If you’re preparing the marketing plan for your upcoming pop up shop, no doubt you’ll be turning to social media to spread the word. Studies show that photos are a big part of creating engagement- some say it increases by a whopping 650% when you include a snapshot, so it’s imperative to include quality images as much as possible. But, if you’re not a professional photographer, and you can’t afford to hire one, you can still get noticed by taking some shots on your own if you know a few tricks the pros use.
Clean and Declutter First
You may have lots of things you’d like to showcase, but busy images are hard on the eyes and shoppers have trouble deciding what to focus on. Before you start taking any kind of photos, be sure to make a run through your pop up shop and remove anything that isn’t vital to the shoot.
Capture Your Story or Essence
Create more interest about your pop up shop by featuring what makes your brand, products, or shop unique. Imagine your lead product is sunblock. There’s nothing particularly interesting about a bottle of sunblock sitting on a shelf. But, let’s say your sunblock is made with natural ingredients. Grab some of the raw ingredients and include them in the shoot. Or, maybe you’re targeting busy mums with your sunblock for kids. A mother tossing sunblock in her bag or a tot having it applied speaks volumes. Before you begin to take any photos at all, create a list of things you think your customers will find interesting, and gather any props or models ahead of time. This way, your photos can be used to create real connections – the customers will identify with your brand and head in.
Use Natural Lighting
Artificial light can be harsh and distort colours. Because of this, professional photographers use natural lighting as much as possible, but there are a few challenges with it as well. Direct light is pretty intense, even when it is natural, plus it creates shadows. To avoid this, it’s best to shoot during what’s known as the “Golden Hour,” or the time just after sunrise and just before sunset. The light is warmer during this time and you’re less likely to get awkward shadows. You can also take photos when the sky is overcast, as the clouds diffuse the light and minimise shadows.
Work with the Rule of Thirds
Have you ever noticed how most cameras, even on phones, include a setting with a grid pattern? This is to help you take balanced images, using what’s known as the “rule of thirds.” When you take photos, align your subject, be it the pop up shop, people, or products, on the lines or the intersection points. Check out Darren Rowse’s article on Digital Photography School for real-life examples of how the technique works.
Use a Tripod
Tripods can be purchased relatively inexpensively and will enable you to capture crisper photos quickly. Even if you think your hand is steady, a tripod can still be beneficial.
Showcase the Location
If your pop up shop is in a prime location or might be difficult to find, make sure you grab a few photos that showcase where the shop is. While the obvious shot is a wide angle that catches the building and maybe one adjacent to it, experiment with other ideas, such as street signs or grabbing shots from upper floors of neighbouring buildings.
Create an Experience
Our previous blogs have talked a lot about how big brands are using experiences to draw people in. They may host celebrations, have activities, or teach classes. Now more than ever, people want an immersive experience of some sort, not just a shopping trip. These types of things draw people to you, and should be highlighted in your photos. Take snapshots of the activity (or preparations for it to build anticipation) and of people partaking.
Sneak in Your Brand
The more your photos look like a sales ad, the less people are going to like or share them, so you want to be careful about featuring branded items in photos. At the same time, the more you include logos and branded items in your images, the more familiar and comfortable people will be with you. The easy fix to this is to use something else as a focal point, and slip in a brand reference on the side. For example, you may want to take a photo of a rack of shirts. Do something simple like flipping a tag around to show your logo. If you’re taking a shot of your registers, include a bag with your logo. If you’re taking a photo of a customer, try to get some signage in the background.
Consider Short Videos
More than 100 million hours of video are watched on social media every day. For Facebook, you want to target about 90 seconds. For Twitter, the winning length is 2 minutes and 20 seconds, but you could do a single video and share it across all platforms, including YouTube for maximum exposure. You can also experiment with doing live streams of big events, like raffle drawings, opening day, or a party.
Find Your Ideal Pop Up Shop Today
Popertee specializes in helping entrepreneurs find the right temporary commercial space for their needs and we have all kinds of unique spaces available throughout Ireland. If you haven’t found your ideal pop up shop venue yet, browse through our list of Popertees now.