Is OOH a visual industry?
Duh, yeah
The initial attraction or honey for many new clients to OOH are impactful photographic images of our mediums hosting an array of colorful advertising campaigns. Some might suggest it’s the media’s plans, but without compelling photos, I’m sorry. I’m losing clients’ attention quickly.
A growing number of us in the industry have realized and embraced the importance of photography and how it can attract and retain clients. Just take a look at the many LinkedIn posts.
Unfortunately, a stubborn percentage of OOH vendors are unwilling to prioritize client photography partly due to perceived cost and the lack of consensus in the industry to recognize clients’ changing expectations for quality, timely images of their campaigns.
Here are a few observations I would like to share from my client conversations working at FotoFetch, an OOH photography company.
The money, beauty, or glam shot
It’s rarely ever taken during installation, but that’s where some vendors tend to feel their obligation to the client is finished.
OOH has traditionally offered some POP or proof of performance five to ten days after posting.
But today, clients expect images that resemble our marketing sell sheets showing traffic, pedestrians, or at least a well-crafted photo in focus. Offering amateur images or distorted webcams differs from the visual industry we project or to current client expectations.
Let‘s talk about images
Clients need to understand early during negotiations what you are offering image-wise. Nothing pisses off clients more than waiting two weeks after installation and receiving subpar images of their campaigns. If your team doesn’t have the resources or skill level, hiring a photo partner specializing in OOH before the installation assures a coordinated, well-planned shoot and reliable images, resulting in a satisfactory client experience.
Would you like to see the dessert menu?
Is your client interested in night shots, drone video, or time-lapse? If the campaign budget doesn’t justify some of these services, refer your client to a company specializing in OOH photography or negotiate to package these fees into your margin. The end result can only benefit your company’s marketing and sales materials and likely receive additional awareness from your client’s social media posts.
Attracting and retaining clients as we move into 2024 is multifaceted. Expectations for improved campaign images with shorter timetables will only increase. Ignoring these trends is shortsighted. There are solutions available today; they just need to be embraced.
Steve Lind, Chief Evangelist
Steve@FotoFetch.com
425-749-4434