In this article, we're going to delve into the art of photography composition. I'll introduce you to three composition rules that may not be as well-known as the rule of thirds but can significantly enhance your photography by making your images more dynamic and captivating. So, without further ado, let's dive right into the first rule: the Golden Triangle.
1. The Golden Triangle
The Golden Triangle is a composition technique that involves mentally dividing your frame into triangles, creating a dynamic and visually appealing layout. To apply this rule, imagine splitting your frame diagonally, and then splitting that diagonal line in half. The key is to arrange your photo's essential elements within these triangles, with bonus points for placing a crucial feature at their intersection.
You can easily access the Golden Triangle tool in Adobe Lightroom. In the crop tool, press the 'O' key on your keyboard to cycle through different options until you reach the Golden Triangle. To flip it the other way, press 'Shift' + 'O.'
Example 1: Landscape
Golden Triangle Example - Landscape
In this landscape photo of the Duke of Portland Boathouse, I've positioned the boathouse near the intersection of the triangles. The top triangle contains most of the frame's interest. This approach creates a captivating composition that would not have been achieved using the rule of thirds.
Example 2: Portrait
Golden Triangle Example - Portrait
Here's a portrait-style shot of Edinburgh Castle at sunset. Notice how I've placed bright lights along the diagonal line, enhancing the composition. The castle, our main subject, resides within one of the larger triangles, adding depth and interest to the photo.
2. Unusual Perspectives
Don't fall into the trap of always shooting from eye level or a straightforward angle. To create unique and compelling photos, experiment with unusual perspectives. This often means getting low, looking up, or even shooting from a high vantage point, looking down.
Unusual Perspective Example
In this photo, I looked up an old chimney in a castle. I've added a plane at the top to provide a focal point, but the key here is the unusual perspective. By shooting upwards and adding an interesting subject, you can transform an ordinary shot into something extraordinary.
Remember that framing your subject slightly off-center can also add intrigue and impact to your composition.
3. The Fibonacci Spiral (Golden Spiral)
The Fibonacci Spiral, also known as the Golden Spiral, is a more complex composition rule. This technique involves leading the viewer's eye through a spiral pattern towards a point of interest. Typically, the brightest part of your image becomes the focus.
Fibonacci Spiral Example
In this landscape photo, I've superimposed the Fibonacci Spiral to illustrate its application. The spiral naturally guides the viewer's eye towards the bright area where the sunlight hits the Fells. By using dodging and burning, I've enhanced this effect.
You can flip the spiral in different ways to suit your composition, but it may take some practice to apply it effectively in the field. Try cropping your photos in Lightroom to experiment with this technique and lead your viewer's eye through your photograph.
Incorporating these three composition rules – the Golden Triangle, unusual perspectives, and the Fibonacci Spiral – can elevate your photography to new heights. Don't hesitate to practice and explore these techniques.
]]>In today's article, we'll explore a creative technique to transform your digital images into the nostalgic charm of vintage or analog film. By utilizing Adobe Lightroom and a plugin called "Dehancer," we can achieve that classic film aesthetic that many photographers and enthusiasts love. While it might seem ironic to recreate a film look from a digital image, the allure of vintage appeal and subtle color nuances is undeniable.
Why Pursue the Vintage Film Look?
Embracing the vintage film aesthetic can be a nostalgic journey for photographers who appreciate the beauty of analog photography. The desire to reintroduce the grainy texture and unique color subtleties that digital images sometimes lack can be achieved through this technique. Plus, it's a cost-effective alternative to using actual film cameras and associated materials.
Getting Started
To begin, download and install the "Dehancer" plugin. Detailed instructions can be found on their website click here. Ensure you choose a 16-color profile and that it is sRGB. You should also set your TIFF files to 300 DPI for optimal printing quality. You can try the plugin for free for thirty days. If you decide to go ahead and purchase make sure you use the discount code NIFTYFIFTY to get 10% off your purchase.
Note: This guide is based on personal experience with the free trial version and is not sponsored.
Developing the Image in Lightroom
Open your raw photo in Lightroom's Develop module. This is how Dehancer suggest you edit your photo to get the best results
Adjust the exposure to -1, contrast to -40, and blacks to +60.
Disable sharpening and enable profile corrections.
Transitioning to The Dehancer Plugin
From the Photo menu, choose "Edit in Dehancer." Set the file format to TIFF and select a 16-bit component color space. Upon entering the plugin, adjust the screen size as needed.
The Development Process
Begin by fine-tuning the exposure.
Experiment with sliders to adjust warmth, tint, and color balance. Choose a film profile and adjust the push and pull settings. If you are familiar with working in a darkroom you will have heard of the terms "push and "pull" from but if you are new to film development then: "Push" means the shot was underexposed and over developed, i.e. you compensate for the under exposure in the development, and "Pull" is the opposite
Configure the expand settings by adjusting black and white points. and then select a preferred paper type in the print options. Fine-tune tonal contrast and color density. if you wish you can engage the analog range limiter to refine the effect subtly. Then just go back and review the black and white points to make sure you are happy with those.
Simulating the Enlarger
Experiment with color filtration to customize the vintage feel. This is the the same as adjusting the color filters on the enlarger's print head. Adjust the filters for yellow-blue, magenta-green, and cyan-red balance. Introduce additional effects like halation and bloom if desired. Just a word of explanation about those. Halation is the reflection of bright points of light off the film base and pressure plate causing a “glow” in the strong highlights on some images. Bright areas of an image appear to softly bleed around the edges of dark areas and is most evident when you have some strong lights in the photograph and you see reddish orange haloes on the contrasting boundaries of over exposed areas. The Bloom effect is caused by imperfections in optical design. It is most evident in old lenses with poorly coated glass. Inside these lenses, parasitic illumination occurs and then is scattered further in the film emulsion layers. As a result, a diffuse glow appears around light sources, bright areas of the scene and along high-contrast edges. You might find both of these useful if you are working with portraits as they can often enhance skin tones and colours.
Saving and Applying Presets
Save your adjustments and return to Lightroom. The preset will be saved for future edits using the same technique so you can apply your unique preset to other images to streamline your workflow.
Comparing the Results
Upon applying Dehancer's effects, compare the transformed image with the original to appreciate the vintage film-inspired changes. The softened look, subtle color shifts, and grainy texture can evoke the charm of analog photography.
Edited with Dehancer
Edited in Lightroom only
Conclusion
Creating a vintage film look from digital images can be an exciting endeavor for photographers seeking to capture the timeless aesthetics of film. The Dehancer plugin, combined with Adobe Lightroom, empowers you to control various aspects of the transformation, from color balance to grain intensity. Whether you're a film enthusiast or simply curious about the vintage vibe, this technique offers an engaging creative avenue worth exploring.
Don't forget the discount code NIFTFIFTY if you want to buy any of the Dehancer Plugins- click here to go to their website
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Photography is an art, and for many, the subject of selling and monetising that art can feel crass.
On the flip side, photography is an art that gets undervalued by those who do not practice it. How many social media posts start with ‘looking for a cheap photographer for my wedding’ or similar? Far too many. How many photographers see their work lifted from the internet and placed on people’s social media accounts? Photo theft is rife, meaning the modern photographer has to become savvier when it comes to monetisation.
There are many ways you can monetise your work, but you have to consider this; the days of cash being king are long gone. In today’s world, you need to offer payment options and different methods for people to purchase your work. It is simple if you're booked for an event - an invoice before you go and payment into a bank account is standard. However, what if you wish to sell your pictures? Your method of receiving funds may differ for in-the-flesh payments and remote online sales in that instance. It might get a little confusing, so we’re going to take you through some of the options for both, should you wish to maximise the earning potential of your photography hobby.
In Person
Sales made in person are certainly easier than those made online. You might have a small shop for your photos or have space in someone else’s premises. If it’s the latter, you don’t need to worry; you’ll likely be accepting cash from the business owner. However, if you sell in person off your own back, things might be a little different. That includes small exhibitions in public spaces that are one-off events.
If you wish to maximise your sales potential, you must offer card facilities and accept cash. Suppose you are at a small exhibition in your local town hall, and your pictures are framed and priced at £75. If someone who pops in off the street is taken with your image, are they likely to have the cash on them? In the modern age, it is unlikely. Luckily, help is at hand; mobile card readers are available, allowing you to take and process a payment there and then. Most modern card readers also accept solutions such as Apple Pay, Android Pay and Samsung Pay – there is no excuse for losing a physical sale again.
Online
Selling online is a little more challenging in terms of options. However, the premise is the same; selling through a third party alleviates some of those issues. This might be via a stock photography site that primarily sells images for digital marketing. If you go down this route, whatever you sell will likely be collected and paid to you in a single transaction, so there’s no need to worry.
If you choose to sell online on your own site, things get more challenging. A rudimentary website might run a WooCommerce plugin, which allows you to present your items for sale, but accepting payment is more complicated. That’s because you must either sign up for merchant services or use a payment facilitator such as PayPal or Square. A payment gateway tends to be cheaper, but you will still see a small portion of the sale paid out in fees.
Alternatively, most online e-commerce applications allow you to take payment through a service such as PayPal. PayPal tends to be a popular method of payment online, with most major retailers taking payment that way, and it is easy to implement into your online shop. Again, there is a small fee for the transaction, but there’s far less to do in terms of setting the shop up.
Conclusion
The modern photographer has to be conversant with far more than a Canon or Nikon. To get the right recompense for your efforts, you must be aware of modern payment solutions and outlets for selling your work. Hopefully, this article has helped you towards that goal.
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The good news is that you can make video marketing work for your business, and you won’t necessarily have to show your face. Let’s explore 4 different kinds of videos you can make right now that will help you communicate your brand message to potential new customers.
Before we go any further, remember that:
- You don’t need a lot of equipment to make a great video - a smartphone, a tripod, a plain backdrop and good lighting is a great start.
- Perfection is not the end goal - your video should communicate your message in a clear and engaging manner. Aiming for perfection will hinder, not help, the creative process.
- You should know your audience - by understanding your ideal customer you can anticipate their needs. You can do this by asking current customers for feedback and talking to them about any issues they’re experiencing. Use this valuable information to shape your video.
For a practical introduction to making your first video, click here.
The steps involved in video marketing are pretty much the same regardless of the type of clip you’re making:
- The topic you choose will depend on your business goal and the needs of your target audience;
- To ensure you don’t go off topic (or film a 30-minute clip when a 10-minute one would do) I suggest creating a storyboard and script;
- If you don’t want to appear on camera record your narration using a decent microphone and your chosen software (there are a number of options including, among others, Audacity, Apple GarageBand and QuickTime Player);
- Check out video marketing from other professionals - my ‘Nifty Fifty Photographers’ Youtube channel is a great example of short instructional clips.
A ‘How to’ or instructional video
Aren’t we lucky to live in a time where it only takes a few seconds to search for and find solutions? Gone are the days of thumbing through thick instructional manuals or waiting for someone else to step in and save the day. Now we can (mostly) do it ourselves.
Educational videos are incredibly popular with audiences of all ages. Where a lengthy article can be difficult to navigate, a well structured video is much more accessible. If you can problem solve through the magic of video marketing it’s worth taking the time to explore how instructional videos may help build your brand.
How you can use ‘How to’ videos
- To build trust in your brand
- To showcase a product or service
- As part of a sales funnel process
- To communicate a solution to pain points experienced by your target audience.
New Product Information
By featuring new product videos on your site and social media you have the potential to send conversion rates through the roof.
Just as successful brand copy focuses on benefits over features, so should your product marketing video content. Highlighting how your product can solve your viewer’s pain points will take you a step closer to winning loyal customers.
Write a sharp, attention-grabbing script with a focus on demonstrating how your product will fit into your customer’s busy life and make it better. Infuse your clip with your unique personality and brand ethos to connect with customers, old and new.
Your product video should feature excellent photography; if you need help with making your product look great, get in touch.
Complete your clip with a clear call to action, whether that’s directing people to your website or social media.
Customer Testimonial
Before we part with our cash on a product we check out customer reviews. Testimonials reassure us that what we’re buying is value for money and good quality. The better the testimonial the more likely we are to spend, because we trust the brand. After all, word of mouth is marketing at its simplest and most effective.
Start with a willing happy customer and ask them to get in front of the camera and rave about your product. The key here is authenticity; viewers will be able to tell the difference between a legitimate customer and a paid actor reading from a script. They respond to and are driven by emotion; by connecting on an emotional level with your reviewer, they are more likely to engage with your brand.
A ‘Thank You’ clip
We all appreciate a thank you from time to time; an acknowledgement that what we’re doing is appreciated. So there’s nothing stopping you from recognising the part your loyal customers play in the success of your business.
By expressing your gratitude with a short video you can forge an even stronger bond with your audience. You can send it to your subscribers as part of an email marketing campaign, post it on your social media platforms or upload it to Youtube. You could use your video to thank one specific client.
Tips for your first thank you video
- Be yourself - this is where I don’t recommend a tight script and advise a casual, sincere approach. However, keep your end goal in mind, otherwise you could start to ramble and lose people.
- Keep it short and specific - a lengthy clip will only bore viewers. After all, this video is about them, not you, and we know how short the average attention span is. If you’re thanking people for something very specific, make sure this comes across clearly in your clip.
- Simplicity is key - thank you videos are about your customers, not you. A flashy clip might come across as a little disingenuous.
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I hope this article has reassured you of the accessibility of video marketing. It’s certainly not just for larger corporations and can be easily adapted to suit your budget, goals and abilities. If you would like some help with your video marketing, please do not hesitate to get in touch for a chat.
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We’re all familiar with behind-the-scenes clips. Those little slices of insight that expose the magic of film making, giving the gift of ‘never seen before’ extra footage and making us laugh with blooper reels. Sometimes the extras can be more entertaining than the feature itself. It helps us feel part of a very special ‘insider’ community.
Studies have shown that browsers are more likely to watch a video if it includes behind-the-scenes content. Why? Pure and simple curiosity. We love to learn about the ‘real’ goings on of glossy brands. It explains the popularity of reality television shows; the chance to enjoy the shenanigans of people who haven’t been scripted. It’s the authenticity of ‘normal everyday people’ that draws us in, not the highly polished multi-million pound productions that smack of artificiality.
You may not be a Hollywood studio, but you can humanise your business and win new clients with some savvy behind-the-scenes clips using a simple smartphone. Social media is the perfect medium for sharing information in quick, attention-grabbing snippets so keep reading to learn how you can incorporate behind-the-scenes content into your digital marketing strategy.
Pick your medium
Behind-the-scenes content can be created using video and photography. You don’t always have to use film footage to make an impact on social media, so that’s already a little less pressure to perform in front of the camera.
I highly recommend avoiding stock photos if you can help it. They do little to instil confidence in potential customers and give the impression of laziness or worse, blatant disregard. Smartphones have excellent built in cameras, so have fun picking up behind-the-scenes life and laughs. However, if you'd like to call in a professional photographer, I’d be happy to help.
Pull out that smartphone again but this time, press ‘record’. Don’t flinch, practice makes perfect! Unlike still photos, video is especially effective at portraying emotion. Again, as a skilled videographer, I can help you build your brand using the power of film and welcome you to get in touch for a chat.
Tell Your Story
Take people on a journey by inviting them to get to know you, your team and your product. By building an emotional attachment to your business, browsers will choose your brand first.
Storytelling works. It’s the most effective way to build brand awareness in a cynical world that’s tired of fakeness. If your content isn’t ‘real’, people will see through you; instead, forget about slick content and adopt a strategy that taps into your audience’s emotions, opinions and beliefs. Behind-the-scenes footage is the perfect way to show your true self to the world and bring value to your business. Be honest, forget the hard sell, talk about what motivated you to start your business and what keeps you going.
A behind the scenes video showing how a case study video was filmed at Ulster Hospital
Choose the right kind of behind-the-scenes content for your brand
The trick is to create engaging behind-the-scenes content that’s informative, entertaining and not too polished. Remember not to expose any confidential information during your filming, especially if you’re live streaming. Depending on the kind of business you own, consider the following behind-the-scenes examples, all of which will add another level of transparency to your business marketing:
- Delve into processes - why not film how your product is made? Or if you’re promoting a service, offer insight into your work processes. Keep the script light, if scripted at all, have fun and keep it fairly short and sweet.
- Interview your team - instead of firing questions while they’re sitting at their desk, why not film them while they’re doing what they do best?
- Interview clients - requesting feedback from happy clients is a live action testimonial.
- Get out and about - not everything has to focus on the product. Capture your team outside of the office to show the human side of your work. A word of warning: make sure everyone is happy to be filmed and that they don’t feel pushed into behaving a certain way. Viewers will see through unnaturally stiff interactions and question your motivation.
- Talk about your ‘why’ - people will respond positively to the passion you have for your business. Tell them your story, talk about why you started your business, explain your mission and business ethos.
Getting ready to film the interviews
I hope you’ve overcome any last minute nerves about behind-the-scenes footage. With some planning and imagination, you can really mix up your digital marketing output. If, however, you’re pressed for time or unsure of how far your smartphone skills actually extend, let’s chat about how I can help.
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Have you ever wondered what to do with those old blogs languishing on your website? They took time to write, so surely they’re not just going to lie there unseen? Or maybe you’re stuck on what to talk about for your next (or first) video project? Allow me to introduce you to the magic of repurposing blogs. Just as you upcycle goods to protect the environment, so you can upcycle your written content. It gives your brand the opportunity to say something new, in a different format, with only a little effort. Let’s look at how you can repurpose old blogs into new video content.
Why You Should Repurpose Your Blogs
Video content accounts for a third of online activity, so it pays to take advantage of this medium when developing your digital marketing strategy. Repurposing your blogs into video content has the potential to win over a whole new audience and convert that interest into solid sales and long-term brand loyalty.
Repurposing also saves time and money. Rather than waste precious hours trying to create new content every week, you can sift through older posts for video-friendly content. By repeating this process every few months, you’ll create fresh content that appeals to video-hungry browsers.
How to Create Video Content from your Blogs
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Start with great written content
Creating video content can be daunting. Before you press ‘record’, you’ve got to develop a storyline and write and edit a script. With pre-existing content, that complicated stage of the process is taken care of, allowing you to move on to the fun part.
Before you begin plucking potential blogs from your website, consider the following:
- How will this content fit in with your business strategy?
- Will the content appeal to your followers?
- Can it be easily repurposed for video?
After carefully selecting your old material for new purposes, we’ll move on to editing.
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Extract key information
Once you've decided upon the blog content that’s ripe for repurposing and which fits your marketing objectives, pull out the key points you want to convert into your new video content. This text will help shape your video script; bear in mind your script will be heavily influenced by your chosen video format (see next point).
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Choose your format
The video format you choose is key to how you will transform your old blog content. It will influence how you engage with viewers, the language and tone of voice you adopt and the length of your script.
- YouTube
Boasting over 2 billion users, YouTube seems like an obvious marketing channel. But too many small businesses are afraid of it. If preteens can create channels that pull in millions of hits, you can do it too.
Let’s take my YouTube channel, ‘Nifty Fifty Photographers’ as an example. It has a clear mission: to help people take better photographs. ‘Explainer’ videos like mine are very successful on YouTube. How many times have you hit the YT search button for a ‘how to’ clip? My clips run at between 5 and 14 minutes in length, perfect for the average concentration span.
If your business lends itself to ‘explaining’ then I recommend using this medium to promote your product or service. Pick a blog you feel is best suited to YouTube (maybe product-based content or a ‘how to’ article), extract the key information that will translate well to video and make a simple clip that informs and entertains.
For more visual brands with a younger target audience, Instagram is a perfect video marketing platform. As well as photo content, Instagram also supports video: Instagram stories (max. 15 seconds), video posts (max. 60 seconds), IGTV (min. 60 seconds) and Instagram Live (live streaming).
After carefully choosing a blog you feel would best translate to Instagram, write a script that suits the length of your chosen clip and think of your target customer: how do they speak? What problem can you solve for them? What kind of video content do they engage with the most? Bear in mind that viewers love demonstration and reaction videos.
- Your website
If you’ve written detailed blogs about specific products or services, why not take that content and create a product video around it? This could be embedded into the product’s web page or you could add it to a product landing page that you’ve linked to a social media post. People love to see products in action; more so than text, visuals allow people to watch how products might fit around, or even change, their lifestyle or solve a problem they’re experiencing.
Use the active voice when scripting your clip. Do not copy and paste the key points from your blog, expecting to simply read them out. Reading an article is a very different experience to watching a clip; viewers will expect a conversational tone and plenty of eye contact. Finally, end every clip with a call to action (CTA), whether that’s highlighting a clickable link to your product page, asking people to subscribe to your channel or to comment on your post.
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How to make your video content
Luckily, I’m on hand to help you transform your old blog posts into sharp, effective video content. For absolute D.I.Y. beginners, click here for my guidance on how to make your first ever video. If your repurposed content is aimed at social media, then my blog on how to create engaging social media videos should be your next port of call.
However, if you require professional support, as a videographer I can help you create powerful clips that will promote your brand to a wider audience. Get in touch for a chat.
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On average we watch 16 hours of video content online each week. It features heavily on all of the main social media channels, including the new kid on the block, Tiktok, a platform that’s making serious waves in the world of business and branding. Just imagine how many people you could reach if you had the confidence and know-how to tackle this incredibly rewarding medium?
Why should you use video to market your business? There are lots of reasons, a few of which we’ll explore shortly. First things first, I appreciate that making videos might be the very last thing you’ll want to do but the more you know, the more confident you will be. If teenagers can profit from it, so can you. If, however, you want to hand over the reins to an experienced videographer, I’d be happy to help you utilise this exciting communication tool for the betterment of your brand.
Why video marketing works.
People buy from people, which is why video marketing is so successful. Watching a clip allows you to quickly build a bond that a simple text and photo post won’t manage. Your personality will shine through and if you continue to keep creating valuable, entertaining content that connection will develop into a bond of trust and eventually, brand loyalty.
Video marketing is both cheaper and more accessible than traditional television adverts so there’s really no excuse not to give it a try. With a simple smartphone you can reach thousands of potential customers and the good news is that they won’t expect fancy effects and polished editing, they just want to be entertained and informed.
Here’s my simple guide to creating engaging social media videos.
Start with Strategy
Before you embark on your video marketing campaign, shake the dust off your marketing strategy. If you don’t have a strategy, then now’s the time to draw one up. It will help you batten down your marketing goals and give your video marketing meaning. To kick things off, think about why you want to create video content. Is it to promote a specific product or build brand awareness? Maybe you want to drive traffic and attract new followers?
Next, I’d recommend carrying out some initial research on your target audience: find out what kind of content they engage with the most, otherwise you may be at risk of wasting your time with social media videos. In a similar vein, analyse out how well your past social media content has performed. What topics have attracted the most engagement with your followers? This data should give you a solid foundation upon which to create video content your followers will love.
Lastly, build a clear call to action into every piece of content you produce. This doesn’t necessarily always have to be a link to a product page; it could be a request to subscribe/follow, like, share or comment. The more you invite people to engage with you and your content the more they’ll return to your brand. People like to feel included.
Brainstorming
Then comes a touch of brainstorming. Grab some paper and a pen and jot down all of the ideas that have been floating around your head. This simple exercise will give you clarity on the direction you want to take. Engage with your team members and ask for their thoughts and ideas. If you’re out of fresh ideas, repurpose popular social media or blog content and transform it into a captivating clip.
The best way to approach video content is through storytelling. To be confident of reaching your audience, craft a story with a script that is funny, educational or intriguing. Browsers don’t want to be patronised nor will they relate to hard selling. If you can make them laugh and make them think they’re much more likely to become a loyal customer. This approach is demonstrated in the popularity of ‘behind-the-scenes’, ‘how-to’ and ‘explanation’ videos on Youtube, Tiktok, Instagram etc.
Be realistic about your resources. Do you have the time and budget to create video clips? Generally speaking, making video content for social media is very budget-friendly but consider the value of both your time and that of your team. Can you afford to set aside a couple of hours a week to create engaging content? If the answer is yes, then you’re ready to go.
Video-making specifics
Now that we’ve explored marketing strategy and idea creation, here are some practical tips to help you get started.
- The first few seconds matter and keep it short
The first 8 seconds of content are crucial if you want to keep browsers interested. You can manage this a number of ways: reel people in with an interesting quote, ask a thought-provoking question, do a funny skit or play some great music. Have your branding take centre stage and make sure to incorporate your brand colours into your set (what you’re wearing, your background etc.) Why? This will go a long way to building brand familiarity. Lastly, for reasons I have already established, your clips should be short and sweet; any longer than a couple of minutes and interest will tail off.
- Sound and lighting counts!
I can’t emphasise enough how important lighting is to the quality and success of your social media video. Wherever possible, make the most of natural light. If shooting indoors, position yourself near a window. If shooting outdoors aim to do so just before dusk when the light is softer or shortly before or after sunrise. Surprisingly enough, cloudy weather is preferable to sunny, the reason being that the light is softer and more forgiving. Plus, no-one enjoys squinting into a camera.
Your phone’s built-in mic may not be capable of blocking out ambient noise, especially if you’re filming outside, so it might be worth investing in an external microphone to ensure a sharp, clear sound.
- Make your content accessible
Add the hundreds of millions of people around the world that are hearing impaired to those who choose to view content with the sound off and you have a huge audience at risk of being alienated if you choose not to add closed captions.
- Not all platforms are created equal
As tempting as it might be to splash your video content all over social media, you’d be wise to optimise each clip according to your chosen channels. What might work on Instagram won’t necessarily transfer to LinkedIn. Each social media platform has its own language as well as very specific video requirements: dimensions, orientation and maximum video length will vary across them all.
I hope this brief exploration of the magic of social media video has given you plenty of food for thought. As a professional videographer I would be delighted to help you make your video content dreams a reality and invite you to get in touch for a chat.
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With the exponential growth of video marketing becoming harder to ignore, now’s the time to ditch the fear and embrace video for your business. You needn’t start from scratch; with just a few techniques, a smartphone and some software, you can create great footage with minimal spend. Video marketing is perfect for raising your profile on social media, vlogging and adding value to your website. As I’ve mentioned before, today’s browsers, with their extremely short attention span, are more likely to pause and watch video content than any other kind.
Here are 4 practical tips to help you get your video marketing journey started.
Start with your Smartphone
You’ve already got an excellent piece of kit at hand (or in your pocket), so there’s nothing stopping you from experimenting straight away. Today’s smartphones are light years away from the devices we started out with two decades ago which means you can take complete control of your video marketing from the offset. Isn’t it an exciting prospect, knowing that you’re a film director in the waiting?
Let’s break down video recording into blocks of easy-to-follow advice you can adopt right now for high quality footage.
- Plan your shoot - lighting, audio and content
Before you grab your phone and press record, sit down and sketch out what you want to film, why you want to film it and how you’ll film it.
Are you creating video content for social media? If that’s the case, you’ll want to keep your clips short, sweet and engaging. Youtube clips are generally longer and thus will require more planning. Bearing all of these elements in mind, don’t forget to ensure that your phone has enough storage memory.
If you plan on filming a longer clip, make sure your chosen filming location has a good light source. Your smartphone may not react well to very bright light, nor to drastic changes in light, so ensure you have a steady light source for the duration of your shoot. Try to ensure that you (or your subject) is facing a light source during filming, not standing in front of one (backlit). Finding a room in which you can control the light is a good start. Close the curtains or blinds and use a ring light to illuminate yourself.
In a similar vein, avoiding noisy areas means fewer external elements to contend with and will result in better sound quality. If you have to film in a crowded environment, an external microphone will block out ambient noise, a good investment is a lavalier microphone which can be plugged into your smartphone as this will cut out external ambient noise, otherwise stand as close as you can to your built-in mic to capture crisp, clear sound. Finally, get to know your smartphone and what it can do. It should already be capable of recording high definition video but there are apps that could both improve the quality of your clips and help you edit them to a professional level.
Making a plan for your film shoot will not only save you time, it will allow you to gather what you’ll need in advance to make the best possible content.
- Choose a format that matches the platform where your video will be hosted
You’re right to feel annoyed at those black vertical stripes that run up either side of a video clip. The filmmaker will have chosen the vertical setting when they should have opted for landscape, for a more visually pleasing viewing experience. Be aware of where you post your video and make sure the format you use to film your clip matches. For example for Youtube long form content you should film in landscape orientation but for YouTube shorts you will need to film in portrait (vertical) mode.
- Ready, steady, go
There’s nothing more amateurish, or vertigo-inducing, than a shaky clip. The irritated viewer will quickly scroll towards something more professional and in one fell swoop you’ll have missed a potential sale.
You could hold your phone with both hands but that will quickly become tiring, so improvise by placing your phone on a shelf, chair, window sill etc. The trick is to keep the phone as close to the subject as possible for superior image quality and focus. If you don’t have a handy surface to rest your phone upon, consider purchasing a smartphone tripod or stabiliser. Whilst stabilisers can be pricey they will help your filming technique as they often include apps that will give you templates and guidance on how to shoot. Tripods are a cost effective way to get started and they c double as a hand grip which is useful to give you extra reach.
- Shoot first, edit later
This is the time to keep the video running and experiment, experiment, experiment.
The beauty of smartphone filming is that you can easily edit out footage that doesn’t work. Try filming from different angles, at different times of the day to test the light and have fun!
Depending on what kind of phone you have and the kind of footage you wish to produce, you can add fun filters and effects to your clips. This is the time to mess around with apps and your phone’s pre-existing video editing features. Your phone should have an inbuilt editing feature which will allow you to trim footage, add titles etc. If it doesn’t or if it’s not sophisticated enough for your needs, investigate video editing tools like Adobe Premiere Pro, Adobe Rush, Quik, Videon or Magisto.
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I hope this collection of practical video making tips gives you the confidence to grab your phone and create a masterpiece! Remember, the trick is to plan and to not be afraid to experiment.
If you need a helping hand with your videography, don’t hesitate to get in touch with me to discuss how I can help you create effective video content.
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Before I go any further, If you’re a little too nervous at this stage to adopt a video marketing strategy, get in touch for a chat about how I can help you promote your business with video content.
We’re living in the age of Tiktok, the social network that has taken the world by storm with its entertaining viral short-form clips. Scroll down your Facebook and Instagram feed and you’re more likely to stop at a video clip than you are at any other kind of post. Why? On average, we give less than 6 seconds of our time to a social media post before moving away. Your content has to grab attention really quickly.
Here's an example of a 20 second video which shows the companies capabilities in aircraft lighting
It might seem a little intimidating to put yourself and your business in front of a camera but there are ways to produce great visual content with a little bit of time and ingenuity. Video marketing should play a leading role in your inbound marketing strategy; if you don’t embrace it, you’re at risk of falling behind the competition.
Let’s stop procrastinating and get started. After all, we’ve had a couple of years getting used to seeing our faces on screen thanks to virtual meetings so it’s just a question of taking the next step with confidence.
- Do you know your ideal customer?
Before you plan your clips and brave the lens, think about your ideal customer. Will your video content appeal to your target audience? If you’ve done your research you’ll know your customer demographics:
- where they live
- their age
- their gender
- their interests
- their education
- their pain points/problems
- their purchasing habits.
Armed with this crucial information you can begin to shape the kind of video content that will specifically appeal to them. Taking the time to research their ‘pain points’ will help you figure out how your business can present itself as the solution. Crafting a video content plan that incorporates language and visuals that attracts the interest of your defined audience will be your next step before uttering the immortal phrase, ‘lights, camera, action’.
Make your content count and don’t be tempted to post video clips that have nothing valuable to say or don’t include a call to action. The only exception here is when you swap direct selling for more light-hearted, entertaining content. Why should you do that? Constant ‘hard sell’ can get tiring for the viewer.
- What’s your end goal?
Embarking on a video marketing campaign is fun and will certainly boost your business profile but do you know why you’re making clips? Is it to sell a particular product or service? Or is it to encourage more social media engagement? Maybe you want to direct people to your website? Working this out is instrumental to your material. Having a clear goal and incorporating a call to action into your content will ensure your video reaches the right people.
- Your video content
Now that you’ve agreed upon your target audience, have a clear goal and a firm call to action, you get to the fun part: the content. Whether you’re doing a live stream and answering questions from followers or posting a behind-the-scenes clip of your business operations, you’ll want to engage viewers with short, inviting phrases, share stories from your day and…smile.
Here a few tips that will help you on your way:
- Be yourself - this may seem obvious but try to come across as naturally as possible: approachable, friendly and knowledgeable. Take the time to practice your script in front of the camera so you can get used to seeing your face on screen. Recording yourself will allow you to see your progress during practice sessions. Yes, it might be painful but it’ll really help build confidence.
- Repurpose - you don’t have to start from scratch. Repurposing a written article or blog for video is a great way to start your video journey. You know the subject matter, all you have to do is create a script from already existing content.
- Keep it short - as I mentioned earlier, attention spans are getting shorter and shorter, so aim to keep your clips below the 2-minute mark, ideally under a minute. Live streaming is different, naturally, but even then 30-minutes is sufficiently long enough to successfully engage with viewers and get your message across.
Remember, it doesn’t have to be perfect, it just has to be authentically you. With regular video content hitting your social media and website, you’ll find yourself building relationships with your customers in a whole new way.
Now that we’ve covered the basics, if you’re ready to get started and explore video marketing further, as a videographer I can provide you with my expertise. I am passionate about creating beautiful images and works of art. I know that not every video can be a visual masterpiece, but that's my starting point, my vision. Although I love to be creative and try out new ideas, I understand you have a business to run and you have worked hard to establish your brand image. Together, we can boost your brand to the next level.
Click here for more details about my services.
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Social media is a fast moving universe, so take five and read through the best 3 content ideas you can use to boost your business in 2022.
Trends come and go; what you thought worked well this year might not necessarily hit the mark next year. The good news is that a strategic, not scattergun, approach is the best path to success. Consider the following when choosing your marketing medium:
- Does this trend suit my business sector?
- Will this trend target my ideal audience?
- Do I have the time to commit to adapting this trend?
- Am I confident enough to pick up this trend and run with it?
Sadly, 2021 has proven to be as stressful as the preceding year. Businesses continued to struggle to attract custom, many of whom switched to online trading in an attempt to engage with a new audience and recoup losses. This has involved a lot of learning, particularly around the use of visual media. If this is something you would like help with, please get in touch for a chat about your needs. Being one step ahead with your social media content could help you catch the sale ahead of your competitors.
So, let’s dive into 3 of 2022’s content trends.
- Don’t be afraid of video
As tempting as it might be to stick with what you know, now is the time to embrace the power of video.
Video clips have proven themselves time and again to engage more browsers than text alone. Why? Our eyes are quickly drawn to moving images and sound, meaning great video content will retain our attention for longer than a simple written post.
This Instagram reel has close to 5000 views although I only have 1000 followers
Indeed, social media platforms are investing more and more in video content; maybe as a means of keeping up with Tiktok? Who knows? But you only have to scroll down your news feed to find more and more live video feeds and clips than ever before. But be encouraged, because excellent video content doesn’t require fancy equipment or a studio setting; you can thoroughly entertain your followers with a combination of imagination and preparation.
Tips to master video:
- Keep it short and snappy. Remember, our attention spans barely extend more than a few seconds before we move on to something else.
- Consider incorporating the following into your marketing strategy:
- Live streaming - depending on the nature of your business or service, this could offer a lively effective ‘sneak peek’ into your process. This method offers direct engagement with your followers, so get over your fear and give it a go.
- Instagram Reels - this app allows users to upload 3-15 second videos that they can edit with sound and effects before uploading to their Instagram feed or stories. It’s an excellent tool for creative businesses with a younger target audience.
- Short-form videos - now offered on platforms from LinkedIn to Pinterest, short-form videos (up to 2 minutes and 20 seconds in length) have the highest ROI (return of investment) for any current social media marketing medium.
- Check out the social media content of your competition and other businesses in your sector: what kind of video content are they posting and how much engagement are they experiencing?
In the new year, I’ll be promoting a brand new service (see start packages here) that will allow my clients to submit their own short video clips and have them transformed into a professional 1-minute long video for social media (think Instagram reel, TikTok, Youtube shorts etc). You can see a typical example below and several other examples in this playlist.
This was filmed by local staff, titles and production to get the video in line with corporate still were done by R Gill Photography
Honesty Counts
Back when Myspace was an innocent, fun way to chat to friends and share interests, we didn’t envisage social media becoming the marketing monster we now know it to be.
Many browsers are turning against what they consider to be the artificialness and inauthenticity of the main social media platforms. Algorithms see us absorbing more ads than content from our friends and followers and we find ourselves inundated with ‘shiny corporate content’ that any intelligent person knows doesn’t tell the full story.
How to combat this trend?
- Tell the full story of your business - you may be tempted to post endless photos of happy staff and customers but followers will relate to you much better if you share your pitfalls, pratfalls and frustrations. Doing so with a sense of humour will make your content even more engaging.
- Lay off the hard-sell - post after post of hard-sell ads will only boost viewer fatigue, not direct sales. There’s certainly a place for ‘calls to action’ but interspersed with fun video clips and commentaries about life in general; people love to relate to other people, especially over common topics.
- Be transparent - your audience is smarter than you might think so ditch the shiny corporate clips that, for some reason, all seem to look and sound exactly the same, and relate to viewers on a personal level. Ask questions, request opinions and always reply to post comments.
- User-Generated Content
User-generated content (USG) is simply content created, not by businesses, brands or professionals, but individuals to be posted on their chosen social networks. For example, if you’ve visited a fabulous restaurant and just had to post about it, using pictures or clips, that’s USG.
How can this support your business?
- Ask your followers to share feedback, reviews or testimonials on your social media channels, particularly Instagram and Facebook. Browsers will engage much more with honest feedback delivered in an entertaining way, whether that be through video clips or photos. They can tag your company in their video clip or image, or use specific hashtags. A good tip is to offer guidance on the kinds of content you’d like them to create, which will ensure content is consistent and acceptable.
- You can share entertaining content on your channels that’s been created by your customers.
- Design contests that invite followers to create really engaging content that you can share on your platforms.
In conclusion, don’t panic if you’re uncomfortable picking up new ways to promote your business. I am passionate about helping businesses share their story through the creation of beautiful images and videos that will leave a lasting impression, so feel free to get in touch and let’s discuss how we can elevate your brand to the next level.
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Venus and CupidVenus and Cupid statue at Morecambe
Contantly using eye-catching images can be a creative challenge
It’s commonly accepted that social media is the ultimate platform from which to sell your product or service and should be treated with the respect it deserves. There’s no more room for the sporadic, ‘throw it and see what sticks’ approach. These days, businesses need a creative marketing strategy that builds in ongoing monitoring and best practice.
To repeat an oft-used, worn-out phrase, creativity really does require a little ‘outside of the box’ thinking. Combine the right conditions with a lot of research and a little bit of discipline and you’ve got the perfect environment for some long-term creativity. You can easily generate compelling content without pulling your hair out; here are four ways to train your creative mind.
1. Make time to experiment
It’s tempting to do what you’ve always done before. The trouble is, you’re always going to get the same results. And if those results are middling at best, you’re in trouble. One way to get your creative mojo back is to remove yourself from everyday distractions and simply daydream. Grab a notebook and pen and scribble down those ideas that have been floating around in your head; it’s called a mind dump and it’s a wonderful way to brainstorm. This simple exercise could easily be a jumping point to a digital marketing campaign storyboard, mixing up striking images with fun video clips.
2. Look up your competition
Look at what your competitors are doing on social media; are they adapting fun new ways to engage with their customers? Now, before I go any further, I’m not condoning plagiarism! Following successful marketing campaigns can give your creativity a much needed boost. It’s very easy to get stuck in a rut and stick to the same marketing methods. After all, we’re busy people and if it isn’t that broken, why fix it? Put your own spin on a fresh idea you’ve come across and your creativity will sparkle.
3. Schedule, schedule, schedule
Scheduling is not the enemy of creativity. Committing time to the creative process encourages you to totally focus on your digital marketing and nothing else. An effective digital marketing campaign will include a mix of spontaneous content (Instagram and Facebook stories, Facebook live, on-the-spot Twitter posts) and pre-scheduled posts. Scheduling is not only satisfyingly time-saving and practical, it offers you ample opportunity to focus solely on creating excellent social media content. You can schedule directly from your social media platform or choose an online tool to do most of the work for you. Block out a couple of hours and create a week’s worth of social media marketing posts using high quality visuals; utilise your most professional photos and, if you’ve got the skills, generate some entertaining video clips. Online graphic design tools like Canva can help you repurpose your images, so don’t panic if you don’t have a huge bank of stock photos to use for marketing purposes; with a bit of imagination you can add text, filters and graphics to create brand new old images that can be used on your social media, YouTube channels, blogs and website.
4. Understand your brand
The best way to engage with existing and potential customers is to know your brand inside out. Whether you’re an entrepreneur wearing all of the hats or you work for clients in a digital agency setting, you need to know what your audience wants and what it needs: two different things. To do that, get to grips with your ideal customer. If it helps, create a customer profile and when planning content, create with that customer in mind. Imagine you’re having a conversation with them; remember, your copy must be straightforward and devoid of complication. Browsers don’t want to be talked down to; they want to relate to your brand in a matter of seconds. Brand consistency is paramount to successful digital marketing; your brand tone of voice and image must carry across all of your chosen platforms. Doing this will make your brand instantly recognisable in a crowded online marketplace.
Image created for the Lake district Umbrella company to highlight their vibrant design for younger customers.
To conclude, the golden thread that runs through every successful digital marketing campaign is high quality content, specifically visual content. Attention-grabbing images and video will draw in the browser much quicker than top notch written copy. A combination of both is the ideal, of course.
Creating engaging content is easier when you’re in receipt of excellent visual content. If you need help gathering a bank of versatile and exciting images and video content, please get in touch, or check out our content creation service. Put yourself one step ahead of the competition.
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Mask wearing became the new normal
Technology kept us all connected at a time when it was unsafe to leave our homes. Pioneering companies used their platforms to bolster spirits through the delivery of fun, entertaining visual content; even the most cynical browser couldn’t deny that viral videos were a welcome distraction from the news. This shift in marketing methodology also helped businesses claw back lost revenue. Content or inbound marketing, where the emphasis is on the soft sell, attracted new customers who would go on to buy products and remain loyal customers.
A well-thought out visual digital marketing strategy and the re-evaluation of goals kept many businesses afloat during the worst of the pandemic. Many companies successfully scrambled to transition from practicing street-front, in-person business to online and made a great job of it. Others struggled to make that change, and who could blame them? It’s safe to say that for the majority, staying healthy and protecting loved ones took precedence over business success. But, with a workforce to think of and the expectation that their business would see the other side of the pandemic, some quick thinking was in order. A proactive digital marketing strategy proved an effective, low-cost way to keep customers informed and, crucially, motivated to spend.
Professional videographers, photographers and digital marketing agencies stepped forward to support traditional businesses through this transition. Enterprising people plugged gaps in this strange new market by establishing online businesses they could visually promote cheaply and easily on social media. Despite the pandemic proving to be one of the most challenging chapters in our recent history, the countless examples of entrepreneurship that have emerged from the crisis is testament to our enduring spirit.
The Future of Digital Marketing
Browsers of all ages have enjoyed and benefited from this upsurge in sophisticated digital marketing. Now, as we come out of the worst of the pandemic, the onus is on businesses to maintain this level of marketing wizardry.
Using a mobile to place orders anytime and anywhere
- Establish your post-pandemic priorities
Now, we all know that the pandemic is far from over but with the world opening up again, life is returning to a tentative normality. It is a new normal, however, because we view the world differently now, with more caution. Do your business objectives align with what consumers want and need in this new normal? Now is a good time to carry out a review of your business plan.
- Continuing your Digital Offer
The transformation of the online marketplace during the last year and a half has increased customer expectations, many of whom will prefer to continue purchasing digitally. Running your business online has multiple advantages:
- You can expect to enjoy lower overheads
- You can amend online content instantaneously
- You can respond to customer queries immediately
- You can post excellent content that converts for free
Virtual Tours and Video Clips
If your customers can’t come to you, you can come to them with a virtual tour. A high quality virtual tour builds trust in your brand by giving customers who can’t visit you the inside scoop on your business. Behind the scenes insight tells a story that customers can’t access by visiting your physical shop.
See below for an example of a virtual tour of a demo operating room I created for aBender UK's medical equipment business. This content reached clients unable to visit their premises.
Tourism suffered greatly during lockdown and to create online interest tourism companies created high quality video clips that showcased the very best of their resorts. They were looking ahead to the time when people could visit and producing great visual content put them one step ahead of the competition. Here's an excellent example of a video clip created by Exmoor businesses to maintain contact with their customers.
Video created by exmoor Businesses
Remember, quality visual content is no longer the domain of large, global corporations and building a responsive digital strategy should be the priority of every business owner.
This is how you can do it:
- Get to know your target audience
Avoid the scattergun approach of trying to market to everyone and develop a buyer persona. Get to know exactly who they are, where they live, what they like and dislike and the problems they face. Then, when creating your visual content, imagine you’re chatting to this ideal customer and sell directly to them. With a bit of research and analysis of your marketing channels, you’ll know what platforms they prefer, when they go online and what they look for.
What does your ideal customer look like
- If in doubt, outsource
It takes guts to admit that you’re not great at digital marketing. Even if you are a social media whizz, you may not have the time to commit to building a top notch, responsive online presence; after all, you’ve a business to build and a life to live. Outsourcing to the experts means you can be reassured that great content is going out on the right platforms, at the right time and aimed at the right audience. It’s a win-win.
- Upgrade your visual content
You're not the only business owner to have upped their digital game, so now isn’t the time to rest on your laurels. Always strive to learn new tricks, keep up on visual marketing trends and build your digital marketing skills. Have a stock of professional product photos on hand that can be used in multiple ways on your marketing channels. You only need a smartphone to make and post interesting product demo videos. For more insider tips on how to create engaging social media content, click here.
The key to successful digital marketing is understanding your audience and being willing to adapt key marketing trends. Taking a little time once or twice a month to research the latest in digital marketing and analyse audience engagement on your social media platforms will go a long way.
For more guidance on making quality visual content, get in touch and I’ll do my best to help.
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Still need convincing? Think about the number of times you check your phone each day. You pull it out because you want to be entertained. If the content bores you, you’ll very quickly scroll down in the hope of finding something else to grab your attention. The average person spends over six hours online every day, so it’s worth making it time well spent.
Builders looking at images on mobileBuilders looking at images on mobile
The trick isn’t to churn out content in the hope that something sticks but to keep on top of content trends and learn how people access content. A production line of blog posts won’t result in higher Google ratings so let’s take five and talk about how you can create content that performs.
Research your Audience
The best way to build an online audience is to get to know it. Visitors to your social media channels expect to be rewarded for their time with meaningful content that is easy to access and presented in different formats.
Your first step is to define who your target audience is and you can do this by creating your ideal customer. Creating great content is much easier if you can imagine that you’re holding a conversation with the perfect customer.
By researching your current customers and taking the following variables into account you can build a realistic customer profile:
- Gender
- Age
- Location
- Interests
- Occupation
- Education
- Pain points (what are they struggling with?)
Your Customer AvatarCustomer Avatar
With this information develop a pen portrait of your target customer. Here’s an example of a fleshed out customer profile for a brand designing business that wants to appeal to female business owners:
NAME: Amy
AGE: 35
INCOME: £50,000+
BUSINESS: Amy runs a quirky furniture making business. She runs it with her family and they’ve decided to invest in the business with some well thought out branding.
HOBBIES: Wine, tea, reading, family time, london markets, visits to National Trust properties.
FAVOURITE SHOPS: Boden, Joules, Oliver Bonas
IDOLS: Instagram influencers for home accounts
Social media analytics are also incredibly useful at helping identify your most regular visitors, their age, location and interests. You’ll find that, generally speaking, older users prefer Facebook, while Twitter and Instagram appeal to younger audiences. What does this mean for your content? That the one size fits all approach doesn’t apply! When creating social media content remember that what appeals to the average Facebook user might not impress your Instagram audience. So, plan your content in advance and always modify your copy depending on your chosen platform.
Talk to Your Current Customers
If you’re an established business struggling to reach new audiences, survey your current customers about the kind of content they like to consume and why. Find out who they’re following. This simple exercise can clarify the social media platforms best suited to your product.
Check Out Your Competition
After a while writing compelling content that leads to hard sales becomes difficult. You feel like you’re repeating yourself and the stats show that engagement has dropped off. Find inspiration in your competition by looking at their most popular posts. What tone of voice are they using? Are they maintaining brand consistency across all of their channels? Are they using a mix of video and audio to reach browsers? What hashtags are they using?
Monitor Relevant Keywords and Tags
To get some really valuable insight into your brand and current trends you should participate in a spot of ‘social listening.’
Listen to your audienceListen to your audience
Social listening is when you track your social media channels for mentions of your brand. But it’s not just about monitoring and gathering data; it’s about understanding the ‘mood’ of consumers and supporters of your brand. You can use this understanding to both proactively respond to negative conversations and shape future marketing plans by being one step ahead of the crowd.
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If your business is crying out for a fresh approach to its social media content, taking a few hours to think through your planning strategy really will pay dividends. Get to know your target audience and your competition and engagement will soon pick up. If you need further help call me for a chat on 07557 780336 or drop me an email
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Cumbria County Council was in the process of updating its Highways Asset Management Strategy and wanted more visual material than previously, which is where Richard stepped in. His expertise in architectural photography coupled with local insight clinched the deal and so he was commissioned to photograph over sixty locations from Bewcastle in the north east of the county to Barrow in the South West. No mean feat, particularly with changeable Cumbrian weather to contend with! The timeline was also tight; he was awarded the commission in early February and expected to produce a body of work by the end of that month. But Richard likes a challenge and so, armed with his kit and knowhow, he embarked on this extraordinary journey to snap his way around Cumbria.
Stage One - Meeting
First things first, County Council staff gave Richard a list of assets that required capturing for inclusion in the updated strategy. They ranged from schools, council properties, highways and sheltered accommodation to libraries, bridges and ports. “You’ll get to know Cumbria very well,” said project lead, Kate Stark. And she was right.
Richard was supplied with a specific contact person for those assets that required special access and a little extra planning, like schools and highways depots. After discussing the project at length Richard requested 24 hours to consider how he would execute the piece of work.
Stage Two - Execution
Richard returned to the Council with a timescale of 10-14 days, weather depending. He developed a detailed project plan that included proposed visitation dates which would allow the Council to carry out any necessary risk assessments in advance. Flexibility was key here as Richard had to contend with not one but two weather fronts: Storm Dennis and Storm Ciara, both of which wreaked havoc nationwide. When it wasn’t snowing or blowing a gale, Richard enjoyed a handful of lovely sunny blue-sky days that resulted in stunning photographs of some of Cumbria’s most picturesque sites.
“On one particularly freezing cold day I had to coordinate with Highways to photograph a gritter on top of Kirkstone Pass,” said Richard. “This is a well-known spot with an altitude of 1,489 feet so it’s more than a little difficult to navigate on a normal day, never mind in the depths of a Cumbrian winter! But with a lot of teamwork we managed it and got some great shots."
Photographing schools was much less troublesome and a lot more fun. “One school, Sandgate Primary, was great fun to photograph. The children were very excited to hear that their school was going to be ‘famous’ and keen to get in shot. This meant that I had to pixelate their faces to avoid any privacy issues but the resulting photos were very lively.”
Richard even managed to rope his wife into the scheme. “The new A6 cycle path in Kendal hadn’t yet opened but the Council wanted a photo of it ‘in action’, so my very obliging wife agreed to get on her bike, and now she features in the Strategy!”
What Richard appreciated most though was the obliging spirit of County Council staff. “On the whole I have to say the CCC staff were very helpful and obliging. They allowed me to disrupt their normal working routine in some difficult circumstances, for example, allowing me to photograph gritters that were working to the clock to keep roads open.”
His shoot at Port Workington was particularly enjoyable as the crew arranged for him to photograph the site from a crane, 60 feet in the air. “I was escorted into the heavens by an employee and managed to get some wonderful bird’s-eye shots.”
Stage Three - Presentation
Following a whirlwind exploration of Cumbria and having taken hundreds of shots Richard got to work editing the collection for County Council. “Every shot went according to plan,” said Richard, “bar Kendal library which was shrouded in mist, so another visit was arranged. After that I knuckled down to edit the snaps, ready to present to the Council.”
Cumbria County Council was very happy with Richard’s work and has had its Strategy approved by government. Richard delivered a professional, engaging body of work within a tight timeframe and with the minimum of fuss. The Highways Asset Management Strategy can be seen here Highways Assets Management Strategy 2020 -2025
Richard’s enthusiasm for hobby photography flourished at a young age but was put to one side when he entered the workplace. His career in lighting took him all over the world, but the stress of work soon forced Richard to reassess his life which took him right back to his adolescent hobby. After developing his skills and with mentorship from top professionals he embarked on this exciting new path and established R Gill Photography in 2013.
Richard uses video and photography to create promotional materials that can be used over and over again in multiple ways. He can be reached on email at [email protected] or by telephoning 07557 780336.
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Late last year I was appointed by Finnish-based company Casambi Technologies to make a short video case study of their work re-lighting BBC offices throughout the UK, to take still photographs of one of the sites and to produce short teaser videos for use on social media. My existing body of work and in-depth knowledge of lighting were instrumental in earning the commission and the first vital step in what turned out to be a very interesting piece of work.
Casambi Technologies planned to present the video case study at the 2020 Frankfurt ‘Light + Building’ fair to demonstrate their wireless lighting controls. It was imperative that I delivered a polished and professional package within a set timeframe.
Being in a position to combine my lighting industry knowledge with my photography skills was pretty exciting. There were three companies involved in this piece of work: Casambi Technologies, Holders Technology (Casambi’s UK partner) and Wila Lighting and it was a previous contract with Wila that was a contributory factor in winning this piece of work.
The Process
In their brief Casambi Technologies requested internal footage of New Broadcasting House, London and the Glasgow site on Pacific Quay. The film had to capture Casambi’s newly installed energy-saving, wireless lighting controls and the new LED luminaries from Wila.
Before embarking on the project I liaised with company representatives to develop a plan. There were location shoots and interviews to arrange with people travelling from all over the country which took extensive organisation.
Not everything went smoothly from the get go. My first day on site in London didn’t quite go to plan. Storm Brendan saw to that! During my train journey power lines came down near Preston and I ended up stranded for over four hours. But I managed to rearrange and get to London to carry out the work.
The Challenges
- All of the filming had to be done after 6pm while the offices were mostly empty, however some staff remained on site to film the ‘Ten O’Clock News’ at New Broadcasting House and “The Nine show” at Glasgow.
- To ensure staff were not recognisable I had to avoid getting any close ups of people in shot. They also stipulated that its main logo should only be shown a maximum of three times which was an added test.
- I was required to film areas that contained the old lighting as well as areas which had been upgraded so his window of opportunity to get on site was limited. Getting access to the buildings themselves was also a challenge as it meant liaising with both the BBC and their facilities management company Interserve.
- There were three companies involved: Casambi, Wila and Holders, so trying to coordinate interviews and getting all of the right people in the right place at the same time was challenging.
Filming inside the BBC was fascinating. For such a familiar institution the whole experience was very surreal. In New Broadcasting House there were meeting rooms named after famous television personalities, like Jeremy Paxman.
I relished the logistical challenge of the project. Arranging face to face interviews, getting the go-ahead to enter the buildings and creating a polished film that highlights Casambi Technologies’ lighting control solutions required a great deal of planning and flexibility.
In the final stages of the project I collaborated with Lancaster-based firm SBS to edit the film. Because of time constraints I brought SBS on board to edit the clips. They did an incredible job helping me shape the final product.
All in all I produced thirty photographs and three video clips: the main clip, which came in at around seven minutes long and two teaser clips for use across social media. Wila wanted their own shorter clip and so the footage was edited parcelled up specifically for their use.
Stephen Jackson from Casambi commented “we are really pleased with the videos Richard has made. They do a great job at showcasing our unique technology and are already helping us to generate new business.”
If you need video and photography to create promotional materials that can be used over and over again in multiple ways you can be reach me on email at [email protected] or by ‘phoning 07557 780336.
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Coronavirus is dominating every conversation, every action and every thought, so how can we rise above it all and think clearly about the future? How can we possibly help our current (and potential) customers when we’re worrying about symptoms, shopping and social isolation?
Have you ever considered that social isolation might have its plus points? Not to detract from the devastating effects that this illness is having on the population and national infrastructure but why not rally some of that British grit and find the bright side in this unique situation?
So, if you have to self-isolate then make the most of your downtime and take steps to not only help protect your own business but boost the confidence of your fellow entrepreneurs.
Step one: Reassure your customers
Your customers will want some reassurance from you, so why not consider putting together a series of social media posts or blogs with vibrant images that outline your current position, your plans for the future and measures you’re putting in place to ensure continuation of service? Are you offering an new take away service from your cafe or restaurant? Show your customers how fabulous your food is.
Additionally, offering useful hints and tips on how your peers can manage their business affairs during a crisis will also be welcomed. Why not bring someone in to help you produce a professional video clip (or set of clips) that will create an instant bond and offer an extra level of encouragement. Everyone appreciates a friendly face in times like these.
On the lighter side, there has been a plethora of feel-good videos flooding the web, all aimed at giving us a good laugh and taking our mind off the obvious. Why not create your own uplifting clip? It might go viral!
Step two: Showcase your business
The current crisis actually presents a wonderful opportunity to knuckle down and do that thing that 99% of business owners hate: blowing your trumpet. Prepare your company for the coming upturn (it will happen) by reviewing how you promote your product/service. Could your website do with a facelift? Are you product photos and videos dated? This is the time to refresh and rejuvenate the public face of what you’ve worked so hard to build: your livelihood. Now is the perfect time to offer a virtual tour of your premises or business. Customers can still visit you without putting themselves or your staff at any risk.
We’ve seen a lot of artists hold impromptu gigs via video link over the past few days, so why not do the same yourself? If you can’t take the product to them, take them to the product! A virtual exhibition is an exciting (not to mention money-saving) way to showcase the best of your business. Start by taking some shots or video of your products then send to a professional for editing. They can provide a voice-over, captions and any number of bells and whistles to make your products sing. When you’re ready you can upload a polished piece of work that will offer customers a fun way to experience your company without leaving the house.
Step three: Reach and teach
There are going to be a lot of people sitting at home feeling insecure about the future. Demonstrate your leadership capabilities and give them a shot of confidence by designing and delivering a webinar or online training/coaching programme on your chosen subject. Not only will this develop your profile but it will offer anxious workers and business owners a lifeline and much needed hope.
There is no limit to what you can do during this, hopefully brief, period of stasis. Combine imagination and humour with professionalism and you’ll confidently make your mark.
If you need any support to develop these ideas, or if you have some of your own you’d like to explore further, then please get in touch for a chat.
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“As long as you get it out there you’ll reap the rewards.”
As much as we’d all like that to be true, it just isn’t the case!
To build long lasting relationships and brand familiarity your business must seriously consider creating content, whether video, photography or the written word, that will strongly engage with its target demographic.
To begin with let’s consider the marketing that permeates today’s marketplace.
Funnel Marketing
The objective of funnel marketing is to engage new customers and convert this engagement to sales.
The acronym AIDA is a long held and celebrated marketing model used to describe the process a consumer goes through when purchasing a product.
So, what does it mean? It’s self-explanatory, simplistic yet effective:
A - Attention or Awareness through eye-catching advertising
I - Interest in the product must be maintained through additional marketing
D - Desire is aroused through more targeted strategic and emotional advertising
A - Action results in a sale
AIDA is a form of funnel marketing that takes the consumer through a series of steps to engage interest and ultimately end in a sale. Generally speaking, it is product-focused with the end goal of making a sale.
Brand Marketing
The objective of brand marketing is to drive engagement and encourage followers to spread the word of your business/product/service. People listen to their peers and make purchasing decisions based on these opinions. If you buy their product not only will your problem be solved but your life will be better.
At one time branding was limited to slapping a label on a product; now it’s an all-encompassing phenomenon that aims to build relationships between business and consumer. Branding expresses company values and gives it a ‘voice’, all the while maintaining consistency and reacting to current trends. In simple terms, It’s not just about the product but about the whole business, and if you're a personal brand it's about your customers getting to know you.
What works best?
In today’s environment brand marketing is the go-to means of building awareness. I’ve said it before but people buy from people, so your content needs to really speak to your target consumer on a personal level.
How to Create Engaging Content
You can’t engage with your audience without understanding it.
So first things first, create an ideal customer profile. This can be done by:
- Learning what they value
- Discovering what kind of content they engage with (video, photographic or written) and on which platforms
- Researching Facebook groups, forums, feedback/review sights
- Empathising with them and getting to grips with their gripes
Secondly, do a deep dive into your competition and study their successful (and not so successful) marketing campaigns.
Now we’re getting to the nitty gritty.
Top Tips
- Keep it consistent - your brand message must be the golden thread that runs through all of your marketing
- Maintain authenticity - clued-up people won’t fall for falseness
- Use language that your audience will understand - keep up with the vernacular of your target demographic
- Don’t lose sight of your business values and message - this is what you customer has bought into
- Have a clear call to action - shouting about your business is the goal but what do you want people to purchase?
- What’s the problem you can solve for your customers? - identify their pain points and develop solutions to suit
- One size does not fit all - develop your content to suit the medium (i.e. website, Facebook, Instagram, Pinterest, Twitter, You Tube etc)
- Ask your audience - simply post a question or a poll on your social media
- Have a click-worthy title and an intriguing thumb nail with eye-catching colours
- Create an interesting headline that draws in the reader
- Test different styles to see what sticks
- When creating video clips consider the lighting, wardrobe and palette - create a look that’s uniquely and distinctively yours.
- Become the business that’s known for “..............”
- Make videos and create images about topics that you’re passionate about and that people can relate to. Source a respected photographer and videographer for a guaranteed bank of reusable photos and video clips.
- Make content regularly to remain on the radar of your audience but don’t go overboard
- Research and test optimal posting times on social media
- Regularly study your social media analytics to identify the content that’s working or not working
- To create intimacy with your audience express feelings about your topic
- Study what works in terms of response and incorporate these aspects into future content
By doing this work you can confidently create written, video and photographic content that will prove popular with your demographic. Avoid complacency and bear in mind that marketing trends change at a rapid pace so it’s worth keeping on top of them and reacting accordingly.
I’ll finish with this: always remain true to your business values and ethos and the rest will follow.
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There’s no denying that right now video content is king and if you’re not on board you’re at risk of missing out on a ton of exposure and ultimately, business. Tweets with video clips are retweeted much much more than those without. Never rely on text alone, no matter how sparkling the copy may be. And video content has a positive effect on SEO (Search Engine Optimization). Research has shown that websites with video content are 53% more likely to end up on the first search engine results page.
To reiterate what I’ve stated in previous posts: brevity rules. If you can convey your message in short and snappy clips your viewers (and potential customers) are more likely to watch until the end and remember what they’ve heard and seen.
So, right now you can’t afford to dismiss the power of the visual. Granted, not everyone feels comfortable in front of the camera and most understandably baulk at the idea of putting themselves out there but with an experienced professional to put you at ease you could generate some wonderful content in as little time as half a day.
Of course, it should go without saying that photography done well is an incredibly effective way to position your brand. I say ‘you’ and your business because as the old adage states, `people buy from people’. Consumers want to see the face behind the product. If they like you, they’ll buy from you and with clever, intuitive digital marketing, they’ll continue to buy from you.
By marrying video and photography you can easily create a broad body of work ready to market your business on your website, on social media and YouTube. And it won’t take longer than half a day.
Working with a professional might initially seem daunting and pricey. Be rest assured that you will save time and money by bringing an expert on board. How? Taking your own photos (regardless of how good you think you are!) is a laborious process and if you don’t have the skills or the kit your snaps will sadly lack that professional touch. You could spend days setting up your shots, taking them, being disappointed in the result and then capitulating and bringing in a professional. You’ll lose hours of productive work time and money.
By budgeting for a half or full day shoot a decent return on investment is pretty much guaranteed (but don’t quote me on that!). Your snaps and video clips can be used multiple times in multiple ways and will pull together your business brand like nothing else will.
There’s so much potential. Here’s a flavour of what you could do:
By allocating 4 hours a month you could create:
- 3 x 1-2 minute videos - from these you can also get 3 x 15 secs clips per video - that’s another 9 videos to use on your website, on YouTube, on social media etc. (Thats 12 pieces of content)
- You could also get 20 -30 still photos that can be utilised for blog posts, website articles, editorial pieces, social media, special offers and so much more. (That's another 30 pieces of content)
- Dialogue from the long form video could easily become podcast material or transcribed into a blog post. (That's another 2 pieces of content)
- You can take photos and video of the whole photo shoot giving you a bunch more content to post in the coming weeks. (That's another 8 pieces of content bringing your total to 50!)
If you want to see how much information you can convey to your audience in just a short clip then take a look at this:
If you feel confident enough and plan accordingly you could do this yourself or hire a professional to make it a stress free and dare I say it, a fun experience! The professional will help you brainstorm ideas for the content, sort out a venue, do all of the editing and present the final work in a consistent format. They will put you at ease in front of the camera and advise you what to wear and how to perform. All you need to do is turn up with a couple of outfits and appropriate props (bearing in mind your company colour palette).
Your professional will immediately help you to relax in front to the camera, and work with you to accurately and imaginatively reflect your business objectives, values and message. In advance of the shoot you’ll discuss particulars like target audience, your end goal (to sell a product, increase brand awareness etc) and budget. The final result will be a high impact body of work that can be utilised in any number of ways.
People will always respond better to visuals than text so place yourself in the best possible position to benefit by creating responsive, versatile digital content that will convert to sales.
It’s as simple as that.
Want to know more - see here
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But it you want your brand (business or personal) to stand out in a crowded marketplace then it’s imperative that you develop a strategy that allows you to sell yourself effectively while remaining authentic.
Photos are processed 60,000 times faster than text alone, so presenting potential customers with walls of text isn’t going to work. Don’t worry if you ordinarily shy away from the camera: there is always hope and a helping hand. This is your time to get creative and yes, lens-ready.
So, we can all agree that visuals are important in marketing. But what about video? THE online trend of 2019 has been utilised in multiple ways, from simple ‘live’ clips destined for Facebook and Instagram stories to slick promotional videos that feature loud and proud on professional websites.
Highlight Reel for R Gill Photography A collection of clips to highlight the video and photo capabilities of R Gill Photography
But how can you, a sole trader or small business owner, employ photography and video to promote your brand? Where on earth would you start? Your to-do list gets longer and longer so you’re forced to push marketing to the furthest reaches of an already busy mind.
The trick is to outsource. Your Zone of Genius is your business, not marketing and promotion, so why would you pull your hair out trying to organise a brand photoshoot?
Here are some tips that will make marketing your brand a breeze.
- Clarify your goal. What do you want to achieve from your brand marketing? Have you identified your audience? Before you do anything else sit down with a notepad and pen and brainstorm what you want your brand campaign to convey to customers. If you want to demonstrate confidence and trustworthiness your promotional images and videos should reflect these core company values.
- Bring a professional on board. This is bread and butter to a photographer/videographer. Ask around for personal referrals because you don’t want to bring someone in that doesn’t gel with your vision. Once you’ve found them ask them lots of questions! They will guide you on this important journey, so open communication is key to success. The more you interact the more relaxed you’ll be during the shoot. Ideally, a pre-shoot brainstorming session will give you both the chance to iron out any kinks, leaving you both ready to go. The end result will be a collection of beautiful images and clips that can be utilised for multiple promotional campaigns: completely worth the initial outlay!
- Try DIY. If you own and are comfortable with a DSLR camera, can set up shots and create the correct lighting then give it a go! Just ensure that your brand image is consistently represented throughout. You don’t want consumers to be in any doubt that this is your brand.
- Be prepared. You know your brand inside out so consider how it could translate visually. Your logo should be reflected in your chosen colour palette for the shoot. For example, if your company colours are peach and grey, then you’ll want to incorporate those into your marketing campaign for consistency. Top tip: Pinterest is your go-to for inspiration. Arm yourself with material and props that will help you communicate your brand to the masses. The day before your shoot ensure your clothes are clean and pressed and that you’ve had a good night’s sleep.
- Communicate, communicate, communicate. As I stated previously, the relationship with your photographer/videographer is paramount. Don’t be afraid to ask ‘stupid’ questions and ask for advice.The more you do this the more natural and authentic your campaign will be. Your photographer will be practiced at putting clients at ease and prompting them to get the most of the experience.
I hope you found this useful. With the right preparation and support your brand marketing campaign can be a painless and bountiful experience.
If you want to promote your brand with confidence get in touch now tel: +44 (0)7557 780336 or email: [email protected]
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What am I talking about?
Plain, old video.
Now, video isn’t a new thing but it has progressed surely and steadily from grainy VHS to silly, Youtube videos to slick viral marketing campaigns. Long gone are the days of print media and spending a fortune on newspaper adverts. They still have their place of course, but if you want to make a real impact on the market then video is arguably the way to go.
We all know that video catches the eye much more than a wall of text. Consider your daily social media browsing: how many times do you quickly scroll past lengthy text but stop at a fun, informative video? It’s the medium that speaks a thousand words, but in bright, moving pictures.
The wonderful thing about video marketing is that you don’t have to spend a fortune to create an effective clip that will convert to sales. Another good thing is that you don’t necessarily have to get in front of the camera to build your business. So, relax and read on.
5 ways video can build your business
1. It Draws Attention to your Brand
I know I mentioned previously that you don’t necessarily have to put your face in front of the camera but it can help because we all know that people buy from people! Consumers love to see the people behind the product and form an emotional connection. It encourages a sense of trust, builds confidence in your service and hopefully a boost in sales. The internet is a crowded marketplace but if you can portray yourself in a positive, professional and creative way through the medium of video your business can only benefit. If you really don’t want to show your face then consider a voice-over; after all, the focus should be on the product and the features and benefits that set it apart from its competition. If you’re worried about going over budget you can make your own video and there is definitely space for fun, amateurish clips online. However, if you main concern is portraying your business in a professional fashion then consider bringing in someone who knows what they’re doing!
My StoryShort video telling you a little about my background and how I became a professional photographer. This is a video on my about page. Despite my reluctance to be in front of the camera (I much prefer being behind it), I continually get feedback from clients about how much they like it. It helped them get a sense of who I am and what it would be like to work with me.
2. It Creates Brand Recognition
The more consumers see your product in full technicolour using a consistent medium, the more they will relate to and ultimately purchase from you. Simple. But when you’re running a small business marketing and promotion can easily slip down your list of priorities. It’s something you know you should do, but you’re far too busy to do it (and maybe a little bit nervous). Don’t worry, there is a wealth of online guidance like this starter pack from Hubspot that demonstrates how you can use video cheaply and effectively. However, consider outsourcing the job to a local professional if you don’t wish to dip your toe in video marketing.
3. Ask Your Customers to Do It For You
There’s nothing quite like hearing it from the horse’s mouth. Video testimonials, when done properly, can be a very effective marketing tool but make sure that you use real testimonials from real customers if at all possible (and if you can persuade them). Some video testimonials scream fakeness so keep authenticity at the forefront of your campaign.
Video testimonials like the one above not only promote your own brand but help your clients to get more exposure too.
4. Exclusive access to new products/services
Consumers love nothing better than being ‘in on the secret’, so why not give them early or exclusive access to a new product? You can do this via your email list or within a private online group. Or, alternatively, you can let the whole world know about it from your favoured social media platform. Consider giving people a sneak peek at the production process; it will give them a thrill to know that they’re some of the privileged few to see your work in action. I particularly like speeded up video clips of a process in motion. It’s quite mesmerizing and it gives the viewer a deeper understanding of your business, your ethos, your plans for the future (you get the picture).
This product launch video from a lighting company shows the benefits of their new design in a visual format. This is much easier for viewers to grasp than in long form text.
5. Vlogging is the new Blogging
Kids everywhere seem to have at least two YouTube channels these days, and entrepreneurs are regularly doling out solid business advice using the medium of video. Regardless of your thoughts on getting in front of the camera you can’t ignore the popularity and effectiveness of vlogging. In basic terms, vlogging is the video equivalent of blogging (putting your thoughts online in article format). Business and entrepreneurs use it as a form of content marketing (content that doesn’t explicitly sell a product but is intended to attract interest in the business) and it can be extremely compelling, especially if the person in front of the camera is engaging and authentic. Vlogs are published regularly via social media and/or on the business website and are generally treated fairly light-heartedly. They are great at maintaining a consistent level of interest and again, don’t need to be filmed in a professional setting.
This vlog style video is great way to share more about yourself. If you are building a personal brand your clients will be interested to see more of what excites you and what else you get up to!
I hope at least one of these options will give you food for thought. The video medium isn’t going away so consider jumping onboard and find out how it can increase engagement and sales for your business. Every year new technology makes it easier to use video content and with the roll out of 5g video looks like it will be the predominant way to share content going forward.
If you’d rather a professional came in to get your started then get in touch at: [email protected]
What to read next: The best 3 video you can make to boost your business
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Most people imagine clunky eyewear and clips of gamers tripping over furniture in an attempt to run away from VR predators. But what is VR? In simple terms it’s software that invites the user to experience an immersive, 3D experience.
Two users experiencing VRTwo users experience virtual reality
It’s everywhere: online articles illustrating its miraculous money-making potential, high street brands jumping on the bandwagon and kids adding VR games to their Christmas wish list.
But as any business owner will know, video and VR are key marketing trends and we either jump on board with them or miss out. We live in a digital world and we need to exploit the possibilities at our fingertips.
So, as pleasurable and fun as VR might be for an adventurous night in, there are multiple ways to utilise this fascinating tech for the good of your business.
How many times have you been in a property, hotel room or AirBnB property that on closer inspection didn’t live up to its online pictures? Or maybe there was an aspect of the house that you didn’t like when browsing online, so you immediately dismissed it. This particularly rings true for buyers who want to relocate elsewhere in the country. Why travel half a day in the driving rain just to be disappointed? So many wonderful homes discounted.
The virtual reality tour could be a solution.
3d dolls House model3D dolls house model of a house for VR tour
Mapping out an entire property using VR technology is key to bringing the authentic house-hunting experience to the customer. All the potential buyer needs is internet access and they’re touring the property avoiding exorbitant fuel costs and the dreaded house viewing fatigue.
Tourists can take a VR tour of a museum before deciding whether it’s worth a visit. See your dream kitchen in 3-D before you commit a large amount of money. The possibilities are endless.
VR tour of a tapestry museumVR tour of a tapestry museum
Regardless of whether you’re selling a home, a hotel resort or a kitchen, the VR tour offers the viewer a unique experience, a means of interacting with your brand on a deeper level: something that can’t be achieved by a one-dimensional print ad. Even video can’t compete with virtual reality. By clicking on a VR tour you’re in complete control of the experience from start to finish. Rather than the camera operator dictating what you look at, you hold all of the cards. You can zoom in, go back/forward and take charge of your experience.
VR tour of a holiday letVR tour of a holiday let
And of course, VR can be utilised for so much more than property sales. For customers struggling with visualisation, Ikea is employing VR to demonstrate their ideal home layout, complete with Ikea products. For larger retail outlets VR can also be used in-store to show customers what is available elsewhere in the store to encourage them to visit the other floors. This is exactly what Clocktower Electrics does to show visitors to their showroom the range of furnishing on display on the first floor at the Lakeland Sofa Company
Furniture display showroomVR tour of The Lakeland Sofa Company furniture showroom
Consider staff training. It’s a chore to arrange and logistically difficult. One-off training sessions frequently prove to be a case of ‘in one ear and out the other’. This is by no means the fault of the participant; the methodology is flawed. An excess of information with no real opportunity to apply it results in a wasted day.
By incorporating VR into staff training you can drop your employees into real-life situations without risk of injury, enabling them to repeat and complete an exercise multiple times in order to learn and perfect a chosen skill or technique.
So, in conclusion, what’s in it for you?
- Access to up-to-the-minute tech with the added reassurance that you’re keeping up with the latest (practical, cost-effective) marketing trends
- An exciting means of reaching customers anywhere, at any time
- The ability to update/adapt your ‘product experience’ in real time
What about your customers?
- They can experience your product/service in a totally immersive way
- It will save time, money and effort; a complete win-win
- They’ll choose your immersive 3D experience over a one dimensional print ad
It’s too good an opportunity to ignore.
For more information on how I can introduce VR technology to your business, please get in touch by email or telephone me for a chat on 07557 780336.
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Documentary photos and videos will be on the rise
Story telling videos and documentary pictures put together into video slide shows are fast replacing single pictures and photo essays. It is fast becoming a case of let the pictures do the talking. You no longer have to explain footages to someone who was not there as videos and documentary are self explanatory. Not only is this a simple way to get your marketing message across but in can be used in training and other communication platforms too. The major social media platforms have dedicated story telling functions and this trend looks set to continue. I also see big brands commissioning documentary style programmes that they plan to release through the major streaming channels.
Drone photography will become even more prominent
Drone photography is set to become increasingly prevalent. The cost of the technology is decreasing at the same time as the quality of imagery improves. Drones give you a glimpse into areas that were impossible to photograph before. Whilst there is still some controversy over their use it doesn’t seem to be diminishing. The demand for drones is still growing and new suppliers continue to enter the market.
The cost of drone video footage continues to reduce making them an ideal tool for getting those previously impossible shots. Capturing that perfect moment or prefect angle because you can fly a camera into an inaccessible place becomes easier every year.
Natural and environmental photography will demand more attention
Environmental issues are becoming a more prevalent news item. The awareness of global warming and the increasing number of protest and events centred around environmental issues means that the media and business need to pay attention to their environmental policies. Marketing teams will be keen to show how a company is living up to its environmental goals and strategy. Photography and videos of green spaces, the natural world, recycling and environmental projects will become more prevalent.
Photography will be about a true self expression
The work force demographic is changing. Millennials are set to become 50% of the workplace generation on in 2020. This is a generation that has grown up with smart phone technology. It is second nature for them to share images and videos of themselves. They are so used to taking selfies that they are inherently less camera shy. They feel comfortable striking natural poses while being filmed. It won't see the end of the corporate “passport” style head and shoulder portraits, but you will continue to see a rise in natural candid images of people in real situations. This will carry over into the general photographic style with marketing images looking less filtered or "instagrammy" and more natural and real.
There are sure to be lots of other trends I have missed. Let me know your thoughts and what you think the future holds for photography and video.
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They also give a unique behind the scenes perspective that intrigues your customers and help them to relate to you in a real way.
Well composed photographs work especially well in marketing assets, spicing up the written content and helping to evoke emotion from the audience. Video too is an ever increasing trend that isn't showing any signs of slowing down.
Articles with images get 94% more total views than those without according to Jeff Bulas. They make your blog posts more interesting, help get your point across, make the post easier to read and remember. When people hear information they are only likely to remember 10% of the information 3 days later. If a relevant image is paired with that same information people retained 65% of that information three days later.
Adding a photograph that is relevant to your copy is the perfect way to increase your blog post reach and influence.
In an analysis of over 1 million articles Buzzsumo, found that articles with images once every 75-100 words received double the social media share as articles with fewer images. Adding images doesn't just help your audience digest your post it also helps them find it. Google favours blog posts with images. Blog posts with images that include meaningful alt text will rank higher than those without. Don't just use pointless text like IMG12345, use words to describe the image. For the photograph above I used the alt text "girl sat on a log deep in thought".
Here's the key "takeaways" you need:
- Create a folder of photos and images for each blog post. This makes it easier to stay organised and you can group your images into header shots, feature photos and supporting images.
- Credit the creator of the photo or artwork.
- Make sure your photos are relevant to your copy, don't just add them for the sake of having a photograph in your article
- Add an image every 75-100 words. It makes it easier for your audience to read and helps add emotion and relevant context to your post.
- Don't forget to include alt text. This will help your post rank higher on Google searches.
I had an engine warning light showing on my van so based on the recommendation of a friend I took it to David Breaks a local garage and a renowned Jedi at sorting out diesel engined vehicles. Whilst David was working his magic I made the short walk to Sainsbury's cafe for the rare treat of a bacon sarnie. The sandwich was only £2 so I wasn't expecting too much, but when it arrived I was totally under whelmed. There was hardly more than a rasher between the two slices of bread. The bacon was very well done and on the verge of cremation. The lady behind the til was not over blessed with bonhomie so I was reluctant to take it back. Instead I decided to vent my frustration on Twitter and LinkedIn.
In all honesty I also had an ulterior motive. Together with a colleague, Jenna Vernon of Collective Comms, I am running a seminar on getting more out of social media and I had an inkling that this might yield some anecdotal content. Boom! It sure did.
In fairness to Sainsbury's within a few minutes of my tweet I had a reply asking me a few pertinent questions.
Had I talked to a "colleague" at the store?
Did I buy it in the store or from the cafe?
Could I send them a photo of my receipt?
By the end of the morning they had refunded twice the cost of the sandwich in points onto my Nectar card. Fair enough I thought.
However I started to contrast this with my experience at David Breaks' garage. This is a small local business that relies on goodwill to get its customers. Whilst I was having a disappointing breakfast, David had plugged my van into his diagnostic system identified the problem area and cleared the fault. He explained it in glorious technical detail to me when I went to collect the van.
"Take it away and try it for a week and make sure it is ok" he said. " I am not 100% sure if the fault is more serious or if it's just a sensor playing up."
"Great, how much do I owe you?" I replied.
"Nothing, no charge! If it does turn into a bigger fault we will sort it then!"
I came away feeling very grateful, impressed by David's honesty, and his willingness to help out. There is nothing more he needed to do to turn me into a loyal customer and advocate of his skills. Next time I have a problem with my van, I will go back and I will also recommend his services to others. I have already written a 5 star review for him on Google.
My experience at Sainsbury's on the other hand left me feeling letdown. Ok they had given me a refund, but it was to my Nectar card. I had to go back into their shop to take advantage of it. Having had an unpleasant experience in there, I am in no rush to return. The refund was also intangible, there is nothing I could physically grasp onto to get a sense of well being or to reassure me that they cared. I then recollected the out-take I had seen of their CEO last year. He was singing "We're in the money" while waiting to be interviewed about the merger with Walmart. I couldn't help feeling that this greed and off-hand attitude to their customers had pervaded the whole organisation.
They had so many opportunities to overwhelm me at little expense. They had a golden opportunity turn me into a loyal customer who would sing their praises. Good marketing is about creating moments that your customers will remember in a positive way. Here was their chance to create a moment of magic for me.
For example, the bacon sandwich incident took place on the 13th February, they could have offered to send my wife a bunch of roses for Valentine's day - making me look like a hero and unlikely to forget their generosity.
Or
A meal from their £10 dinner takeaway range?
A hamper of a few items from their taste the difference range?
A donation to a local charity?
Giving me something physical and generous in value compared to my loss would have won me over. And in fact it would have cost them less than a tenner! They could also have generated a positive story to use on their own social media. I would have happily shared a photo with them of my wife's bunch of roses! But they blew it! Instead of a magic memory, I feel like they did the bare minimum to keep me satisfied. How much do they value their customers? Not much!
End result: David Breaks has a positive review on Google, and my custom for the foreseeable future. Sainsbury's have had their shoddy service shared with my network of 3000 connections.
If you need help turning your problems into opportunities then please get in touch. Call me for a chat on 07557 780336 or email me.
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Making appointments to see new customers or chasing up opportunities with current customers. But sales staff often get dragged into other meetings with customers that have little to do with new opportunities. Let me give you an example. A customer buys some equipment from your company. It's installed by a third party, an electrical contractor for example. The contractor gives a cursory glance to the instructions, completes the install, checks that everything is working and leaves.
Your customer then starts to use the newly installed equipment to find it is not doing all the things he expected. So he calls the sales manager of your company and explains the problem. The sales manager suspects that something went wrong during installation or commissioning. He now visits the site to check and sort out the problem. Of course this results in a delay before the customer has the equipment working properly as well as the time and costs of sending a sales manager or perhaps a support engineer to the installation site. While this visit may help keep the customer happy the sales managers’ time would have been better spent landing the next opportunity.
Now imagine you had a video that explained the common problems with installation and commissioning. When the sales manager receives the call from the unhappy client he sends the customer a link to the short video. The customer can see exactly what he needs to do. The equipment is fixed straight away and it’s a win win all round. The customer has a working product and the sales manager has only spent a few minutes directing the client to the video link. He hasn’t wasted much time and he didn’t make a trip to the customer and he can get on with developing new opportunities.
Here is a an example of a typical how to video.
A common problem I see with photos taken on a mobile phone is when there is a bright background (like a window or some bright lights) behind the subject. The phone’s camera is exposing the photo for the overall brightness of the scene, and the consequence is that the subject ends up dark or under exposed.
However if you touch the screen of the phone where you see the subject it brings up a yellow box. The phone now adjust the exposure for what is inside the yellow box. If you are still not happy you can adjust it to make it brighter by sliding your finger up the screen near to the sun symbol. If you want it darker you do the opposite and slide it down.
Now you have the subject properly exposed, and you get the photo you wanted.
Could you use some “how to” style videos save your sales staff a lot of time and allow them to get on with developing new business. If so, lets talk - give me a call on 07557 780336.
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Check out our analysis below to get some inspiration.
Looking for contentDog with its head looking into a washing machine
Here are some of the key takeaways I got from a selection of the top marketers in a report for Social Media Examiner, which examined the trends for digital marketing in 2019:
- Smart audio (Alex, Siri, Cortana....) is the thing that the big brands are focusing on. More voice content, commands and assistance will be prevalent.
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Social media will get back to being more social - that means having a conversation not just broadcasting information about your company or products. It means creating an entertaining experience. Marketing has changed the way social media works. In 2019 a human centred approach to customer relations will be the way forward. Social media gives you an essential opportunity to connect with your customers.
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Consumers will return to passive ways of devouring content like YouTube or Podcasts. This is your chance to educate, inform and entertain your audience.
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People are becoming increasing distrustful of social media with one exception - LinkedIn. LinkedIn is gaining prominence, and has maintained the trust of its users.
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Content strategy will shift from highly produced video to a story based format.
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Virtual and Augmented reality will play a big role in the future of social media marketing.
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Facebook is determined to monetise video in all its formats.
You can read the full report here
What are your thoughts and predictions?
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Can you imagine how much content is on the internet today? With the internet predicted to grow by 5x over the next 5 years how much more content is there going to be? 500% more!
More than 3 billion people around the world use social media every month. Almost 1 million people started using social media for the first time every day over the past year – that’s equivalent to more than 11 new users every second. How are you going to make your posts stand out? Let’s face it your competing with grumpy cat and cute dogs so your posts will need to be interesting and entertaining.
Content marketing has been the buzz recently, but it is evolving. If you look at the leading innovators they are already moving onto the next stage. Amazon for example, realised they wouldn't be able to sell many cds and dvds and that streaming was the future for audio and video. But also they saw a major marketing opportunity if they had their own media channel. They deliver other peoples content and they are making their own programmes. Together with Netflix they are disrupting the media industry. And big companies are seeing the benefit in this too. Have you noticed that on Netflix and Amazon there are documentaries about companies appearing in your feed now?
Small innovators have also been able to disrupt the markets too. Take a look at Bosh.tv and how they disrupted the recipe book space. By creating beautifully crafted recipe videos backed by a clear simple marketing message they had publishers tendering six figure sums to publish their book.
Marketing on social media is developing from content to entertainment. Technology will undoubtedly play a part in this too. The quality of photos and video taken on smart phones has improved dramatically and there are tons of apps to help with editing and enhancing. That means in the future, that content which is well produced as well as entertaining will help to get you noticed.
My tips on the future for social media marketing would be:
- Look at what the major innovators are doing Amazon, Netflix, Tesla
- Focus on quality of content
- Make it interesting and entertaining
- Don't look at the traditional publishing industries for inspiration many of them didn't see Amazon coming!
- Look at businesses in industries that have to keep reinventing themselves - fashion, fast food etc
Let me know your thoughts on the future for social media marketing and share them in the comments section.
If you want help creating interesting and entertaining content then give me a call on 07557 780336 or send me a message
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“Poor planning on your part does not necessitate an emergency on mine” Bob Carter
Jayne Moorby marketing manager at Oxley Group in Ulverston, had just received an email giving her three days notice to provide a twenty second video to showcase the company at the Farnborough air show. Oxley produce a world leading range of aerospace lighting and needed to show their full capability from design, through prototyping, to in-house manufacturing and testing. The video would be used to promote the Oxley capability and attract foreign visitors to the show.
Realising that the timescale would be a major issue, Jayne consulted with her business network and Lisa Hudson, Marketing Manager at Bender UK, another Ulverston based company recommended that she should call R Gill Photography.
Its not unusual for me to receive urgent calls from clients who need projects turned round in very short time frames. I knew that if I gave Jayne the right guidance and if all the preparation work was done as requested then there was every chance of meeting the deadline.
For the project to be successful it would need some careful planning. I told Jayne what needed to be done:
- Draft an outline script
- Inform the other departments, products and staff who would be filmed and get them prepared for filming on short notice.
- Be available to review the draft of the video and provide feedback on a quick turnaround
We arranged to meet the following morning to finalise the script and do the filming. Jayne had done a great job preparing the team. All the areas of the factory that were involved had got their equipment set up ready for filming, and I was able to capture the footage in just 2 hours.
There was only one other thing that might derail the project. Jayne’s boss was keen to include some footage of one of the Oxley products, an aircraft landing light, being used on an aircraft. So she needed to source a clip of a Gulfstream 500 aircraft coming into land. Jayne tracked down a clip from YouTube from an overseas source. The only contact details for the copyright holder was via a Twitter account and fortunately he responded to the request for Oxley to use his clip. The bad news was, he had lost the original footage in an IT crash!
After a bit of research I worked out a way to download the clip from Youtube in high enough quality format to include in the final video so that it would blend in seamlessly with the rest of the content.
After a couple of edits and revisions the video was finished and ready to be sent by the deadline.
Jayne commented afterwards:
“Absolutely delighted with a video that Richard has made for us. He was very responsive, creative, helpful and realistic and worked within a particularly tight timeframe to deliver. We'll certainly use Richard again and if you're looking for someone to work with on a corporate video I wouldn't hesitate to recommend that you contact Richard.”
Oxley Aerospace LightingA short video showing the capability of the Oxley Group to produce aerospace lighting
]]>If you are using story telling in your marketing and promotional material (and if not you should be!). Then you might think that you or your business should be the hero of the story. We all like to think of ourselves as the hero, and in our imaginations when we are thinking about something that might happen we will picture ourselves as the hero. And that is the very point I would like to make. Just as much as you picture yourself as the hero, your customer or prospect is also picturing themselves as the hero.
So if you want your story telling to be effective then don’t make yourself the hero- make your customer or prospect the hero.
Most good stories, especially movies, contain the same basic elements. A character (our hero) encounters a problem or apparently unsolvable mystery. The hero then goes on a journey (or if your a hobbit - a quest) to discover a solution to their problem / mystery. During the journey they will suffer some trials and tribulations along the way before reaching their final destination, and solving the mystery or difficulty encountered at the start - then everyone lives happily ever after. Or at least until the sequel comes along.
YodaA busker in York dressed as Yoda in for to sign prohibiting busking!
There is one other key character in the story. There is a guide who will help our hero overcome their difficulties and show them the way to their final destination. For example in Star Wars think of Obi-Wan Kenonbi or Yoda role’s towards Luke Skywalker, Donkey to Shrek, Gandalf to Bilbo Baggins in Lord of the Rings, Haymitch Abernathy to Katniss Everdeen in the Hunger Games and so on.
This is your role in the story - you are the guide helping your customer solve their problems using your solutions and advice. You empathise with your customers situation and guide them to possible solutions - usually one that your business provides, but you might also include alternatives to demonstrate your overall knowledge and credibility. Finally you can then tell them how much better their lives will be after adopting the solution you suggest, so that they can envisage a better future using your suggested product or service.
If you need help with using story telling in your social media and digital marketing please drop me a line - you can email me: [email protected] or give me a call on 07557 780336.
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To get people interested in your story you need to see things from their point of view. To empathise with them. Before I became a professional photographer I sold industrial lighting. Not a sexy product and normally one where you spend lots of time talking about light distribution and lumens/watt and other technical issues — are you already getting bored? One of the applications for the products was in the dairy farming industry as the light source in the farm buildings where the cows spend the night or winter months. If you have ever tried selling something to farmers you know what a tough gig that can be!
I could talk to them about all the great features and benefits the lighting had - It was sealed to IP66 so it wouldn’t let dust or moisture in. An LED light source so it came on instantly, saved energy, an IK rated lens that wouldn’t leave nasty glass splinters anywhere if it got smashed, easy to control ….yada, yada, yada, yada.
Truth is while these were all great benefits it was not something farmers really care about. The one thing dairy farmers really care about is the price of milk! So as soon as I said “when the price of milk falls by 10% you can dim these lights so they use less electricity. You can maintain the same profit margins because you can cut what you spend on electricity by 10% without affecting your productivity.” Now I had their attention.
In today's world of digital content and sharing on social media I would create a short case study video showing this story. Then target all the people on Linkedin or Facebook (or where ever your audience hangs out) who work for diary equipment suppliers or manufacturers. They were the people who would sell this lighting to farmers. Maybe there is a LinkedIn or Facebook group for dairy farmers where I can share the post too. - I am sure you get the point
The best content you can create - is simple stories that see things from your customers view point or even your customer’s customer. Then target it to that audience.
If you want help or advice about creating engaging content to help sell your product or service then give me a call on 07557 780336 or send me an email
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The three videos you make need to help your buyer progress through the journey they go on when buying your product or service . This journey can be broken down into three stages
- Awareness
- Consideration
- Decision
If you have a well developed opportunity funnel then you will have buyers at each point of the journey and you need different videos to cover all three stages. The video you make needs to provide the information that the buyer needs at each stage of the journey.
Awareness:
In this period the buyer has started to realise he has a problem or opportunity. They are looking to get educated and fully define their problem. You can get some good ideas of the subjects you need to cover in your video from keyword research. If you know what your buyer is searching for then you can make a video to answers those questions. This stage is about gathering new leads so you will be sharing the videos on social media and anywhere that your buyer hangs out. You have a solution to your buyer's problem / opportunity but your buyer does not know you yet or that you have that solution. Typically at this stage you will make informative and educational videos. This might be a video version of your blog or an overview of a relevant topic. For example if you sell domestic appliances you could make a video covering all the different types of washing machine and the benefits of each type.
Here's another example: 5 Activities to teach your child how to deal with anxiety
Consideration:
At this stage the buyer has a well defined problem or opportunity and is researching the solutions. This is when you want to build trust and show them that you are a respected authority on the subject they are researching. Videos at this stage will again be more educational but the subject matter will be more specific. "How to" or webinar / tutorial style videos are perfect. You will not be pushing your specific product or service, but giving your buyer quality information so that they can make an informed decision at the next stage. You are establishing your company as a respected authority on a subject. To go back to the previous example of a domestic appliance retailer you could make a video giving 5 tips on how to select the perfect washing machine for a growing family.
Here's another example: How to replace a fridge thermostat
Decision:
This is the point when the buyer is shortlisting the solutions to their problem or opportunity. Videos you use for this stage should help convince the buyer that you have the right solution and are the best company to work with. You can do this using video testimonials, or a detailed review of your product or your company. It is good to have a personal touch in these videos. This is your chance to show what is unique about your business, how you are different from your competitors and give your buyer confidence that you are the right supplier for them. For our domestic appliance retailer you could make a testimonial video from a happy customer.
Here's another example: James Cropper - Tailor made packaging
To summarise, the best 3 videos you can make would be one for each stage of the buying process e.g. an educational video, a "How to" video and a testimonial video. In this way you have video working for you at every stage of the process. As you build up your library of videos you will naturally have more content covering the awareness stage, then a good number of videos for the consideration stage and a smaller number for the decision stage.
If you haven't the time or inclination to make those yourself then give me a call on 07557 780336 or email me. Or you can learn more about my video service here:
What to read next : Why you should be using video in your marketing
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I follow a lot of "foodies" in my social media, and am frequently appalled at the poor quality of the food photos. When I analysed what was going on I found the same underlying cause in the majority of the shots - the lighting is bad!
There is one particular characteristic of lighting that these photographers do not seem to be aware of. Colour Rendering Index or CRI. For those of you who are technically minded you can find a full defintion of CRI here. In simple terms the important thing to understand is that CRI determines the ability of a light source to accurately portray colours. And this is the critical point for food photography. If the colours of your delicious meal are not accurately reproduced it won't look delicious. What you may not realise is that some artificial light sources will never accurately reproduce colour because the CRI is just not good enough. For most tasks this is not an issue, but for food photography it is critical. To illustrate the point take a look at these two photographs of an apple below:
Apple under Natural LightPhotograph of an apple taken in natural daylight
Apple under artificial lightApple photographed under artificial light
In the top picture the reds are vibrant making the apple look appetising and ripe. This is taken under natural daylight. In the bottom picture the same apple is photographed under a low CRI fluorescent light source The effect is to wash out the red colour making the apple look pale and much less appealing, (and incidentally the skin of the hand that is holding it.)
Commercial food photography almost always makes the food look appetising. It makes your mouth water, because the photographer understands lighting and how to get the best out of it. If you read articles giving food photography tips you will notice they often recommend taking photographs using diffused light from a window this is so you can use natural light as it reproduces colours accurately. If you do need to use an artificial light source then you need to go for an high CRI LED, or an old incandescent light source (the old fashioned bulbs) or if you have the budget a specialist photography light. For owners of restaurants, cafes and pubs that want their diners to share food images, the implications of this might be wider than you think. You have to think about what lighting they will be using when they take those photographs. If you have got natural light coming in from windows then you don't need to worry too much. However if you are heavily reliant on artificial lighting in your dining area then make sure you specify lighting with a high CRI (90 or above). Most reputable lighting companies can help with this. For example lighting manufacturers like Factorylux can supply a diverse range of attractive fittings with good CRI values. Not only will your diners have the chance to share their experience with great looking food photos, but they will also see your food looking at its best when you serve it in your well lit dining room.
If you don't have the skills, equipment or inclination to take your own food photographs then please give me a call on 07557 780336 or send me an email and I can help you out. You can see some examples of my work here
]]>5 Tips for Posting Video on Instagram5 Tips for Posting Video on Instagram
- Before you start filming think about how you want the finished video to look. Then plan the shots you need to film and write a script or shot list. Try and make your video without sound - this will allow people who have a hearing impairment to fully enjoy your film. It also means viewers who are in a public place and don't want to disturb their neightbours will be able to watch the content without embarrassment.
- If you are making the video on a smart phone, the good news is that the Instagram format is no longer constrained. You can film in either portrait or landscape format. One quick tip - filming in landscape orientation will allow you to use two hands and this helps to keep the camera steady.
- Avoid wobbly shots! The best option is to use a tripod. From my own research I have found that a lot of tripods that are sold for mobile phones are too light and flimsy to create a stable platform from which to film. Try a small or lightweight camera tripod such as the gorilla pod from Joby and then put a mobile phone adapter on it. This will give you a versatile set up that you can use on almost any surface.
- Make sure that the camera is focused on your subject. On most smart phones when you touch the screen it focuses on whatever is by your finger. Best practice is to lock both exposure and focus, which is normally achieved by holding your finger on the screen for a few seconds This stops the camera making adjustments while you are filming - it never looks good if your subject goes unintentionally out of focus half way through a clip.
- Use you phones video editing software to tidy up your video before posting, or if you used a camera then edit your video using software on your pc, laptop or tablet. iMovie which is included in IOS is an easy to use option which has plenty of templates to make your video look more professional. Samsung phones also have their own video editing programme. After it is edited the final step is to share your video on Instagram.
If you don't have the time or inclination to create your own videos then give me a call on 07557 780336 and I can create some content for you.
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1) People Like It!
It is one of the most convenient ways to get a lot of information across to your audience quickly and efficiently. Food and fitness businesses have really embraced this. Just take a look at the success of people like Joe Wicks who has more than 2 million followers on instagram to see how powerful video marketing can be.
2) It's Mobile User Friendly.
The use of mobiles for accessing the internet is continuing to increase. It's much easier for someone looking at your website to watch a short video clip than to scroll through a page of text especially when they are looking at it on a small screen.
3) It Builds Trust.
For a consumer to be able to see the real face of the company helps to build trust. This is true for businesses that trade just online as well as new customers browsing the website of a bricks and mortar business. When they first visit your site they dont have a relationship with you and haven't experienced your service or product. Video is a great way to engage with them giving them confidence and explaining what you are about and what you do.
4) It Improves your SEO Rankings.
According to moovly you are 53 times more likely to show up on page 1 of Google if you have a video embedded on your website.
5) It Gives your Business a Personality.
If you include people in your video it immediately gives your audience a face to your business (see point3). You can make it serious or lighthearted - whatever personality you want to create just be sure that you chose the right one for your company.
6) It increases sales.
Not only can you showcase your products you can explain them. If you have a complex product and want to show your audience the benefits in a simple and effective way then video is an ideal way to do it. You can show them quickly and easily all the great things about the product, how it compares to your competitors, how easy it is to use, and what benefits it will give them. You can also create explainer videos, - how to fit or install your product for example. These have all been proven to increase sales.
Don't where to start?
Ok - you understand why you need video but you don't know what to post. Here are a couple of ideas that are quick and easy to create.
1) If you are a small business then a great video to make is one that tells your clients about you. Imagine you are being interviewed by a journalist. Write down a few questions that you would like them to ask about you and your business and them film yourself answering the questions. You can break this down into a series of short videos that you can then post on a regular basis.
Here is an example I made myself
How I became a photographerWhy I gave up a dream job to become a professional photographer
2) Product review: why not review one of the products you sell. Explain the key features and benefits of the product and film yourself whilst you go through them
If you would like some video content creating for you or some training on how to create your own videos then give me a call on 07557 780336 or send me an email.
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R Gill, Food Photographer, Ham Hock TerrineHam Hock Terrine with a melba toast
- Find the Hero Angle. There is usually one angle that makes a dish look at its best. For example if you are shooting a beef burger in a bun, a 45 degree angle shot will work well and so will a straight on shot depending on how you style it (see point 2 below). Overhead shots work great for plates the have an artistic design and where the food is flat (e.g an open sandwich or omelette) or for liquid dishes like soups. Straight on at plate level works well for foods that have layers like cakes.
- Always arrange the food looking at it from the angle you are going to photograph from. So if you have a dish that you think will look great from overhead then make sure you arrange it looking overhead and that the photographer takes an overhead shot.
- Choose the colour of your props carefully. The right colour will enhance the food, the wrong one will pull colour away. Complimentary colours are the safest bet, for example if you have a dish containing lots of red tomatoes a green plate or cloth beneath the plate will help. It is usually best to avoid bold prints as they detract from the food. If you are using white be aware that there are many shades of white. A warm white (yellowish) will usually look better than a cold white (blueish).
- Choose the right plate size and shape. Small plates make food look larger and allow the photographer to shoot the food close-up. So if your goal is to show that you provide abundant portions this is the right choice for you. Flat plates are important for items like cakes where you will want to show a slice removed. Cakes have a flat bottom and will cave inward if they are placed on a plate with a rim. Plates with tall sides and rims are difficult to photograph well at low angles.
- The bowl in a bowl trick. If you are photographing soup with a garnish on top the garnish will tend to sink after a few minutes. To avoid this put a small inverted bowl inside the main serving dish and and then cover this with your soup. The garnish will now sit nicely on top of the invisible bowl which is hidden in the soup.
- Refrigerate a pie before slicing. A delicious hot pie will definitely smell and taste great but may not look great. The filling will ooze out over the plate leaving a gaping hole in the pastry. If you refrigerate the pie beforehand the filling and pastry will remain in place making the pie full and satisfying and if you want to create that oozed out look just have some additional filling or sauce available to pour on to the plate.
- Use layers to make your dish more interesting. As a guide use a minimum of three layers in addition to the food. A typical example is to use a cloth, napkin or table mat, dish and then garnish. The important thing is to use items that are appropriate. Use items that help tell the story of the dish, a slice of raw apple to go with an apple pie and don't use garnishes you wouldn't eat.
- Undercook your vegetables. Overcooked vegetable look bland and limp whereas undercooked ones look vibrant and firm and much more appealing.
- Brush or spray with oil or water to create a moist or chilled look. A clear vegetable oil lightly brushed on to a piece of fresh grilled fish can give it that extra sparkle to make the photograph pop. Similarly spraying the outside of a glass with fine droplets of water will make a drink look chilled. If you really want the drip to stay there carefully coat the outside of the glass with a clear water repellent substance like vaseline. Only coat the glass as high as the liquid contents so that it will look natural.
R Gill, Food Photographer, Apple juice on iceAn ice cube falling into a glass of apple juice
- Melt butter or Ice cream with a hair dryer. Cold food is much easier to work with as it will maintain its shape. But if you are looking for that melted look - a knob of butter on freshly toasted artisan bread, put your cold butter on the toast then using a gentle setting on your hairdryer melt the butter a little just before you take the shot.
As it's Christmas and many of you will be sharing pictures of your Christmas dinner or party food online here is a bonus tip for photographing roast turkey. Pour boiling water over the bird before roasting, this tightens the skin and keeps it from wrinkling as it cools after roasting.
If you would like to have your special food, drinks or ingredients photographed or you would like to share some of your experiences of food photography please get in touch by calling 07557 780336 or emailing [email protected]
Have you signed up to receive my guide on how to take food photos on your smart phone? If not click here
You can see a selection of my food and drink photos here
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After receiving an email shot from R Gill Photography and reviewing his work, Carole Jones, MD at Bowlander, got in touch with Richard to discuss the project. A brief was developed and the list of ingredients to be photographed was finalised. As the list included both frozen and dried ingredients it made sense to have two separate photo shoots. The frozen ingredients would need to be photographed on site to avoid any chance of them defrosting. For the dried herbs, ambient pastes and other less perishable items these would be photographed in Richard's studio.
Frozen red peppersFrozen red pepper portions
Richard explained "The photography of the frozen ingredients needs to be done quickly whereas items like herbs and spices need careful attention to detail to bring out the subtle differences in colours and textures. Having a clear and well thought out brief made a big difference to the success of this photoshoot. For the frozen ingredients shoot the creative process started well in advance sourcing props and backgrounds that would bring the products to life. For example Richard bought an orange and whisky ginger cake to use in the background of the photos of the citrus ingredients, for the spices using a hessian background helped empahisize their origins
Frozen orange piecesFrozen orange pieces (IQF), with and an orange whisky and ginger cake in the background
Carole commented "We are very pleased with the photos Richard has produced. He worked very quickly and professionally with the frozen ingredients, showing their frozen structure but still producing an image that was eye catching and creative. The dried ingredients photographed in the studio also look fabulous. Richard has been careful to match the style to the branding of our other photography. We are already seeing an increase in enquiries from our updated website, which is a very useful part of our commercial offering in New Product Development, ( see www.bowlander.co.uk to view the results).
Dried herbs and spicesA selection of dried herbs and spices
Behind the Scenes - Tips for Working with Perishable Goods
When working with items that will perish or change their look quickly then you need to have everything set up in advance. I worked on the creative look and style of the shots before arriving on site. I had a selection of backgrounds that matched the current branding style. The shot was setup using dummy ingredients so all the lighting and camera settings could be worked out in advance. When the composition was right the real ingredients were then substituted for the dummies. With just couple of tweaks to get the configuration right the shot could be taken while the ingredients were still completely frozen.
If you would like to update your website with some new images give me a call on 07557 780336 or send an email to [email protected]
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The same client asked for a price for creating a time lapse video of a new property development. Producing a high quality time lapse video for a project that lasts many months can be expensive as they require frequent visits to the site to check the cameras, change the memory cards and download backups of the data. I knew his marketing budget was rather meagre and that it would not cover the costs involved. I declined to quote and instead sent details of a low cost waterproof camera that had the ability to create time lapse video without much user input. I don't think they ever went ahead with that project but my honesty in turning down a potentially lucrative job and offering them an alternative solution created a new level of trust in our relationship. They knew straight away I was not going to rip them off, that I would give them an honest opinion of the best way to do a job and they were grateful for advice that gave them a practical solution. I understood their needs, and the constraints they had to work within.
Elevated photos of a new houseNew housing development
A year later when they came back to ask for a quote on another long running project I was hesitant about quoting a price. They new they could trust me and that I wouldn't take advantage of them, so when I tested the water by suggesting what I thought the cost was likely to be they knew they were getting an honest quote. "Don't worry about it Richard, I trust you." was the reply to my pricing suggestion.
Marketing gurus promote that you need to "know, like and trust" a person before you will do business with them and this was a great example of the mantra in action. In photography it is especially important. If you want your portrait taken how are you going to relax and feel at ease if you don't like the photographer. If you don't trust them then you will always be worried that they are not going to make you look your best.
One of the problems of working as a professional photographer is that everyone is your competition. Anyone with a camera phone can take a good shot and if its not critical to get "The Shot" then it doesn't really matter if they produce a bad photo. Potential clients will often choose a mate with a good camera or a colleague who is handy with a smart phone. They might well "know, like and trust" them, but not necessarily for the right reasons. If they don't know their photographic ability or expertise, can they really trust them to produce a great shot?
There are always going to be some occasions when getting a great shot is vital. For example when you are going to use those images to market your business and they are going to be in circulation for many months. Photos that you use on your website or printed brochure. Then you need to have someone who understands the key details of photography:
- compostion
- lighting
- the technicalities of the camera
- depth of field
- current trends and styles
- matching the photo style to your brand
Above all you are going to need someone you can trust to get it right.
As well as general commercial photography I specialise in property and food photography. When I walk into a property to photograph the interior I know straight away what to look for, the unsightly dangling wires of table lamps, the waste paper bin, objects hidden under the bed, all these will need to be moved out of sight. I will be paying particular attention to where the light is coming from. What can you see out of the window? Is the view an important part of the picture?
LibraryLibrary in country house
If you are a business which sells food, you will never question the importance of employing a highly trained chef. One who has years of experience getting all the ingredients, flavours, textures, colours and the look of the dish just right. Are you going to throw all that away for a quick snap on a phone of his classic signature dish? No, you are going to choose someone who you can compose a beautiful image and who knows the technical aspects of the camera and gets it right first time. A person who won't disrupt your kitchen but who can work quickly whilst the food is still looking at its best.
If you are thinking about getting some new marketing photos then give me call. We can get to know each other and if you like me then we can build up the trust and produce some beautiful images to showcase your business. Here's my number 07557 780336, I look forward to speaking to you.
]]>Recently I had the chance to put my money where my mouth was. Marketing my own home. The one big advantage of living on site was that I could choose the best days to photograph the house. For the outside I chose a sunny day with blue sky and clouds behind the house. The house faces east so the front had to be photographed in the morning, when the sun would be shining on to it. This would be the opening shot of any brochure or online posting so the most important photograph.
Old School HouseThe front of the house on a sunny day
The sun moves behind the house in the afternoon and early evening and shines onto a secluded deck area at the top of the garden so this needed to be photographed in the late afternoon. Not many people will have the chance to do this, but some high end estate agents will book a photographer for the day so they can follow the sun round the property. You could even have the property photographed at twilight to take advantage of the "golden hour" - ask any landscape photographer or artist and they will tell you that this is a lovely soft golden light that enhances colours and makes the pictures look warm and enticing.
Sitting roomSitting room with character oak beams
As my house is a late 17th century country cottage with small windows I knew the interior would always be difficult to photograph. I deliberately chose a slightly over cast day as this would give the soft light that would make the interior look at its best.
As well as making sure the photographs were technically the best they could be I also took the trouble to stage the rooms. I do a lot of work with the hospitality industry, photographing holiday parks, chalets, and holiday lets as well as hotels and restaurants. The savvy marketeers in these businesses know that they have got to sell the lifestyle, - relaxing by an open fire, enjoying a drink in the evening sun in the garden... I am sure you get the picture. Having worked with a number of property staging professionals, I don't pretend to be an expert, but I felt I knew enough to do a half decent job of selling the lifestyle of our home, so I did some basic staging of the rooms. I also know a property stager so if I didn't get a satisfactory result I could always call in a professional at a later date.
We have a multi-fuel burning stove in the sitting room so posing a couple of glasses of red wine in front of the fire was an obvious set-up. Doing some basic things like having fresh flowers in the rooms, a recipe book open in the kitchen, and setting up the garden furniture with a jug and glasses of sangria were easy and quick to arrange.
I was also aware that when the photographs are used they would end up in two formats. They would go on to Right Move and other property portals where the size would be limited to only 1200 pixels. They would also be used in a full colour A4 size brochure. They would only be used in a landscape format. As well as shots of the complete rooms it was important to capture some of the details of the property and its character in close up shots. These needed to look good even if the image size might be limited to a small format.
Wine in front of the fireA glass of red wine before a welcoming fire
Sangria on the deckSangria on the deck area
So when the day came to launch the marketing of the property I was on tenterhooks to see if my belief in quality photographs would be vindicated. Within 2 days of the property going online we had 6 viewings arranged and within 4 days received an offer of the asking price.
Of course good photography is not the whole story behind this success, but without doubt it helped to a get good level of interest. The photos did their job, they got viewers through the door. It is not only property that benefits from well thought out images, food, products or the people in your business need to look their best if you want to get customers through your doors. Having mouthwatering photographs of your food will encourage diners to your restaurant, pictures of friendly welcoming staff will encourage visitors to your business and engaging product photos will help you secure buyers for your produce.
R Gill, Food Photographer, Mackerel starterWarm Cornish mackerel, pickled cucumber, horseradish and dill mayonnaise
You don't have to take my word for it. Marks and Spencer's, probably the best known brand for their food photography, recognised how powerful their images are in influencing shopping trends. They recently decided to stop using images of high fat foods to encourage shoppers to buy healthier products see the full story here
If you think your business or property would benefit from good quality photography and lifestyle staging, please give me a call on 07557 7780336 for an initial chat.
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"Errrm, No you won't. We just cut and pasted that from Google images - I think it is actually Chinese food!" replied the waiter.
We were sat in an Indian restaurant at the time and just burst out laughing at this response. Rather than head out the door to the nearest Chinese restaurant, my wife chose Chicken Chat as usual. However the response from the waiter pretty well sums up our view of the place. The "wow" factor isn't there. You will just get a tasty meal at a resonable price and the staff are good for a laugh. If you stop and think about this in more detail you might draw a few other conclusions:
- They probably don't make everything from scratch
- They don't care much about the provenance of their ingredients
- They are not good to surprise you with any innovative cooking
The images you use tell your story, they build or destroy your brand. If like the restaurant above you use someone else's photos, apart from the copyright issues you are not telling your customers anything about you or how great your business is! They are not going to connect with your brand and they are unlikely to become a loyal customer returning time and time again. Not the best way to grow a successful business.
The same can be said of stock images. I follow a local business on Twitter which regularly uses stock photos in their feed. The business is based in the English Lake District, an area which has just been awarded world heritage status for its outstanding beauty. The stock photos they use are obviously not taken in the Lake District, in fact most of them look like they are not even taken in England, but in a completely different country! With so much beautiful scenery on their doorstep and so many competitors that are smart enough to show pictures of the Lake District I really wonder why they bother. The message they are sending out to the world is confusing at best. It certainly doesn't encourage me to use their business or recommend it to anyone else. I wonder if I can trust them as their feed is not authentic, and I get no impression of what their business is really like.
So when you are choosing images to post on your website or in your social media feed here are 5 questions that you should ask yourself:
- Do they tell your story?
- Are they authentic?
- Do they engage with your target audience?
- Do they make your product or service look amazing?
- Are they consistent with your other marketing?
Here are two examples to show you what I mean:
Story telling: Jack Holden from Mountain Oak WoodCraft in the shot below produces hand made gates - here is part of the story:
Authentic: This is a photograph of a Chocolate Mousse dessert from the A la Carte menu at the Punchbowl Inn at Crosthwaite - if you order this, this is what you get!
It may not be practical or affordable to use a professional photographer for every image you want to use on your social media. But if you are using your photographs where they will be seen for several weeks (e.g. on your website or printed brochures) by hopefully thousands of people then you do need to use images that reflect your brand and what your business stands for. Your engagement with customers will increase and they will grow to love and respect your product or service. If you are not convinced just look at the photography in Marks & Spencer's food advertisements. The food always looks mouthwatering, beautiful and of high quality - right in line with their brand strategy.
If you think you need some new pictures that more accurately reflect your brand's values lets's have a chat, please give me a call on 07557 780336. Check out this special offer for Food Photography shoots booked in August - see here
If you want to see more on how good photography can help your brand here is some Further reading
Words and photographs by R Gill
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For an award-winning restaurant like The Punch Bowl Inn & Restaurant at Crosthwaite (Cumbria Life’s Dining Pub of the Year 2017), having the quality of its food reproduced through stunning imagery is hugely important.
We’re proud of the fact that the food at The Punch Bowl is creative, exciting and pushing the boundaries of traditional pub food, and our photography needs to reflect this. Investing in good photography can make you stand out from the crowd and should capture the juiciness and texture of food on the plate. We want people to look at our dishes – whether they are on our website, social media or in a magazine - and immediately want to taste our food.
Being a busy inn and restaurant delivering up to 140 meals a day, it’s of course hugely important for us to know exactly what to expect in advance from a photoshoot. Our kitchen team need to focus on our customers so we can’t expect them to spend lots of precious time cooking up dishes over and over again just to photograph. That’s why we needed someone that could get it right first time. A successful photoshoot is about more than just the photos; the photographer needs to understand our business, our style and our expectations.
The brief for R Gill Photography was to fully capture and embrace The Punch Bowl’s new summer menu. Richard communicated well with us before the shoot and established clear timescales, which were followed on the day. He had proposed just three hours to photograph 10 different dishes from our new summer menu, which we thought might be slightly ambitious, but on the day everything ran perfectly to plan and schedule.
Richard arrived at 9am to give us a couple of hours for the kitchen team to focus on each of the dishes prior to lunchtime service. He came along fully equipped with everything needed to get the best light and angle out of all of the dishes but the equipment wasn’t intrusive at all. We had decided to use two rooms for different backdrops as well as going for a mix of overhead, close up and rustic style shots. Richard found the best light in each area, which was a must for bringing out the texture of our food.
Once the shoot began, Richard was focused and swiftly established an efficient routine with each dish, which didn’t involve moving backwards or forwards between dishes or delaying over minor issues. He was quick between shots and had a good eye for seeing anything that might not be quite right on the plate and subsequently tweaked it – whether this was just turning a leaf or a piece of garnish the opposite way. As Richard worked quickly, the dishes were shot at their very best - whilst still warm - ensuring the food didn’t lose its overall fresh look and shine from cooling down. He was comfortable working with head chef Arthur and the team, and immediately grasped and captured The Punch Bowl’s style and what we expected from each shot.
Richard discussed and explained everything with us throughout the shoot and was reassuring and confident when putting forward his own ideas. He also offered specific and clear direction on styling. For example, we thought the carpaccio dish should be more of a rustic shot, but Richard convinced us it would work better from overhead and the finished results with its true-to-life, vibrant colours proved this.
Richard is a very friendly and personable photographer with great experience and knowledge, which came through in abundance during the shoot. He got the right lighting and the perfect shots to help us promote our new summer menu and everyone at the Punch Bowl is very happy with the finished photographs. We wouldn’t hesitate to use Richard again for future photography and would recommend him to anyone looking for a relaxed but 100 per cent focused and skilled professional food photographer. We wish him every success in his art.
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Food shots are photographer’s bread and butter
R Gill, Food Photographer, 3 Chilli Sourdough bread loavesA group of 3 chilli sourdough bread loaves arranged on a baking tray
An artistic shot of artisan bread from the Lake District has won a Kendal photographer the judges first prize on an online photography website.
Richard Gill’s photograph of Lovingly Artisan’s bread entitled ‘3 Loaves No Fishes’ was the judges’ top pick of almost 300 online entries to the photography community website, Photocrowd.
Richard, from Sedgwick, has already had previous success in the Photocrowd food & drink category when his close up shot of a cherry covered in bubbles was runner up in the public’s vote and received a judge’s commendation last December.
R Gill, Food Photographer, A cherry covered in bubblesA single cherry immersed in a fizzy liquid, covered in bubbles
He said: “Having stunning images of food is increasingly important for food producers and restaurants to show on websites and social media. Clients really appreciate help with styling to make the dishes look beautiful and the food to look mouthwateringly tasty, whilst ensuring the colours are accurately reproduced, and the image is well composed and focused. So I’m really pleased that the judges have picked up on these elements in my photos to award me the top spot.”
Photocrowd’s judging panel is made up of more than 100 professional photographers from all over the world. Expert judges choose a winning selection in each category as well as members of the public – the crowd - being able to vote for their favourites.
On awarding Richard first place, judges said: “The set up and composition work well and the small piece of hessian peeping into the top left corner is a small but essential element in the success of this image, and adds to the whole rustic feel of the wonderfully captured crusty loaves. The lighting and colouring used suit the subject completely and it is an image we could see in a food magazine or on the wall of an artisan bakery. Congratulations.”
Richard took a leap into professional photography just four years ago after being employed in the corporate world for over 20 years. He works with some key national companies including Savills, Hoseasons and Alliance Medical, as well as local Lake District businesses and tourist attractions. He has also recently completed a shoot of all of the Punch Bowl Inn & Restaurant at Crosthwaite’s dishes from their new summer menu.
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I am often asked how did I come up with that idea, and the short answer is, they just happen!
My goal is to give every client at least one wow shot. Sometimes it is just not possible as the brief or the subject doesn't allow for much creativity, but whenever possible I hope to exceed my clients expectations.
Having set myself this challenge I realised I needed to understand how these shots are produced. I started to research the behaviour of other creative people. I soon realised that many other artists just have things happen. I watched an OkGo video and was intrigued to hear when they were asked, “where do your ideas come from?" They replied “it feels like we just find them.” (If you haven't heard of OK Go, check out this TED talk).
In Will Gompertz’s book “Think like an Artist” he points out that most artists steal their ideas. They look at the work of other artists work for inspiration. They review the old masters, or other emerging talent and prime their subconscious, and during their training they might spend many hours copying the work of other painters. It is this priming of the subconscious with old ideas that triggers the creative process. When these images are mixed with the uniqueness of our own personality and temperament then a new idea or image emerges or hits us like a brain wave.
Although I hadn't really appreciate it before studying this, I realised this is what I had been doing. Before a photoshoot, I plan carefully the shots I want to take, but also include a few ideas that I just want to try. I am not sure if they will work until I get to the location and see the lighting and conditions, but hopefully one of them will just become the "wow" shot of the day.
At a recent photoshoot for a home made ice cream manufacturer I studied lots of food photographs before the shoot. On the day I took this shot (below) inspired by an entry I saw in the PinkLady Food Photographer of the Year competition. My shot is different from that entry, but my subconscious was definitely primed by it. This turned out to be the shot that my client loved.
Which flavour?A family looking into an ice cream cabinet to choose their favourite flavour
In another example this photo below, taken for a pet portrait competition, was inspired by a photograph of the interior of a washing machine which had been entered into a competition on Interiors. This definitely turned in to a "wow" shot as it won the competition.
Any socks in here?A dog looking into a washing machine
So next time your are planning a photoshoot leave a bit of time and space for the photographer to be creative. Then maybe you will get a fabulous surprise shot. If you like my creative style and want to work with me for your next photoshoot please give me a call on 07557 780336 or email me [email protected].
If you are interested to see more of my creative work - take a look at my latest project Food Film Puns
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Richard GillRichard Gill
One of the most common questions I get asked when I am in the middle of a photoshoot is, "how did you get into this?" I usually get the feeling that the questioner is not quite happy with their own lot, maybe envious of what I am doing or just intrigued about the lifestyle choices people make. When I explain that I decided to switch careers after spending 20+ years in the corporate world working in the lighting industry, their interest is even more piqued. Consequently I thought maybe it was time to put this into a blog post and share my experiences with you of how I made a lifestyle change in my career.
From the outside it looked like I had a great job. For the last ten years of my corporate career I was an international sales director, jetting off to a different country every week. Moscow one week, Munich the next - how glamorous? But the reality was something rather different. The sights I saw were mainly airport lounges, hotel rooms and meeting rooms. It was an endless slog of 4:00am get ups to check in at the airport for 6:00am combined with CEO's pushing me to meet the monthly sales target. Then when the month ends, it all starts again with the next month's target breathing down your neck.
On previous occasions when I got really fed up with this cycle I would look for another job. The change of job would satisfy me for a few months, but then the honeymoon period would fade and the same old gripes would get me down. I realised I needed to do something completely different. As you go through life a few major experiences also focus your thinking. For example the death of a close relative, or a friend contracting a serious illness makes you realise what is really important to you. On a Sunday evening when I started to check my emails I wanted to be excited about the coming Monday not dreading what messages I would find in my inbox. I knew working for myself was part of the answer, but I also knew I wanted to do something that I would love doing. I looked carefully at all my interests and hobbies to see if one of those could be my new way of earning a living. I had been keen photographer since I was seventeen and thought that I could make a living from it if I focussed (no pun intended) on some specialist areas.
As my children are all grown up, my financial needs were not as great as they used to be. So I started saving a business start-up fund and read everything I could about photography. I went on courses in my holidays and booked days with professionals who could mentor me. Having done some research on what other photographers in my area were offering I decided to specialise in property, food and commercial photography. My sales and marketing background was a great help. Although pitching to a prospective client is quite different when you are not representing a big brand, now I am representing Richard Gill - it's personal! I also realised that the routes to market for creative industries are quite different to those of manufacturing and lighting. It took me many months to figure out the best route to get customers.
Richard Gill photographing foodRichard Gill photographing food
Three years down the road I can honestly say I don't regret my decision. I love what I do. My old colleagues and friends joke that I am semi-retired, but the truth is I work as hard and as many hours as I did before. One big difference though - now it is my choice. My working week is not defined by normal Monday to Friday hours. If I haven't been booked to do a shoot on a Tuesday and the weather is fine I might choose to have a ride round the Lakes on my motorbike. I will often be working at the weekend which makes up for anytime I have off during the week.
It's by no means stress free. I don't have a CEO chasing me to meet my sales target, but that doesn't stop me worrying about the number of bookings in my diary and whether I will earn enough to pay the mortgage this month! If I am not booked I am not earning, that is a major motivator. I also have to earn enough to cover the lack of benefits - no paid holiday, no sick pay, no company pension.
Lessons I have learned
- Do you research thoroughly - don't just look at the customers and market size, but really figure out who buys your product and the routes to market.
- Don't spend forever doing the research and writing the plan. You won't figure it all out, at some point you have to go for it. If the plan isn't working change or modify your plan. As the business grows your plan will need to be revised and updated anyway.
- Be flexible at the start, you just need to gain some momentum, you can come back to focus on your core interest as you get the income rolling in.
- Have a contingency fund so you can get through the lean months at the start and the quiet times of year.
- Don't be scared to make the leap, the net will catch you, opportunities you weren't expecting do come along.
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If it is recommended to you by someone who's opinion you value.
Personally I don't like to give up on something I've started, but occasionally when I get bogged down in book, I put it away and move on to something more inspiring. Recently though I had a booked recommended to me that is possibly one of the most boring books that I have ever read, but I was still compelled to finish it. Whats more the book changed the way I work, improved my efficiency and save me a lot of wasted time and stress. The book is Digital Asset Management for Photographers by Peter Krogh. Apologies to the the author for being rude about the book as it is very well written, the content is very useful and relevant. It is just that the subject matter is dull so it was never going to be a thrilling read.
The title does give you a big hint that the book is not a thriller so why did I even pick it up. I spend a lot of time photographing inaminate objects (buildings or food) and last year I was looking to enhance my photography of people. Part of my work is to tell the story of my clients. So after doing a short course on photo journalism I was lucky enough to be mentored by Stuart Freedman. For those of you who may not know, Stuart is an award winning reportage photographer whose work has featured in many national and international publications like Time, The Sunday Times Magazine, and Paris Match so he knows his stuff. Whilst we were reviewing my portfolio together he asked if I had any pictures showing a particular theme (I forget what theme it was now). I hunted for that particular photo on my laptop, but couldn't find it. I could picture the photograph in my head but couldn't remember where it was stored on my hard drive. You need to read "The Dam Book" Stuart told me.
My photography of people had dramatically improved in the short period I worked with Stuart. I learnt how to structure a photo essay and how to capture compelling images that would help me tell the stories of my prospective clients. So when he recommended the book I trusted his opinion and ordered a copy and started to read it. The hard back version was very heavy going so I then went to the authors website and found the electronic version. This included instructional videos and made the book a whole lot easier to cope with. I can't say I ever found the book exciting, but I did find it extremely useful. It tells you how to organise a photo library, how to store your files, how to label and categorise them. How to organise keywords and assign them to the photos so when someone asks you for a specific photograph you can find it quickly and easily.
I take close to 10,000 photographs a year. Many of which I don't need to keep longer than a few months, but many that I do need or want to keep for future use. That leaves me with a catalogue of more than 35000 photos. I'll admit to being not very good at housekeeping because admin bores me, but now I do know that within my catalogue I can isolate all the shots that I will need to delete easily and quickly. I have a well organised library that allows me to find photographs of any subject in less than a few minutes. This saves me a lot of stress, and helps me avoid missed opportunities. If I need to find all my best food shots to prepare a pitch to a new client I can find them in seconds.
If Stuart hadn't recommended Peter Krogh's book I would never have heard of it, let alone read it. Maybe that says more about the power of recommendations than about the power of boring texts. How about you? Have you read anything boring that really helped you?- let me know in the comments section.
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To understand how Sergio took some of his photographs I set about trying to emulate one or two. I bought some cheap chocolate bars, set up my camera and lighting and took some photos. Straight away I noticed key differences in the chocolate. The shine of the chocolate was just not there. There was a number of defects in the surface, air bubbles, surface discolourations, pockmarks, tiny bumps, scratches and blemishes.
Chocolate squareClose up of a square of chocolate in a chocolate bar
My first lesson was a reminder that the choice of ingredients is critical. Any chef could have told me that. Provenance and quality of ingredients has direct affect on the quality of the finished product.
Having discovered these defects I was intrigued what had caused them. I started to research the chocolate making process, blending, conching and tempering. Many of these processes were familiar to me as I studied metallurgy at university and they are all used in metal processing. My distant memories of fluid mechanics lectures helped me understand the effects of viscosity on bubble formation. A dusty appearance can be caused by humidity being too high and this excess moisture might also be the cause of a gritty appearance. Get the tempering right, control the temperature properly and you get a beautiful sheen and the chocolate to hold fine detail. All this made me realise that having an understanding of the subject would help me to take a better photograph.
My final lesson was to embrace what I had. I knew and more importantly understood what was bad about the chocolate I had bought. I knew I couldn't turn a sow's ear into a silk purse, but could I make something ugly appear beautiful? Realising that there would be defects throughout the chocolate I decided to highlight them. I set up a light with a yellow gel and shone this onto a broken piece of the bar. The white sugar crystal defects that were littered through the chocolate bar gave contrasting lines and spots of yellow against the dark chocolate. The yellow light gave warmth and vibrance to the picture.
My main lesson from this experience - it doesn't matter what you are photographing: a person, a building, food or a product if you take the time to get to know the subject and understand what is important to them, then you will get a better photograph.
If you would like to work together photographing your products, business or people please give me a call on 07557 780336 or email [email protected]
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The festival was held in Lancaster Town Hall which had a lively relaxed atmosphere. There was music playing and a group of swing dancers performing to the tunes.
The first thing that struck me was how many different varieties of gin were on offer. Not only a wide selection of gins (I counted almost 100) but a wide choice of mixers and 10 different garnishes including basil, ginger, lime, orange, rosemary, cucumber, lemon, mint, pink grapefruit, and strawberry.
As well as the Gin Society's bars, a few British distillers had their own stands. This was a marvellous opportunity to talk to the distillers and learn more about all the factors that go into producing the unique flavour of a craft gin.
I am not qualified to give you a meaningful critique of all the gins we tasted, but can share with you a few of the highlights we found during the evening.
- Boodles Mulberry mixed with rose lemonade, if you like something a bit sweeter this was like drinking Turkish delight.
- Silent Pool Orange Gin with a pomegranate mixer, was a lovely refreshing drink.
- Edinburgh Rhubarb and Ginger mixed with ginger ale was gingerbread in a glass!
- Brockman's Gin which includes blueberries and blackberries as well as traditional botanicals was reminiscent of drinking ribena.
- Manchester Gin with its subtle citrus flavours served with traditional tonic water was a lovely mellow classic G & T.
My personal favourite was the Alnwick Gin mixed with pink grapefruit and rosemary. It had a lovely summer feel to it and I could imagine sipping one of these sitting by a barbecue on a balmy summer evening.
There are several Gin Society festivals running through out the rest of the year including; Manchester in March, Carlisle in May and Saddleworth in June. Check the Gin Society Facebook Page for more details.
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Lighting
Ask any photographer and they will tell you that lighting is the most important aspect of any photograph. For food soft natural light is the ideal. There is a good reason for choosing natural light and that is that it will render the colours in the food accurately. Artificial light can dramatically alter the colour of items, remember the story about the colour of a dress that went viral a couple of years ago? You also want to avoid direct sunlight as this is harsh and will exaggerate unsightly details. Cloudy days are ideal. If you can, position your food next to a north or east facing window. Then stand so you are perpendicular to the light source i.e with the window by your left or right shoulder. This will give beautiful soft lighting over the food and help you to create a great shot.
If you are taking the photograph outdoors find an area that is in the shade, then even if the sun breaks through the clouds you will still have some soft lighting.
Which Angle?
The most common and usually the best angles to take photos of food are:
1. From Above
2. At 45 degrees
3. At Plate Level
Which one of these you choose is down to the shape and aesthetic of the food dish you are photographing. "From above" works well for food that has been carefully arranged on a plate to have an artistic quality typically a starter or main course. It also works well for showing ingredients or a collection of dishes.
"At 45 degrees" works well for most situations and is the most common angle. This is often a shot you will take as well as one of the other formats. It gets the viewers attention as it focuses the eye on the main subject.
"At plate or table level" is ideal for food that has height. Dishes like desserts often benefit from being taken in this way. Close ups of food items, the crust of an artisan loaf for example also look spectacular when shot at this level.
Crust of a sourdough loafClose up of a sourdough loaf
Whichever mode you choose try to ensure your phone is parallel or perpendicular to the food, especially if the dish has a straight edge. For example if you are taking the photo of a dish at plate level you might be able to rest your phone on the table so that it is perfectly level and have the food or plate parallel to the phone. Taking the same picture at an angle can work and produce a more artistic shot, but does need very careful composition otherwise it will look odd. The best option is to take a level shot first and then if you want to experiment take one at an angle. If the angle shot doesn't look right then you will always have a good level shot for back up.
Cheesecake Photograph of cheesecake taken at an angle
Composition
Composition is a blog topic in its own right, however there are a few key things you should think about about when composing a food photograph. The rule of thirds is a good starting point. Position your subject so that it is on a line a third of the way into the frame.
Divide the frame into thirds using two horizontal and two vertical lines
If you are doing a close up, you may well have the food in the centre of the frame, but look at the dish carefully and see if there are elements that you could position on one of the intersections of the lines (maybe a fork if you have cutlery in the shot). If you are taking the picture at plate level then position the plate on the bottom third line and have the top of the food on the top third line. This will give a pleasing composition (see dessert pic above).
Look round the frame. It is very easy to get obsessed with the main subject and not to notice other items that have crept into the photograph. Train your eye to look round the edges of the frame, it is a good habit to get into which will improve all your photography. Is there anything in the photograph that looks unsightly? Conversely would the picture benefit from introducing something extra in the corner, a tea light candle, a flower or some cutlery?
Are you going to take the picture in landscape or portrait format? The size of the dish may determine this as you may only fit it into the frame in one orientation. If you have a choice then consider where the photograph will be used. Platforms like Pinterest lend themselves to photos taken in portrait mode. However other platforms like Facebook and websites are better suited to landscape mode photos.
Further information
Do you need some food photographs taken for your website or marketing materials that need to be better quality than those from a smart phone then please give me a call on 07557 780336. You can see some more examples of my work here- food portfolio.
If you have got the bug for food photography and want to take your skills to the next level then there are some excellent courses on food photography and styling run by Aspire Photography Training
An essential part of making food photographs look appealing is the styling of the shot. For some expert tips on food styling check out this article from Stylist magazine.
Thanks to Rebecca Gill for the illustrations used in this article to see more of her amazing work click here rgillustrate
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In my part of the world , the English Lake District, dry stone walls are a dominant feature of the landscape. Maintaining and building these structures is typical of the heritage industries that need young people to learn this skill. One solution the Dry Stone Walling Association (DSWA) has iniatated to help solve the problem is to use a heritage lottery grant to fund the training of five apprentices. I spent a day watching them practice their skills at the DSWA base near Kendal.
Dry stone walls are an integral part of the rural landscape.
Master Craftsman Andrew Loudon explains what the apprentice's are expected to build today.
As you can imagine the walling profession is dominated by men, but one of the apprenticeships was awarded to female participant, Tracy Cumberbatch . Tracy had been trying to get a job in the countryside with local agencies such as the National Park Authority but was continually losing out to other candidates with degrees. Not able to afford today's university fees Tracy looked for alternative ways to enhance her skill set and the bursary scheme offered by the DSWA was an ideal way to get an additional qualification.
Just like a wall built frorm bricks the stones in each row should overlap so that you don't get a continuous vertical gap running down the wall.
Today's exercise was to build a wall end and unlike the wallers from the past todays students can capture their efforts on their smart phones to share with their friends and family.
Handling rough stones all day can take its toll
At the end of the exercise there is only one thing to do - exchange walling banter over a brew!
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Water damaged goods from houses are piled on the pavements waiting to be taken away
St George's Church has a team of volunteers providing hot drinks, soup and a place to chat.
When I spoke to this gentlemen, he told me had only just come out of his house. He hadn't felt able to leave before now. The shock had been too much for him. Thanks to the volunteers he was enjoying his first hot meal in 2 days. Electricity supply is intermittent and there was no power in the Church when I visited. However the gloomy candlelight seemed to provide the right sombre feel for those lost in their thoughts.
Two neighbours worrying about what will happen next.
Undeterred by the lack of electricity, the volunteers still provide hot soup.
Local residents are also doing their bit
A welcome cuppa!
Managing to show a brave face.
For businesses and residents life goes on and a sense of humour still prevails.
This sign was on the window of a flooded business
The river level has dropped significantly. The environment agency are visible in the community, but I am not sure that is of much comfort to those that were flooded.
If you want to help you can make a donation to a support fund set up by the Cumbria Community Foundation click here for details. For businesses affected by the flooding there is useful information on how to obtain grant funding and support on the Cumbria Growth Hub page here
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Equipment getting prepared, a Ruston Bucyrus, RB17 crane.
Fuel is added using a hand pump
A freight tanker is washed ready for the big day
Boiler tubes need to be swept
Feeding the brush up the tubes
Magnetic stripes are added to a tank engine to make it look like Thomas the Tank engine
Bunting is used to decorate the station buildings
Discussing the preparations.
Blowing into the correct shape with the use of a mould
Heating up to check the form
The Glass Blower
Engraving
The finished products
