Customers in ecommerce are increasingly looking for something more – an experience. In this context, advertising photography plays a key role, not only in presenting the product, but also in creating experiences that will attract the attention and interest of potential customers. In this article, we will discuss how to effectively sell experiences, not just products, in advertising photography.
Why experience?
Engagement
When you sell an experience, you engage the customer on an emotional level. This builds a deeper relationship and creates brand loyalty.
Distinction
Offering a unique experience helps you stand out in the market and attract the attention of customers who are tired of standard offerings.
Added value
Experience is a form of added value that can justify a higher price for a product or service.
How to sell experience in commercial photography?
1. storytelling
Each photo is a potential story. Use it to tell more than just “Here’s our product.” Show how the product fits into the customer’s lifestyle, how it solves their problems and how it inspires them.
2 Context and environment
Put the product in a context that reflects the experience you want to sell. If you sell hiking tents, show them in a mountainous landscape.
3. interaction and activity
Showing a product in use can be a powerful tool. This not only shows the product in action, but also allows the customer to envision how they will use it.
4. details and textures
Details and textures can add depth to a photo, creating a richer, more immersive experience. Use this to highlight the quality and uniqueness of the product.
Advantages and disadvantages
Advantages
- Building a deeper relationship with the customer
- Distinction in the market
- Ability to justify the higher price
Disadvantages
- May require creation of concept and moodboard
Practical tips
- Planning and strategy: Before you begin, think about what experience you want to sell and how best to do it.
- Team and Collaboration: Working with experienced photographers, stylists and graphic designers can significantly increase the quality of the final result.
- Feedback and analysis: after publication, collect feedback and analyze results to understand what works and what can be improved.
Summary
Selling experiences, not just products, in commercial photography is an approach that can make a significant difference in the success of your brand. With emotional engagement, market differentiation and added value, the experience becomes not only a product, but also a relationship you build with the customer.
