How often do you see a photo credit on a company’s press release pictures? Have you ever seen a credit line on a product photo?
For example, when you see a photo of a new car, supplied by the car manufacturer, there’s either no credit line or it simply names the car manufacturer that supplied the photo.
A few weeks ago, Ford Motor Company launched its advertising campaign for the 2017 Lincoln Continental. Newspapers like The Globe and Mail did their usual car review and included handout photos of the new car. But this time, the handout photos had a credit line. The November 10th print version of The Globe and Mail used:
(Photo – Annie Leibovitz / Ford)
Ford hired iconic US portrait photographer Annie Leibovitz to shoot some of their car photos.
The fact that Leibovitz shot the images was a bigger story than the new car itself. Other photographers who also shot the new car for Ford received no credit lines.
Ford is trying to rebrand the Lincoln and prevent it from being thought of as your parents’ car or a limousine. Ford wanted Leibovitz’s experience and style (and her name).
The point is that product shots don’t have to be product shots. Showing the product in use is far more interesting and effective. It’s about selling the sizzle not the steak. It’s about using an editorial look rather than a product or commercial look. It’s about creating some sort of narrative rather than just a list of product specifications.
Your customers’ buying decisions are based more on emotion than reason. Routine product photos and press release photos show the facts – and this may be necessary at times – but your main marketing photography should create an emotional response. This type of emotion-based marketing, or storytelling, never ever comes from using stock pictures or by hiring the cheapest photographer.
You probably don’t have the same budget as Ford but you can still produce authentic pictures that tell a story about your business or your products or services. Find a photographer who will work with you rather than one who will just shoot for you. Hire a photographer whose experience and style you can trust.
If you’re a photographer, you may want to watch the obligatory behind-the-scenes video:
