I've been shooting weddings for a few years now, and I still can't seem to sell an album. I have two great sample Albums from Red Tree that I get positive feedback on all the time. I had two clients last Fall that were interested then, but I would have had to outsource the work, so I deferred them to the first of the year, and no shocker they both aren't interested now. So, I know that I'm the problem, I'm just trying to figure how to better serve my clients and obviously capitalize on the business. I have put a 10x10 album in my 2013 (highest) package.
What has worked for you? Forced in a package? ad hoc? timing? Any help appreciated!
If you put an album in your highest package it probably looks like an extravagance to your clients. You might be sending a message that is working against your goals. What is the cost of the album (to the client) relative to your service cost?
Your relative rates are your problem. The album is about 50% of the cost of the coverage. You're better off (financially) raising rates on your service and not bothering with the album.
Ok, thanks, that's what I've done this year. I'm at $3XXX with a second for 8 hours. The e-shoot I've removed from the package, but I offer it as a free incentive.
My top package is 1k more with the album and a slideshow. See, I want to create that slideshow and host viewings (wine and cheese) at my place and then move into the album. So, I'm trying to bridge this, and I'm sure it will come, it's still UN-chartered water for me.
If you want them to have albums then don't give them a choice not to have an album. Or have the single option that doesn't include and album and make it undesirable. The slideshow/viewing/wine/cheese thing is a roundabout way to get what you want. Why climb through the window when the door is wide open?
TRReichman wrote:
Your relative rates are your problem. The album is about 50% of the cost of the coverage. You're better off (financially) raising rates on your service and not bothering with the album.
- trr
I agree completely with TRR, I can't imagine many people paying 50% more just to get an album. IMHO I think a good start is to charge ~3x cost of album.
Also, I'm not sure if you're giving them a disc or usb with all the images, but that could be another factor here, and in that case you would need to demonstrate the inherent value of your album design skills.
Brian, I was in the same position a couple years ago. Then I changed all my packages so that nearly every one includes an album. Since the cost of the album is included, I don't have the "sticker shock" problem when I use to tell people that albums range in price from $900 to $2000.
One thing that I don't do however is mark up my albums by 3, 4 or 5 times my cost. Since I use an outside designer for all my albums, my only real work is retouching the occasional photo for an album and actually placing the orders. I factor in the cost of the designer, the cost of the album and then multiply that by 2. This way my clients receive a nice album, I make a little money on it and we're all happy. I make my money on shooting and delivering the wedding images. The little bit I make on albums is icing.
Interesting re: price of services to album. Mine are priced at around 50-70% of the services, but I do offer a more basic one (book) at around 25%. Perhaps I should re-evaluate that part this year.
Brian Virts wrote:
I've been shooting weddings for a few years now, and I still can't seem to sell an album. I have two great sample Albums from Red Tree that I get positive feedback on all the time. I had two clients last Fall that were interested then, but I would have had to outsource the work, so I deferred them to the first of the year, and no shocker they both aren't interested now. So, I know that I'm the problem, I'm just trying to figure how to better serve my clients and obviously capitalize on the business. I have put a 10x10 album in my 2013 (highest) package.
What has worked for you? Forced in a package? ad hoc? timing? Any help appreciated! ...Show more →
It sounds like you had two albums nearly sold. I might work on how you deal with outsourcing/creation of the albums to make sure you can capitalize on potential sales.
Any work changing pricing or strategy would be moot unless you can actually capitalize on it.
We sell about 50% of our weddings on an album. When we were like you (album cost @ 50% of the total) it was almost impossible to get them added on.
We typically send out our prices with 3 packages. The top and middle package have an album. You should be aiming to sell your middle package. If only your top package has an album in it, you will have a hard time selling people on it.
In the future, we will be moving to albums in all packages. We are just waiting until the cost of our smallest package is high enough to put an album into it.
TRReichman wrote:
Your relative rates are your problem. The album is about 50% of the cost of the coverage. You're better off (financially) raising rates on your service and not bothering with the album.
- trr
This.... or maybe find something that still fits in with your brand image (i.e. doesn't look cheap) but is more cost effective for you... allowing you to offer it at a price that fits in line with your coverage.
