Krepps Specialty Images

"Success is about executing what you are doing today with unquestionable, breathtaking excellence!" - Tom Peters

Whether I'm shooting a top-of-the-line model or a base model, THAT vehicle is a big deal to a customer. Every customer should feel like they're buying the best vehicle they can afford from your store.

There are million little details that go into the photography and editing of every photo. Are vertical lines vertical? Are horizontal lines horizontal? It might seem trivial but the subconscious mind "knows" that something is off. You might not be able to determine what it is about a photo that's "not quite right" but it contributes to your opinion of the vehicle. Those missed little details sour your value of the vehicle.

Sometimes, it's not the vehicle itself but something in the background. The attention to detail is what separates yet another snapshot from a finished image that's appealing everywhere you look. The overall look of an image should generate a positive feeling towards the vehicle AND your store!

So much time and effort goes into every aspect of automotive design! The choice of materials, the colors, the curves and straight lines, your view from one area of the vehicle to another.

So. Much. Design.

The photographer has only _ONE_ job: to capture all of the elements that go into design and honestly convey them to the customer.

In other words, what you see on a dealer's website SHOULD be what you see in person! There should be a seamless transition from website to an in-person visit to your store.

I stopped getting in the back seat of a vehicle to take a photo of the dashboard. Why? I've never seen a customer get in the back seat to look at the dashboard. It's that simple. Customers won't spend all day looking at views they'll never see in person. Make every photo _relevant_. Take it from the angle that they'll viewing, the classic "first person point of view". Yes, new car brochures show the entire dashboard but, trust me, the car is heavily modified plus it takes an expensive, precise, ultra wide angle lens. Why waste time trying to replicate a view your'e not capable of recreating? Give the customer a view that's relevant because they will experience it for themselves.

If the customer should hesitate and ask for a day "to think it over", if they return to your website to view the vehicle online again, what they saw in person _should_ be reinforced by what they're seeing online.

Attention to details such that the entire image is positive and/or appealing, in order that the customer gets a good feeling about you and your vehicles.

Unquestionable, breathtaking excellence ...is what I do! And every day is an opportunity to exceed what I did yesterday.

Dealers - Which do YOU prefer? The photographer is the "first salesperson" your potential customers will encounter. Why? It's the photographer that shows your customers, a vehicle for the first time, forming that valuable "First impression"! It's an inescapable truth that the photographer determines "what" the customer will see and "how" it will look. Our job should be to encourage potential customers to visit or, at least, call your lot to see the vehicle in person. We're not trying to "sell" the vehicle - your staff can do a much better job. We just want to make the best possible "First impression"!
There are those who say "Photography is dead. Video is the way to go." but how often have you been stopped in your tracks by a really well done photo? Something you might want to hang on your wall? Shouldn't your customers feel so good about the vehicle they want to buy from you that they'd put photos of it on the walls of their home or office?
Are you really committed to creating a positive "First impression" of your inventory? Here are two photos taken of the same vehicle within a few days of each other.
What do YOUR photos say about your store? Will your potential customers keep looking for other vehicles at other stores OR will they stop and say, "Wow! That looks really good! I can see myself driving this!"?..if you think my photo of the rear seat looks good, you should see the rest of the photos!

Sundogs!
The one on the left was actually a little brighter before I got the chance to shoot them.
Change in the weather coming? 🤔