Get Noticed at Your Next Trade Show

The message needs to be clear at 30 feet.

Even though floor space costs are at all-time highs, the elements you need to exhibit have been reduced dramatically since the dawn of the digital age. A full color booth that once cost in excess of $12,000 to produce can now cost less than half that amount. Not only did the costs get lowered but so did the weight. Aluminum skeletons and printed wraps make the haul to the show lighter and the set-up quicker.

So now that you’ve saved a bundle, don’t skimp on the visuals that will be needed to attract attention at the show. Competition is stiff and those who visually stimulate an attendee from 30 feet away will have a better chance at making new connections and landing a new business. The high school science fair is not the look you want!

The smart business owner knows this along with their marketing person, sales manager and the business development executive. Make sure your photographer knows it too. It will take more than someone with great gear. It takes vision and the ability to share, conceptualize and execute that vision. It takes a pro with experience.

The Javitz Center in New York City along with the Las Vegas Convention Center are two of the largest venues for trade shows. People come from all over the planet for shows at these locations. It’s time for you to make an impression.

Here’s an example of a recent booth design that was a collaboration between Grant Marketing and myself. The Javitz Center was the first venue where it would be used. The goal was to attract attention visually as well as tell the story of what they do in one very large image.

Prior to the shoot a site survey was completed to assess the possibilities. Listening to the client is crucial but it’s also a two- way street. They need to listen to you visually. A great client understands and expects this.

At the completion of the survey, it was agreed that only one image was going to achieve the goals set forth by the client. The robotic spray arm in all its glory!

My concept was explained and agreed upon within minutes. This was the shot. The shot that they needed to attract attention. One that would catch your eye, tell a story and lure the show-walker over for a conversation.

In total, six lights were used with three different color temperatures and the camera color balanced for the main spray arm. Quite a complex set-up. The background was made from new air filters that were white and pristine. A blue gel was added to the 2 lights that illuminated them. The actual spray was added in post-production. Atomized paint and cameras have never had a very good relationship.

The next time you’re planning trade show booth development, make sure you get the right photographer to bring your vision to life. ©2017 Wayne Dion / Dion & Company


Stock or Custom Photography?

Creating your online and marketing image

So, you’re about to launch or re-launch your web site. This time you’ve collected more content and purchased a better layout. Hero image holders and links soon to be full of information. Now you need to sprinkle some images around so it looks like a real site and not a simple text blog.

You only have 3 choices. Take your own photos, buy stock images for $20-$50 each or hire a professional commercial photographer for your project. One is free, the second is affordable but the third option can be expensive. You know the old saying “You get what you pay for.” This is true in most instances but the $30 hamburger in Times Square may not fit into that scenario. Hamburgers just aren’t worth $30 no matter where you get them!

Option 1. Taking your own photos is a bad idea on so many levels. It doesn’t matter what smart phone you have. It’s not that smart. If you’re not a professional photographer, you will fail miserably. What you photograph with your phone will never stand out among your competition. There is so much more to the process than clicking the shutter. Lighting, composition, depth of field and aspect ratio all come into play and you may not know anything about any of that. You may have taken some great vacation shots or even some cool nature photos. Well that’s not the kind of imaging you need in business unless your business is selling lakes and mountains.

Option 2. Purchase stock photos online. They are affordable, focused, look professional and are readily available at a moment’s notice. Click the mouse a few times and POW! You’ve got images for your site. Stock is filled with everything from conference rooms to brief cases, board meetings and dental offices. How can you go wrong?

So, what’s the problem with stock? The problem is that it looks like exactly like a stock image. The photos that appeal to you will have the same appeal to many others and therefore appear on many sites. No matter what your business is, people in the same business may have the same tastes and are trying to appeal to the same audience. How will you ever get noticed if you have the same look as your competition?

The reason you’re in business is because you believe you can offer more to your clients than your competition. Better customer service. Better product. More attention to their needs and a better understanding of their goals. So why plop an image down that is not as custom as your business itself?

Option 3. Contract a commercial photographer to create content that is unique to you and your business. A creative that clearly understands marketing, technology and can see your vision. The right individual(s) can give you a whole new perspective on your own business. They can visualize how to sell to your target audience. A perspective you may not have been able to see being so closely tied to your own operations.

Most company owners make the mistake of selling their business to themselves. They will always want you to photograph the new gizmo they just heavily invested in. What they don’t understand is that’s not really the picture they need. That machine or building expansion is what the customer now has to pay for. It will be reflected in their next invoice. GUARANTEED.

What needs to be photographed is the solution that gizmo provides to the customer’s problem. Customers always have problems. You need to solve them. The visuals you use need to show how you solve those problems and not how you spend their money.
Building your company on images not created with your brand in mind will do more harm than good. Yes, you may save a few dollars by using stock but you are sacrificing more than money. You have completely eliminated what makes your company or service unique.
Using stock photography is like having a bad hair piece. Everybody knows it but they just don’t have the heart to tell you how bad it looks.

©2017 Wayne Dion / Dion & Company


Promoting your CNC Machining Capabilities

A visual look at what happens when the doors close.

Close the doors, program the machine, hit START and wait. So what are we waiting for? The part? Coffee break? The weekend? No, we’re waiting for the latest custom CNC part to emerge from your machine that adds profit to your bottom line and solves the problem your customer had before they placed the order.

Deep inside the machine where milling oil, lit by fluorescent light, sprays around in a finely tuned choreographed dance, making your vision and technical expertise come to life. At times, the process is obscured by the endless procession of lubricant keeping the part and the tool cool and protected.

This is the business end of your business. It’s what makes you who you are. It’s why you opened the doors in the first place.

How do you extract a visual for your site, marketing materials and social media that will tell a story and impact the viewer so that they pick up the phone and call your sales rep who can close the deal?

One solution is to hire a professional industrial photographer who understands what you do, how you do it and for whom you do it for. Not a high end amateur or wedding photographer but someone who comes with the knowledge and appreciation of what is actually going on within the CNC machine, your company and industry.

A true industrial photographer will be ready to insert weather sealed cameras into the abyss that can be controlled wirelessly. They are not afraid to spend 2 hours cleaning the waterproof housing after the shoot. A photographer who is ready to create in any environment, under any conditions with the ability to deliver images that will add to your perception in the marketplace and help build your brand.


Contact Us

Wayne Dion
Dion & Company
Boston Aerial
508.626.8822

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