Your Box only gets one chance to make a first impression. Strong photography and marketing can be key elements to make sure that first impression is a good one. We live in such a fast-paced world that a strong visual element can really make people stop and stare longer than a quick glance, and in that time frame it is your job to sell your business.
Brian Slaughter, a freelance photographer from San Francisco, explained how important it is for a company to feature strong photography in their marketing and advertisements.
“In today’s visual culture, it’s really important to stay current with what people are seeing in the media,” said Slaughter. “People are constantly being bombarded with information and often need something to stop and get them interested. A good photo can make someone want to walk through the door, read an article and even make a purchase.”
It is always good to do a little research and learn about a photographer before you have them walk into a photo shoot. The photographer is going to try and find out your personality or your quirks so they can capture those distinctive features on the camera, and you should do the same for them. Some of the best images are going to stem from a place of trust and understanding of one another. Treat all photo shoots as a collaboration between the photographer and your gym.
“I never like to walk into a shoot without talking to or finding something out about my subjects,” said Slaughter. “Being in front of the camera can be really uncomfortable for some people, it’s my job to make it an easy and enjoyable experience for them.”
When shooting marketing promotions for your gym, think about what you would want to see in a good ad. Companies tend to focus all their energy on business features, but tend to overlook the emotional benefit. Your Box may have a great deal going on for specialty classes, which will keep clients coming back, but the emotional aspect can turn your business into a brand.
“People usually want to see something they either want or can identify with,” said Slaughter. “Think about an awesome lift, an interaction between Coach and athlete, or a person who is happy and confident.”
Visualize what you want your company to become, not what it is. This will help the photographer understand what you want and be able to capture the images that will make your studio marketable to a larger client base. CrossFit marketed in the right way visually can give your business the push it needs in the right direction.