There are different types of promotions you may find yourself asked to shoot. A business could want to show their new menu item, a performer could want some shots of them on stage, or a perfume brand just released a new scent.
Basically these images are shot with the purpose of having the audience respond in some way. They should be inspired to visit the place, try the product, browse the website, call the number, donate the money, etc. So all the photography you see used in advertising would be promotional photography.
Here are a few pointers to think about when you tackle this subject.
Is this a single person or a whole company? Learn as much as you can about the client before and during the initial meeting. Questions are your best friend! You need to know what the project is, exactly what they’re looking for, the time frame, deliverables, & payment. During this meeting you should bring your contract so it can be signed as well.
More often than not, you will not be able to use the full extent of your style. The client will want what most appeals to their ideal audience, which may look vastly different from most of your images. It is important to research their other marketing materials and find out the best way to represent their brand.
Along with the research of the person or company, you should be looking into who they cater to the most. Different types of staging, layouts, & techniques can appeal to different ages & demographics.
Will this be seen online in a small digital AD? A large billboard? A print page in a magazine? A combination of media? With the original brief, your client would have provided what the final product should be. You should have the different file types saved properly and organized for ease of use by them.
Unless you are requested to shoot something on a plain white background, you may get the chance to experiment. I don’t mean with photography style necessarily, but I do think it’s a good idea to have more than one plan so that there’s variety for the client. Come up with 2-3 concepts for the shoot and make sure you have enough time to shoot them all.
So there are a handful of tips to consider the next time you find yourself taking these types of images.
May the light be with you.