Welcome to Jocelyn Mandryk Photo
People remember 10% of what they hear, 20% of what they read and 80% of what they see.
welcome to my new website!
It's taken me a good long time to go through over 6 years of client work and photography, not to mention a couple of faulty hard-drives, but its time to jump into it and take a new direction. Re-locating from Buenos Aires to Barcelona a few months ago was a great opportunity to renew, refresh, and get some concrete insights into how businesses are using photography in 2016.
quality and quantity
Prior to 2015 clients would request photo-sessions 2-3 times a year in order to maintain the quantity of content they needed to keep their business thriving. A restaurant might need professional images of their seasonal menus and a hotel would request a photoshoot a couple times a year to showcase an event, a new roof terrace, and some photos of their employees. 50-100 images was basically enough to keep them going. Not anymore.
Businesses need more images to market their brand online and stay competitive.
In the last year my clients have consistently requested more photoshoots and simply more photos. Some are pulling out that D-SLR camera they got as a Christmas gift and finally trying to figure out the buttons. Others have become snap happy with their smartphones and to their credit the images aren't bad. Several companies have requested photography training for in-house employees, and many are actively seeking influencers to provide images with more outreach. In any case, the demand for quantity and quality has risen as marketing has moved online.
Why the change?
In short, businesses are marketing online because that's where their customers and audiences spend their time. Social media has made advertising accessible to everyone and businesses are using these platforms to market themselves and entice new clients. This shift has increased the frequency with which businesses communicate. Brands are expected to become their own media hubs generating content about everything from their own product offerings to their opinions on world events and what to do at the weekend. Companies hire community managers to curate social media channels, hotels are building their own apps, and professionals want more portraits so they can solicit business from their Instagram account.
Generating more content in an era of cyber-obsession and selfie-addiction is not difficult. Any business has the tools at their disposal to pump out a steady stream of photos and measure the results of these efforts. It's not difficult to take decent photos with a smartphone and no training. Nor is it hard to look at Facebook analytics to see what's working and what's not. For some, this kind of digital content creation is simply working for their business. Good for them.
However, the challenge for many companies lies in staying competetive when other businesses are doing the exact same thing. How can a business stand out above all the noise and generate content that engages the audience they want to attract, and keeps them returning until they become customers?
Companies that market successfully online have gotten smarter and more strategic about their content. Images need to be brand savvy, tell a story, and offer real value to their audience in order to actually work. Visual content needs to be informed by marketing and brand expertise.
So, how is this done? Here's a grossly oversimplified, yet good example using a burger business.
Everyone loves a good burger
la calle burger, malaga, spain
La Calle Burger in Malaga, Spain is a trendy gourmet burger joint with active social media channels on Facebook and Instagram. In fact, like many small restaurants today they don't even have a functioning website - their marketing is done exclusively through social media which they use to engage potential customers with new menu offers and promotions. Their images were abundant, poor quality, and totally unrepresentative of what clients actually experience in terms of quality, service, and ultimately their brand of being the best in the city. (Think drunken photos you take at an awkward family BBQ).
I approached La Calle Burger in Malaga with a visual content package. I sat down with the manager and we organised a photoshoot that focused on their top-selling burgers, home-made ingredients, and feel-good space. The images delivered were used across social media for a full month. Their online engagement doubled and travel bloggers started writing about them using the new photos we shot. Strategy-wise, this is an oversimplified example but you get the point: Images communicate, especially when you're hungry.
back to the point
One way to get more quality content that aligns with your brand is to out-source all of your online marketing to an agency from start to finish. This is a great option for well-established businesses that have an ample budget and want to try something fresh. A campaign approach if you will. It's an BIG investment however, and the vast majority of businesses don't fit into this category, nor can they afford it.
A second solution is to hire an in-house photographer to work with your community manager or marketing team. This might be a great option if the demand for content is large enough but the cost may outweigh the value. Afterall, 500 professional photos a month won't help you do your accounting. Having a photographer as part of your team might not fit the priorities of your business unless you're a photo agency yourself.
My solution offers businesses a blended service that incorporates both photography as a deliverable and consulting as part of the process. In this way businesses get what they'd normally expect from a photographer but in a much smarter way.
I collaborate with managers, marketers, and business owners in order to first understand their marketing so I can produce photos that align with their brand. Instead of paying for a one-off photoshoot and running out of fresh content a month later, businesses can engage in planning their image content over time with a photographer that understands their brand, marketing objectives, and audience.
The result is that the companies I work with build their brand online with curated images that make them stand out. The service provided is an on-going contract rather than a one-off job.
It's an investment in visual content creation and its what businesses need to make their marketing thrive.
If you're interested please explore my website and packages or feel free to get in contact.
I'd love to hear from you.