"Photography & Marketing"

Story by: Lydia Plunk - Photos by: Gene Sasse

 

Falling in love long enough to make a purchase is not just an intellectual decision. It requires the imagination of the potential customer to be seduced. A high quality photograph offers the opportunity for love at first sight. In a glance, a richly colored photograph shot at an interesting angle can make the customer believe in a future filled with velvety green leaves cushioning armloads of sweetly scented blossoms.

A mediocre image of the same variety flower will not project equal value, even if the products are the same and prices are identical. Tom Carruth of  Weeks Roses  explains the value of my photography in helping his firm become known as one of the finest wholesale purveyor of roses.

"In the late 80's, Weeks Roses made the commitment to quality photography of our product.  After all, it's the photo on the label or in the catalog that makes the all-important first impression with our customers.  Our decision catapulted Weeks Roses ahead of our competitors.  And the public was quick to respond with increased demand for our varieties...especially the newer ones."

Photography also enhances falling in love with a plant at different times in its life cycle. Most consumers are driven to purchase a plant at the peak of bloom, which may not be the optimum time to transplant.  In addition, a plant which didn't sell during the peak period of beauty  may linger unsold because the plant's full potential is not known to gardeners passing by.