article - Rimagine in the press.
The new China Marketing Guide 2009, publishd by the German Chamber of Commerce in Shanghai (AHK), was written by journalist Katharina Putzer and is designed to provide direction - from product design to event marketing to commercial photography, some 10 marketing tools are introduced which may be used as individual or integrated modules. Read the module about Commercial Photography in China below.
Commercial Photography in China
Introduction
When considering a commercial shoot, remember that buying decisions are made within a few moments: the consumer is interested in a product, brand or its packaging - or walks away. A photograph is an investment in your product, your image or your brand. A photograph generates desire and should appeal to the needs of your customers. A perfectly designed advertising shoot can contribute immensely to your marketing success – thus, its planning and budgeting should never be left to the last minute. The purpose of commercial photography is the staging of products and brand names – it adds optical limelight. In addition to photographic expertise, technical know-how and the possibilities of digital enhancement, a solid understanding of the market is essential.
What is a ‘perfect photograph’?
The answer lies in the question, what do you want to achieve? Most importantly, what audience do you want to reach? “The better a target or target group is defined, the better the result,” says Lorenz Wagener, General Manager of Rimagine, a photography company specialising in commercial photography in China. A perfect photograph is one that achieves what the company has been seeking. Companies should ask themselves, therefore, what the potential costumer wants to see and where the photograph is to be used. For example, photographs for toolmakers can easily be too elegant or stylish for their customers. In this context, it would make more sense to stage photographs appealing to a more practical-minded customer segment.
How should a photo shoot be managed?
In the normal course of events, a large and professional shoot will be prepared weeks in advance of the actual appointment. “The company and the photo studio should discuss in detail their goals and demands. In the ideal scenario, an experienced account manager is in charge of the entire communication, planning and execution,” says Wagener. Initially a great number of questions need to be addressed, such as whether a product should be photographed in the studio or ‘on location’. If the latter, what are the conditions there, (e.g.) lighting, electricity and space? Depending on the available budget, the account manager should take care of the equipment required on site in addition to co-ordinating stylists, make-up artists, photographers
and assistants, so that they can concentrate on the actual shooting. Most commonly, a photo shoot takes about eight hours. During that time, depending on the demands of the client, between one and 100 photographs may be taken.
Are there particular advantages to photographing products in China?
Asia, and in particular China, is the factory of the world. Until products arrive by ship in Europe and photographs can be taken, companies have to accept long waiting periods. With bulky merchandise such as garden furniture the high costs of logistics often have to be included. Those wanting to save time and money may contemplate having products photographed on location in China – in a studio, or immediately after production in a factory. Digital photographs, ready for printing, can quickly be transmitted online for further processing in Germany, thus speeding up the entire marketing process.
What should be considered when selecting a photography company?
In recent years, because of increasing demand, the number of local and foreign photograph service providers has risen. Chinese photographers cost about 500 to 1,000 Euros per day, while Western photographers charge between 1,000 to 2,000 Euros, including consultation, shooting team and studio. Freelance photographers usually do not have their own studio, so rental costs may need to be added. When looking for a photography partner, more factors need to be considered than price alone. Good references are vital. A high quality service provider should understand the individuality of a product, understand the photography style of the customer and, ideally, offer additional postproduction services such as retouching and print management. A good photographer should ask what his client’s customers find important and not concentrate solely on artistic execution. In addition to professional know-how, swift implementation should be guaranteed as due to varying production cycles orders may come in at short notice.
How are copyright issues dealt with in China?
It is imperative that this question is addressed before embarking upon photo production. Generally speaking, international standards are applied in China. When settling their bills, clients typically obtain usage rights for the photographs for one year within the country and for pre-defined media such as advertising, catalogues or company website. If photographs are to be used in other countries and for a prolonged period of time, additional usage rights are often purchased later. This method ensures that the effort and associated costs of a second photo shoot can be avoided. Chinese photo studios often completely obscure this point in their contracts, which may subsequently disadvantage a foreign firm. In case of doubt, usage rights always lie with the person that pushes the shutter of the camera (i.e.) the photographer. If one wants to avoid additional costs, or even the cessation of a marketing campaign, one should ensure that usage rights are defined in the quotation.
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This and 9 other articles were written by journalist Katharina Putzer.
