Seeing is believing, why commercial photography is essential to sales

You can tell people until you’re blue in the face. Luxury this, high quality that. If what you’re selling is visual; something that people will look at and be awed, then you need to show it.

People are cynical. It’s so easy to set up a website these days for any business, populate it with stock shots and portray professionalism and high standards. But the proof is in the pudding. If you claim a product is a certain quality and it doesn’t match up to your claim; three things are likely to happen.

1. High levels of returns and complaints
2. Poor reviews (many of which may be publicly viewed online)
3. Low levels of repeat custom and dropping sales

Not a position any business wants to be in.

This pattern is very familiar in the hospitality industry. How many times have we all read a hotel website, thought how amazing it all sounds, only to read down to the reviews. Suddenly the reality hits; ‘tired décor’, ‘dirty carpets’ all sorts of unappealing and contradictory critiques come out of the woodwork.

But with bespoke commercial photography there’s nowhere to hide.

If you’re in a position to showcase something stunning, you need to maximise on this sales opportunity. Potential customers and clients will use the images they see to differentiate between their options (in other words, you and your competitors). They’ll be drawn in to the brand and quality of your product, or the feel of your environment, heightening their interest in it. You’ll be able to support, reinforce and evidence the words that you use; as your descriptions and imagery match up. And the suite of photographs can take centre stage in your website and other marketing collateral, showing that you have nothing to hide and everything to be proud of.

If you look at most luxury, high end type websites; high quality photography will be the key feature. It conveys a feel for the product or place and without them knowing it, gets the customer involved.

But don’t make the mistake of thinking that your product or service looks so magnificent that it will simply sell itself with a few amateur shots or photographs taken on your phone. As good as amateur photography can be for some purposes, it will never do a product or a larger environment such as a hotel or restaurant justice. Achieving high impact, stunning images takes a considerable amount of skill and specialist equipment. This includes;

• Lighting. Probably the most important aspect of all. Illuminating the product or place to its absolute best is the difference between stunning and shabby when it comes to photography. Not only needing an expert eye to know what lighting is needed; but having the latest technology in light boxes and equipment is essential.
• Understanding the angles and techniques to achieve ambience and space. A talented commercial photographer knows how to bring a product or place out at its very best. They are attuned to background objects and shooting angles and have the techniques and equipment to take the shot that works best.
• Artistic input. An experienced commercial photographer knows the style of photography that will work for your brand and audience. Not only in how the shoot is managed but in the editing and production that will reinforce your brand and maximise engagement and impact on your audience.

And the photography keeps on giving…

In the case of the Sandman Hotel at Gatwick; this photoshoot of a luxury hotel not only has created a high impact, beautifully visual website but has led to further PR and being featured in a five-star luxury magazine. Every space, every room and every corner has been carefully captured in its most positive and awesome light, so that the viewer almost feels like they are there. The fact is, when you know what to expect and you can see for your own eyes, you’re more likely to buy.

So if you’ve got it, let a commercial photographer flaunt it. And you’ll soon see the fantastic results.  To contact Amanda for more information email [email protected]