I have spent the last twenty years writing for and listening to photography enthusiasts and professional photographers. I have heard their complaints about their equipment, their camera stores and their software, and their frustrations at the products and services they buy. This has given me an inside track on what photographers want and how they like it delivered, and a personal understanding of what makes them tick. I am a photographer myself, and my broad experience testing and using equipment from the majority of photographic suppliers gives me a very clear idea of what works and what doesn’t.
I understand what camera equipment is supposed to do, whether it’s a bag, a lens, a camera body or a mobile phone with a camera on it, and I know how each of the brands approaches their own products because I have personal experience of them.
I can use this experience to help companies in the photographic industry create products that will service their intended audience more effectively, and I can help brands create an appealing message by highlighting features that photographers will find genuinely useful. I can help retail those products and to create marketing materials and events around them.
I have been providing next-move advice to photographic brands for many years, and have had a great deal of direct product development involvement in areas from camera bodies to smartphones. I have worked with camera brands to promote their products to retailers during range reviews and in-store at promotional events where I demonstrate the benefits of products I believe in. I have trained store staff, and helped manufacturer teams to identify the elements of their products that will have the most appeal to the end user – and helped to develop clear methods for demonstrating those features. I have also written advertorial-style copy and provided sample images for new products and features that help to get the message across in an effective way to the potential customer. My methods are direct and achieve great results, whether that is measured in enthusiasm generated within a sales team or revenue at the till.
Photographic retailers I’ve worked with include: Cambrian Photographic, Camera Solutions, Camera World, Castle Cameras, Currys/PC World, Jessops, John Lewis Partnership, Panasonic Stores, WEX, Wilkinson