A multi-faceted campaign aimed at getting their product in front of as many people as possible and influencing design trends earned Resendiz Brothers Protea Growers in Fallbrook, California the coveted title of Floral Management Marketer of the Year, as revealed last month at SAF Palm Springs 2018, the Society of American Florists’ 134th annual convention in Rancho Mirage, California.
A huge reason for their success? A robust portfolio of head-turning, high-quality photographs, which have enhanced the company’s website, blog and social media accounts, and have also enchanted magazine and newspaper editors, leading to loads of publicity, estimated to be worth $1.7 million.
Business manager Diana Roy shared some best practices for getting a money shot:
- Consider lighting. “This makes such a difference,” Roy said. You don’t want your subject to be in the shadows (hard to see) or overexposed (which washes out details like color and texture). “For instance, we’ve found that hanging a wreath on a door and opening it to a certain angle produces the most attractive shot.” Experiment to find your perfect light.
- Pay attention to the background. Clutter distracts. Don’t waste your flowers’ beauty by shooting them on a messy design bench. Scrutinize a scene for potential eyesores (exit signs, cars, etc.) to get a clear shot.
- Get close. If you are using a smartphone camera, do you not pinch to zoom; this only increases pixilation. Move closer to your subject to capture its details.
- Variety is the spice of life. Close up flower shots are dreamy (and important) — but they only tell part of your company’s stories. Include a mix of images, including finished designs, people (they humanize your business) and, if possible, animals (“people love them,” Roy said).
Click here to read the full story of Resendiz Brothers’ award-winning campaign.
Katie Hendrick Vincent is the senior contributing editor for the Society of American Florists.