How to Capture Impactful Visual Content at Trade Shows:

A Guide by Carlos Apitz

Introduction

Hi everyone! Recently, a company where I work as a marketing consultant asked me for “A Guide on How to Take Photos and Videos at a Trade Show,” directed at the sales team who will be showcasing their brand at one of the most important annual trade shows in the USA. After creating this guide, I realized something very common: many marketing teams in companies that also create content for social media often lack authentic material of their products or services. This happens to all of us.

The reason is simple: marketing team members are not in the field, either because they work remotely (very common nowadays) or they simply are not part of the group that attends these events, leaving the collection of images and videos to salespeople and managers, who are generally the ones chosen by the company to go to these events. Most of the time, the material is very deficient and sometimes unusable.

Based on these experiences and the guide I created for my client, today I want to share with you a complete guide on how to capture impactful photos and videos at a trade show. This guide is aimed at salespeople, executives, and others who need to collect this type of content and don’t know how. Whether you’re creating content for Instagram, YouTube, blogs, or prints, these tips will help you stand out.

Preparation and Equipment

• Cameras and Accessories: Use high-quality DSLR or mirrorless cameras for the best images. Don’t forget to bring tripods, stabilizers, and portable LED lights to ensure good lighting at all times.
• Smartphones: High-end smartphones are powerful tools for capturing spontaneous and real-time content. Make sure they are fully charged and have enough memory to not miss any important moments.
• Editing Software: Install and update photo and video editing applications like Adobe Lightroom and Premiere Pro on your devices to quickly touch up and perfect your content. You can also send the raw material to someone else to edit it.

Taking Photos

• Product Photos: Capture clear, well-lit images of the displayed products. Use neutral backgrounds and ensure the products are well-focused and detailed.
• Interaction with Visitors: Photograph visitors interacting with the products. Look for spontaneous moments that show genuine expressions and attendee interest.
• Booth Overview: Take shots from different angles of the booth, showing its design and any special decorations. Make sure to include the company’s name or logo in some photos.
• Specific Details: Focus on capturing unique details that highlight the quality and special features of the products. Close-up shots can be very effective.

Additional Digital Photography Tips

• Lighting: Natural light is ideal, but if the event is indoors, use portable LED lights or reflectors to avoid harsh shadows. Proper lighting can make a huge difference in the quality of your photos.
• Composition: Follow the rule of thirds to create a balanced composition. Place points of interest at the intersections of the thirds lines to get a more attractive image.
• Aperture and Depth of Field: Use a wide aperture (low f-number) to blur the background and highlight the subject. This is especially useful for product photos and portraits.
• Perspective and Angles: Experiment with different angles and perspectives. Take photos from above, from ground level, and from tilted angles to add dynamism to your images.
• Manual Focus: In low light or high movement situations, manual focus can be more effective than autofocus. Ensure the main subject is always sharp.
• ISO and Noise Reduction: Keep ISO as low as possible to avoid noise in the images. If you need to increase ISO, use noise reduction tools in post-processing.

Recording Videos

• Short Promotional Videos: Record 15-30 second clips showing the products in use. These are perfect for quick posts on Instagram and YouTube Shorts.
• Interviews and Testimonials: Conduct brief interviews with visitors and exhibitors. Ask about their impressions and experiences with the products or brands to get authentic and engaging content.
• Booth Tours: Record a guided tour of the booth explaining the main features and the products on display. This type of content is ideal for YouTube and blogs.
• Live Events: Capture any live events or demonstrations taking place at the booth. Use external microphones to ensure good audio quality.

Editing and Publishing

• Brand Consistency: Maintain a consistent look across all your photos and videos. Use the same filters and color adjustments to ensure the content is coherent and professional.
• Appropriate Formats:
• Instagram: Post square or vertical photos and vertical videos to maximize visual impact.
• YouTube: Ensure videos are in horizontal format and that the audio and video quality is high.
• Blogs and Prints: Use high-resolution, well-composed images to give a professional and attractive appearance.
• Publication Timing: Post content in real-time during the event to keep your audience interested. Also, plan additional posts for after the event to maintain engagement.

Conclusion

With this guide, I hope you can capture and create high-quality visual content to share with your marketing or social media team, ensuring that your brand or products truly stand out on any social network, trade show, or event. Proper preparation and the right use of technology are key to getting the best results. Good luck and happy shooting!