Do you want to make more profit from your images? The answer
to that question for the majority would be ‘yes but how?’ Well economically
speaking you have to ensure that you are meeting demand yet many photographers
are still not offering a comprehensive finished product range that matches what
the market is requesting.
CD v’s Album
When presenting product choices to your clients it is often
difficult to communicate the intangible benefits of a finished product and
often easier and time efficient to provide your images on disc. In this day and
age of technology it would be the obvious move but can you imagine a world
where images are only kept on a disc? What a dull and un-emotive environment
that would be. Not to mention with the rate at which technology becomes
obsolete – will there be CD drives around in 20 years’ time, my guess is not
however a finished product survives for as long as it is cared for. What also
about quality? By handing over your work you are handing over your businesses
reputation to a novice. How good will your images look printed by a local
commercial outlet compared to a professional photographic lab? Will you get
better reviews on good quality or bad quality prints? The answer is an obvious
one however photographers are still continuing to throw away potential profit.
Restricted Product
Ranges
Traditionally a photographer who does offer finished
products would restrict the client to their chosen merchandise however by
restricting selections you could inadvertently be restricting your profit.
Different products appeal to different types of client and so by ensuring you
are offering the widest range possible you are targeting your services at the
widest range of clients. This doesn’t mean you are down grading your target
market, your price range is the key to affecting that, more products simply
means more appeal, more appeal means more interest.
I have 15 years of marketing experience for a wide variety
of industries however in these challenging economic times regardless of the
market, the key to success is diversification. The most successful
photographers are the ones who can react to market changes. The basic of
marketing is supply meeting demand, and those who have the most diverse range
of products tend to see a steadier flow of clientele with higher average
spends.
Product Presentation
There are cries of ‘but I don’t want to compromise my style’
and ‘but it gets too complicated to offer a wider range’ which for some it can
be but I’m not encouraging a barrage of product guides onto your bride to be, I
am advising on offering a wider, less complicated solution that will still
match your character and style but most importantly encourage a higher average
spend.
Many of the professional labs now offer sample cover sets
for their albums and this is the most efficient and cost effective way of
offering a wider range for your clients. No longer do you have to spend
hundreds of pounds on sample albums and leather swatches, you can now have all
of the options to present to you client in a simple yet appealing arrangement
with no compromise on style or quality.
What about other products such as framed prints? Framed Prints
are an excellent method of up selling on just 1 image, yet many wedding
photographers only offer the traditional album. Why is this when the market is
crying out for innovation and creativity? With software such as Studio Partner
from Colorworld Imaging you can present over 35 Moulding styles to your client
against their chosen image live on screen. There is no longer the need to
purchase frame chevrons or cumbersome display boards in order to present this
kind of product.
Product Selection
The truth is you can’t offer every single product on the
market, so how do you go about diversifying your range without confusing or
alienating your potential clientele?
If you are interested in increasing your product range my
advise is to speak to you chosen pro lab. Pro Labs have traditionally been seen
as just that, print labs however we have had to diversify our offerings too to
meet your demand too and so offer much more. We can inform you on market
trends, best selling products, new products, variations on your chosen products
and we can look at your product range and advise on how best to tailor it to
the market demand. At the end of the day, your success is our success so we
should be working on it together.
