Are you looking to improve and enhance your attraction marketing strategy, improving the guest experience, driving new bookings and increasing the quality of online reviews your activity or tour business receives?
While there’s no soundproof attraction marketing formula that your business can follow, there are a number of strategies you can implement into your business.
One of the best things you can do to improve attraction marketing is to implement a photo marketing service into your offering.
But any old photo won’t do the trick here. In order to design the right photo service you need to think carefully about which photos will make your guests happy and help you fulfill your overarching business goals.
Here at Fotaflo, we’ve discovered that intentional photos convert guests into advocates far more than random action photos.
Intentional photos allow guests to revisit their experience, bringing back the emotions they felt during their time with your brand and remembering the gear that they wore.
With that in mind, here’s how intentional photos can help improve your attraction marketing strategy.
What is an intentional photo, and how does it help improve attraction marketing?
An intentional photo is a planned photo. One where the photographer directs the guest(s) in order to get the best result. This includes things like telling the guest where to stand and which way to face.
Photographers should take into consideration the time of day and sun location to get the best lighting.
Intentional photos should clearly show the guests are participating in an adventure. Focus on a mixture of up close photos and photos from a medium distance where you can see the gear, kayak, horse, whatever elements your activity includes.
If there are noteworthy natural features during your activity, be sure to include those in your intentional photos.
Intentional photos are images that your customers want to share across social platforms with their family and friends. The result? You can improve your attraction marketing program by building a group of strong brand advocates that drive referral business to your company.
What is an action photo?
An action photo is one where the photographer hasn't given the guest direction to take the photo. This type of photo has a chance to be those once-in-a-lifetime photos, but most will be challenging to capture. It's often difficult to see the guests' smiling faces or even identify them.
An action photo can happen at any time and it can be difficult to get the camera ready in time, the lighting correct, and position the camera and the guest in the frame to get a good result. More likely you will get action photos that aren't actually very flattering. Avoid action photos where you can’t see the guest's face.
In fact, the best action photos are actually intentional action photos! Taking the time to properly set up an action photo will produce much better results than trying frantically to capture something in the moment.
What are the actual and perceived guest needs?
Most guests will say they want an amazing action photo of their activity. And most businesses assume these are the photos that will produce the best word-of-mouth marketing results.
We call this the perceived guest need because it's what they think they need.
However, most likely these action photos aren't the ones that will be shared online. They are necessary for the guest to see themselves doing the activity, to capture the memory of the actual activity, but they are usually too far from the camera to see them smiling, might be a bit blurry, and often have gear or other obstructions blocking the view.
The actual guest need is a great intentional photo. A close-up portrait or full-body photo that shows them relaxed, smiling and enjoying the experience your brand has provided. The perfect image for your attraction marketing needs!
Think about providing the guest with a new profile photo for all their social media pages. Once in a while you might take a great action photo that fulfills that need. But to consistently provide that photo to all of your guests you'll need to have awesome intentional photos taken that follow a repeatable photo plan.
You definitely need to provide both intentional and action photos. The guest will still want to see themselves in an action photo, even if it doesn't turn out very well. But more importantly they must have excellent intentional photos that they will want to share with their friends and families.
Throughout your activity, 90 percent of your photos should be intentional, anything less will reduce customer satisfaction.
Are you looking for more attraction marketing ideas, or simply want to learn how Fotaflo can help you build a seamless photo sharing experience with your guests? Schedule a free Fotaflo demo today. Our team of experts would love to help.