Masonry Magazine October 2004 Page. 27
The benefit of
The benefit of being able to see the image on the LCD display will help you re-take a picture right away and get the shot you're looking for.
You can go and drop the camera into the docking station that loads the images onto your computer and, in essence, you can go and take a look at all of the pictures that you have. From there, you can put the pictures in different folders, you can e-mail them directly off to some folks, and you can print them out. This particular process, in comparison to film where there are a couple of more steps involved, is far easier in most people's eyes.
Marketing Advantage
SO WHAT'S THE BIG DEAL with being able to have images in digital format, rather than hard copy pictures? Simply, the ability to benefit from easily sharing the images with others. Whether by e-mail, on CD, in a slideshow presentation in your booth at the next local builder show, or on your web site where hundreds of potential clients can view your latest and greatest masterpiece, digital photography makes sharing images much easier.
Although Jeff Klayman, Owner of Klayman Communications, prefers his 35mm camera to a digital camera, he doesn't deny the worth of easily being able to show others your talents in the trade.
"You don't have to specialize in marketing to realize that a picture is a tremendous selling tool," he says.
"Ed Glock, the Executive Director of the Masonry Institute of St. Louis, upgraded his black and white newsletter/magazine to full-color on good slick paper because he knew that beautiful images sell product," Klayman continues. "In the Excellence in Masonry Awards program, we produce a video that really shows off the beauty of the masonry projects. We also produce a full-color Excellence insert for the local business newspaper to hammer home our marketing message to the decision-makers' community in St. Louis. All these marketing tools rely on the strength of the images and are very effective in enhancing the image of masonry in the business community.
"If a mason contractor has a web site or a company brochure, he or she is going to want to feature their best-looking projects. If they're going to sit down for a face-to-face meeting, the mason contractor might want a portfolio of attractive 8" x 10" photos. We're talking image here, and drug store-developed 4" x 6" shots just don't show off masonry projects like a good, well-shot enlargement."
While you may be able to create some excellent images on your own with your digital camera, you shouldn't let that go to your head. Like many other things, there's a time and a place when hiring a professional is the best move.
"In awards competitions, the photography is vital," stresses Klayman. "Images connect with the emotions a lot faster and more effectively than words. It's not that a poorly shot project can't win, it's just that you're competing with a terrible handicap if your entry photos fail to portray the beauty of your project. Don't ask the judges to imagine how beautiful the project is-show them.
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October 2004
Masonry 25