EXHIBITION NEWS July 2017 - Page 36

COLUMN Marketing Matters When it comes to marketing your venue, good photography is non-negotiable, says Riemy Wan, senior venue community manager at Hire Space A thousand words F 36 irst impressions in modern marketing mean a lot. Just think; there are innumerably more ways to get in front of an audience than ever before. There’s Facebook, LinkedIn, Instagram; email, marketplace websites and the Google display network, just to name a few. In this environment, competition is fi erce. Everyone has access to a huge potential audience, and everyone is out there vying for attention. It’s a crowded, cutthroat setting, but one you can’t afford not to be part of. Here are some stats to illustrate the point (source: MDG Advertising): • Articles with relevant images average 94 per cent more total views than articles without images. • A press release with photos gets nearly 15 per cent more online views than a text-only press release. • 60 per cent of consumers who use online search say they prefer to contact a business whose listing includes an image. • Nearly 70 per cent of e-commerce shoppers say the product image is very important when making their purchase decision. Standing out amongst the crowd depends on a few things. Marketing expertise and understanding of your acquisition channels are vital – of course – if you don’t want to lose a lot of money quickly. Snappy copy is another essential. Absolutely key, though, is beautiful imagery that tells a story about your brand and grabs the attention of your target audience. The simple truth is that your photos are your fi rst impression. Get it wrong, and you may never get people through your front door. As a venue marketing platform, we’re often amazed by the reluctance of some UK venues and event suppliers to invest in high quality photography. We’re a marketplace ))ձ܁ᡥѥ̹լ)ٕȀаٕՕ̰ݔ܁ѡ)ѡ́ݥѠѡ)ɽ́ݥхЁɅєѡ)Ёեɥ̸]e͕ٕٔͥѥٔ)ɕѥݕѡՅ䁽ѽ̰)ɽ QHѡɽ՝Ʌєٽյ)ͥ́Ʌѕ)]ݔѡ́ѼٕՕ̰ݔѕ)ȁȁɕɅ胊aݔٔՑ)ȁѽɅѡ́啅ȰݔeЁѥ)ѡӊdQЁ̰ѡӊé͔)Ёаѽх́Ёݽи)]ɅɥЁɕѱ)ѼɅєѡх)ѽɅ丁]չݼ)%хɅȁѡٕͅՔ)ݔ͕ɥЁѼ)ɽͥхݥѠѡٕՔ)ձݥձɅѕȸȁѡ)ѡȰݔ͕ȵəɵٕՔ)ѼձɅ䰁хͽ)Ʉ)ٕѡ͔݅́ѥ聅Ց)хɝѥ䰁ѵаՑи])Ѓ Qɕձ́ѽѽ)ɕЁѽ ̸́ȁ) QHȰԁ)Aȁѽ āȁ) QHȁ)Mȁѡͅ׊eɔѥ)ЀȁЁɔѕѥ)ѽ̸Ʌєѡ́аѡ)́ɭѥѼ)ٕѥɕЁѽɅ䁉)٥̸QЁѥٕѵЁɕ)ѽ́Ց䁉́ɕЁ̸)%ѠݔeЁɥЁѼ)ѕ́ѡ̸]ոչɕ́)ٕ䁵Ѡݔ͕ѡͅѡ)ٕѥɕЁѽ́ՅɕЁI=$)Mѽѕȁѽ́́٥хѽ)$ѥѡݽɐqɅѕˊtɱȸ)%ӊéٕ䁥хиAɽͥѽ́ɔ)͕ѥЁѡ䁑eЁɥȁٕՔ)ѼѡeɔЁѡȁ)MѡЁݡЁ́ԁх)и%ЁձȁչՔѽ䰁)饹ѕȁɕɕѥ̰)ȁȁչɍѕɔ]ѕٕ)Ё̰Ёѡ́ȁ)Uѥѕ׊eɔѕѽ䁅Ё)ɅݥѠȁѽ̰́ɔ)ѡѥѡ䁕ݥѠȁѽ)Q䁉䁙ɽɅ́ݥѠ͔ѡ)ѥݥѠѡЁٔͽ)]ѕٕȁЁ́ѡЁ́ԁݡЁԁɔ)ɥЁЁȁѽ̸Qeɔ)ݥܰͼѡ䁹Ѽѕȁѽ)͕ѥ䰁ɕȁѼѡɕձ)ЁȁՑݡͥѽ̸)YՅѥ́љɴAͼ1́ͅ)ѡЃcéѡЁɕͽѕ)ݥѠȁՑݡЁɕͽѕ́ݥ)م䁉͕ѡɅٕՔ)ԁɔѡѽ́ѡЁԁɅгt)ѡӊéѡѼи]Ёᅍѱ䁅ɔ)ȁՑ)ɽͥѽɅȁݥ)܁܁Ѽѡ̸]ݔ͕)ѽɅȁѼٕՔݔ͕ݡ)չх́܁ѼեɅѡɽ՝)丁Ս́ѡх)ɕЁѽ́ȁՍ͙հɭѥ)́ݗe͕ѡȁɕ)Uѥѕ䰁ٕ׊eɔЁչAA (ȁ́ȁȁɅ)ȁ׊eɔЁѥٔͽɕ)ѽ́ɔݽѠѡٕѵи) Ʌ́ݡɅѡ́ɕ)ݕѡ!ɔMɭ)ѡeݕѡɸɭѥ)٥ɽиQ͔ѡЁeЁɔх)ɥͬѡȁѼхЁɽ)ѡ%ӊéݽѡݡٕѵЁٕ)ѥ