Showcasing your business ∙ The power of combining traditional with artistic photography

For businesses, hotels, venues, and holiday property owners, high-quality photography is not a luxury—it’s a necessity. But, as Rupert Marlow from Three Pin Media advises, simply having any photos isn’t enough. To truly stand out, you need a strategic approach that combines the reliability of traditional photography with the captivating allure of artistic angles. A key insight from Rupert, can give your business the edge it needs to attract customers, boost engagement, and ultimately, drive success.

The foundation ∙ Traditional photography for clarity and functionality

Traditional photography serves as the bedrock of your visual marketing. These are the clear, straightforward images that accurately represent your space, products, or services. Think clean, well-lit shots that showcase the key features:

• For venues ∙ Traditional photos provide potential clients with a realistic view of your space. They capture the overall layout, the size of rooms, and the key amenities. Think wide-angle shots of event spaces, close-ups of table settings, and clear images of accommodation.
• For businesses: These images focus on your products or services. They might include product shots on a clean background, images of your team in action, or photos of your storefront that clearly display your branding.  
• For holiday properties: Traditional photography provides a comprehensive overview of the property, highlighting key selling points like the number of bedrooms, the size of the garden, and the condition of the kitchen.

These traditional shots are essential for providing potential customers with the information they need to make informed decisions. They build trust and transparency by accurately representing what you offer.

Adding the spark ∙ Artistic angles for intrigue and emotion

While traditional photography provides the factual foundation, artistic angles add the “wow” factor. These are the shots that capture attention, evoke emotion, and leave a lasting impression. They break away from the standard perspective, offering a unique and visually compelling view:

• For venues ∙ Artistic shots might include dramatic close-ups of architectural details, creative perspectives that highlight the ambience of a space, or images that capture the energy of an event taking place. The details really make the difference.  They almost add a tangibility to your site’s imagery.
• For businesses ∙ These images can showcase the artistry behind your products, capture the passion of your team, while they are crafting your products, or highlight the unique atmosphere of your business. Think about using creative lighting, interesting compositions, and unexpected perspectives.
• For holiday properties ∙ Artistic real estate photography can focus on the unique character of a property, capturing the warmth of a fireplace, the view from a window, or the charm of a hidden courtyard.

These artistic shots are designed to create an emotional connection with your audience. They add personality and style to your visual marketing, making your business more memorable and engaging.

The winning combination ∙ A strategic approach

The key to maximising the impact of your company’s photography is to combine traditional and artistic shots strategically. Use traditional photos to provide the essential information and then sprinkle in artistic shots. This balanced approach allows you to:

• Attract a wider audience ∙ Traditional photos appeal to those looking for practical information, while artistic shots attract those seeking inspiration and visual appeal.
• Tell a more compelling story ∙ By combining different perspectives, you can create a richer and more engaging narrative about your business.
• Increase engagement ∙ Visually appealing content is more likely to be shared and liked on social media, increasing your reach and visibility.  
• Boost conversions ∙ By showcasing your business in the best possible light, you can increase inquiries, bookings, and sales.
• Set you aside from your competitors: By showcasing an exquisite finish or unique offering, your potential customers will be able to see how and why you stand out from the crowd.

Clarity and intrigue

So, investing in professional photography is essential for any business looking to thrive in today’s competitive market. But simply having photos isn’t enough. Rupert Marlow of Three Pin Media says, “Strategically combining the clarity and functionality of traditional photography with the intrigue and emotion of artistic angles is key. This approach allows you to create a visual marketing strategy that truly sets you apart from the crowd. It’s the perfect blend of information and inspiration, designed to capture attention, build trust, and ultimately, drive business success”.

∙ CONSIDER THIS ∙ In all these scenarios, the inclusion of a 360-degree virtual tour offers a truly engaging and interactive way to captivate potential customers and encourage them to explore further. Such tours provide a dynamic experience, allowing visitors to immerse themselves in the environment and gain a comprehensive understanding of what’s on offer. This immersive exploration not only keeps potential clients on your website for longer, but also empowers them to make informed decisions. By offering a virtual walk-through, you’re essentially inviting them to experience your space firsthand, fostering a sense of familiarity and connection that traditional static images simply can’t replicate. This enhanced engagement and increased understanding ultimately contribute to a more confident and streamlined decision-making process for your potential customers. ∙ 360 VIRTUAL TOURS BY RUPERT MARLOW ∙

∙ PHOTOGRAPHY ARTICLE SERIES BY RUPERT MARLOW OF THREE PIN MEDIA ∙