Images and Photographs in your marketing

A picture is worth a thousand words – well actually an image is worth a thousand words in marketing terms!

Many different kinds of images can be used in brochures and websites and can communicate a point much more effectively than words alone. Let’s look as some examples:

1                    Positioning Maps

Positioning maps are normally 4 dimensional and may compare price with performance or facilities against price or any other parameters. For heat exchangers the parameters may be pressure and efficiency. You can overlay more than one graph on a positioning map by using different colours. Positioning maps are perceived as factual and so can be a good way of comparing your products with your competitors products.

2                    Diagrams

Diagrams can be used to pictorially show a complex process or hierarchy. A diagram can explain a complex process much more effectively than describing it by words.

3                    Photographs

Photographs can add excitement, colour, credibility and attract peoples eye to your message. Testimonials are an important part of marketing communications and are more likely to be read than case studies. Testimonials can also say things of you that you could not say yourself. If you analyse your sales process you will know you come across the same objections. The objection might be price, or service or some other aspect of your proposition. Testimonials can be used to overcome objections. An example of overcoming a price objection might be “Soandso is slightly more expensive than some suppliers but they include delivery so actually they are cheaper and we also found them quicker”. 

Photographs can be of people, products, premises or places. Photographs of people add credibility to your brochure or website and should always accompany testimonials. Very often the reader will recognise someone and this will make them much more interested.

4                    Images

Images can include logo’s, trade marks, brands, product and any other image that people associate with a product, company or person. Images should be easily recognised and add value and credibility to your message.

If you need help or advice on your marketing strategy, please call Chris on 023 8028 2366 or visit http://www.communicating.co.uk/ Thank you!