Many companies have already started the budgeting process for 2011. They’re pouring through the numbers trying to figure out where they can cut a few a corners. Every marketing dollar is scrutinized and return on investment is imperative.
There is one area often overlooked, reduced or cut from marketing budgets: imagery. The photography, illustrations, and videos you use to represent yourself are extremely important. They set the tone and personality of your company, product or campaign. They suggest a level of quality (good or bad). They attract attention. And if chosen correctly, they can convey more than words ever could. In short, the right images can help you make more money.
But photo shoots, re-touching, color-correcting, and even stock photography can start to add up. For those who don’t set money aside, it could mean that a great advertising campaign never gets off the ground. So I suggest planning accordingly. Sometimes it’s actually less expensive to invest in a photo shoot, rather than trying to manipulate out-dated, low-resolution or other images that aren’t quite right. And if you only need one or two “hero” images, than maybe high quality stock photography is the way to go. Think about your needs for the year and weigh your options.
Have you ever found yourself without the correct image to represent your product or company? What did you do about it?
Maureen M. McCarthy
Marketing & Advertising Consultant in Norcross, GA (NE Atlanta) www.McCarthyMktAdv.com
strategic marketing planning | copywriting | project management
