Smart Decisions & Forward Thinking

Kubota

In my last blog I talked about CASE CE taking advantage of an opening for editorial space in Construction Equipment Magazine. Obviously, it’s no secret that editorial space is far more valuable than paid advertising because of the third-party accreditation. An expansion of audience views by publicizing it through multiple social media platforms in my mind is a no-brainier.

Smart decisions:  What about capitalizing on the brand look of the imagery? …. Kubota demonstrated an extremely smart decisions and forward thinking by leasing additional photographs from their editorial shoot with Construction Equipment Magazine. These images were utilized in equipment manuals and their social media platforms. By utilizing photos from the same photo shoot the photos have a subliminal familiarity and thereby reinforcing the third-party accreditation.

Images utilized for second article … Additional editorial space in a subsequent month about attachments, published in March 2018.

Forward thinking: Obviously there are other benefits because, it cost a lot of money to set up a heavy equipment photo shoot. For example, you’ve got shipping of the equipment to a location. Ideally you would like to have a location that’s not one of your client’s job

Forward Thinking…..Additional usage for Facebook

sites so your client is not inconvenience. In many cases a suitable location for your photography would need to be leased for a day or two. Then you also have to arrange operators of the equipment. All of these logistics have already been taking care of during the course of the Construction Equipment Magazine photo shoot therefore; it’s only good business sense to utilize the logistics which is exactly what Kubota did demonstrating their forward thinking.

The advantage: Because the photo shoot did not run any longer than the minimum time that was booked by Construction Equipment Magazine there was no initial cost for photography to Kubota for the additional imagery. Kubota was able to view images as if from a stock library that they Art Directed and pick and choose what they wanted to lease without any initial expense that would normally be associated with setting up a heavy equipment advertising photo shoot.

Additional usage was for sales training manual material where Kubota discusses, reach and hinge pin height.

Summary:  Kubota used the logistics of the Construction Equipment Magazine photo shoot to photograph numerous additional attachments for their equipment and to photograph numerous different configurations. They also utilized the time to capture images that depicted advantages of their equipment over their competitors without incurring any initial expenses for photography and creative fees.

Disclosure: When I do an assignment for Construction Equipment Magazine, they have first right of publication and exclusivity on the images that run in their article. After their first publication I’m free to lease any of the other images that were not part of the article. Typically I create around 1200 images per assignment of which Construction Equipment Magazine publishes typically 6 to 10 images.