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Posts Tagged ‘Presentation’

The Queensberry Rules

June 15th, 2009 in Marketing by


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Boxers

Forget about boxing, here are the Queensberry Rules for photographers!

1. Outstanding presentation adds enormous value to your photography.

2. Using the same albums as everyone else reduces the value of your photography.

    Ask anyone in the street how much a stack of prints is worth, or a disc of images, or a slideshow. Everyone’s been to the mini lab, or burnt a disk, so the answer is, “Not much”.

    What you’re paying for when you hire a professional, of course, is their time, skill and artistry. Focusing on the presentation takes nothing away from that. It simply places the photography in a new context where it can be better valued and respected.

    Cheers, Ian

     

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    4. Feedback 3: Your competition

    June 12th, 2009 in Opinion by


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    More feedback on my email, Your next album company

    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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    7. The difference between wow and blah

    April 21st, 2009 in Marketing by


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    Gerard read my posts on album marketing and asked if I recommend charging for coverage and albums separately or together. I personally think both options are viable; it’s what works for you that’s important…

    Here’s the fundamental QBY business* proposition, which you either agree with or you don’t: Queensberry albums add value.

    Display your work in them and you present your photography in a whole new context (you expect more money for it!)

    Which means you want your work in albums. You profit from the albums, and you profit from the perceived value they add. That’s why, at the time of sale, your goal is to hand the clients an awesome display sample and have them say, “Wow, how much is that?” Or words to that effect.

    So, if I’m pricing the album separately, I need to bear in mind that what clients really want to know is how much they’re spending, all-up. Obviously you shouldn’t hide that from them, but you don’t want to overstate it either. I’d certainly stress the difference between their minimum commitment (however you define that) and what they just said “Wow” to.

    If I’m pricing my coverage and the album together I’d take care not to commit the clients to a specific album (a 20-side 12×12 or whatever) because that will limit their thinking (discourage them from upgrading). That’s why a lot of studios frame the album component as a “deposit” or “credit”. I would certainly make it clear that they don’t need to make a final decision until after the wedding.

    One other thing.

    If you’re starting out , chances are you won’t be able to command the prices you eventually want to – but you absolutely must get your business headed in the right direction. An all-in price may accomplish that better because it ensures your work will be presented beautifully, and get you on that upmarket path. You’ll look great value compared with other people offering equivalent presentation – and you’ll be perceived as competing with THEM rather than with the bottom end of the market.

    To be clear, you’d expect me to say that, and it may amount to suggesting you offer albums rather cheaper than you might want to. It may not make you popular with your competitors either. But I think it’s good advice, and no-one said that getting started was easy.

    Cheers, Ian

    * Albums are not just about business of course, any more than you’re in photography just for the money. The nice thing about our industry is that most of us love what we do.

     

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    10. King of the hill

    May 30th, 2008 in Marketing by


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    Photojunction ran an interesting post a day or two ago. Danny referenced a report from theweddingreport.com that spending on wedding photography in the US may be in decline.

    It prompted Sonya to mention anecdotal reports that UK photographers, also, may be in for a rough ride for a while – bookings down etc.

    Yes, times may be tougher next year. If they get tough for you, we’re concerned and sympathetic. Bad stuff happens in business, and if you’re affected, we are too.

    But… Don’t sabotage your long-term business in order to survive!

    What do I mean?

    Queensberry has always stressed the importance of differentiation. Differentiate or cut your prices.

    In other words, avoid discounting when times are tough. Avoid me-too marketing.

    I’d look to my “presentation” instead. Do prospects say “Wow” when they see my display samples? Do my website and studio and dress and documentation say, “I’m King Of The Hill?” Do my client’s albums say “Expensive but worth it?” Do I cringe when people ask for my prices?

    I said on The Junction, “If you’ve consistently marketed yourself as a differentiated price setter, now’s the time to be grateful for your foresight.”

    I wouldn’t throw that away because life may be a little rough short term. When the drought’s over I want to remain King Of The Hill. Or Queen ;-)

    I know, easier said than done.

    Cheers, Ian

     

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