Find your real target audience

“Define your target audience.” How many times have you heard these words since you decided to become an entrepreneur? Well, yes it’s a common knowledge and sounds like an old and useless information. Partially it’s true as it’s “Captain Obvious” type of data. However let me prove you that it’s not that all known and useless after all.

Advertising agencies made the “target audience” word almost a mantra. These people are your everything. You make research on them; you sell only to them, and you talk only to them. And while it sounds very evident, defining the target audience or target group on your own, it’s not that easy as it seems.

Check this questions set to define your TA

We all have a good imagination and we all can create some imaginary people in our minds and then try to sell them our product. And that’s where all of us start. But with time, many never move from this stage. They still try to sell to an imaginary target group or to “all people on the Globe”.

How many times I’ve asked my friends: “What do you think about this idea or product?” And they answered this way: “Well I guess it’s a good idea at least for those who are interested in this subject”. What does that mean? That means that they are not interested in your product at all, but they try to be polite and helpful. The truth is that we gain zero information from these type of answers. So be careful when you ask good friends.

You need to find people 90% of whom will buy your product if it exists and they know about it. What if you don’t know anybody from the group? The best way to find them is to start asking friends this way: “I have in mind “this product” and need to run some test sessions with someone who can be interested, maybe you have someone in mind?” This way your friend will be able to help in a better way.

You can ask similar questions in the related groups on Social Media. You can ask this question on the sites like Reddit.com or Quora.com. Find your prospects at Industry Events. Or create an even yourself if you do it for a local market. It’s always better to start with some test sessions. It will give you real time feedback and perhaps turn testers into customers eventually.

Please share your questions and ideas in a “comments section” below. Cheers 🙂

What is brand and branding? The meaning and definition.

To find out what is branding, let’s first remember the definition of a brand.

The brand is the image created in a customers’ mind. It forms when the customer experiences product or service related to a particular company and consumes its messages through the various information channels.

Accordingly, the branding is a process which involves a lot of things. Some of them are — Name Creation, Identity creation (Logo, corporate style, site, etc.), Defining Target audience, creating Brand personality, the Voice and Visual Communication rules. Once all this is established and a positioning statement is set, the most interesting part takes place. Following the brand guidelines, advertising agency creates an image of the brand in the customer’s mind via messages, images, actions and more.

Once you understand the brand process, everything looks clear. However, you can sell with advertisement only once. All next sales will be based on the quality of the product and service. Customers may not remember the promotion which forced him or her to buy the product, but he or she will always remember the experience.

Three myths about Facebook or how to save thousands on advertisement

Let’s talk about Facebook. It’s definitely the largest Social Media Platform, and probably the most popular. Many will say: “it’s free and so entertaining” or “but it’s good only for young people”, or “it only for fun”, or “only to chat with friends and kitten pics”… Well, is that so? Let’s check it out.

The Myth 1. Facebook is free.

How many times you heard that Facebook is free platform and we must accept anything they do, even if we don’t like it, because it’s FREE. Well, let me tell you. Ever since you started the account, Facebook has been collecting information about you. They probably never sell this information. But the accurate targeting of facebook ads is only possible because of the user’s data. So advertisers pay this media, to be on your timeline. That means, at least, to me, I get all the Facebook fun and pay via my personal information in exchange. So, is Facebook free? Think of it.

The Myth 2. Advertise your page, boost your posts and it will help you sell.

Let me tell you, I was reading about wonders with Facebook advertising. But since they change the rules and every page owner have to advertise the content (even if it’s not a commercial page), it lost all sense. I had a page, it got 300 followers naturally. All of them were active and the page was alive. The 25% content was of my blog and 75% was entertainment (I posted content from other pages and sites while some content was my own). Now my loyal users do not see posts from my page (because of the new rules). Please answer a simple question, if I decide to boost my posts, would I advertise somebody else’s content? No! It means my followers will only see that 15-25% of commercial or my blog content. Will they like my page, or will they buy my product? No! Because they are simply not aware of 75% of the other content that I shared. As a result, I recommend my customers to not using facebook advertising for Page Likes (Likes may be fake, and users may not be active).

The Myth 3. It’s only for young people.

Since its inception, Facebook has changed a lot. If 5 years ago, it was fun-oriented media, nowadays it’s a good source of news and communication. Thanks to Messenger. It also become a connection tool and partially replaced the SMS. Mothers are following children and know more without questions (such a relief). Employers check new workers (be aware of what you post). Also, you can subscribe almost anywhere using just Facebook. It’s clearly not only for youngsters anymore, it has become practical.

So if you want to save thousands on the Facebook advertisement, you have several choices.

  • First accept that with many “fake likes”, you may not reach the real customers, and don’t spend on Facebook advertisement. Use some other platform for it
  • Secondly, post 4-6 times per day – be useful all the time and try hard, you will gain the attention of both – the real and fake accounts, although, very slowly
  • Third — just use Facebook as a posting schedule tool for your Twitter account and advertise there your Facebook page
  • Fourthly, talk about your page in groups, but do it after you confirm it with the group owner, they may charge you for ads, but in many medium groups, users are real, so you will avoid fake likes.

Meanwhile, if you like to improve the visual communication of your Social Media profiles, you can subscribe and get FREE BOOK “Good Photo=Good brand”! Cheers.

Anatomy of the food photography photo shoot

Let me ask photographers – How often you receive the call from a potential client and his expectations about photoshoot appear far from real? Something like — “I need 200 dishes to be shot for my site”, “Your charge is $700 for one day? No, it’s huge, I don’t have such a budget.” And then you need to explain that unlike in a product photography, in the food photography, you will probably cover six to ten dishes in one day, yes only this much.

So dear food entrepreneurs, I decide to give a bit of clarity for you on how the photo shoot happens. I will not tell you how commercial photo shoot for international brands works, as different budgets and a different number of people are involved. But instead, I’ll just share how we work in our studio.

Step 1. Brief

Let’s start from the client’s call. Once we receive the call and discuss details, we usually ask a few questions like

  • Which cuisine are we going to deal with?
  • How many dishes we need to capture?
  • Who is going to style the food?
  • Who is cooking?
  • Are we shooting in the studio or on the location?
  • What is the core brand message you want to convey the customers?
  • We also ask to send us the list of the dishes. and the reference pictures to guide us better. We confirm if the client wants something specific along with those dishes (like some special props or garnishing).

Step 2. Estimate. Advance. Planning

When we get our answers, references, and other details, we provide clients with an estimated cost of the shoot based on days, a number of people and efforts involved.

Many people believe that shooting is about two days of work and then it sounds too expensive. Well, it’s not even close to it. The one day of the photo shoot is usually followed by a week or more of postproduction. And also, count the few days of preparation in advance.

So when the estimate is approved, we start collecting the props and drawing the drafts which we finalize with the client later. By this time, the client provides us a 50% advance. Once ideas are finalized, we all meet in a studio or on the location.

Step3. The Photoshoot

The shoot usually starts early in the morning. If we shoot with the natural light then we have about five hours of shooting hours. It means we have to be fast, and the client has to be very organized and provide the dishes on time. If we shoot with artificial light, we need a lot of space (that means if we shoot in the restaurant, you may not serve that day, if the place is small).

The little trick clients like to use is to ask for one dish in two different setups. Well if you have one dish in two setups, it will be calculated as two dishes (because each setup takes independent time on the dish).

The more elements decided before the day of a photo shoot, the better. The less time will be wasted. Any changes in the plan during a shoot will eat time and add to the cost.

The shooting time starts when the photographer starts from his location. It means that the time of traveling and transportation must be estimated in those shooting hours. After arrival, the crew starts unpacking and setting up lights according to the plan. It normally takes about an hour. After the photo shoot, the crew collects the lights and packs them. That means if the location is not ready before the arrival of photographer and his team, you already pay for his time. (Remember this rule, it can save you a lot of money. Shooting in the photographers’ studio also saves your time).

Step4. The post processing and final payment.

So, the shooting is over. Client goes home and waits for about seven-ten days. I often meet the clients who call you next day and request images on ASAP basis. Well, I never give unprocessed images, because I’m a professional (So if you want images directly from the camera on the very same day, well, you can save a lot by shooting yourself. If you want professional results — please wait!).

What do we do all this time? We open RAW files in a software like Lightroom and start choosing the best images (best composition, sharpness, light, freshness). It may take one to two days. All images are studied in a proportion of 1:1. Then we process the images, make all the technical adjustments in several editing programs. It takes another four-six days. In about eight days, we will send you the watermarked images for approval. The moment the images are approved and we get remaining 50% of the payment, we share high-resolution images with the client. (Via FTP or CD).

In conclusion.

As you see, it’s not just about clicking a few pics, it’s quite a process. That’s why I think clients need to learn basic photography, at least, to make good pictures for the social media. Or to know how to brief the photographer and achieve the best results during a professional photo shoot.

P.S. If you like to learn more about photography which also works for the brand, please subscribe and receive newest studies from Eve’s photo School.

[mc4wp_form id=”845″]

How to give correct brief to the photographer

In creative work such as photography, design, and advertising, 60-70% of the good result depends on a good brief. If a client knows how to give a good brief and what exactly he wants – wonderful. The ability to assign a task and give references to a photographer and further to give the ability to create – priceless. So, here are a few ideas about giving the right brief and get awesome photographs for your brand.

To achieve the photography which works, you need to create a perfect brief. Tell about your brand in detail, the mood you want to create, describe brand personality and values. What is the purpose of this photoshoot? Where are you going to use these pictures? Is it online media, print or outdoor? When you are giving the brief to photographers, please be sure that they understand it.

What you need to focus on, while creating a brief?

  1. Brand personality has a lot of advantages in communication. Once you have defined the brand personality, then it determines the language, rhythm, humor, design, image treatment etc. Describe this through a brand personality to a photographer.
  2. It’s important to be consistent across all communication channels. And, to be consistent for a long period of time is, even more, important. It refers to sharing the same values in the same language for a long period of time. If you already photographed something for your brand, share the samples with your photographer. And, try to follow the similar style.
  3. Show respect to your customer. When you are hiring professionals to make great-looking images, you in a way show respect to your buyer. Choose a photographer who delivers a result. It’s better to wait for an able specialist rather than rushing and ending up wasting money for pictures which can’t sell.
  4. Be different – in a highly competitive market, you need to stand out. Good brand photography will advertise better than anything else. You will use it in an advertisement, social media packaging etc. Analyze the market first before hiring a photographer. Otherwise, customers mistakenly may associate your photographs with some other brand.

Give freedom to the photographer
When you brief your photographer, have a brainstorming session with him on ideas, execution, and discussing references. Be certain that both of you understand each other. Then give the photographer a freedom to create. If you want to get really good photos, videos or design, freedom of creation is crucial.

 

[mc4wp_form id=”845″]

Hope now you will get better photographs from professional photographers you hire. If you like to know more about how branding and photography can help your business, join the tribe and get all good information before it appears in social media.

 

 

How to photograph pictures which sell for you?

It’s a valid question, isn’t it? It’s actually quite easy, all you need is a creative idea, a decent lighting, and an ability to capture the image. Well, I would also add the understanding – why you need this image! Yes, it’s important. How many times you were just clicking some pictures for the sake of clicking, or passing something really interesting, and didn’t even remember about a camera in your bag? When we find out why are we going to photograph something, the idea, creative approach, and execution details come along. The keys for good photos are WHY, WHAT and WHO (the viewer).

Let’s say you want to promote the new cakes from your online shop. That means a customer will not be able to taste them, smell them, or touch them, they will only see the pictures, and read the description on the shop page.

Answer the question, WHAT are we going to shoot.  Something sweet, delicious dessert, cake! (You can start with a long description, which itself will push some creative ideas.)
All right, so let’s see WHY we need these photographs? To attract the customers and make sure they buy it. 
Then, WHO the customers are? If we know who is going to buy the cake, we are going to address these people first. (Describe them in details.)

So, how to photograph pictures which sell for you?

Option one — the object on a white background. (Any cake for any customers).
We can photograph the cake on a white background, and focus on the image, and nothing extra. For those who want to buy any cake, it may work. But why they need this cake, not any other?

Option two — photograph with the Mood.
Photograph the cake in an interior with beautiful props, create the mood with a natural light from the window, add a cup of tea, a vintage postcard. Well, that’s a little better. The mood is an important detail which adds value. Customer starts to associate with the idea and decides to buy the product.

Option three — here’s a close up of the detail.
If your cake is decorated with some beautiful flowers, you may showcase this element, and add some attractive text nearby. Well, it may work for some products, but not for all. And, it’s good to have a design in mind before the photo shoot starts.

Option four — Somebody eating the cake.
The big cake is in the background. The piece of it is on the plate, the spoon is nearby, the tea is served. (Invisible human factor). Sometimes, it may work as a very engaging photo. This option can be used for a more sophisticated audience.

Option five — Models eating.
A boy and a girl are eating the cake, they are enjoying and their faces are all smeared with cream, they are laughing. This time, we show the happiness, and if we sell for the birthday parties, it may work amazingly well.

Option six — Bon appetite!
The girl model proposes us a cake, camera focus is on the cake. The eye contact with another human may push people to make a decision to buy. It may help to sell the cake for an anniversary or so.

I can continue with the options, but I guess the thinking process has been described more or less.

Just to add even more clarity, here is the checklist:

  • Why do we need these pictures?
  • Who do we want to sell this product?
  • What idea does this product represent?

After you answer these questions, create an idea, which will promote itself with the light, props, models, and equipment.

More Pictures in my Shutterstock Set ‘Cake Photography’ here