Feedback request for marketing concept

[AnneWynne]

I have recently relocated to a resort/beach area and am trying to drum up business in a saturated market where there are several very excellent, in-demand photographers who have more money than I do to advertise. A popular thing to do here is to have the photographer meet you on the beach for a family session. So, with that in mind, I came up with this concept and I would like some feedback on pricing and image delivery.

Concept: "Saturdays on The Sand" (vacation season is over but we have plenty of people here on weekends, so trying to maximize my time) This would be a drop-in 15-20 minute mini session I would advertise via flyers and posters I would put up or hand out Friday and Saturday. Then I would be at the designated beach spot and take people as they drop in. If it turns out to be really busy, I would take appointments but I want to keep it really simple at this stage.

Pricing , and how best to collect, is where I am still in a conumdrum. Some ideas so far:

Charge $25 for the session (remember, it is only 15-20 minutes) with credit given for one 5 by 7 image of their choice, collect on site, post photos for selection within 24 hours, notify via e-mail and send them to where they can select photos for printing and delivery, offering more selections of print sizes and gifty items...I don't have to worry about delivery, but I do have to deal with money and change and checks, etc

Do not charge a fee at the session...build it into print prices and have a time limit for when people can order prints, with increases in print costs after 2 and 4 weeks, ending availability at 6 weeks. Offer low resolution digital negatives of ordered prints as a thank you for orders over $50. Benefits, I don't have to handle money at the session, don't have to worry about checks and itaking them to the bank, and I add the option of credit card purchases. This also means the client is not out any money if they are not satisfied and they do not have to worry about it being a scam. I may make more money in the long run bacause of the incentive to purchase at least $50 in prints. Again, I offer variety in print sizes and gifty items as well as Christmas/holiday cards. I also thought about requiring a minimum $25 order to cover the cost of the session..

I am thinking that option 2, the no-fee at session, may be a good way to go as people do not have to consider their budget at the time, I don't have to rely on reputation to drive up business, I can build up my reputation with the locals who live on the island (and there are many), and while I may have to wait for payment, at least it will come. I am confident that I will be able to capture images that will sell, just how many will sell for any session is yet to be seen. My goal would be to average $50/session in sales/session cost to cover the time on the beach and the time in front of the computer.

So what do ya'll think about the concept and the pricing structures? Which pricing structure would you prefer if you were on vacation and did not know the reputation of the photographer?

TIA,
Anne

[Jim Bryant]

Being a newcomer trying to get established in an area full of photographers, this is a pretty good concept. I'd still charge a sitting fee to cover your time.

[Jim Poor]

I'd also work on the ordering deadline a bit.

Call it an Early Bird discount or something positive for orders in the first 10 days - 14 days max.

60 days is too long to create any sense of urgency for an expiring gallery. 30 days is better and 45 ensures that there is a payday in there for most folks.

Don't forget your costs. A 5x7 and a 10-15 minute session for $25 won't cover your costs.

[GadgetRick]

Originally Posted by Jim Bryant

Being a newcomer trying to get established in an area full of photographers, this is a pretty good concept. I'd still charge a sitting fee to cover your time.

What he said.

If you don't charge something--even a token fee--people won't take you seriously enough to order photos from you.

[AnneWynne]

Originally Posted by Jim Bryant

Being a newcomer trying to get established in an area full of photographers, this is a pretty good concept. I'd still charge a sitting fee to cover your time.

Thanks for the imput Jim. What would you suggest as a sitting fee? Is $20-$25 reasonable for a 15-20 minute session?

Originally Posted by Jim Poor

I'd also work on the ordering deadline a bit.

Call it an Early Bird discount or something positive for orders in the first 10 days - 14 days max.

60 days is too long to create any sense of urgency for an expiring gallery. 30 days is better and 45 ensures that there is a payday in there for most folks.

Don't forget your costs. A 5x7 and a 10-15 minute session for $25 won't cover your costs.

Thanks Jim, I agree that a 5 by 7 and a mini session won't cover the costs. I am hoping that I will have enough good images and products that people will want to buy more. Plus, I may throw in low res negatives of purchased prints if the order reaches $50, and high res of ordered prints if the package is $150 or $200. I also want to offer holiday cards, gifty items, canvas prints and such stuff. Maybe I need to pull the 5 by 7 as part of the session.

I also plan on having a discount for orders in the first 2 weeks, a lesser discount in weeks 2-4, and no discount weeks 5-6, then take it down (after reminding clients it is coming down and last chance to order, of course.) At that point I will also remind customers that I will not be archiving the digital negatives and offer them for sale if the customer wants to archive them.

Originally Posted by GadgetRick

What he said.

If you don't charge something--even a token fee--people won't take you seriously enough to order photos from you.

Rick, you make a lot of sense. I know in therapy people who pay even a very modest co-pay are much more involved in their therapy than people who have no co-pay. So, what would you suggest for a session fee?


I know we keep saying to not give away our services, but I am leaning toward not charging a session fee and structuring ordering with a minimum purchase (probably $25) and structuring my prices so they will not get much for $25, but will want to order more to get the larger prints, plus I am dangling low res negatives at a reasonable price point.

The problem I see with this is that I have to price my prints in such a way that it may cost too much for multiple purchases of the same print. Maybe what I can do is offer a la cart pricing and a couple of package prices that would work out to being a savings over a la cart.

ponder, ponder
Anne

[kels0119]

I'm just a hobbyist but reading this and thinking it over... the only thing about the second session that worries me is you take a bunch of photos with no session fee up front then they decide not to buy any photos from you later on then you have lost all money. Also, if you have a whole afternoon/day of shooting like that and no one orders anything then you are out a lot of money and time (seeing as how you also have to edit them) and then possibly missed clients that would have paid more for a regular shoot. I am more inclined to buy photos if I have already put a deposit (or session fee) down so I don't feel it was a waste of money.

Thats just my opinions but I like the idea of the main Saturday Shoot session. Good luck!