Photographs can speak more authentically to the viewer about an event experience, not just offer a visual history of the event.
Don’t waste the promotional opportunity: look beyond the usual “ribbon cutting” shots, crowded exhibit hall aisles, awards recipients, keynote addresses, networking and education activities.
Let your photos grab the viewers and pull them into the picture. The pictures should say, “Don’t just let me tell you about what a great show it is, see for yourself! Look at those crowds. Look at those smiling faces. Don’t you want to be a part of that excitement?”
Here are some suggestions that you might consider:
- Provide your show photographer with STRATEGIC DIRECTION before the event stages. All trade show photos are NOT created equal so you want to make sure the photog understands what you’re looking for. Is there a desired product mix? Do you need to showcase international participation? What is the balance between exhibits and conference sessions?
- Involve your creative agency — many times they know which type of material works best. At CSG Creative, we often send the account managers on-site to manage the process.
- Take the time to curate specific shots with unique product angles. We look for interaction in the booth — is the exhibitor actually handling a product or piece of equipment? Is he/she doing a live demonstration? Or pointing out a specific feature? Can you wait for the handshake that signifies the beginning of a profitable business deal? Really personalize the experience by showing how hands-on you can get at a trade show.
- Focus on the focus. Are there any moving pieces in the exhibits; can you play with the “blur” to get a unique shot? Do some of the exhibitors showcase interesting color or texture you can capture? Can you create an interesting perspective by shooting from the venue catwalk or balcony?
Don’t let these opportunities slip through the cracks as you gear up for show time. As they say, you don’t get a second chance to make a first impression. If you don’t get the shots you need, you can’t rewind time and try again. It’s all or nothing during the days the show is running, so FOCUS.
I’ll leave you with our motto: When in doubt, crop in a little closer!
