Picture This: Advice from the Tradeshow Pros
Diane Taylor -- Tradeshow Week, 5/30/2008 11:39:00 AM
Gary Michael Prochorchik gave up his collegiate studies in computer science to pursue his passion, photography. David Cherkis took a photography class in high school and honed his skills in the Air Force. Audrey Dempsey turned a hobby into a profession after taking pictures at Jimmy Buffett and Richard Elliott concerts and finding there were magazines that wanted to buy them.
All three are now successful photographers regularly recording the activities of tradeshows and events in Las Vegas. Prochorchik’s company is Exposures, Ltd. Photography; Cherkis heads David Cherkis Photography; and Dempsey’s firm is Infinity Photo.
They all agree they are selling quality and service to the tradeshow and events industry. Contributing Editor Diane Taylor talked with them about specific advice they had on what it takes to be a successful tradeshow photographer:
• Prochorchik said the quality of a photograph means partnering with the client in terms of a marketing objective. For example, he added, “A tradeshow brochure photo must say to a viewer, ‘I need to be there.’”
• “When on a job, treat everyone with the same respect,” Cherkis said. “Each person you meet can have an impact on the success or failure of a job.”
• “Photographs should always tell a story,” Dempsey said, “and that means the photographer and the client must pay attention to every detail in a picture.”
• “These days, anyone can take a snapshot, but experienced photographers are creative and know lighting and angles,” Prochorchik said. “For a press release or a magazine cover, clients will want a professional photo. Fortunately, even in this economic climate, we are seeing marketing efforts going forward, and our firm is busy.”
• “Being a professional means knowing your audience,” Dempsey (who is pictured at left) said. “I’ve seen some photographers at a black tie event showing up in old denim jeans. In addition to looking like a professional, a photographer who fits in at an event has the opportunity for schmoozing, and for me, that has often meant additional business.”
• “One of the obvious key attributes of a tradeshow photographer is not being afraid of heights,” Cherkis said. “We have many assignments that take us high above a showfloor.”
• “A photographer should always be creative,” Prochorchik said. “At Intl. CES, Pioneer wanted a photograph of their exhibit to show ‘life’ or movement, so the photo we produced included blurred images of people moving around the exhibit.”
• A photographer must love new experiences, Dempsey said. “You learn with every new assignment; that’s a real joy of photography,” she added. The assignment that surprised Dempsey the most was a Tupperware convention. “You wouldn’t believe the level of pumped-up excitement among the attendees,” she said.
• Cherkis agreed that curiosity is key, as is a willingness to travel. His most interesting assignment, he said, was for Gulf Air, visiting countries in the Persian Gulf.
• “When I have my camera, I often run into people who say they wish they had my job,” Prochorchik said. “If it’s your passion, I tell them, ‘Do it.’”
