The value of photography

The value of photography
By: Tom Barker

The common sense answer is yes; but how much? Does it increase your revenue more than it costs? I'd love a good answer to this question. For one thing it would be a great

way to interest our clients in what we do; for another, I'm actually curious about this.

Trouble is my internet travels haven't found a report like this. It's not just that I haven't found a good report; I haven't found any report or data or anything. So, what to do?

- Write a survey, conduct a survey, collate the results and write a report

I can see several problems with this. They are: 1. I haven't written a survey since I was at school I doubt, if I did write one, it would get me the answers I need 2. I haven't taken a survey since I was at school (and then it was only to ask my classmates three questions). I fear it's a skill I lack. 3. I wouldn't know the right people to ask 4. Even if I did know who to ask, I doubt I could get them to spare me the time. I could go to town and stand in the town centre accosting people like the other canvassers; I just doubt it would work.

If I did get useful data, I could turn it into useful statistics and maybe even a report that's something I am good at.

- Find a report that isn't UK-centric and use that

I'm based in the UK. Every client we've ever had has been based in the UK (that's not to say I wouldn't work on assignments abroad if I was paid to go there, just that nobody has asked me yet). If I had a report about another country it wouldn't be ideal but it would be better than nothing.

- Find a report that is UK-centric and use that

Be nice, wouldn't it? Time to hit the internet some more.

Still no luck

So, common sense tells us that good photography will increase revenue; why? I think it will be three things:

- Lower returns

A good photo will show the customer exactly what they're buying. The direct result of that is that there should be fewer products returned because they are `the wrong thing'.

It should also increase customer satisfaction. A customer that got exactly what they were expecting is more likely to come back, no?

- Lower cost of sale

Along very similar lines to the lower returns point: If the photograph shows the customer exactly what the product is, they'll have less need to phone the helpline to ask questions about it.

- Higher Sales

If a page is well planned, well photographed and well laid out it should present a pleasing sight to the potential customer. It should have more success in persuading a customer to buy from you than an average page.

It makes sense to me that good photography will have a positive effect on a retailer's sales (but then, it would

I sell photography). Trouble is I still don't have any statistics to back up my argument back to the internet.

Advertising Effectiveness

It's not what I'm looking for but, as I've now wasted/spent most of a day looking for the data I want, this is like a little success. I'm sure you know the types of pictures that I'm thinking of and how they are used. They're not adverts but this data is still interesting:

Firstly, let's look at the 1999 data (newest year I could find):

Table 1 - 1999 Estimated Revenues from Advertising (3 Millions) Press 7,829 Television 4,320 Radio 516 Internet/Website 306 Cinema 123 Performing Arts Sponsorship 70 Total 13,164

Table 2 1999 Estimated Spend on Advertising (3 Millions) Publishing/Broadcasting 366 Music Recordings 97 Cinema/Film Distributors 86 Theatres/Concerts/ Plays 34 Computer/TV Games 32 Fine Art and Antiques/Auctions 6 Museums and Galleries 3 Total 624

Okay, not the most relevant statistics; but they do show that advertising spend leads, on average, to a 20 fold ROI.

Now, back to searching.

Impulse Buying vs. Shopping Around

The UK Wealth Watch was published by Lloyds TSB Private Banking in August 2003 based on telephone research carried out by ICM Research 12th-19th August 2003. It contained some interesting facts.

The survey conducted was aimed at the UK's `well off' (those

with assets of 3250k+ or a salary of =A3100k+). The targets of this survey have greater disposable income and are probably the targets of most of the retailers we work with.

On average, 16% of those surveyed described themselves as `impulse buyers' while 43% stated they like to carefully research all their purchases. Apparently the other 41% swing both ways.

We sell photography to anyone, but our clients are usually those companies that sell online or through mail order catalogues. Outside very technical areas, where the most important thing is specification of the item, a good entry on the website or in the catalogue is the key.

Impulse buyers

To people that buy on impulse, the most important thing is the appearance of the item in the catalogue. The way the item looks must entice the customer. If an item looks good

and captures the imagination of the shopper, the price and specification are secondary.

Considered Browsers

To a considered browser, the picture is an important tool.

They can confirm it's the model they are expecting. They can decide if they like the look of it. A good photographer will have made sure there are pictures taken of any features and they can be shown as smaller inset pictures if it will help the shopper.

Time to admit defeat

Okay, I (maybe) got your hopes up there and I'm sorry. My gut reaction is that the answer to the title of this article is yes; I also think that anyone reading this would say `yes'.

I haven't found statistics yet to back me up. When I do, I'll update this article (and shout from the rooftops if the answer is yes).

-- 2003 Tom