The
'phone call was quite unexpected. It was from one of the well-known
diving holiday operators and a commission to go to the Red
Sea to take photographs for the company's 1997 brochure.
Undaunted,
Linda Dunk went into action. It was just the type of opportunity
she had been seeking. But there was no time to be lost. Existing
business appoints had to be rearranged. Equipment had to be
serviced and collected. A considerable quantity of film had
to be purchased.
Meetings
had to be arranged with the client to discuss in detail the
underwater and surface shots which were required. In addition,
Linda's daughter, Marie Louise, had to rearrange her own plans
so she could accompany her mother as her photographic model.
The household was in a whirl when there was another phone
call. The shoot had been put off for ten daysl
Still
undaunted, Linda and her daughter began arranging their lives
yet again. Everything was going well. Linda's business clients
were understanding and Anne-Marie's friends were tolerant.
But
then came a third telephone call only three days before the
departure date! The director concerned had refused to sanction
the cost of the photography so the assignment was cancelled!
Instead, one of his friends would take the necessary pictures
for free!!
Said
Linda afterwards: "No wonder some of the travel brochures
contain such abysmal illustrations. I cannot believe that
so little importance is attached to the need for good quality
photographs to persuade customers to go on the holidays which
are advertised. This year is the International Year of the
Reef. We want to tell the world about the charm and attraction
of these fragile ecosystems. Instead, we open some holiday
brochures and see indifferent photographs of coral reefs or
even shots of snorkellers or divers clinging to coral while
they pose for the photographer. It is an appalling example
to set as well as uninspired marketing. My experience also
shows how some companies fall short of even the basic tenets
of good business practice."
Who
is the operator concerned? Ask Linda because their commissions
are well worth avoiding in the future.
Reproduced
from in focus 59 (February 1997)
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