14^th of July 2017

Photographing Dundonald Links

In the second part of a series of interviews, professional golf photographer Mark Alexander reveals his approach to capturing the natural beauty of Dundonald links.

Once you’ve captured a series of photographs and processed them, how do you convert your artwork into a marketing tool?

Once I’ve delivered the high-resolution and thumbnail images to my client, it’s then up to them to utilise those images the way they see fit. That could mean looking at a new website, using them for media inquiries, creating social media content, or art to decorate the clubhouse.

It’s important to note is that golf magazines always find it very difficult to find good photography. So, if you have decent photography, you’re one step ahead of the pack. Editors want something that sparkles and prompts a response from the viewer, and if you are able to give them that, they’re far more likely to use it, especially on a big spread. With this kind of photography, often you’ll find that suddenly your course has been put on a more prominent page. Likewise, tour operators and people who promote golf courses and destinations also struggle to find imagery that stands out from the crowd. So if you have a selection of professional images, they are more likely to proactively promote your club.

In addition, the images provide the potential to open communication channels to spread the club’s messages. I often help my clients to work through these opportunities, but from my side of the fence as a photographer, when I am creating my images, one of the key things is to capture a variety of shots. This is to ensure that the photographs will have different atmospheres, will be taken with different lenses and at different angles. For example, you can have highly architectural images which look at the movement of the land and the way the fairway changes, and you can also have images that look at the broader environment in which the course is set. So, by capturing a variety of shots, my clients have a selection of images that tell different stories.

When you are asked to provide a consultancy service, what is your first approach?

First, I like to sit down with the client and discuss what their objectives are, what they want to achieve, and by understanding their rational, we can work forward with a clear goal. I like to explore different options like creating adverts, e-brochures, new websites or pamphlets. Whether the goal is to attract new visitors, get more coverage in magazines, or go higher in the top 100 lists, when I start understand my client’s objectives, I can begin tailoring a marketing strategy to suit their needs.

Stay tuned for an insider’s look at a day in the life of professional golf photographer.