Make Digital Images Work For You<br />Olympic Peninsula Tourism Summit<br />October 14, 2009<br />Keven Elliff<br />Windri...
Let’s take a trip to the Optometrist<br />Which is better?<br />
Great Images Make a Great Deal of Difference<br />The right photo confirms that what you are selling is real<br />Photos t...
What is a Great Photo?<br />Consistent with your marketing objectives<br />Impactful<br />Uncluttered<br />Appropriately s...
Example: Arizona Highways	<br />
Example: Windsor, Ontario<br />
How Do You Acquire Great Photos?<br />Take them yourself<br />Be excellent<br />Good camera<br />Get objective opinions<br />
How Do You Acquire Great Photos?<br />Buy them stock<br />Istockphoto.com<br />Shutterstock.com<br />Bigstockphoto.com<br ...
How Do You Acquire Great Photos?<br />Hire it out<br />You can art-direct<br />Get exactly what you want<br />Develop a go...
How Do You Acquire Great Photos?<br />Use the web<br />Make sure you have appropriate usage rights<br />flickr.com<br />Ad...
How Do You Select Great Photos?<br />What is your goal?<br />Put yourself in your customer’s shoes<br />Don’t use it just ...
How Do You Select Great Photos?<br />Look for<br />Quality<br />Good proportions<br />Relevance<br />Subject is immediatel...
How Should I Use Great Photos?<br />Mesh with your overall branding<br />Crop as needed<br />Size matters<br />Optimize fo...
How Do I Manage My Photos?<br />Think 1, 3, 5, 10 years from now<br />Storage<br />Searchability<br />Do you LIKE managing...
How Do I Manage My Photos?<br />Mac<br />Lightroom<br />iPhoto<br />Folders with Finder<br />Web solutions<br />
How Do I Manage My Photos?<br />Windows<br />Lightroom<br />Windows Photo Gallery (vista)<br />Windows Live Essentials (xp...
How Do I Manage My Photos?<br />Web solutions<br />Picasa (integrates locally)<br />Flickr<br />
Back Up. Again. And Again.<br />External harddrive<br />Online-backup<br />Jungledisk<br />Mozy<br />
Make Digital Images Work For You<br />Olympic Peninsula Tourism Summit<br />October 14, 2009<br />Keven Elliff<br />Windri...
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Making Digital Images Work For You

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Learn proven, best practices for acquiring, selecting, and managing digital images.

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  • MAKE DIGITAL IMAGES WORK FOR YOU:Get proven, best practices for acquiring, selecting, and managing digital images
  • Now not everyone here has glasses, but for those of you who do, you know the most fun part of going to the optometrist is when you sit in front of the goofy lens machine and he or she says: which is better…this one…or this one…I thought we could do the same thing…only with photos.So…which is better?
  • This one?Kevin McNealhttp://kevinmcneal.wordpress.com/
  • Or this one?Onechange.com
  • Not even close, was it? The right photo confirms that what you are selling is realPictures trigger emotions – they compel actionsPictures that illustrate benefits increase convTransference – “it could be ME”ersions
  • We will not get into the “subjective” vs “objective” debate of beauty today, but we WILL tell you what people are SHOWN to respond to in psychometric and usability studies. But it all starts with your goals and marketing plans. A pretty photo is just that…a pretty photo. How does it play into your marketing objectives?Impactful – don’t use wimpy images.Uncluttered – don’t be greedy. Show restraintAppropriately sized – think about your audience – don’t place HUGE images online. Optimize for webElicits desired emotional impact
  • Marketing goal: get people out and shooting photosDesign is cleanReinforces Arizona’s brand of openness, and beauty, and nature
  • Too clutteredToo smallToo much!
  • I start here, but in most cases, it’s the least desirable option. Yes, we all have nifty digital cameras. However, there is a significant difference between a good quality amateur photo, and a superb professional photo. That’s not to say you can’t do it. Just be sober and critical about your abilities, and/or your own collection of photos.If it is a passion, however, thenBe excellentGood cameraGet objective opinions…
  • Enormous variety here. However, you risk your competitors using the same photos (wouldn’t worry too much about it however).Look around, and determine a budget. You can get photos from $5 to $500. Be sure to check the usage limitations.
  • What is your goal?What is your marketing and communication plan and goals?Put yourself in your customer’s shoes – what will get them to take action?Don’t use it just because you like it – get confirmation
  • Look forQualityGood proportionsRelevanceSubject is immediately recognizableIn focusWell-litVivid color
  • QualityWell-proportionedRelevanceSubject is immediately recognizableIn focusWell-litVivid color
  • Mesh with your overall brandingCrop as neededSize mattersOptimize for download and/or printingDon’t use too many
  • BrandingQualityWell-proportionedRelevanceSubject is immediately recognizableIn focusWell-litVivid color
  • Managing photos is very personal. No one way. However, there are some things to think about….Think 1-2 years from nowStorageSearchabilityDo you LIKE managing photos?How do you think?FoldersTagsGalleriesDo you use a Mac, or Windows, or Web?
  • MAKE DIGITAL IMAGES WORK FOR YOU:Get proven, best practices for acquiring, selecting, and managing digital images
  • Making Digital Images Work For You

    1. 1. Make Digital Images Work For You<br />Olympic Peninsula Tourism Summit<br />October 14, 2009<br />Keven Elliff<br />Windridge Solutions<br />www.kevenelliff.com<br />keven@kevenelliff.com<br />
    2. 2. Let’s take a trip to the Optometrist<br />Which is better?<br />
    3. 3.
    4. 4.
    5. 5. Great Images Make a Great Deal of Difference<br />The right photo confirms that what you are selling is real<br />Photos trigger emotions<br />Photos that illustrate benefits increase conversions<br />Transference – “it could be ME”<br />
    6. 6. What is a Great Photo?<br />Consistent with your marketing objectives<br />Impactful<br />Uncluttered<br />Appropriately sized<br />Elicits desired emotional impact<br />
    7. 7. Example: Arizona Highways <br />
    8. 8. Example: Windsor, Ontario<br />
    9. 9. How Do You Acquire Great Photos?<br />Take them yourself<br />Be excellent<br />Good camera<br />Get objective opinions<br />
    10. 10. How Do You Acquire Great Photos?<br />Buy them stock<br />Istockphoto.com<br />Shutterstock.com<br />Bigstockphoto.com<br />Fotosearch.com<br />
    11. 11. How Do You Acquire Great Photos?<br />Hire it out<br />You can art-direct<br />Get exactly what you want<br />Develop a good long-term relationship<br />Be demanding<br />
    12. 12. How Do You Acquire Great Photos?<br />Use the web<br />Make sure you have appropriate usage rights<br />flickr.com<br />Advanced Search<br />Creative Commons License<br />images.google.com<br />Advanced Search<br />
    13. 13. How Do You Select Great Photos?<br />What is your goal?<br />Put yourself in your customer’s shoes<br />Don’t use it just because you like it – get confirmation<br />
    14. 14. How Do You Select Great Photos?<br />Look for<br />Quality<br />Good proportions<br />Relevance<br />Subject is immediately recognizable<br />In focus<br />Well-lit<br />Vivid color<br />
    15. 15.
    16. 16. How Should I Use Great Photos?<br />Mesh with your overall branding<br />Crop as needed<br />Size matters<br />Optimize for download and/or printing<br />Don’t use too many<br />
    17. 17.
    18. 18. How Do I Manage My Photos?<br />Think 1, 3, 5, 10 years from now<br />Storage<br />Searchability<br />Do you LIKE managing photos?<br />How do you think?<br />Folders<br />Tags<br />Galleries/Albums<br />Do you use a Mac, or Windows, or Web?<br />
    19. 19. How Do I Manage My Photos?<br />Mac<br />Lightroom<br />iPhoto<br />Folders with Finder<br />Web solutions<br />
    20. 20. How Do I Manage My Photos?<br />Windows<br />Lightroom<br />Windows Photo Gallery (vista)<br />Windows Live Essentials (xp)<br />Folders with Windows Explorer<br />Web Solutions<br />
    21. 21. How Do I Manage My Photos?<br />Web solutions<br />Picasa (integrates locally)<br />Flickr<br />
    22. 22.
    23. 23.
    24. 24. Back Up. Again. And Again.<br />External harddrive<br />Online-backup<br />Jungledisk<br />Mozy<br />
    25. 25. Make Digital Images Work For You<br />Olympic Peninsula Tourism Summit<br />October 14, 2009<br />Keven Elliff<br />Windridge Solutions<br />www.kevenelliff.com<br />keven@kevenelliff.com<br />
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