Marketing Question of the Week: What should be on my shot list for a photoshoot?

If you’ve actually been on a photoshoot, then you know they’re never as glamorous as the TV and film depictions. They are long and sometimes tedious affairs that play out anywhere between relatively smooth to somewhat chaotic.

Where a photoshoot falls between those two measures depends on your level of organization and preparedness. It also depends, of course, on how many over-inflated egos are present and whether they play well together.

Unfortunately, you have no control over the latter.

But with a planned out shot list (and the possible good fortune of mild-mannered and agreeable talent), a photoshoot can be a cool creative process that could yield some seriously good marketing photos for your image library.

So what should be on your shot list?

Well, as far as the actual things, that’s obviously going to vary based on what you’re selling. For example, a manufacturer might plan an action shot of their latest piece of equipment making their stellar and amazing products both quickly and efficiently.

On the other hand, someone in real estate would want portraits that would promote them as knowledgeable, trustworthy and, well, darn good at selling houses and buildings and stuff.

You need to first brainstorm which images are going to best illustrate your company’s brand on your print media, social media and website.

Then once you’ve established a list of possible shots, distill it down with these three questions in mind:

•        Why will this shot be important?

•        Will it showcase a key player or marketing concept for our company?

•        Is this photo an absolute, or just a wish list item?

Pay extra attention to that last question, as it’s crucial to the process.

Absolute shots are any of those that will have an immediate place in your marketing.

These would be shots of key products, concepts and players that will show up on your bio page, client proposals and LinkedIn profiles, for starters. These must have shots will be at the top of your list.

Once you’ve established your absolutes from your wish list items, consult with your photographer. S/he can help you determine how long it will take to execute specific shots and which ones might prove to be challenging.

From there you can schedule the appropriate studio time, go in with your prepared shot list and keep the chaos at bay.

Or at least at a low hum.