ease, to create a number of different pieces of content. This will give a longer shelf life to your photography whilst contributing to your company’s overall content marketing efforts.
Examples of this could include;
- Creating video content using a selection of your advertising photography
- A slide show of helpful content showing the benefits of your product/service
- Creating a helpful downloadable guide featuring your images
The benefits of using your advertising photography to create long lasting content comes in the form of increased SEO performance, and also, from the additional visibility it will receive from your target audience as it is distributed via social media.
We hope you found these tips useful and if you have any other innovative ways of lengthening the life of your advertising photography, we would love to hear from you. Simply share them in the comment box below.