We may be told not to judge a book by its cover but in the world of business, image matters, and people are most definitely judging you on it. People make hundreds of tiny assumptions about things they see based on visual queues every second of every day, and so it’s vital that all imagery relating to your business provides the correct look and feel in line with your brand and the story you are trying to convey.
Many business owners, especially those with limited access to resources or less experience, tend to favour a ‘do it yourself’ attitude as a way to cut costs and this is often especially evident when capturing imagery for their company website, promotional materials or from company events. A DIY attitude may seem like a reasonable cost-saving measure but this strategy can often do more harm than good to your brand in the long run. So next time you think of picking up the camera and shooting an event yourself, or worse using stock images to try and replicate the atmosphere, stop and consider these six benefits that you can achieve by investing just a little in a professional photographer.
- You’ll end up with better quality images
It goes without saying but using a professional photographer to take images of your business event guarantees that you’ll end up with professional quality images. Lighting, moving subjects, crowded rooms and the general hustle and bustle of a business event make it very difficult to take clear photographs that capture the ambience of the room and highlight the areas you want to focus on. Professional photographers spend years learning their art to ensure that they deliver the best quality images in even the most challenging of situations, so give them a brief and let them do what they do best. - You’ll have a bank of quality material for future marketing campaigns
The photography you use on your social media channels and for your marketing collateral says a lot about your business. Content is key and having a bank of good quality, professional-looking photography is an asset to any marketing professional. With the rise in digital marketing, visual content is now very valuable often leading to higher engagement, sharing and conversion rates. Just one event can provide you with hundreds of images to be used for years to come and should be seen as a worthwhile investment. - You’ll demonstrate transparency
For potential clients or those that couldn’t make it to your event, professional photography allows them to put themselves in the room and to share the experience you gave to your attendees. Professional, visual content also helps to capture what went on over the course of the event, demonstrating to the viewer a level of transparency that is seen as favourable. - You’ll save yourself time
Aside from spending the whole of your event glued to your own camera, thus missing out on valuable networking opportunities, hiring a professional photographer also saves you a lot of time post-production. After the event and behind the scenes your photographer will be spending time going through the photographs they took on the day, cropping, cutting and editing them to ensure that they capture and portray exactly what you were looking for. Professional photo editing is a skill that can’t be taught overnight and is responsible for taking your images to the next level. So while you’re recharging and reflecting on your event, your photographer will be putting the finishing touches to your images and you won’t need to lift a finger. - You’ll be able to tell a story
Whether you’re hosting an opening ceremony, gala dinner, fundraiser or exhibition there’s a story waiting to be told. From the excitement of the build-up and preparations through to the smiling faces of the attendees and the closing speeches, stories are an immensely powerful marketing tool that helps your audience to connect with your content on a more personal level. Never underestimate the emotional connection that quality photographs can create. - You’ll reinforce your brand image
Ultimately everything you do and show to potential clients is a reflection of your brand, thus reinforcing your brand image. Do you want your brand to be associated with stock imagery or amateur photography? The answer should most definitely be no. Clear, professional photos demonstrate a level of credibility, pride and professionalism that you simply can’t achieve yourself, positioning your brand as trustworthy, authentic and reliable. Over time, the collection of images you collate help to build a story for your brand and will shape the way your business is received for many years to come.
