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You are ready to invest in new images for your business to spruce up your look and attract more of the right tourism customer.
How do you approach a photographer so you feel in control and get the images you need to improve the look and feel for your business, wherever you promote it?
Here are a few tips that should help. At the end of the article, I share a bit of a budget range for what to expect.
Share your brand book and brand strategy (if you have them).
These internal documents should communicate the mood, style, feelings, audiences and tones you’re after in the images. They are of serious value for the photographer to see well before the shoot to give you the best chances of receiving the images you envision.
Give the photographer an idea of where the images are to be used.
If you’re using the images in brochures, you might want to let the photographer know your want subjects on one side of the frame to allow room on the other side for a heading or logo.
Do you need portrait (tall) or landscape (wide) images?
Provide the photographer with a thorough brief.
If you want specific shots, avoid assuming the photographer will get them. Specify where you wish photos taken. If you haven’t and a particular image is missed, you have one person to blame – yourself. I know that sounds harsh, but that’s reality.
Share what you DON’T want in images.
If there’s a fire hydrant you don’t want in the background of shots, tell your photographer. Don’t want the Coke machine? Don’t want the brown grass?
Get as many shots with people in it as possible.
People bring products, experiences and spaces to life. Using lifeless images are the most common mistake tourism businesses make when comes to imagery.
Having people in your shots is also a great way to position your brand to specific audiences. Want to appeal to 50+? Include them in your shots.
For anyone portrayed in photos, get them to sign a waiver.
Even if it is the staff. I’ve worked with businesses where the team agreed at the time, only to backflip a year later, and the images we were using were no longer valid. Search online for a simple waiver.
What does a photographer cost for a photoshoot for your tourism business?
This will depend on your location and needs. For example, if you need drone shots, add a couple of hundred dollars.
Generally, you can expect upwards from $500-800 for the base shoot. It won’t necessarily include edited images.
It’s one thing for a photographer to get hundreds of shots on the day. It’s an entirely different thing to invest time into editing and preparing the images for the customer.
If you’re after 20 shots, you’re probably in a pretty good position to negotiate these being part of the base shoot package.
If you’re after 100s of shots, you’re looking at significantly more time for the photographer in post-production editing, so that’s going to cost you.
If you allow $1200-1500 for your shoot overall for most regional locations, you give yourself a great chance to work with someone experienced who will supply lots of great shots.
Break that down to a per image price, and you’re looking at $12-$15 per image. You can pay more for single stock images, so this doesn’t seem like a ridiculous investment really.
Given that you’re probably going to get all the shots you need for brochures, social media accounts, ads and other places for the next 12-18 months, that’s value!
In the last article, we discussed a missed opportunity for your business not having good images.
You get one chance at a first impression, and every time a customer interacts with your brand, they’re building a picture of where you fit – price, quality, value etc.
Great images for your business are among the best value ways you can communicate value and quality for your tourism business. Don’t miss the opportunity.
'An Absolute Must-Do'; the Book.
A concise framework to build a tourism business that people love, pay more for, and rave about.