Marketing a wedding photography business in a small town

An essential part of any business is the marketing end of it. Identifying and securing a customer base is the way money is made. Without paying customers, your "business" efforts are for naught.

For years, the "experts" haven't conclusively agreed upon a standard definition of what marketing really is. Basically, (according to Wikipedia) it is the process by which products, services, and value are exchanged in order to fulfill individual's needs and wants. These processes include, but are not limited to, advertising.

During the past two years, I have maintained a few ads on internet weddings sites, handed out my business card to most every new person I meet, and I will participate in a retail bridal show soon (my first). The actual bookings of weddings from these efforts have been relatively scarce. Though the responses to these ads has been moderate, a decent smathering of brides in need of future wedding photography services. The problem has been the pricing end of my marketing. At least that is what I have surmised (assumed) the problem is.

Typical email response I receive..."Gee, I really love your wedding photography on your website. That's exactly what we are looking for...your style and quality of photos. Would you please send us a price sheet so we can book you for our wedding in (date)?"

I email them back with a few words of thanks and my rate sheet. Then (most of the time)...nothing. I never hear back from them.

Keep in mind that the national average fee for wedding photography is $2500 for the photographer's time, not including prints, albums, DVD's, video, or washing the bride and groom's car. That's just for your time. Now, factor in my location (small town, central valley California)...my rates are much lower than that, with packages that include prints and digital negatives (photo DVD)...the whole ball of wax. Just "over the hill" from where we live is the San Francisco Bay Area (70 miles). You can't even speak to a wedding photographer over there for less than about $5000. Some where between S.F., Hayward, San Jose, Dublin, Livermore...moving east...to Modesto (our town of residence)...the perception of value for wedding photography (or any wedding service in general) plummets!

The national average full wedding budget is about $50,000. The wedding photography piece of that is 10-20% ($5000+). Around these "parts", we're looking at somewhere around $500-$700 for what folks are willing to fork over for the same service. A service, I might add, that provides the couple with one of the only tactile items (besides the wedding rings and top of the cake) they will be able to take with them after all the hoopla...a record of the event.

Be that as it may...needless to say...the bottom line is...marketing the wedding photography end of my business has presented its challenges. During a recent meeting with a prospective bride and groom, here is how the actual conversation went.

Me: So, here is my rate sheet. Complete coverage starts at $1500. You get all-day coverage including the rehearsal the day before, getting ready, the ceremony, and beginning-to-end coverage of the reception. Plus an ample collection of 4x6 prints and album, and the digital negatives on photo DVD. Plus, I will do a slideshow presentation with music on DVD.
Groom: So...you're telling me that we have to actually pay someone to do all of this?
Me: Ah...yes.
Groom: I got me an uncle who will do all of that plus 8 hours of video for $500!
Me: Well...if I were you...I would go for that "uncle package"...ya' can't beat that.

At some point as a photographer, you have to ask yourself the question, "What are my services worth?" Not, "What are Modesto photography services worth?" You do the same work for $2500 as you would for $500. Unfortunately, there is not a standard, minimum rate for this kind of service. There is for plumbers, auto mechanics, and carpenters...but not for photographers. A profession that provides a service to a customer. It's not a critical service mind you. You can live without it. But a valid service nonetheless.

Why is the perception of value so low around here? Because that is what local photographers have been charging for a long time, and will continue to charge. There is not a Photographers Union Local #311. There will probably never be a photographer's union. In fact, generally speaking, photographers themselves are a pretty reclusive, close-lipped bunch. They (we) don't get together and discuss their business with each other. Photography attempts to balance art and business.

And the digital revolution has not only helped the photography business, it has hindered it. Digital equipment has taken away the mystique that was the art of photography. No longer are there photo proofs printed on photo paper that fade after a few months. Digital proofs of any kind can be "sucked" off a web page without compensation to the photographer. Anyone can have prints made from a "proof" CD at Rite Aid, Costco, or the local hardware store...for pennies. The "print" end of a photographer's business used to account for at least half of their income. Now, it's difficult to maintain that security and integrity. We rarely sold our negatives. Print sales were a vital part of the cash flow.

So now, most wedding photographers are again charging for their services up front, ie, offering complete packages for time and prints. And that is not a bad thing for either the customer or the photographer. The mark-up on prints is very high. Most customers don't realize that a "service plus prints" package is much more costly than a "service and prints" deal. It's that simple.

Marketing a business involves determining that perception of value piece, for any product or service. What will someone pay for that item or service? What will the market bear?

Around here, it would be rare to find anyone willing to pay $35 for a plate of charred meat with a couple tablespoons of sauce on it, regardless of the ambiance and fancy decor. In San Francisco, that's a pretty good price for fine dining! The same goes for photography. What do you think it's worth?

By the way, my final answer to the bride and groom and the "uncle package"?

Me: My advice to you is to go with your uncle's offer, but offer to pay him only $400. Then, take that other $100 and purchase about 20 disposable cameras to place on the tables at the reception. And, have him wash your car as well.

True story. A sad story, but a true story.

By the way, for destination weddings, ie, Cancun, Cabo, or Casablanca, the fee pretty much doubles.

For what it's worth...here is my photo website www.skiphansenphotos.com I am always willing to talk about rates and to customize my packages. And, at this point in time, I would be willing to wash your car as well...for the right price.