Custom Flash Drives: the Way to Set Your Business Apart?
Dustin Abbott
August 30th, 2016
The photography business has changed. When I got married in 1997, wedding photographers were relatively rare, expensive, and were shooting film. It was the latter (film) that kept the breed of professional photographers separate, as for many people unlocking the potential of film was really beyond their capabilities. Shooting both indoor and outdoor photography required different speeds of film and/or skilled management of flashes and lights (manual mode). Amateurs frequently found their interior shots dim and grainy or with red, glowing eyes on their subjects. But the digital era and increasingly smart cameras mean that now people have more options. Many potential brides and grooms are looking at the price tag of a professional wedding photographer and then over at Uncle Joe who has a DSLR and has offered to shoot it for free…and thinking, “Is it really going to be that big of a difference?” (BTW, the short answer is “yes”.)
A good wedding, portrait, or event photographer is much more than his or her gear; it is their eye, their brain, and their instincts that make them valuable. You could put the exact same tools in an amateur’s hands and get a radically different result. One wouldn’t expect that a person becomes a surgeon if you put a scalpel in their hand, but people seem to think that gear makes a photographer. So part of what a modern professional photographer has to do is effectively market themselves. Their skills, their abilities, and their results. It’s all about branding.
By the way, you can use that perception to your advantage. I frequently use a Cotton Carrier harness system that looks somewhat like a flak vest. It’s great for supporting the weight of full frame DSLRs with heavy f/2.8 zooms mounted on it for a full day of shooting at a wedding or an event. That’s the reason that I bought it. But I’ve discovered that it has additional value. When I show up wearing that thing I instantly become the “official photographer”. People love it, and they talk about it the whole day. Uncle Joe doesn’t have one of those…
But back to marketing. It is important in today’s culture to have an identifiable brand and to represent one’s self professionally. That’s true on social media, your website, and your promotional materials. It is particularly important on the digital front, for that is where most of your business will find you. That is a separate topic, but I think that is also important that after you have met with the client you continue to make a positive, lasting impression on them that you are professional…and that you are worth your pricetag.
I’ve had couples where I did their engagement photos, their wedding, then infant sessions, and later family photos. Building a good relationship with people means the potential of future business…and more importantly, future friendships.
It’s pretty common for businesses to use branded gifts. Pens, magnets, bags, etc… But I was recently approached by a company that does products that make a lot more sense for a photography business: custom, branded USB flash drives. I began to look at the various styles that they had on their website, and was instantly drawn to the classic looks of the wooden styles.
I ended up choosing the “Navigator” style and was happy to find that there were 6 different finish “colors” for the wood and then any number of options for my actual logo. My logo/brand is on the bottom of all the photos that I share, and to followers of my work it is instantly familiar. I elected to have my website imprinted on the opposite side to further the branding experience.
A lot of the photography work that I do is not face to face but rather over the Internet and via phone calls. I digitally deliver the product; I receive electronic payment. I’ve done thousands and thousands of dollars of business with many people that I’ve never met face to face. But weddings and portraits are different. The idea of the custom USB flash drive really appealed to me for a practical reason. In years past I would deliver proofs to people on CD, and then their final large images (if they were purchasing the rights to them) on a DVD. I now mostly deliver proofs via an electronic folder on OneDrive. But many people still like receiving something physical at the end of their transaction.
One problem: more and more laptops and computers don’t even have an optical drive. I’ve had some clients that had a hard time accessing their images on a DVD because they didn’t have ready access to a computer with an optical (DVD) drive. But USB flash drives have become universal. People can stick them into their computers, media boxes, and often even their televisions and quickly access their images. To me the custom flash drives are a far more practical gift or marketing tool than a pen or coffee mug because they actually become a delivery system for your product…and thus will probably actually get used!
I really like the look of my new custom flash drives. There is a timeless elegance about them that makes me think that a client would be proud to pull it out, show it others, and then use it for the practical purpose of accessing their images. Flash drives have also proven to be very durable; failure rate is very low, and, unlike disks, they won’t scratch and deteriorate through use.
Now for a quick review of my own flash drives. The Navigator style is made of real wood and thus has a nice tactile feel of wood grain. In a nice touch the cap and the body of the flash drive have little embedded magnets that allow them to “snap” together in a satisfying way and assures that the cap will stay securely on.
There is a mild bit of color variation on the wood of my drives, and I found for my particular combination that the darker the wood, the better, as it allowed for more contrast between the text and the wood itself. I would recommend that if you go with a wooden drive that you make sure you choose a color combination that will give you high contrast. I chose an 8GB size, as it is large enough to hold both the proofs and full resolution images from either a wedding or a typical event. Sizes up to 64GB (along with smaller storage options) are available.
I received proofs of the look in advance (before I formally placed the order), and received the drives themselves right under three weeks after placing the order. Shipping is free. The Navigator is only eligible for “standard” service, but there are a number of styles that are available for three day product or even same day service!
I have only one criticism of this particular style, and that is the width of the flash drive. While I like the fact that the slightly more robust size makes it nice for presenting my logo and seeming substantial, often USB ports on devices are fairly close together, and if something is already occupying an adjacent port you may find that the USB drive won’t fit without removing the device or cable from the adjoining port. Obviously choosing a slimmer style would solve this problem, though I still really like the look of the style I chose.
I look forward to placing one of these in the hands of brides and grooms over the next couple of weeks. My hope is that it will be both a pleasant surprise along with a great reminder of a day that was also elegant and professional. Whenever they see it, I hope they are reminded of their photographer and his services, and whenever they pull it out to show friends their photos, my hope is that the unique, elegant USB flash drive will be a conversation starter.
Perhaps custom USB flash drives are a great option for your business, too. I’ve not seen a lot of them out there yet, and so right now there is a unique window to get some custom branding out there and set your business apart. I got mine from USB Memory Direct.
DISCLAIMER: This article and description contains affiliate links, which means that if you click on one of the product links, I’ll receive a small commission. As an Amazon Associate I earn from qualifying purchases.