incentive trip photography is one of the most powerful yet underutilized assets in an event budget. to get the highest return on investment from incentive trip photography, you need a strategic plan that connects the pre-event goals with long term outcomes. the result is maximized returns that drive engagement, recognition, company culture, and excitement for next year’s program.
to maximize roi, treat photography as a strategic asset instead of a line item cost or budget number. plan with the end usage in mind and use images across all internal communication, marketing, recruitment, and sizzle reels for next year. here are 5 recommendations on how to get the most out of your images.
1. define your goals before the trip and share them
do you want to increase sales for next year? capture authentic employee culture? highlight leadership interaction? maybe instill a little fomo in those who didn’t quite qualify this year? those are all notable outcomes, but not until they are shared with your photographer so they can be captured successfully.
2. build a shot list around deliverables, not activities
often the photographer’s shot list is just a cut and paste from the agenda. with more direction, the shot list can be tied to the outcomes defined above. for example, images showing the energy of the welcome reception perfectly illustrate a culture of celebrating success. leadership learning new skills like kite surfing illustrate a willingness to fail first, and show them as relatable to other employees. outcome based shot lists help photographers create intentional stories, not just documentation.
3. prioritize high-value moments and call them out early
there are some moments that will have higher value and return than others. awards and recognition, executive speeches, and surprise moments always create the biggest reactions. excursions that align with corporate values like giving back, sponsor integrations, and special reveals are all moments to make sure your photographer knows when and where to be.
4. build in time for hero shots
sunset group shots, winner and guest couples portraits, leadership candids, and postcard worthy destination images should be planned in advance and included in the schedule. sure a great photographer can adjust on the fly and get a great shot, but with solid preparation they can make these images iconic. even better, when the photographer is included in the planning (activity timing, lighting, location, etc.) the images are usually the ones that make it into frames and photo books that last forever.
5. after the awards trip, use the photos across the organization
there are a plethora of uses for incentive trip photos after everyone returns home. some of our favorites include recruiting materials (linkedin), culture decks (interviews), employee recognition (p.r.), leadership presentations, sales kickoffs, social media, and annual reports. making them available to everyone across the organization adds much more value than them sitting behind a firewall on a hard drive.