It is a difficult question to answer, as there are so many variables as to how it’s done however I am going to do my best in this article and explain some general pricing guidelines.
Commissioning analysis of the images that you are thinking of using for a campaign is much like the purchase of a research project. With so many options available, price ranges can vary drastically.
A basic research project can cost from £1,000 for a basic research question to be answered in a basic way, it can quickly cost many more £’000’s once you start adding on specific quotas, technology based methodology, adequate sample sizes, different locations etc.
The average research project cost is £12,000 and the results are used on average for 2 to 3 years before updating the information.
Why does someone commission a full research project rather than just a basic project? Well the results are going to inform their business decision making for the next 2/3 years, both internally and externally with their customers and they want to make sure they can rely on that information.
These same principles typically apply to commissioning analysis of campaign Key Visuals.
These images are potentially going to be used in lots of different media output, in diverse environments representing the brand and will affect brand awareness, brand perception, sales or not…
Campaign Key Visuals are currently selected without adding one key component – analysis of facial expressions to ensure the images chosen portray an emotion that is going to engage consciously and subconsciously with the audience.
The average advertising/marketing costs for a significant brand is £250,000. Adding on the key component of facial analysis is tiny compared to the potential sales growth that is unlocked by knowing the emotional portrayal and how it is going to affect the audience and their behaviour.
There are many options available for adding on this vital component to a campaign.
You can decide which best fits your needs and budget.
1. DIY – Do as you’ve always done and not really know what your people based imagery is portraying to the audience. Cost is potentially £100,000’s in missed revenue
2. Training for your selection team to recognise 7 basic facial expressions of emotion. Cost is between £2,500 – £6,000
3. Send an expert your final 10/20 images and the expert will select the best images that take into consideration the following criteria;
a. Location, audience demographic, objective emotionally, overall campaign objective
A full report and analysis provided. Cost is between £7,500- £12,000
4. Expert presence at key stakeholder meetings at objective setting stage, photo shoot attendance to assist in capture of images, selection of key visuals with stakeholders, full report and analysis of selected images. Cost from £15,000