Description

The increasing use of visuals and images in communication media has given rise to a new marketing discipline. This training will allow you to understand the importance of “Picture Marketing” and to know its uses, rules and best practices.

Who is this training for ?

For whom ?

Communication/marketing managers and managers, product managers, project managers and anyone involved in the implementation of an image communication strategy.

Prerequisites

Training objectives

Understand the advantages of image marketing in your communication strategy

Know the uses and good practices in terms of Picture Marketing

Optimize your images and visuals in your communication, particularly on social networks

Master the regulations around image marketing use of images and copyright

Training program

• The use of visuals in communication
  • The importance of visuals in society and communication: from selfies to brand communication.
  • The definition of Picture Marketing.
  • Social networks, kingdom of the image: Facebook, Twitter, Pinterest, Instagram, Tumblr.
  • The use of images in other communication media.
  • Exchanges Mind-mapping of different communication media using the image as a pillar of the communication strategy.
• Understanding the levers of image marketing
  • Create engagement and affinity for the brand.
  • Promote sharing and virality.
  • Develop awareness, e-reputation .
  • Storytelling, telling a story around the brand.
  • The latest innovations in Picture Marketing.
  • Case study A based on a case study, define the main axes of an image marketing strategy.
• Optimize your images
  • Which images for which communication? Focus on social networks.
  • Identify and select images by their symbolism: color, visual.
  • Choose the right formats and resolutions depending on the media.
  • Know the specificities of visuals on the Internet.
  • Know how to retouch your visuals.
  • Aim for consistency in the graphic charter.
  • Practical work Select relevant images adapted to different communication media.
• Rights to use and share images
  • Understand copyright legislation: creation of images, retouching, use, sharing.
  • Know the specificities of the use of visuals on the Internet.
  • Overview of image banks and explanations of how they work.
  • Collective reflection Establish in a subgroup a checklist on the checks to be carried out before using an image.
• Measuring the performance of image marketing
  • Implement evaluation tools.
  • Define the indicators of your "Picture Marketing".
  • Measure and adapt your strategy according to the defined objectives .
  • Exchanges Collective reflection on the issue of ROI (return on investment) versus ROA (return on attention).