This month, 3R spoke to Ronnie Norton founder and managing director of Dublin based, Norton Associates who are Ireland's Premier Digital Photographic Studio, providing Commercial, Advertising and Corporate photographic services to Irish and International Businesses since 1985. They were the first highly successful photographic agency to embrace digital photography. Assignments have taken them from USA to Russia and all points in between. As Ronnie says “Photography is our passion and service is our goal”

Every business needs photographic images both to record what they have done, and to show off what they do and provide

Ronnie, tell me what made you set up Norton Associates?

The reason that I set it up, was that there was more work, for clients who wanted real quality, than I could provide on my own. With a network of highly skilled photographic associates, and quality clientele, it seemed only natural to form the company. Now we can provide the very latest technology in our 4 studios, to complement the skills and service that our staff provides, to clients large and small who need the very best.

Why would corporate clients need photography, would they know what they want?

Every business needs photographic images both to record what they have done, and to show off what they do and provide. Not being able to present yourself to clients in your best light could lead to poor reputation and a tarnished image. Understanding what you should actually get photographed, can be a problem, which could lead to misrepresentation of what you are, and in some cases overcharging.

Would the quality of the photography matter, does it cost more?

When you are not in front of your client, or you do not have a sample of your product – you still need to have it visually available. You only get one chance to create a first impression – it may have to be done with a photograph or image and that needs to be excellent. With digital photography, you actually cut out a step, which means customers can save money.

How do your customers put a value on that?

Our experience helps our customers to save time and money while ensuring that they receive images at the highest creative and technical level. This means less retakes, and excellent quality that the customer can see immediately. This can then be transferred to web or print immediately, which can be a huge saving for the customer. Our customers are able to look at photographs we produce and say “Yes - that does my firm or product justice” they need to feel a sense of pride, when they see what you produce. If they don’t then the quality is just not good enough and they are paying too much!

What piece of business advice that you have learnt at the coal face, would you like to pass on to other Business Owners?

Don’t try to do everything yourself – play to your strengths. Use your staff to supplement your own skills. Where you don’t have the skills in-house outsource it.

Finally, this newsletter is called Success, what is your definition of success?

Being able to sleep well at night.

This article was written by Peter Lawless, founder of 3R Sales and Marketing - www.3r.ie. For previous articles or interviews like this, visit 3R's Resources. Alternatively, subscribe to Success our free monthly Information Bulletin with sales and marketing articles.

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