It takes more than just looking for a professional to handle product photography in Toronto, say, or wherever you happen to be living. Here are several things to remember so your campaign won't flop.
- Don't jump on the bandwagon. There are trends in advertising, just as there are trends in fashion. Both don't tend to last for long. You'll want to make sure the trend fits your message, or supplements it – otherwise you'll wind up with several confused prospects.
- Do define expectations. If you go into an ad campaign without a clear idea of what you want from it, you'll be hard-pressed to pinpoint a specific message. Once you have your objectives, you can plan your campaign around that. Promoting a new product or service? Adding new areas you'll be offering free shipping to? Make sure that much is obvious in your ads.
- Don't just follow blindly. Just like jumping on the bandwagon, following what other companies have done won't make you an instant success. Instead, people will see you as a copycat, which isn't a good thing. Find what's unique about your brand, and build on that.
- Do be consistent. That doesn't mean using the same layout or colour scheme over and over, nor does it mean not getting creative with your ads, Facebook posts, and so on. What consistency in advertising means is, people should be able to tell it's your firm. Not someone else's.
- Don't count it as an expense. Good advertising is an investment. If you're budget-conscious, just figure out how much you can afford to spend. Using the 'leftovers' from your budget will limit what you can do, even with a whole vat of creativity at your fingertips.
- Do pay attention to your website. Make sure it's updated – like adding a tag line you started using – and simple enough to navigate. If you need photos and can afford it, get a Toronto commercial photographer to ensure you have good quality photos in your catalogue.
