One of the most important assets for any marketing campaign is photographic or video images. I would say this goes double for those dealing with horses. Horses often evoke an emotional response from people, so presenting them in the best light [figuratively and literally] can be a great advantage. On the other hand, a poorly focused or light photo or one with an unsightly background can turn people off. Bang, you’ve lost your advantage.
It's winter and in many places that means it's nearly impossible to get a good photo. If you're in a place with snow and evergreen trees, a nice winter scene could work. I wouldn't use it all year necessarily, but for now, it could work. If you are fortunate enough to be in a place that remains green this time of year - or it is the only green time of year - then take advantage of it and get some new shots. Digital cameras give you the option of checking to see if you have what you need as you go along.
Portraits and actions shots both have their place and more choices are certainly a good idea in this case. With that in mind, do your best to shoot some photos both vertically and horizontally. You never know what you may need, so plan for a variety of cases. If you're not very good with a camera - and you know if you are or not - get a professional [if at all possible] or a friend who has the knack. If you have to pay, it will be worth the money in the long run.
For advertising in equine publications, I would say definitely use a professional photo from a show or a farm shoot. I’ll give shoot day recommendations next time.
Thanks to Iron Spring Farm for permission to use this photo of Winand 405.
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