We all know that images are powerful.
They tell a story, inspire, delight and influence purchase decisions
But getting the product photography right can be a nightmare
I saw this article in Furniture Today that intrigued me very much, not just because this technology is awesome for the home furnishing category, but for any manufacturer or retailer who needs to show their products in an engaging and relevant way to consumers on their websites and digital marketing.
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At the NAHFA conference in Orlando this year, I met Rodrigo and discussed his business model. He showed me how it worked and a few actual demonstrations. I was AMAZED. Why? Keep reading.
I have run the marketing of several furniture companies over the years and one of the most frustrating part of my job was product photography. I don't normally endorse companies UNLESS they can help brands and retailers DO MORE BUSINESS! I oversaw millions of dollars of product photography when I was CMO of Ashley furniture and other furniture companies. My bosses hated the budgets needed to do it right, and I always had to fight to get the money to do it right. You can see some of my examples here: http://www.napiermkt.com/home-furnishing-product-photography-examples.html |
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Why was I so amazed with what Decora's product can do? Let me list a few of the reasons, and I believe you'll come up with even more of your own frustrations after reading this:
When all's said and done, we only had ONE SHOT or room scene to show. What if it didn't appeal to today's current DIY and HGTV television viewer. What if their style was different than my idea as to how the product should be presented? Would I lose that placement on the retail floor so the product never gets shown to the consumer? Or would I lose the sale to the consumer because I didn't engage, or inspire "their style". AND with Millennials buy 37% of the furniture, would we/you appeal to them and get them to share it all over their social networks and create conversations? OH the pressure.....AND the cost!
This new technology eliminates all these concerns and now you can show, tell and sell more product because you can show 2,3,4 or 10+ different ways your product can be presented, ALL FOR AROUND $250.00/ROOM SHOT, or less if you buy more than one shot at a time!
Think about this. Now you can give your retailers several gorgeous room shots of your furniture, rugs or accessories to go with a SKU or collection. No more relying on that one expensive shot. Now your retailers can show all these design styles/options on their website which means more impressions for you and more sales velocity for all.
And for retailers who may have purchased a great item and there's NO room shot, or it was done "on the cheap" in China or somewhere, this is a way to elevate that item to its proper class. Come on, ask yourself? How often do you as a retailer complain about getting substandard marketing materials for the products you place on the floor and on your website? Problem solved!
Imagine if you're a rug supplier, accessory company or other home furnishing manufacturer/supplier. Now instead of the typical white background shot, you can make the product have a WOW factor multiple times with multiple shots!
Here are some examples of how it works
1st all is needed is a product shot, with the background knocked out on a white background. All of the scenes below started that way.
- First we had to wait from the furniture markets to determine which products were a "GO" to be placed in the line before we could schedule the photography.
- Next we had to decide what type of presentation was needed for the product: Traditional, transitional, modern, contemporary and so on. Remember, we only had one shot at this and we had to get it right. If we didn't, that meant a repeat of steps 3-5 below
- Next we had to get the product off the showroom floor and into a photography studio so they could design and create a "unique" room to showcase the product. Lots of time we had to get in-line behind all the hundreds of other brands that also needed product photography.
- Then there was the cost of a room scene. These costs varied between $800-$1,200+ per room shot. Conversions were extra, usually another $600 each. Sure we could do a straight single product cost at around $400/$600 ea. Maybe a lamp/mirror for $125.00?
- Will someone be need to fly to the studio and manage the room shots. 1 day, 2 days...maybe 3 days?
- Then there's the final concern, will the retailers like the product shot and will they use it?
- Now the real concern; will the product shot engage the consumer's style? Consumers have so many styles today: Contemporary, traditional, transitional, modern, eclectic, city dwelling, yada yada and more.
- And finally, waiting for the shots to get done, files printed/digitally formatted and into the field. Usually that took anywhere from 2+ - 4 months, losing valuable time and lost revenue because our sales reps had nothing to show retailers, when they hit the road to sell after the furniture markets.
When all's said and done, we only had ONE SHOT or room scene to show. What if it didn't appeal to today's current DIY and HGTV television viewer. What if their style was different than my idea as to how the product should be presented? Would I lose that placement on the retail floor so the product never gets shown to the consumer? Or would I lose the sale to the consumer because I didn't engage, or inspire "their style". AND with Millennials buy 37% of the furniture, would we/you appeal to them and get them to share it all over their social networks and create conversations? OH the pressure.....AND the cost!
This new technology eliminates all these concerns and now you can show, tell and sell more product because you can show 2,3,4 or 10+ different ways your product can be presented, ALL FOR AROUND $250.00/ROOM SHOT, or less if you buy more than one shot at a time!
Think about this. Now you can give your retailers several gorgeous room shots of your furniture, rugs or accessories to go with a SKU or collection. No more relying on that one expensive shot. Now your retailers can show all these design styles/options on their website which means more impressions for you and more sales velocity for all.
And for retailers who may have purchased a great item and there's NO room shot, or it was done "on the cheap" in China or somewhere, this is a way to elevate that item to its proper class. Come on, ask yourself? How often do you as a retailer complain about getting substandard marketing materials for the products you place on the floor and on your website? Problem solved!
Imagine if you're a rug supplier, accessory company or other home furnishing manufacturer/supplier. Now instead of the typical white background shot, you can make the product have a WOW factor multiple times with multiple shots!
Here are some examples of how it works
1st all is needed is a product shot, with the background knocked out on a white background. All of the scenes below started that way.
Check out the slideshow below for a few examples of before and after shots
Notice the shadows, lighting and more
So, do the math:
Your current process
1 single product shot/conversion, staging and final image $400.00-$600.00+
20 room scenes at $800.00-$1,200.00/each =$16,000.00 - $24,000.00
100 room scenes at $800.00-$1,200.00/each =$80,000.00 - $120,000.00
Noted: If you're doing them in Asia, they may be less expensive but you get what you paid for!
Your current process
1 single product shot/conversion, staging and final image $400.00-$600.00+
20 room scenes at $800.00-$1,200.00/each =$16,000.00 - $24,000.00
100 room scenes at $800.00-$1,200.00/each =$80,000.00 - $120,000.00
Noted: If you're doing them in Asia, they may be less expensive but you get what you paid for!
Below is the most recent price list from
ThreeTreeCommerce,
the exclusive agent for Decora's products
ThreeTreeCommerce,
the exclusive agent for Decora's products
Click the image to learn more
