Digital Asset Management for Small Businesses

One of my jobs is working on promotions for a set of four pubs.

They have live music every night; one has 194 whiskeys. Each has repeating monthly events, sports events, a Facebook page, an Instagram account, monthly whiskey specials. I also have:

  • About 400 photographs I’ve taken of events,
  • About 100 images of bands, including some I’ve taken,
  • About 3000 images of liquor, beer, kegs, event posters, PDFs, royalty-free images for use in posters, Celtic borders for posters, and other image miscellany.

This adds up to a library of roughly 3500 images, and growing, many of which I need to reuse, and many of which I need to be able to find for  using in new materials. I use a custom Lightroom Catalog for this – though it is not ideal. I am currently the only user for this system, but there are other users I’d like to share the assets with, and their metadata: a manager and assistant at each pub; the owners of the pubs; a co-worker who also makes posters.

Given what I do here, my(solo)  tagging is pretty good, and my taxonomy and organization suits my needs: I can find a transparent whiskey bottle image or pictures from last year’s tricycle race, or royalty-free clip art for holiday posters quickly and easily. But, sometimes I wish I could use something a little more hefty, something shared, something informative, to increase collateral consistency and quality.

Enter’s How to Achieve Success With Small Business Digital Asset Management by David Trounce.

This meaty article reviews growth of assets, benefits of a DAM for small businesses, rationale, what kinds of files a small business should store, goals, strategy, process, and more. Well worth a read!

5 Confessions of a DAM Vendor – Fantastic Article

With all apologies to Crocodile Dundee, now this is an article!

No three-light-paragraphs of fluff, but a rich, full-featured essay on how your salesperson is probably shining you on.

Written by Kevin Groome, Founder of CampaignDrive by Pica9, this fantastic article reviews 5 critical sales issues salespeople face when trying to get you to buy their product, with rich, in-depth analysis of the problems you will face post-purchase, in in-dept subheadings:

  • Confession #1: DAM is not “user-friendly.”
  • Confession #2: User Adoption is usually not well defined in DAM, and even less often properly measured.
  • Confession #3: Most claims of performance in DAM are based on insufficient data.
  • Confession #4: DAM integrations are not always “plug and play.”
  • Confession #5: Our DAM isn’t the single source of truth.

Very refreshing to see such an honest and detailed work about some uncomfortable truths you’ll face when deciding upon and implementing a DAM. Required reading for your research!