Albums to differentiate

June 30th, 2009 in Marketing by Ian Baugh

Tags: Albums, Clients, Differentiate, Feedback, Press Books, Products

Press books – I agree with everything you say. At Focus I had a great conversation with Danny who suggested that ‘everyone’ did digital, ie it was commonplace with suppliers but that Duos were the really unique albums. I agree. Aren’t QBY digital albums really just a fancier, more expensive press-book? Again, that’s not meant to be insulting, I’m just trying to add to the conversation. FWIW, I’ve stopped offering digital albums (other than mini copies) and will move to a Duo only offering for next season.

No offence taken. I love our digital albums, and so do many of our clients. I believe ours are as good as they get and I don’t think either of us intends to belittle them. But as one of my favourite marketing books, Differentiate or Die, says, you can’t win on “quality”. On that basis Hyundai probably beats Alfa Romeo, but we all know it’s not that simple. Quality doesn’t differentiate. It’s necessary but not sufficient.

I’m not trying to talk you out of your decision but if I ran a studio I would probably include a digital album (flushmount for the visitors) and I would think seriously about press-books too. But I would not want them to define me.

I used to say in seminars, “If you can’t think of five things that differentiate you there is probably only one – price.”

Cheers, Ian

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Do you get it?

June 20th, 2009 in Marketing by Ian Baugh

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Tags: Clients, Feedback, Press Books, Quality

My last post said that press books are great but they’re everywhere. “And that’s the problem.”

Someone here was a bit concerned about me saying that. “Won’t it put you offside with a lot of photographers?”

Maybe. Although if you disagree I hope it’s something to think about rather than get upset about.

But the fact that many people do disagree is a good thing, at least for us and our clients.

If our albums were everywhere they’d have no value. To you or to us. For example see the comments here.

Does presenting your imagery in press books trumpet your high-end quality to the market? I don’t think so.

What we say to prospective clients is, “Do you get it?”

Everyone who doesn’t get it is an opportunity for everyone who does.

Cheers, Ian

PS And would our staff rather be machine operators than artisans? I don’t think so.

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June 18th, 2009 in Marketing by Ian Baugh

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Tags: Album Strategy, Clients, Competition, Differentiation, Digital, Film, Marketing, Press Books, Revolution

“Previously we were offering albums we knew our competitors were also offering, but we’ve realised we can use the album to separate us from our competitors.”

That quote from Nigel’s interview with the Youngrens reflects Queensberry’s key message to photographers and it got me thinking…

A while ago I posted about album companies in trouble – and not hitching your own wagon to dying stars. Today I’m suggesting you be wary of the latest and greatest too

In the US and UK markets of 2000, Queensberry albums were revolutionary because we hand-made every album to order. That meant photographers, for the first time, could custom-design albums to suit their imagery … and actually get them made.

Another revolution quickly followed, what we now call digital albums, coffee table books, flush mounts, magazine albums, whatever.

Both these “revolutions” were fruits of the digital revolution, an impossible dream come true!

A constant stream of digital albums now progresses through our Bindery. Many of them are beautiful – and we feature some of them here.

But…

But a mindset has developed in some quarters that “digital albums, coffee table books, flush mounts, magazine albums” are all there is.

Check out forums like DWF and notice how infrequently matted albums are mentioned, and how badly most album planning software handles them (generally via drag and drop templates).

If you agree with the Queensberry Rules, that mindset represents a real opportunity for Queensberry clients and anyone else who believes in standing out from the crowd.

And unfortunately for professional photographers, press books may be great but they’re everywhere. What was unimaginable a decade ago is now commonplace. As you can tell from the number of start-ups and labs getting into the game, the downwardly spiralling prices, and the fact that any amateur and part-timer can now design and order the books themselves for very little money.

So be careful building your business around press books, indeed any generic presentation. It could be a bit like saying that you want to join the crowd, not stand out from it, that you intend to compete on price, not quality and service. A mistake, in our opinion, especially if your goal is to build a long-term career.

That doesn’t mean there isn’t a place for press books. There absolutely is. We live and compete in the real world. If I was a photographer I would offer them. Probably.

But if they define your business you’re competing with the bottom of the market, not the top. And that’s a tough, crowded neighbourhood.

Cheers, Ian