February 18th, 2010 in 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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