Product Shot Marketing: Consumer Tech Space - Consumer Sentiment
Consumers respond better to product shot marketing campaigns in the tech space if the following are incorporated into the advertisements: (1) best attributes of the product are highlighted especially from multiple angles; (2) product is presented in various usage situations; (3) product usage tells a story that links to consumer’s feelings; and 4) simulation of in-store experience when viewing the product. When these practices are successfully implemented in advertisements, the campaign would more likely result in a 93% sales conversion.
BEST PRACTICES IN PRODUCT SHOT MARKETING
There were several articles from various e-commerce, photography, and marketing websites that highlight the best and worst practices when taking pictures of products that would be used for consumer marketing campaigns. Most of the examples are general ones that apply to all products, with some tackling consumer tech specifically.
When taking pictures of products, it is not enough to just take a single shot without considering other aspects. In this competitive digital age, products need to stand out more and highlight their differentiating attributes in order for the consumers to take notice. The product’s best attributes, workmanship, and function should also be incorporated into its advertising images in order to grab the attention of potential buyers.
The campaign should answer key questions in order to be more relevant to the consumers. Some of these key questions deals with how the product can solve a user’s problem, being able to use the product for a long time, and how buyers see themselves using the item.
Companies selling tech products are incorporating these questions into how they present their product pictures in their campaigns especially in their online websites or e-commerce stores.
In the case of Native Union, a dealer of cellphone items, they place their products in real-world scenes such as work desks and home settings in order for the potential buyers to visualize how their products would look in their own environment.
For Tile, a Bluetooth tracker seller, they put their otherwise unassuming product into real-life environment where their product is most likely to be used. Their tracker is photographed with everyday items such as wallets, credit cards, and other commonly used stuff so that the users can have an idea on where their tracker can be utilized.
Another good example of product imagery in advertising involves the products of the tech giant Apple. Apple uses multiple images in their marketing campaigns in order to convey the best qualities of their products and their functionalities. They use close-up images, feature product images comparison with their older models, and emphasize the functionalities of the products using the right statistics to prove the product's worth.
For Amazon, the tech products featured on their site have multiple image variations available. The product pages show various product angles, available colors, and other fine points in order to help users arrive at a buying decision. One of the company’s flagship brand, the virtual assistant device Alexa, also has several images on its product page where it is placed in various home settings to illustrate its use to consumers. In doing this, Amazon helps potential buyers visualize the product’s use in their own abodes.
There is also an article that supports the notion that taking good pictures will most likely result in bigger sales. The article is from 2015 but the best practices when doing product photography listed there are still relevant. In the article, it was mentioned that a company’s product pictures are important in making the consumers see if the item is what they need. An outstanding product image can also drive potential buyers to choose the product featured versus the one from the competitor. Portraying a company’s product in detail can also prevent costly returns as the consumers can already see what they are paying for. Furthermore, having several product images can result in free publicity for the company as highly interesting pictures can get shared by bloggers and influencers.
Having a wide range of quality product images available can also help consumers seamlessly integrate both their in-store and online shopping experience. Especially now that more than 51% of Americans are opting to shop online and e-commerce is growing 23% year-over-year. Photographs of the product from various angles can enable the consumers see the detail of what they are buying as if they are inside the physical store. The more pictures provided, the closer these consumers will be to a real shopping event. This can then greatly help these potential buyers make a buying decision.
PRODUCT CAMPAIGNS AND CREATIVE STORYTELLING
Furthermore, in order for products to be noticed more amidst the tremendous amount of campaigns happening, they need to be more creative in tugging at the emotional heartstrings of the consumers. Brands need to have pictures and videos that relate their products to everyday consumer stories. Consumers are more likely to buy products that they can relate to based on the familiarity of the visual campaigns that they are exposed to. Given this, products can be remembered more by potential buyers if they can evoke fond memories in their consumers’ minds.
In one study, it was mentioned that a euro invested in a highly creative marketing campaign was able to attain twice the sales impact of a euro spent on an unimaginative advertisement.
BAD PRODUCT PHOTOGRAPHY EXAMPLES
There were no specific actual consumer tech product campaigns found that shows product shots that are not effective to consumers. What we found are some general product pictures that were shown as examples of what should be avoided when showcasing these items to consumers.
The articles that feature these bad product pictures highlight distorted images, boring one-shot product photos, incorrect product lighting and placement, and other image problems. In one specific example of bad product placement for a website for Scribblers, a company selling writing instruments, the products shown were one dimensional. The functionalities of the products were not emphasized. There were no specific campaign result stated in the article for the plain product advertising copy of Scribblers, but given the images provided, there might be some lost sales due to poor and uncreative product pictures in the site.
To wrap up, some of the qualities of effective product image campaign in the tech space includes providing several product images from different angles; photos of the product in use or photos that show the product functionality; photos showing how it should be used; and photos accompained with stats showing the product's worth or that tell an emotional story that is relatable to the customer.