This may need to go into another forum, but I think the contributors to this forum have the "event" experience needed.
Just got an inquiry to quote photographing a High School Prom in April '13. I have done many non-profit/charity social events for local publications, but not any that I have been paid to do. I have a pricing format for small weddings, but do not have experience in pricing something as involved as a prom. Before making a total fool of myself - what questions should I be asking the planner and what types of things should I take into consideration in considering to quoting this event?
I have already given thought to contacting a couple of other local photog friends who could second shoot the event, but they may be quoting it themselves.
Any advice is appreciated (even if you tell me to back away, slowly....)
So my first thought was "argh" assembly line photos how dull. Then it occurred to me that you could change the backdrop after the formals are done and make it a fun photobooth spot and you'd get a TON of goofy teen photos - now instead of just selling the 8x10 to mom you're selling a bunch of 4x6 to a several teens at at time.
So questions I would ask:
ALWAYS ask open ended questions of your potential client and then LISTEN - "What kind of photos coverage are you looking for" instead of "are you looking for a photobooth? are you looking for PJ coverage?" etc. Then as the wind down their answer interject new ideas (photobooth spot) or shot with the mascot or whatever and then judge their reaction. Naturally this would be a phone of face/face conversation rather than email.
First, consider the print packages you plan to offer. You need to calculate your cost-of-goods-sold carefully in bidding your package(s). You've also got to have a clear plan for how you'll fulfill the orders. If you plan to deliver electronic files, decide how you'll handle pricing: say, a higher fee for just the electronic file, or a much lower fee for the electronic file if purchased along with prints.
Will you offer big-group photos (either by you or one of your other shooters), say, outdoors? (For example, you might take group shots by (or inside) the limo they arrived in, or on the steps.) Big group shots are likely to sell multiple copies, so offering them a la carte or as a part of a package can be profitable. But you need to think carefully about the time it takes to set these up, and plan to have the staff you need to handle them.
If you know other local photographers (whether or not they might be bidding on this project) well enough to ask them to shoot with you, then you probably have a pool you can tap for second and third shooters / assistants. Be sure you estimate those costs and figure them into the bid or pricing.
Ask the contact at the school how they've handled these agreements in the past. Perhaps they'll share last year's contract with you, or otherwise share information that will aid you in developing an appealing bid. It's appropriate to ask for as much information as the school will share, because it will produce a more appealing bid for them.
