EXPOSE YOURSELF FOR FREE!

 

As soon as I said ‘free’, you couldn’t help but read this, but you would be surprised how many exhibitors miss out on extra FREE exposure.

 

Most events these days retain the outside services of a Media Relations firm who are working to promote the event and to do so they need quirky angles on products/services that the media may not have seen before. And, it’s something that’s not difficult to do yourself!

 

Unlike advertising, which attempts to persuade people to buy something or take some sort of action, PR is in a story format that is covered by a third party (which, in essence, virtually endorses it – unless it’s a negative review), and focuses on why the product is better or how it will benefit the reader, listener or person watching.

 

In the case in point, it’s through magazines, newspapers and the web/social media, yet a lot of companies either fail to send images and information or the images are simply unusable.

 

With cut-backs in business, it’s not always that easy to get a media photographer or film crew so, if you can help them out with great shots, you can quite often still get the exposure.

 

The following are things to think about if you’re taking the photos yourself.

 

SETTING UP THE PHOTO:

 

  1. LIGHTING
    Take the photo in a bright space. Do it in a room with lots of natural light, or outside in morning light on a white background – not on the grass.
  2. BACKGROUND
    Photograph your product on a plain background – white is best, and either fabric or paper. Shoot the product front–on. If you are photographing a quilt, for example, hang it flat on a white wall, then take the photo from the front so that the quilt is square – or rectangular. If your product is white… shoot it against a neutral-coloured contrasting background.
  3. LET THE PRODUCT BE THE STAR
    Don’t overcrowd the photo. Resist adding accessories unless you are confident with styling a still life. Keep it simple on a plain background. If your product is packed in plastic, take it out. This gives harsh reflections.

 

TAKING THE SHOT:

 

Make sure your camera is set for high resolution/quality images. Hold the camera level and steady, and, if possible, mount it on a camera tripod.

 

DETAIL:

 

Take a few shots. Make sure one of them is of the entire product. Don’t chop the sides off it – get it all into the picture. Zoom in and take a close-up shot of any interesting details it has Take a shot front-on.

 

SENDING YOUR FILES:

 

Send us the high-resolution files – don’t make them smaller just to send as they may end up too small to print.

 

Remember, most PR should complement the messages in your product advertising and its primary function is to;

 

  • Endorse it – when it’s covered by a third party, they are saying how good it is on your behalf
  • Build awareness about it – how it’s new, why it’s different
  • Enhance your company image – this raises your company profile, name awareness etc
  • Educate customers/prospect – it usually goes into more depth on why they should want it
  • Change opinions – when a third party in effect endorses it, it gains more credibility
  • Sell – the reason you are doing it is to create demand

 

SOCIAL MEDIA:

 

As the fastest-growing tool and communication outlet, consider how you can include this in the mix. Twitter, Facebook and LinkedIn are all worth using.

If you are going to use social media, however, commit to it and keep on top of it – otherwise it’s a waste of effort.

 

IN A NUT SHELL:

 

With just a few tips on taking better images, the upside could be a large increase in demand and sales.

 

See you on the floor.

Print Friendly, PDF & Email