Photography marketing

A commercial photography expert explains why professional images are still important for businesses

Morning photo of Corpus Christi Bay in Corpus Christi, Texas.

Corpus Christi, Texas medical district skyline by photographer Matt Pierce Route Three Productions

Christus Spohn Hospital in downtown Corpus Christi, Texas USA (Editorial Image)

A low-angle image captures more detail and image in this supermarket marketing image by Matt Pierce, Route Three Productions photographer

The interior of a natural food supermarket chain in Corpus Christi, Texas

A high quality photograph is an important asset. When it comes to expenses that are truly worth it, professional photography should be at the top.

If your website has lots of images but no proper descriptions or keywords, the chances of your product being found are seriously reduced.

—Matt Pierce

CORPUS CHRISTI, TEXAS, USA, August 30, 2022 / — A commercial photography company in Texas is doing its part to educate business owners on the importance of quality photography for their business. In a world where the value of a photo seems to have been diluted, many business owners are taking matters into their own hands and choosing DIY as their preferred method of choice. Worse still, they hire inexperienced, untrained people with cameras to manage what is perhaps the most important aspect of running a business: appearance.

Matt Pierce is the creative director of Route Three Productions, a commercial photography company based in Corpus Christi, Texas. Matt works with his clients to not only educate them on the importance of commercial photography, but also to help them understand the theory and methods behind an effective image. In an era where the common thought process is for video to replace photos, Matt says agencies are still calling to demand more photos than ever before because they still recognize the importance of what a great photo really stands for. .

“Business owners tend to think of photos as consumables,” says Matt. “But the reality is that giant corporations don’t totally put their eggs in the video basket and neither should you.”

Matt says the most important part of his job is educating clients.

“We do our best to educate our clients on all aspects of commercial photography because most of the time they have no idea why they spend so much money on photos,” says Matt. “They don’t really understand lighting or composition. They don’t understand the importance of a background or setup. Worse, they don’t understand the importance of metadata and how to use keywords .”

Matt says that even though popular social media platforms are “eliminating” image metadata, it’s critical that images used for websites and advertising have the right keywords and descriptions in order to be found. by search engines.

“If your website has lots of images but no descriptions or proper keywords, the chances of your product being found are seriously reduced,” says Matt. “If that image doesn’t match the description or if the keywords and name of the image don’t match, a business may actually be doing more harm to itself than good.”

Matt says they’ve proven it on their own website.

“We did it ourselves when we used to just put images on our website, but we quickly realized that it just wasn’t enough to make a difference in terms of optimizing search engines,” says Matt. “As a business owner, you have to be deliberate with your photography strategy and really focus on the details people see and even more on the details people never see.”

The ad managers seem to be in complete agreement with Matt on the philosophy. Top executives from some of the world’s biggest companies say photos help companies tackle branding challenges by using aggressive creativity.

“It takes a lot to be amazed these days,” Matt says. “Consumers have seen and heard it all before, so you have to be prepared to think big, aggressive, tactical and bold in terms of photography.”

Matt says the most important part of a photo campaign is telling the story differently than others. Matt’s love for the outdoors and nature can be seen throughout his campaigns and throughout his work with Route Three Productions. He thinks incorporating more of the outdoors and nature is something consumers can relate to.

“People want newness, they want freshness, and they want that connection,” Matt says. “But they also want it told to them in a different way than they’ve seen before.”

Matt also points out that business owners aren’t the only group of people who need to up their photography game.

“We are seeing more and more local governments and tourist groups making the same mistakes with photography,” says Matt. “Unfortunately they try to use fancy flashes or poor quality cameras to capture these beautiful images for travel magazines and marketing ends and it never really works out the way they want it to. »

Matt says many local governments are wasting taxpayers’ money working locally or saving a few bucks upfront. He says the problem is cultural.

“You can’t expect people to really want to visit your city or region if you show them the same thing they’ve seen over and over again,” Matt says. “Tourism and marketing experts in local government and chambers of commerce need to be as smart as a business owner when it comes to capturing and capturing a consumer’s desire and attention. or a decision maker.”

Matt says a key area for him and his team at Route Three Productions is understanding their client’s goals and researching how they can tell the story from a new, fresh and different perspective. .

“You can’t just rely on ideas and concepts that have already been seen or done,” says Matt. “You really have to mix proven strategies with a new presentation or it just won’t work.”

As peak ad creative season approaches and the holiday season looms, Matt reminds business owners and local governments to rethink their photography game and learn about new and innovative approaches to reach customers.

“You’re asking people to spend their time and money with you,” Matt says. “It’s a big ask and just as we want you to trust us, you need to earn the trust of your customers by delivering an accurate, quality image that uniquely and accurately tells your story.”

Matt and his team at Route Three Productions say that although they are based in Texas, they serve clients from all over the world.

“If your business or organization needs help, we’re here,” he says.

Kelly Pierce
Route Three Productions
+1 361-696-5762
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