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June 11, 2020 by Terran Leave a Comment

Pet Product Photography That Excites: 5 Secrets Marketers Need to Know

You have an amazing pet brand or product that you believe in, but any brand that scales can’t physically have someone in the room every time someone encounters your product… how do you stand out and grab attention? There’s a reason they say a picture is worth 1,000 words…

Here are five key pieces of the marketing and messaging puzzle to keep in mind when you’re planning your next commercial photo shoot.

1. LIFESTYLE PHOTOS SELL THE DREAM

No one buys a product because it looks good on white. Don’t get me wrong, those shots are important so customers know exactly what they are buying but those shots are not what excites and engages them. It’s not what gets them to the product page or what makes them hit the BUY NOW button.

Lifestyle photos should be like real life but better; aspirational but not too far out of reach. Think about if your brand’s photography represented your customers’ dreams first and your product second. How might that look? What kind of engagement and following would you gain?

2. KNOW YOUR CUSTOMERS

The first key to successful marketing is knowing your customers so you can speak loud and clear to them. Who are they? What do they love to do? What excites them? Where are their favorite places to go? How do they travel? What do they aspire to be or do? Good. Now let’s take those things and build a campaign that will show them with one glance how your product or service will enrich their lives with their pets.

Easier said than done, I know, but brainstorm. Put ideas down on paper or post-it notes. Think about them, rearrange them, and loop your photographer in along with your creative team during the planning process. One small thought can turn into an amazing campaign with the right team behind it.

3. DOG BREED SELECTION

The dogs you select to be in your photos can say a lot about your brand. Are you willing to take a stand with typically-controversial breeds or are you going to stick to the breeds less steeped in drama? There’s no right or wrong answer. Pittie fans will love you forever if you use one in a campaign but some people will get turned off by it.

Then there’s rescue dogs, mixed breeds, and purebreds. Using only purebreds could alienate people who are all about adopt-don’t-shop but using only mixed breeds could make purebred pet parents feel left out. Think carefully about what your brand represents and the types of dogs you want to feature in your marketing.

4. UNSCRIPTED MOMENTS ARE GOLD

I’m a huge fan of putting my subjects in the right place at the right time, asking for a simple behavior like “hook the leash on the collar” and then seeing what happens. Mom and dog will often have a special look or moment of excitement. Or perhaps I’ll make a funny sound to elicit a look and then pure magic happens.

You see, natural reactions are what sell.

And don’t think you have to be super-serious about your image selections, either. The goofy shots with funny faces, little tongue bleps, mlems, and all that lingo (what does it all mean?) do amazingly well on social media. They’re what get engagement, laughs, tags, shares, and what are wildly memorable.

It’s not just the silly photos that sell, though. The natural moments that will represent your brand the best are the ones that make viewers truly feel something deep inside when they look at your imagery.

5. IT’S ALL IN THE DETAILS

The little details are so, so important in everything we do, so why would photos be any different? Whether we’re talking about a closeup detail shot of the brand new clasp on your collars, dad’s hand giving his dog a good scritch, or even the location and lighting, the details matter. They can create truly memorable images of moments that will connect deeply with your audience.

Don’t be afraid to ask your photographer for some close-ups along with the more pulled-back shots they’ll already be capturing for you. Detail photos are fantastic for callout bubbles on ads, website graphics, and social media. They can show the texture of fabric, an updated hook on a leash, special stitching, or how easy it is to open your treat toy.

On your next brand photo shoot, try not to get too stuck in the mundane and with what you think is expected. Get creative, think about new ideas, locations, and all the little things that could be captured in a way that’s different from what your competitors are doing.


Commercial brands: Want to know the top five mistakes I see brands making with their imagery? Grab the PDF right here!
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Sometimes a photograph is so much more than just a Sometimes a photograph is so much more than just a picture. Sometimes it holds a deeper meaning to the photographer than the average viewer might expect. This is one of those photographs...
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Meet Greg's aunt Charlotte, who lives full-time at the ranch, caring for all the animals and the property. She is an incredible horsewoman and a strong-willed, independent human being. She barrel raced competitively into her mid/late-70s, only recently making the decision to stop riding.
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Charlotte has never been one to want her photo taken but when she asked me if I would create some special portraits of her with her horse, Brawley, I was honored. Her main goal was one nice photograph to hang on the wall of family portraits to celebrate her time as the ranch's caretaker.
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If you've ever spent more than a few hours at the ranch, you've certainly seen Charlotte out riding around the property, either checking the gates or practicing running barrels in the arena.
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As soon as I saw the light on the road and how the dust hung in the air, I knew this was the image I had envisioned. I held back an extra few seconds as Charlotte, Brawley, and her trusty ranch dog, Sage, continued up the road. This was it. This was the moment I had waited for. It was the slightly more artistic and creative portrait that I knew not everyone else would fall in love with but I knew I would... and sometimes in between creating art for others, we have to remember to create art that means something to us, too. 
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I've been getting a fair number of end-of-life ses I've been getting a fair number of end-of-life session inquiries lately. They are so hard emotionally for everyone. I do my best to keep things light and joyful, though, which you can see here in little Licorice's portrait.
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I've often gotten very lucky with these types of sessions. I get the sense that our animal companions know what's happening and this is their moment to shine. I frequently hear "he's doing really well today!" before the start of our photo shoot. Our dogs and cats have taken care of us their entire lives so it's not surprising they'd want to leave us with happy lasting memories, too. Animals are INCREDIBLE.
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Also remember that it's a good idea to keep a collar on your dog with your current address and phone numbers. If they're microchipped, make sure the information on your account is up-to-date and that it still scans at the vet's office.
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I hope these tips help and that you and your furry companions have a happy and safe July 4th! 
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#westwaypets #westwaywisdom
All dogs can be lap dogs! This sweet buddy is Harl All dogs can be lap dogs! This sweet buddy is Harley. I found out that he passed away recently. This was one of my favorite images from their photo shoot a few years ago. Harley was a big love and so, so special to his family.
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