Queensberry Connects


Archive for the ‘Opinion’ Category

Andrew Gardner posted a thoughtful comment on a recent post of mine in which I talked about a member of the public asking if I would sell her a Queensberry album. He’s concerned that Queensberry’s aim to build their brand amongst brides might turn the albums into a commodity and encourage discounting (eg “click here for cheapest QBY albums!”) His thoughts probably reflect the concerns of many photographers. He says,

Obviously we can’t be complacent and we should always be thinking of unique and original ways to make ourselves stand out. But I have a niggling feeling that what Queensberry thought would help us out will actually work against us.

Certainly the request I received smacks of a search for a commodity. It is the inevitable outcome of the Shoot and Burn mentality where brides end up with files and nowhere to put them.

It is up to us to make the difference. Yes the Queensberry album is wonderful, but it is the story told within its pages that makes the difference.

The importance of the story can never be overemphasised. Like a Queensberry, a Moleskine is a lovely book of empty pages until you start writing truths in it … that’s when it becomes something personal, valuable, and meaningful.

When people come to you as a photographer it is because you are what they are looking for. If Queensberry has done its job right your potential client will recognise your use of Queensberry products as a mark of excellence.

As the channel by which one must purchase a Queensberry product photographers have the opportunity to impact the outcome of that purchase by adding their own influence. We are dealing with that situation ourselves with somebody who had a commercial photographer friend shoot their wedding. They wanted a Queensberry album but their friend washed his hands of any responsibility beyond handing over the files.

Nobody can stop the bride from hunting down the best price … we certainly know that brides do the same when trying to get a photographer. This part of human nature will always surface. Resourceful brides are inevitable and if they consider the album a commodity – and possibly also the photographer who handed them their digital files – at that point we, rather than Queensberry, are in control of the situation.

The sad truth is that there will also always be a ‘resourceful’ photographer willing to turn Queensberry products into commodities. But I understand that Queensberry does not look on that behaviour favourably. It is in their interest to look after you, the channel, because without you they are just a good looking, but storyless, book seller.

Cheers, Johannes

 

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  • As a proud parent I look at other babies and want to know if we are doing okay. (It’s the first time and we have no standard to work from.)

    When two babies meet it is easy to overlook the needs of the other parent as you well up with pride in the achievements of your offspring.

    Photographers can be the same with their personal prides.

    Good etiquette with babies is to resist outdoing the other parent with the successes of your own child (sleeps through night … makes own breakfast, gifted, etc). Because even though it is reassuring to acknowledge the superiority of your genealogy it has no social benefits (unless you have cities to conquer).

    Why do I mention this?  It’s about respecting the success and pride of others. It makes the photographic community stronger and of greater value.

    Cheers, Johannes

     

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  • He always found it difficult going to a new supermarket … so he stuck with the one he had used for the last five years. He knew where the dried apricots were, and the gluten free pasta was always down the third aisle on the second shelf up.

    He didn’t see the need to be a supermarket slut chasing the best price on freshly dug potatoes.

    He felt safe. He shopped safe, and a diversion from the standard shop might be an adventurous purchase from the delicatessen’s department.

    He liked that nothing changed except the weekly special.

    On holiday recently he went shopping with a friend and suddenly the apricots were in the fruit section and gluten free was just too hard. He bought prunes and asian sauces that he had never seen at his regular supermarket.

    He ate like a king on new foods and drank many new wines.

    When he returned home he went back to the same old supermarket.

    He dreamed of living like a king.

    Fear of change often limits our ability to move forward. It also blinds us to a world outside of our experiences.

    That same fear of change is what can also make us uneasy when our suppliers make changes to the way we habitually do things.  Embrace change and see it as an opportunity to move forward and to grow.

    Cheers
    Johannes

     

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  • I see the Druids are celebrating the sun at Stonehenge, but Down South 21 June is the shortest day.

    Not that we have much to complain about. We don’t even get frosts in Titirangi (loosely “fringe of heaven” in Maori) but it’s sure cold in the wind and shade. Early morning I rugged up and took the dogs down to the beach and thought that, even when the tide’s out on an overcast day in Winter, life’s not too bad.

    Hopefully it’s the shortest day for the economy too.

    The worst of Winter may still be ahead – the moneymen (and some of us) screwed up, and the consequences are still playing out … but Summer will come.

    I hope not too many of us panicked, that we’re prioritising to save the farm.

    And I hope as the weather improves we don’t forget Grandma’s advice. Wrap up warm in case the weather changes again … We didn’t need credit cards in our day! Just because some smart alec invents a new debt instrument doesn’t mean we need to use it. A bit like Photoshop effects really.

    Cheers, Ian

     

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    Final feedback from my email, Your next album company

    Unless you have someone on the ground talking to people you are never going to get the real story…

    qbygroup1
    qbygroup2

    That comment’s from the UK, where we actually do have someone on the ground – take a bow, Jo!

    But Jo, a Londoner, is the exception not the rule. Most of our client support people work from New Zealand. Gino, for example, gets up really early to talk to people in North America, while Kirsten works really late to help Jo with the Brits.

    But it’s great to meet people face-to-face, so why don’t we base more people locally?

    First, where would we base them? Think about a few people we’ve featured here over the last year or so. Darlene’s an Albertan who helps look after our North American clients (hey, Canada!). But she can’t realistically drop in on Christian in New York, or the Costas in California. At least Manpreet’s Canadian, but he’s half a continent away in Toronto.

    The UK’s an island, not a continent, but Jo still doesn’t get to see Simon in Yorkshire very often. Besides, we have a lot of clients elsewhere in Australia, New Zealand, Europe and Asia to service.

    That’s why we’ve set up to be truly international. To think globally and act locally in the modern sense. Skype, email, toll-free phone, eCare, webinars. They’re how our team talk to lots – lots – of photographers every day.

    Well, what about local distributors? Been there, done that, no thanks. We prefer to connect direct! Trying to talk to you through distributors is like trying to thread a needle wearing welding gloves.

    By the way, that’s why we operate our own lab, our own IT team, our own support team. The buck stops here.

    But all said and done, it is great to meet face-to-face, which is why trade shows are important to us, and why we’re planning… No I can’t talk about that just yet ;)

    Cheers, Ian

     

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    It’s hard to compete … We’ve seen a massive influx of photographers from Eastern Europe charging very low prices and supplying reasonable products.

    I understood the impact of this EU “migration” in British hotels and restaurants, but I honestly hadn’t thought about the impact on photographers (Jo and Kirsten will be shaking their heads!).

    Even so I feel that this kind of competition is always with us … in one form or other.

    The purpose of outstanding presentation is to add value to your photography. That’s why, whoever you use, your albums must help you stand out in the market.

    If you can’t think of five reasons why people should choose you, there’s probably only one: you’re cheap. Said differently, differentiate or drop your prices.

    But here’s the thing: if you agree with that sentiment, you’ve ruled out most suppliers in the market.

    Two final thoughts… If you’re interested I posted a series of emails early this year on dealing with the recession and album-based marketing.

    And as my last post demonstrated, QBY has exactly the same challenge.

    Cheers, Ian

    PS Comments invited!

     

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    Changing to Queensberry is like changing my Ford Focus for a top range Audi … Not sure many people are going to cope with that.

    Depends what you mean by “many”. But certainly we never expect most people to choose Queensberry. Products that differentiate need to be aspirational (ie more people want them than can have them). That applies to your own “products” too, of course.

    In business, rather than ask how much something costs, it’s useful sometimes to ask how much it’s worth. And how it positions you in your market.

    There were 42 album companies at Focus this year … something must be going right for them all.

    Not necessarily. There used to be dozens of little oil companies, car companies and computer companies too. Right now the barriers to entry for digital book companies are very low. Things will get shaken out. And you didn’t even mention the very cheap press books you can buy from Apple and goodness knows where else.

    Many of the old UK companies make a very good living from supplying their legacy products.

    It didn’t pan out for Spicer Hallfield. My post was simply to suggest that you think twice before hitching your wagon to products or companies that may be in a long, slow decline.

    Cheers, Ian

    PS Comments invited!

     

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  • Prompted by the unfortunate demise of Spicer Hallfield, which was once the UK’s foremost album manufacturer, I emailed our list in the UK yesterday. The gist of my message was that their ex customers should think twice before choosing a replacement supplier – especially if their gut reaction was to look for someone offering a similar product at a similar price.

    My email generated quite a lot of enquiries for Sonya’s team, plus some feedback that I thought I’d discuss over the next few days. But let me start with the tough one…

    Someone called my email an “unbelievable bit of ambulance chasing”.

    Hmm, I’d agree if we were offering discounts to ex Spicers customers, or matching their prices for six months.

    As it is, ALL we offered was something to think about, which I’m personally happy to stand by.

    You can read what I said here. (And when we first heard the rumours, I touched on some of the same points here.)

    Cheers, Ian

    More feedback tomorrow.

     

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  • Sad as it is, it’s no secret that one or two of the traditional album manufacturers in the USA and UK have had serious problems, and not just because of “the economy”.

    It’s hard for everyone when a company struggles, hard for their staff, hard for their suppliers. Harder still when you know the people involved.

    Hard for their customers too, who’ve spent a lot of time getting to know their people, understanding their systems and foibles, making bookings with couples who will expect one of their albums…

    So why have they been in trouble?

    Because companies like Queensberry started eating their lunch.

    It’s easy to see, when the world changes, that previously successful companies find it very hard to change with it. It’s hard to let go of the old world because they were successful in it, because the market associates the new world with their new competition – and because their clients generally don’t want to change either.

    Unfortunately, when faced with needing to find a new supplier, many people look for someone offering a similar product at the same price. They could be hitching their business to another dying star…

    Sad for them, good for Queensberry clients.

    Cheers, Ian

    PS I first published this accidentally and I’ve edited it a bit since. Reading it back it still sounds a bit harsh, and it’s not meant to. I just wanted to make the point that this may not be the best of times to resist change. But many people do, and (indirectly) that’s good for our clients.

     

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  • How far is the extra mile?

    Four of us went out for dinner in Auckland on Sunday. When we arrived they gave each of us a fresh oyster in a spoon. It was part of the welcome … even before they asked us if we’d like a drink.

    There were four problems.

    One of us is pregnant and can’t eat shellfish.

    One of us doesn’t like shellfish.

    One of us didn’t like that the oysters were sitting in vinegar (albeit a fancy Chardonnay vinegar … it was a very flash restaurant).

    The fourth ate one because it seemed rude not to.

    Four oyster lovers would have been in some kind of heaven, but this was an extra mile in the wrong direction. Shades of those strangers in your viewfinder.

    How far Which way is the extra mile?

    Cheers, Johannes

     

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