Here’s what you need to know before making your first phone call. Don’t rely solely on Web sites when searching for a photographer. “Simply looking at a Web site isn’t a good idea. You won’t be able to tell what was produced and at what level of consistency,” Shiverts says. Do inquire about experience.

 

Find out if the photographer has shot trade shows or conferences from beginning to end, and ask to see samples from an entire event, including edits, so you can gauge workflow and consistency. Red flags to look out for include shots of empty carpet, the backs of people’s heads or trash on the floor. “Ninety-five percent of photographers haven’t shot trade shows,” Shiverts says.

 

“Trade shows have their own rhythm and flow and are very different from other events they may have shot in the past.” Do ask for trade show references. “It’s hard to tell how someone will behave just by speaking with them over the phone — you’ll need references to check out,” Shiverts says. Do ask about equipment. Find out if they have fast (F/2.8) lenses ranging from 16 mm to 200 mm focal lengths.While this likely won’t mean anything to you, it will make a difference in the quality of the photos produced.

 

Do let the photographer know that 80 to 90 percent of what they’ll be shooting will be in lowlight conditions. Do think carefully about translating what you’re looking for visually for a photographer. Try to be as specific as possible. Should the shots expressly show a trade show environment or be more abstract? Are arranged shots acceptable or do you prefer candids? Will attendees be willing to pose? It helps to get your graphic designer involved in the conversation to provide the photographer with basic samples, such as last year’s work, to illustrate what you like or dislike.

 

Don’t assume that the language you use will make sense to the photographer who hasn’t shot many trade shows. For example, explain what it means to get a shot of the “opening crowd.” Don’t assume the photographer will know the logistics of the event, traffic flow or relationships between the parties involved. Inform him or her if flash photography is acceptable, whether any politics may be involved and what the chain of command will be.

 

Advise the photographer if he or she should ignore a presenter or attendee who asks them to leave or tries to add a room assignment. Do outline the logistics of how the show will work, including where opening crowds are, where keynotes take place, where awards ceremonies and other special events are held, etc.Make sure to let the photographer know if he or she needs to be there from beginning to end or at several random points throughout the event. Do remind the photographer to shoot placards outside each session room to help identify the shots, which may end up looking very similar later. Do know that everything’s open to negotiation when it comes to costs. There’s no standard in this area. Look for an all-inclusive flat rate up to a certain number of hours rather than an hourly rate.