Digital Asset Management (DAM) is typically labeled as a storage solution. Yes, it is a depository for your files and is a great archival tool, but don’t discount its impact on your marketing and media initiatives.
The ultimate goal for DMOs and CVBs is to attract visitors to your destination. Visual content is one of the best, if not the best way to do exactly that – whether it’s through photos on your website, user-generated content on your social media channels, or videos on your blog. Once you’ve pushed that content out initially, it’s essential that it’s still accessible and available to be repurposed. Why spend thousands of dollars on a video or photo shoot if it only gets used a handful of times? Make sure you are getting the most bang for your buck. This is where Barberstock comes into play.
By allowing your visual content to be accessed not only internally by employees, but externally by media, partners, agencies, clients and even the public, it will increase the exposure of your destination or brand resulting in greater media coverage. Here’s how:
- Ease & Efficiency
Some organizations make journalists jump through hoops to get their hands on a single photo. This in turn, discourages that writer to publish about your organization or they will resort to the Internet to dig up some off-brand/outdated images to speed up the process.
Make it easy for people to access and download your approved brand assets. Upon initial setup of your DAM, you will be able to choose what files each group of users can download and include the specific usage information. Then, all you need to do is send out the link to your library or post it on your website, and people can simply register for access and you’re done. Users will be able to download exactly what they need and you can rest easy knowing that all of the assets are on-brand and approved.
This also eliminates the back and forth communication between your employees and the person requesting the files. If a film editor needs aerial city and park b-roll clips, they can search your library directly instead of engaging in numerous, time consuming email exchanges.
Barberstock puts you in the driver seat of your content. It let’s you control who has access to which files. You have complete flexibility over what each group of users can access and can switch them up at any time. If you don’t want people logging into your library, you can easily share Collections with those people with the precise content they require.
Secondly, you can include copyright, photographer credit or use information with each file. This has saved many of our client’s headaches. If a photo is floating around that isn’t supposed to, you can identify if it was in your library or not, and all of the users that have downloaded it.
Knowing exactly who is downloading your content can have huge advantages. Not only can it aid in avoiding hefty legal battles, but it identifies what content is popular among your user groups. You can pull reports on the files that have been downloaded by Media for a specified time period and use that knowledge to your advantage. You will also be able to identify top downloads overall and keep track of members of the media have registered for access to your library. Keep those members on file for new story ideas.
In addition, the Top Keyword Search report will pinpoint the top 20 overall search terms. Maybe users are looking for specific assets that you don’t have in your library. By utilizing this tool, it will give you insight to what users want for future content creation.
Here’s what our clients had to say about Barberstock & media coverage:
“I feel like Barberstock has helped us get more images published because of the ease and simplicity of having the images with captions and cut lines all in one place. I would definitely recommend Barberstock for anyone looking to gain additional media exposure. “
Jessica Leonard, Communications Manager
Fayetteville Convention & Visitors Bureau
“Our ability to provide quick, searchable access to media and advertising partners not only saves us time, but is regularly praised by the partners who can download what they need.”
Jon Rahl, Assistant General Manager
City of Seaside Visitors Bureau (Seaside, Oregon)
“Barberstock saves us time, keeps us organized and makes it incredibly easy for media and partners to tell our story through images and video.”
Adam Johnson, Vice President of Marketing & Media Relations
Visit Saint Paul
“The Lake Tahoe Visitors Authority has found that allowing users to browse our library and select the assets that will work best for their publication has resulted in a greater selection of images being shared across more outlets.
Georgette Hartley, Integrated Marketing Manager
Lake Tahoe Visitors Authority
“Images are a very important tool to promote a destination. Barberstock offers everything to organize photo assets & making them accessible to clients and the public.”
Marin Convention & Visitors Bureau