Do you have the right images to reinforce your message and engage your target audience? Let’s look at a few ideas to help you select photos and illustrations that help to achieve your campaign objectives.
1. Mirror your target audience. The quickest way to let your customers know your product is right for them is to use images reflecting the same demographic. A company promoting a new perfume might show a 35- to 44-year-old woman surrounded by admirers. A health club might use this same age demographic but change the image to athletic men and women.
2. Empathize with your prospect. A working mother is anxiously looking at the clock as it approaches 5:00 p.m., wondering what she will serve for dinner. A man looks out the window of a crowded bus and sees the sign for a car dealership promoting good cars on limited budgets. Use images that empathize with your customers’ challenges.
3. Demonstrate your value proposition. Illustrate how your product will help prospects solve a problem. A food chain promoting its carryout menu might present the working mother as she puts a hot, healthy meal on the table for her family. The car dealership could show the man from the bus speeding away in a clean and dependable vehicle.
4. Be authentic. Instead of a stock photo of a multicultural team laughing together around the water cooler, incorporate likenesses of your own employees in real offices, or the actual delivery truck customers will see pulling up to their business or residence. If a prospect can believe in your pictures, he can believe in your words as well.
5. Reinforce the message you intend to convey. Using images that reflect what people care about is a great way to engage customers and keep them coming back.
Need help selecting the right images? Let our top-notch designers help!