Why Not Make it Amazing?
Goodway’s use of the storyboard technique — a sequence of two or more shots that tell a story — allows two simple inset photos to put its selling points front and center.
2. Before & After Shots
Showing before-and-after photos is effective for products that clean or organize a workspace or equipment — i.e., products that have demonstrative visual results. You show an image of the item before your product was used, and then an image from the same angle to highlight the contrast after its application. Infomercial producers have mastered this technique.
- People:
- DeLuca
- George Hague
- J. Schmid
- Places:
- Belleville
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
