But when it comes to online photos of your products, what message will be presented in those thousand words?
Your website is a key component to your business—advertising your products and services, attracting new customers, and serving as a sales outlet. You put a lot of time into your social media presence to make it look inviting while also providing vital information.
When it comes to photos of your arrangements, you want them to be compelling to spur sales. But there’s one big question to ask—do your photos accurately portray what your customers will get in the end?
How many times have you been intrigued by a food ad on television, only to find the actual edible product looks nothing like what drew you to make the purchase. Think about all those fast food restaurant ads.
According to a survey conducted by Lumina Datamatics, and referenced in an article by Entrepreneur, 67 percent of customers feel product images have more impact on purchasing decisions than the accompanying descriptions or reviews.
If a customer purchases a product based solely on a photo only to discover the real thing looks nothing like what they thought, that’s going to result in a dissatisfied customer, a possible poor review, a high return rate, and lost customer retention.
In general, it’s a good business practice to sell what you represent. With the holidays approaching, website traffic will increase, and accuracy in the details will be more important than ever.
If your website is hosted by one of the wire services, or other floral marketers using their stock photos, you may be also be promoting your own designs through social media sites such as Yelp or Facebook.
Make sure your photos are accurate depictions of your floral products. This doesn’t mean just post what you think is well done and walk away. Test the view on multiple devices and in multiple web browsers to ensure that colors and details are presenting accurately.
The better the image of your product, the better the chance of a sale. Think about the vibe your images are sending. Is your product the focal point of the photo? Is it alone or is there clutter in the background? Are there shadows, casting your product in a poor light?
Think objectively when it comes to your product photos, and consider having a professional photographer come in to shoot your inventory.
Other points to consider, according to Entrepreneur, include:
- Avoiding stock photography: Your products are different from other businesses. That should be reflected in your photos.
- Including a model: Customers identify with products they can see themselves using or enjoying.
- Providing multiple views: Customers can get an idea of what a product will look like no matter where they have it displayed.
Misrepresentation can lead to claims
A product not matching its photo might lead to more than just a lost customer.
Although your general liability coverage should insure you for injury offenses regarding misappropriation in advertising, you still want to make sure you’re portraying your beautifully designed holiday arrangement truthfully.
For instance, if you’re offering something similar to Good, Better, and Best arrangement size options, you don’t want to lead the customer into thinking they can get a Best for the Good price.
If you have questions regarding best practices in advertising, contact your Hortica agent. We’re here to help.
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