Why Not Make it Amazing?
The secret to effective B-to-B photography is to focus on the benefits. Benefit-driven inset photos, along with the main product shots, are effective ways to draw attention to a product and quickly tell its story. Here are three techniques that accentuate those positives:
1. The In-Action Shot
The in-action shot shows your product in use. But the goal is to draw attention to a chief benefit of using the product, not an attractive face from your pick-n-pack operation.
- People:
- DeLuca
- George Hague
- J. Schmid
- Places:
- Belleville
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
