Are we actually thinking hard enough about how to incorporate brilliant images into our marketing activities?
The literature is full of the stats, as well as all of the reasons around why we respond more positively to visually stimulating content, than we do to text alone. We know for example that images are more likely to grab our attention, don't we? We also know that we can process them much faster than we do text. So, it may seem counter-intuitive, at a time when our ability to create meaningful images has seemingly never been easier, that we still need to ask the question:
Are we actually thinking hard enough about how to incorporate brilliant images into our marketing activities?
The short answer is probably no. You knew that didn't you? However, if we have images that are relevant / current and can readily resonate with our target audience, we are already in the room to be honest. So what's the harm in thinking about six basic tips that could actually bolster our performance here? (of course there isn't any!)
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Images to stare at: Are our attention spans increasing or falling do you think? There are images and there are images! Posed, candid, action, you know them, they come in many guises, don't they? So what do the really good ones look like? Does this particular picture really paint a thousand words? How will it stand out? Why will people stop and look at it? If you don't know...
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Keep it fresh: Don't simply rely upon the same old, same old! Yes, they worked, yes they worked well, but that was last time. This time, you have to grab their attention all over again! What is it about this one? Why do you think they will stop and stare at it this time? Have you thought it through?
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Picture and Text: This isn't an anti text campaign! Text is still important and coupled with the right image, you can create something of a symbiotic relationship. Image to grab, text to inform. Short, snappy, you know the sort of stuff. Catchy, maybe even funny. Don't do anything too daft though.
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Have a documented image process: You know, all the things you have already thought of, like: Who is going to provide the bank of images? What resolution levels have you set? How to you intend to get the “money shots”? How much will you spend? Will you buy licensed stock? Professional, or just off your phone? Who approves them? How many will you actually need? When do you need them and why? What permissions do you need? You know, the boring stuff that just has to be done.
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Ask for opinions: Just because you just love the images, doesn't mean others will! Yes it's your money, so you are important. Thinking that you are the audience that you need to attract, is a bit odd though to be fair. Ask the opinions of those that you are trying to influence to stop and stare at the photos that you are putting out there. Put simply, did they even see it? Did they even stop and if they did stare, what was it that made them do so? What were the big surprises?
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Don't stop trying and don't stop learning: It is going to be trial and error and there is a natural perishability about this. That said, there will be points of learning that will be portable. The hard knocks may well be the best ones. Keep listening, keep watching and keep changing. Keep it alive and keep it lively.