How to Market Building Materials: Hiring a Professional Photographer to Display Products and Their Effects
by Christian Scully
When many people think about architecture, or buildings in general, they consider the finished product, the structure as a whole. To make that design work, however, and operate most efficiently and effectively, building materials are sourced from manufacturers around the world. Precisely designed metals, high efficiency glass, strong plastics, specially treated woods, brick and concrete, all come in endless forms of railings, sidings, windows, skylights, roofing materials, floors, doors, ducts and dimmers.
Though these products may not be the focus of attention to passers-by, or even seen for that matter, they require just as much, if not more marketing and advertising by the manufacturers. They are not always the sexiest of products, but regardless of material, form and function, need to grab the attention of architects, designers, builders and contractors. Online, in sourcebooks, regional and national building publications, trade shows and direct mail, manufacturers spend countless hours and resources marketing their building materials.
"Building Materials Need Love Too"
With all of their efforts, imagery is always at the core of marketing. A badly lit, low quality, poorly exposed and quickly snapped photograph, taken on-site with an iPhone by the Project Manager is not going to do the materials justice. Without professional photography, manufacturers are relying upon material specifications alone to sway potential customers. That may be all they need... but there are thousands of material products available in the marketplace. Building materials need love too: they need professional photography.
Recently, Duro-Last Roofing, based in Michigan hired Design Imaging Studios to photograph their new line of skylights and roofing materials, which were used on an office building in Andover, MA. The task was to capture the skylights and products used on top of the roof, and then capture their effects on the building's interior. The result is a dynamic series of photographs displaying the quality and beautiful lighting effects possible with the Duro-Last Roofing skylights.
Keywords: design imaging studios, duro-last roofing, skylights, boston architectural photographer, boston interior photographer, boston industrial photographer, skylight photography, interior lighting, building materials photography, professional photography of building materials, roofing systems
by Christian Scully
We are half-way through 2014, half-way through this amazing Summer season, and half-way through year one of Design Imaging Studios! The time is flying by between marketing, shooting, editing, editing, editing, editing... and networking, and it is very exciting to see the progress we are making. As a photographer, there is no better feeling than seeing images that you created put to use, whether online or in print. And already in the six months since I announced the launch of Design Imaging Studios our images have been used on business and editorial websites and local, regional and national publications online and in print.
As a small business owner, I welcome any opportunity to be published, whether it's small or large. Any chance to spread my name, my work and my company is a chance to attract a new client or business acquaintance. This publishing potential is not only important for myself, but an added benefit for anyone that invests in professional photography.
A perfect example of this can be seen in the latest issue of Cape Cod Home Magazine, a magazine covering home and design stories and professionals in Cape Cod and the Islands of Martha's Vineyard and Nantucket. Back in the Spring, we were hired to photograph the interiors of The Captain David Kelley House in Centerville, MA. By creating those images, we were creating potential content. I wrote a story about the B & B and the lovely owners, and Cape Cod Home published a 10 page spread in the new Summer 2014 issue.
This took effort and time and some good fortune to make happen, but without the investment from the owners, I would have had nothing to submit. Between newsstand sales, app downloads, mailed subscriptions, and shared readership it is estimated that just under 100,000 people turn the pages of Cape Cod Home. Talk about great targeted publicity for a local business! I am immensely happy to have been able to make this happen for Rick and Tom at the B & B, they deserve it. And I owe a great deal of gratitude to Cape Cod Home for publishing the story.
Keywords: design imaging studios, cape cod home magazine, captain david kelley house, cdk, boston interior photographer, cape cod interior photography, boston architectural photographer, christian scully, editorial photography, published in magazine, cape cod and the islands, b&b photography, bed and breakfast, hospitality photographer near Boston, new england interior photographer, south coast photographer, travel photographer near Boston, new england travel photography, professional interior photographer boston