New business specializes in Google panoramas

LAFAYETTE, Ind. (AP) - Two 20-somethings specializing in Internet curb appeal are getting a warm welcome for their new business in Greater Lafayette.

Longtime friends Sergio Bennett, 27, and Ross English, 22, started a business contracting with global search engine giant Google shooting panoramic images of local businesses.

The service allows searchers to take "virtual tours" of establishments on Google, Google Maps and Google+ Local without actually stepping foot inside them.

The pair piloted Indianapolis 360 LLC earlier this year in Indianapolis neighborhoods such as Broad Ripple, where local businesses that cater to the Google generation line the streets. The pair is ready to take on Greater Lafayette.

"We'd like to see every business in the Lafayette downtown square have tours online," English told the Journal & Courier  "The more that do, the better it works."

Bennett is the Google-trusted photographer, one of about 350 nationally who carry that title. English handles sales and marketing for Indianapolis ' 360, which also offers still photography services.

Here's how the panorama service works: The photographer takes a series of stills — "hundreds of high-resolution images," Bennett says — which are compiled by proprietary Google software, creating an interactive, 360-degree view of a space. It's then put online, so a simple Google search can pull up the tour.

The new company's Lafayette clients say the investment is the next step in embracing the marketing strategy of the future — and a nod to the fact that consumers increasingly rely on search engines to determine where to spend their money. The cost of their panorama services ranges between $300 and $600.

A Google spokeswoman told the Journal & Courier that more than 100,000 business owners worldwide have taken advantage of the service. In Greater Lafayette, the Knickerbocker Saloon, McGraw's Steak, Chop & Fish House, Bluefin Bistro, Rubia Flower Market, Main Street Cheese & Wine and others hired Indianapolis ' 360.

Jeff Hamann, who owns the Knickerbocker Saloon, in downtown Lafayette, said he was impressed with Indianapolis ' 360's work. Now a simple Google search for the saloon pulls up panoramas that feature interactive views of its interior and exterior.

"When you come into the Knickerbocker, you just don't sit down, you soak up the history," Hamann said. "You soak up that 178-year-old atmosphere and presence of an old-school saloon. The guys have done a great job of helping me represent that to people on the Internet."

Bennett and English have established an easy rapport with business owners. They say they're the less-intrusive version of the iconic roaming Google cars.

"The Google car goes everywhere," English said. "We tried to drive it through the bar but Jeff (Hamann) wasn't into it."

The pair even garnered the attention of the Lafayette mayor's office. Lafayette City Hall's panorama will be shot next month and will feature the entrance to the police department and other city divisions and common areas.

"We thought that was a plus for people — anything that can help get our name out and help make things easier," Lafayette Mayor Tony Roswarski said.

Hamann said embracing new marketing techniques such as the panoramas is important because it helps him keep up with his target demographic.

"Your 20-somethings and 30-somethings are choosing where they're going to buy their products and where to go out according to what they find out on the Internet by using a variety of tools," he said. "Word-of-mouth alone and repeat business will keep us going, but it's still important to be out there on the Internet gaining presence."