Audience development and photography…

So today I have been thinking about photography and how we use photographs in marketing to get an audience.  With all the new digital camera technology out there, many of us think we can save a buck and not hire a photographer to take the pictures.  This may save money in the short run, but in the long run, it could be a big mistake in how your message gets projected to your audience.

Professional photographers have a gift that not everyone possesses.  They are able to artistically project your message, and if a picture is worth a thousand words, hiring the right photographer and spending money on the right photographer is definitely worth it.

However, I am not talking about hiring just any professional photographer.  I am talking about hiring the right professional photographer for you.  This means that as you define who you and your audience is, you will want to hire a photographer that matches your definition. Each photographer will bring a different vision and style to the table.

Here’s an example.  I have several photographer friends.  Two of my favorites happened to get a shot of me and my fiance.  Look at the different shots and you will see that both photographers are talented, but they capture us in a different way:

At the Shoot Out Boulder

At the Shoot Out Boulder

This shot was done by photographer Peter Wayne.  He is a master of getting the real moment shots at an event.  We were working at the Shoot Out Boulder when he captured us in a split second at the information table.

Another talented photographer, Iman Woods, took a portrait of us.  It was a very similar capture the moment, although a little more formal situation since we were sitting for her.  Here is one of the photos from this session:

Iman Woods captures the moment

Iman Woods captures the moment -

Both of these photos are amazing.  If you compare the photos, you will see that the styles are different.  The pictures speak something different about us due to their different styles.

Hiring the right photographer to develop your audience is crucial.  You want the right look and feel to capture the right audience.  The only way to do this is to make sure that the photographer’s creative vision will capture your message in a way that defines you and will speak those thousand words in a way your unique audience will understand and relate to.

Until next time, may your audiences be happy and loyal ones, and if they are not, feel free to contact me!


Shoshana Fanizza is the founder of Audience Development Specialists. Her mission is to introduce artists and arts organizations to their existing and potential audiences and to help them to form more rewarding relationships.

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Filed under arts management, arts marketing, Audience Development

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