One of the hardest decisions each year we make is about the bridal shows and which pictures to enlarge, whose wedding to use for the albums, and most important on how to connect the dots.
There is usually somewhere around 18 to 25 photographers at each of the bridal shows we do and approx. 400 women who all claim to be a bride and potential client. We do 3 shows per year including one in the very busy month of June. Although, we feel that we have made an impression on a bride at the show, sometimes the brides are just gathering information for decisions they won't make for at least a couple more months. By the time they are ready to book the photographer, they don't remember which ones that they really liked. I've had brides tell us that the shows are confusing and they are overwhelmed when it comes to photographers.
We are doing something different this year to connect the dots and I thought I would share and also see if anyone had a better idea of making sure the bride remember who you were even months after the shows. I decided to put a picture on the front of our brochure that matched one of the 24x36 enlargements we are displaying. I've also printed 8.5 x 11.5 sheets with contact information and of all the images we are displaying in 20x24 or larger in a double booth. We are also finishing up on a new website. Not the one still linked to FM, but a new one that I need to upload the pictures to before the show. It's a lot more professional and not that home made feel that I've been told over and over again it has. With South Carolina being one of the top leaders in unemployment, and twice the number of wannabe photographers, we have got to figure out a way to say, “hey, here we are, and don't forget us when you're ready to book”.
We usually have the bride fill out a questionair. It's mostly to find out if they have already booked a photographer and if it is ok to contact them. Can you think of something else that would provide more information without making them feel we were pre-qualifing although that is exactly what we are doing?
Do you have any other suggestions on how to connect the dots? I still have until this weekend to come up with other ideas?
Yvette
We're doing something similar by matching photos. There's a local bridal resource guide we're in. Our primary photo in that is on one side of our fair handout in full bleed. We will also have this photo as one of our larger prints on display.
Dude, you soooo need to take some marketing classes. Find the local PPA chapter and get involved. It will so pay for itself over and over 10 fold for you.
First, you need 2 or 3 images at most that are your Tier 1 images. The ones that are uniquely you, and use them in all your marketing - it's like branding. The more unique the better of course -if there is some place near you that everyone goes for pics don't use it. It should also reflect your style, or what you want your style to become.
A survey/questionaire is great. Get some info from them - where do they get their dress, flowers, reception site, etc. You will now have some idea of where brides from THAT show will be having their weddings, in particular receptions. That will help you zero in on their budget a bit closer.
Get their contact info - date, address, email, phone. Offer a giveaway of some kind if needed - dinner for two someplace ($25 is cheap for all the contact info, especially email info as you won't hav to pay postage to keep in contact with them).
Hook up with another photog in your area and echange that info on dates you already have booked. Since you already know brides can't remember whose where use it to your advantage. I do this as my buddy and I attend different shows. If I'm booked June 29 i'll give him any leads for that date -I can't use them anyway. He does the same. Worth every penny it doesn't cost us.
OK, now after the show contact EVERY bride that you have an open date for. I think it's best to mail them the handout you had at the show, or something very similar - more impressions of the same 'branding' is important.
THen email them.
THen call them.
Then in a month do it again.
OK, you DO have a show special, right? You DO take contracts to the show, right? Offer a special deal - "$100 right now will reserve your date for week. Then you can come by the studio for a one on one meeting and either book your date or get your $100 back. You can't lose!" And of course at the show you offer something ONLY if they book at the show. Parent album, bigger album, extra hour of coverage, pics on CD or something similar. This got me three bookings at the one show I tried it at. No one changed their minds.
Alternately, give out a lmited time coupon offer at the show. "book within 2 weeks of this show, with this coupon, and get .....". Give them an incentive to ACT NOW!
As to large prints...I'm going a totally different direction this year. I'll post pics of the finished booth. There will be one 16x20 and 70 8x10s. If it works like it did at a county fair earlier this year I should book up my season in no time at all. It helped increase the number of seniors 300% over last year. It got me noticed more than any big print iv'e shown. Many reasons, but differentiating yourself counts for something.
An artsy, edgy photog at shows around here has a 50 inch plasma and hard rock playing, he's in torn jeans and his booth has little else. He's not cheap and he's not for everyone, but he's booked. He will not be lost among the 20 other photogs at a show.
In addition to everything that the prof said one thing that we do is that our wedding backdrop matches our website EXACTLY (except the images are not those exact images, but they are large prints with rounded corners) http://www.thirdelementstudios.com/weddings.html
It helps people to remember our booth and connect it with our website.
p.s. the website is still undergoing some slight revisions to make it a little cleaner and more user friendly.
But really, it's a personal thing that should reflect WHO you are and WHERE you are.
What WE do?
1. We match our handout to at the images on display.
2. We match our opening web images to what's on display, but quickly move into things that weren't at the show so that we don't look like one-hit-wonders.
3. We have 15 to 20 prints that are 16x24 or larger. Girls are FLOORED at the clarity. In my conversations with them, I warn then AGAINST photographers that don't show off their work in large format. I explain that our quality is what we're proud of and we want you to be CERTAIN that you're getting it with us. A ton of smaller prints only serves to look like a marketing ploy to draw you in for a closer look so that you can be "hooked"... and it doesn't prove whether or not your images will look great on your wall or in a big album.
4. We do NOT call or e-mail any longer. We used to. But a quick follow-up with a good many people confirmed what I already thought... they automatically think you're slimy and pushy and it's a strike against you. Again, this is MY market.
5. We don't do any "special" one-day-only sort of deals. That's a lower class of marketing in our area and devalues what we're offering. I want a bride to WANT us, not be tricked into hiring us. If my images, my products and my personality can't win them over, then I shouldn't be shooting their wedding.
Thanks everyone for the information. Rounded corners is something different and something I will think about next time I get images printed.
unblinkable wrote:
I couldn't DISagree more with Prof Fate.
But really, it's a personal thing that should reflect WHO you are and WHERE you are.
What WE do?
1. We match our handout to at the images on display.
2. We match our opening web images to what's on display, but quickly move into things that weren't at the show so that we don't look like one-hit-wonders.
3. We have 15 to 20 prints that are 16x24 or larger. Girls are FLOORED at the clarity. In my conversations with them, I warn then AGAINST photographers that don't show off their work in large format. I explain that our quality is what we're proud of and we want you to be CERTAIN that you're getting it with us. A ton of smaller prints only serves to look like a marketing ploy to draw you in for a closer look so that you can be "hooked"... and it doesn't prove whether or not your images will look great on your wall or in a big album.
4. We do NOT call or e-mail any longer. We used to. But a quick follow-up with a good many people confirmed what I already thought... they automatically think you're slimy and pushy and it's a strike against you. Again, this is MY market.
5. We don't do any "special" one-day-only sort of deals. That's a lower class of marketing in our area and devalues what we're offering. I want a bride to WANT us, not be tricked into hiring us. If my images, my products and my personality can't win them over, then I shouldn't be shooting their wedding.
Mel,
I have always filled my booth with large prints. 8x10's belong in an album or just simply lying on the table between some albums. I did a wall of (12) 16x20's and then had three other larger images. It seemed to work ok for us and we booked at the show and after. The one thing I noticed at that show that because there were so many, they seemed to be blending in to the brides. Everything is so overwhelming at the show, brides sometimes do not see the pictures all the pictures. It's like window shopping. Some seem more interested in looking at the albums.
This year, although a lot of money investing, we decided to go with 24x36 prints. I really wanted to do all 30x40, but we are in a recession and I only have so much wall space at the studio. The additional handout we are giving with the exact images should help as a reminder. We've always booked weddings. I feel we would have had more on our calendar for 09 had I not had email issues. Unlike a lot of people here, this is my living and I'm sure you Mel understand that too. So, we have to book.
I like you idea of talking about quality. We have good equipment and our lab is at the top as well. I feel after your comments I'm on the right track this time. I also agree with the one day deal. It doesn't work and I too feel like it's a ploy to get people in. However, I don't mind offering an upgrade on an album if they contract with us within so many days of the show. It puts value in what we do, and also helps as a reminder if they love the albums.
Our new website displays some of the new images we are showing. I need to make sure all are on there before Sat. Here's a sneak peek..We are not finished with it yet, but I love the new professional layout. Yvette
www.dennisandyvette.com
I having been doing shows for about 10 years. I also show several big ones - 16x20 L& up then have 3-4 albums of 8x10 prints on the table. the big ones draw them in, the 8x10 albums keep them looking for a long time, so you can talk with the brides as they are looking. I also keep the same images on my brochure as what are featured in my booth. I always have a draw for engagement pics so I can get their information and I will follow up with an email /phone call for the available dates.
It depends on your market I suppose. High end is going to be different than mass market mid level, where there are more photogs after the same brides as you.
Around here bridal shows are for shoppers. Price matters as much, or more, than anythihg else. EVERY photographer offers a special 'act now' deal of some sort. So if you don't you may stand out, but you will get asked about it. Will you answer come across as snobbery (I'm so good I don't need to offer deals) or as being unprepared (I didn't think I needed to offer deals) or perhaps you can answer the question with (I guess they're all desperate for you business) - as in want it more. Do you have a drawing or giveaway? Somee bridal shows around here require it and they even do the drawing near the end of the show.
As to follow up, you don't have to do it. But some photogs will. While you are waiting on the bride to call you I'll be in touch with her. "How did you like teh show? Find any vendors that interest you? Did you see the booth where they print your picture on teh cookie? How cool is that? "
Yeah, yeah, there are exceptions to every rule of course, but sales is a lot about being in the right place at the right time. I'll be in the brides ear, in her hand, on her computer. Where are you? Oh, yeah sitting at home hoping the phone rings, leaving your destiny in someone else's hands, perhaps mine!
Large prints? They have their place. In 5 years I've sold exactly one wedding print over 11x14 . I show them, they're in my studio, but they're not in demand in this market. And yes, the quality is there.
So why not fill your booth with them? If a bride can see what you are selling from across the room "Oh, another photographer" then they have no reason to stop in your booth. If you have 10 large prints and two albums they can see enough to be satisfied t from the back row in the aisle. However, if you have 100 8x10s displayed as a curtain then out of curiosity they'll stop and look to see if they know anyone. And they usually will, almost always in fact. And when they do they'll point it out, loudly, to whover they 're with (mom, sis, etc) "Hey look, it's Melissa! He shot Melissa's wedding!"
It takes more than 30 seconds to scan 100 pics and you have to get close. Man, your booth will look busy! Everyone will wonder why there is crowd there, making it even busier. That give you more time to chat people up, more time to build rapport. While they are waiting to see the wall of photos they can look at your albums or read your handouts. You will be remembered.
Wow, yeah I guess markets can be really different, most of our brides have 1 or 2 (if not more) 16x24s from their bridal or engagement session on display at their reception. A month ago we sold a 30x40 gallery wrap of a fun wedding party shot.
On the booth: if they are seeing it from across the room and saying, "oh another photographer" and moving on, then they don't care too much about finding one. Why look for a way to rope in a bride who isn't even interested in photography enough to want to pass by a photographer's booth... at a bridal show? We show large vibrant prints of images that are different from what they can get from the guys at the other booths. We also try to setup our booth with color and personality and we've had tons of girls say that they saw our setup from across the room and had to come over. It works for those that are looking for what we offer.
Having many prints that can be scanned for familiar faces is a good idea. We tend to show so many larger prints that the same can happen. I would be careful, though, about using too many small images; we have a vendor at our shows that has started doing collages of many small images on 16x20s or whatever and placing those all around their booth. As you approach the setup, the total effect ends up being complete clutter and chaos, so busy that it's not inviting at all. But, I can see that if you're doing many of the same size in a cleanline intentional way, it could work as a design element.
On the whole, I think we do best when we try to imagine what we would want our experience to be at a trade show. If I attended Imaging USA or whatever, would I want to get home and have the guy from XYZ album company call me up and say, "Hey, did you see those camera-shaped cupcakes that one booth had! They served 'em on a little tripod and everything! Man, those were cool! So... anyway... have you given any more thought to what album supplier you'll be using this year..."
Total sleazy turn-off for me.
If I'm there to shop and compare and gather information, do I want a bunch of "If you order right now before you leave the booth, you'll get a 10% discount on your first order of $10,000 or more!!", or "This album sells for $500 individually, but if you place your advance order for TWO albums, we'll give them to you for the low low price of... $1,000!! Yes ladies and gentlemen, you heard it here! But WAIT!! It keeps getting better!! Today only, XYZ has authorized who? ME to offer who? YOU this once-in-a-lifetime deal where you can buy THREE of these special albums not available in any store, with a hand-signed certificate of authenticity from the Franklin Mint, for only $1,500!!!"
If I'm there to shop and compare and gather information, do I want a bunch of "If you order right now before you leave the booth, you'll get a 10% discount on your first order of $10,000 or more!!", or "This album sells for $500 individually, but if you place your advance order for TWO albums, we'll give them to you for the low low price of... $1,000!! Yes ladies and gentlemen, you heard it here! But WAIT!! It keeps getting better!! Today only, XYZ has authorized who? ME to offer who? YOU this once-in-a-lifetime deal where you can buy THREE of these special albums not available in any store, with a hand-signed certificate of authenticity from the Franklin Mint, for only $1,500!!!"
You're good at this..You should be doing infomercials on TV. OR, maybe you have been watching a lot of the infomercials.
Point well taken. Thanks for posting. Yvette
dennisyvette wrote:
You're good at this..You should be doing infomercials on TV. OR, maybe you have been watching a lot of the infomercials.
Point well taken. Thanks for posting. Yvette
