High-quality photography is often associated with brochures and other forms of printed media, often creating an impact that is unforgettable.
Due to a demise of many print publications, is print media and photography being made redundant?
“Photography should be central to any business’ marketing strategy, utilising digital editorial and print to complement one another.”
Dare to be Different
Print and web photography differ in technical specifications. Web graphics are displayed in pixels, which may make them harder to resize without compromising on quality.
Print graphics are saved in a vector format. This converts images into a mathematical formula, which means they can be rescaled for high resolution prints.
“Both have their advantages, from faster web loading to a polished product, but they are only as good as their foundations – a premium-quality photograph,” says Adrian.
The strength of print media relies partly on the industry.
Within manufacturing, product brochures are an essential tool. The average size of a mobile device is just 5.2 inches, so it is important to give the product the right platform to highlight its value.
“The right visual imagery can help manufacturing to be seen, and shout louder about itself”
Adrian Waine, Photography for Industry
“Print media works well at trade shows and exhibitions, with potential prospects picking up brochures if they’re interested and engage with a great visual.”
This may be easier to measure than website analytics or email engagement. Physical meetings are 34 times more likely to convert than email invitations.
Exhibitors can also take a physical stock of how well their marketing is doing.
By offering future customers a physical medium to take away with them, salespeople increase this interaction and generate more leads.
Don’t Discount Digital
While print media is essential for engagement, it should be used in conjunction with digital. For example, Adrian extols the virtues of sharing high-quality photography.
Adrian also has anecdotal evidence of acquiring new business simply from sharing photos online.
Digital media is instantly shareable via social media, email and blogs, so photography should be available in all formats.
“These images appear in brochures and other literature. They tell the story of the product and process in a concise, dynamic fashion,” says Adrian.
So how does this storytelling align with the marketing funnel?
The Marketing Funnel
“Start with a high-quality image to raise awareness, then build interest with print brochures or online whitepapers and case studies,” suggests Adrian.
“This can lead to digital interaction, from website visits to the final purchase, all of which can be measured.”
Utilising digital marketing as a medium is essential to all business sectors.
“With the right image capturing the imagination of stakeholders, a shareable product is created, which in turn consumers can engage with.”
“Print and digital have comparable value,” concludes Adrian. “And that value is captured by the image.”
For an additional read, please visit Has Picture Quality Killed Stock Photography?