About this blog
PR + advertising advice for independent retailers + designers. Ideas for blogs + magazines on how to design advertising partnerships with independent stores. Hint: Banner ads and print ads are not where it's at.
If you own any recent Jamie Oliver cookbooks (I own three!), you’ll know Jamie’s always banging on about buying the best quality ingredients you can afford.
It’s not a blanket statement. Normally, there’s one ingredient that will make or break the dish – the free range pork shoulder, the Italian tinned plum tomatoes, or the unwaxed lemons (where are these? I have NEVER found them!). Jamie knows that buying one top-notch ingredient is going to make the difference between a meh meal and one that’ll knock your Granny’s for six.
In the long, complicated, forever -being-tweaked, digital marketing recipe for your independent store, the same goes for your campaign and lookbook photography. You need to buy the best you can afford.
“But I have, like, zero budget,” I hear you moan.
If you have ANY budget at all, you should consider putting it towards your campaign or lookbook photos. And the way to get the most from your spend, is to hire a creative triple threat. Or a double threat if you can’t find or afford a triple.
A creative triple threat is a multidisciplinary creative: a photographer/stylist/art director with a big Instagram folllowing. By hiring an all rounder, you’re going to get:
Chances are you’ll also score 4th awesome benefit – coverage in high profile magazines and on major blogs. The writers and editors behind these pubs are typically moving in the same circles as photographers. If they see a name they recognise, your products are going to stand out among the million other pitches they receive.
And there, with a single hire, you have the foundation of a super successful marketing campaign.
So, how do you find a triple threat? It’s not that difficult. Look at the blogs and magazines you want to feature you and check the image credits. Then start digging. Check out the photographer’s website and Instagram account. Analyse their style and see if it suits your brand identity. Then get in touch. You’ll never know if you can afford to hire a talented photographer if you don’t ask.
Still worried about cost? Having spoken to lots of independent retailers and designers over the past few years, my perception is that the price for a good photographer (with benefits) starts at around $600 for a half day. Not pennies but certainly not astronomical.
If you have ANY marketing budget at all, pass on the banner ads and hire a triple threat instead. Every new strategy we try in marketing is an experiment, and this should be top of your list. And next time you stumble across the words ‘multidisciplinary creative’, make a note of that name!
Can you recommend any double or triple threats? Let me know in the comments.