Stylist Amy Hatch explains how curating the “right kind” of editorial shoot helps venues attract their dream clients.
Editorial shoots, styled shoots – whatever you call them, everyone is doing them right now. But are they doing them the correct way?
It’s a chicken and egg scenario – you want to get the dream bookings that are right for your venue and that you can share on socials and your website, but you haven’t had anything like those ideal weddings to show the possibilities of your venue to your couples.
Couples can have limited vision when it comes to venues, so you need to show them what can be achieved at yours through your imagery. So again, how can you show them this if you haven’t had the right weddings? Well, you produce an editorial shoot, but not just any – one that is going to show your venue at its very best, that is going to attract the couples with the right budgets, and one that pushes the limits when compared to other shoots out there.
What to show
When planning an editorial/styled shoot, you need to go about it the right way. The first task is to know what those dream couples want to see. What kind of wedding would they have that would sit with the style of your venue? That has the right flowers, uses the right furniture and décor? That has the ceremony in a beautiful and unique way? The possibilities of what you can create on a shoot are endless, as you do not have a couple’s restrictions.
Create your team
After you have considered what you want to show within your venue, you need to consider the team. There are various options for this. You can work with a planner that you trust to execute your brief. Personally, I would ask to work with them in such a way that they are bringing your vision to life – as it is your venue and your marketing. The other alternative is to invest in an expert who is able to tell what kind of shoot you should produce to get the right kind of reach for what you want to achieve.
Consider what you have missing from your portfolio and what will elevate it. Perhaps you need a shoot to act as the entire new set of imagery for your website – this is a wise investment as you can consider the exact images you need when planning the shoot. Or perhaps you need new images for a directory listing or a new brochure.
Whoever you choose to work with, and whatever you decide regarding the images you need, your team needs to be a pleasure to work with, style your venue impeccably with taste and in a timeless way that is not going to date, and provide you with the right imagery, so you don’t need to do endless investment shoots.
The photographer you work with will be the most important decision you make. Consider their photography style and how it suits your venue, their experience of capturing not only the details of the shoot but the details of your venue – to tell a bigger picture for you. And you could go one step further and have a videographer too. The same rule on style and experience applies.
Know your brand
The key to all of this is knowing your venue’s brand inside out and what kind of team you need to showcase it at its very best. And I promise you, editorial shoots are worth it when they’re done the right way. They provide a huge amount of content for all platforms, allow you meet wonderful suppliers with whom you can build relationships and, of course, elevate your website’s imagery.
If you have done your homework right and focused on the type of couple you want to attract then you will be demonstrating to those ‘dream clients’ exactly the scope of your venue, and you may even attract an editorial feature along the way! This is the icing on the cake and will extend your reach into your target market with the right kind of press and attention.
ABOUT THE AUTHOR
Amy Louise Hatch is a wedding and event designer, stylist and creative director at The Timeless Stylist. Using a team of planners and designers, her signature use of antique and heirloom pieces provides layers of history to create distinctive, deeply personal design that stands the test of time and enhances a venue’s natural beauty. www.thetimelessstylist.co.uk