Marketing your weddings

[Mark McCall]

We talked about creating this thread quite awhile ago, but I've been extremely busy lately. I attend no less than 5 photographic conventions all over the US during the spring.

If there's still interest, I'll get it started.
It'll be a list of tricks that you can use to market youself to wedding clientele, book those big fish, and earn more money from the weddings you already have booked.

Let me know if there's still interest.

[Stormdancing]

Well of course there is interest! Anything to help us reach our goals. Post away.

[jfrancho]

GO for it!

[captlen]

Please do it Mark. Your input is always welcomed with opened arms. (and mind).

[Mark McCall]

Let's do this on Benji's idea of creating a list of rules, or in this case ideas and tricks...(thanks Benji).

Idea #1.
Invariably, the bride will visit with several photographers during her search for a photographer.
Presentation is everything.
Nothing beats large Bridal portraits and wedding images on the wall for impact.

There's a saying...
"A larger image is always a better image".
Invest in some large portraits for wedding or bridal sessions. The more dramatic, the better.
Framing helps too...gold ornate, museum style frames (the ones too gaudy for home use) work like magic.

I feel that 16x20's aren't large enough.
20x24, 24x30 or 30x40's are better.

You only have one chance to make a first impression.

[jachurch]

Hi Mark,

Great idea. I definitely agree about the large images.

A related rule that I follow is that I can't sell what I don't show.

If all I show the client is a set of digital images on a DVD / hard drive then that is all I will sell.

If I show an album, I have a good chance of selling an album. Not always - but a good chance.

And so it goes with every service I offer; as I walk the client through my brochure I bring out the relevant samples. You can't beat getting the product into the client's hands.

[bill8131]

ok, It's been 15 to 20 hours since this was started and posted, so hoow did I miss this. OH yea, I remember, I was out playing with my new Metz Flash.
Consider me onboard for this informative journey.
Bill

[Mark McCall]

I'll try to back up these marketing ideas with photos whenever possible. (it's not like I don't own a camera).

The first image is a 30x40, right next to a 16x20 for comparison.

The second image has a 20x30, right next to a 24x30.
There isn't a single image smaller than 16x20 in our Gallery.

When a prospective client comes in the door...I want that "WOW" factor.

[jazzology]

Hello Mark,

That frame detail says it all. Your insight into the "golden rule of expectations" is spot on.

Jeff

[Mark McCall]

Thanks Jeff.
If you can find a supplier for these gold ornate frames...they are awesome.

These were made in Mexico and marketed by a frame warehouse out of Amarillo....but they shut down. I used to pay $20 for a 16x20 and $30 for a 20x24....I couldn't believe my luck.
If anyone stumbles across a supplier than has them this cheap...let us know.

For client frames, I buy Levin and Burns...but the ones in the photo are just studio displays.

[Mark McCall]

Idea #2.

Put your most expensive package first in your price list.

Yep, you heard it right.
Make your most expensive package the first thing listed, then go down the list in decreasing order.

This helps a couple of different ways.
There's a hitch in the brain of humans that tells them that "if it cost more, it must be better". (Emporer's New Clothes Syndrome).
AND.....your perceived as a higher end photographer if they see a big number first.

The buying public, with few exceptions, tend to buy right in the center of price lists. By reading top down, the client will usually land right in the middle.

[Mark McCall]

Idea #3.

Make your most expensive package a WHOPPER.
This is an old Charles Lewis trick that has worked for thousands of photographers...I've used this trick for years with resounding success.
Make sure it's listed first in your price list.

Make that top package so big and expensive that you never expect to sell it.

Selling the WHOPPER isn't what your trying to do anyway....the idea is to get the middle package (where most of your clients will land), to a higher level.
The WHOPPER helps you do that.

Sooner or later, your going to sell the WHOPPER. When you do, it's time to raise the price of the WHOPPER.
I've sold my WHOPPER twice, so when I redo my price list in August, that baby's going up.
(My WHOPPER is $8,000 which has increased 4x since I started using this concept).

[Mark McCall]

Idea #4.

Sign any print 11x14 & larger.
Gold and Silver gel pens are available at any craft store. There's also gold foil ribbon that is applied with a heated tipped pen from some of the photographic suppliers.

Your signature, as opposed to a studio logo, raises the "perceived value" of your image. It's now more art than photograph.
Art costs more than photographs. Use this to your advantage to make more money from the same work you've always been doing.

I'd also recommend having your lab mount anything 11x14 or larger.
I use Styrene for most work, but matboard or masonite works well too.

[KellyL]

Mark...what can I say...but THANK YOU! Here I have been showing my 16x20's - my first bride saw a few 5 x 7's and I was embarrassed. I went to the 16 x 20's and now...guess who is red faced again! Thanks for starting this TREMENDOUS THREAD!! I'll be reading...and hoping someday to contribute.

[jfrancho]

Excellent series of tips, Mark. I used many of the same tricks when I sold and installed large, custom aquaria. The "Whopper" is such a funny thing. The concept really works. I went suit shopping a week ago, and had a $1200 Armani on without knowing what it was, and ended up buying two less expensive suits. I spent twice my budget for a suit. I fell for the whopper!

[Mark McCall]

Kelly...
Good for you. I'm totally amazed at how far you've come since I've met you here. Congratulations on the $2,000 wedding too. You go dude!!

John,
It's funny. We fall for these sales tricks all the time as consumers, and don't even realize it.

[Mark McCall]

Idea #5.

Incentives vs. Dollar offs
Giving money back to your client takes that same amount out of your pocket, but there is a way to give the client the same dollar amount in the way of incentives.

Compare the two...
"Book your wedding today, and I'll knock $100 off the package price."
OR
"Book your wedding today, and I'll give you a Custom Heirloom 11x14 Wall Portrait, valued at $100 absolutely free.

Giving back $100 costs you $100...BUT giving the portrait away costs you less than $20.

[hypordk]

Originally Posted by Mark McCall

Idea #5.

Originally Posted by Mark McCall

Incentives vs. Dollar offs
Giving money back to your client takes that same amount out of your pocket, but there is a way to give the client the same dollar amount in the way of incentives.

Compare the two...
"Book your wedding today, and I'll knock $100 off the package price."
OR
"Book your wedding today, and I'll give you a Custom Heirloom 11x14 Wall Portrait, valued at $100 absolutely free.

Giving back $100 costs you $100...BUT giving the portrait away costs you less than $20.

Well said, people fall for this one all the time. I have been in sales/sales management and some sales people never get this concept. It cost the company far less to give items away than to take money off the top. That and everyone wants something for nothing. Taking $100 off doesn't even sound that attractive and it is not a tangible. Offering an addition to the already GREAT deal they are getting is a bonus and a tangible. People also love to be able to hold and show off their deal. Look at Auto sales when they are giving away a free DVD player (valued at $500-$600 with install) they haven't even spent a fraction of that and you didn't even know that you wanted a DVD player. But you got one now and you walk out of the Dealership feeling like HA I got something for nothing. My wife fell for this one when we went and bought her a new minivan. Thank goodness I talked them down a little more.

[deluco]

Mark,
In addition to referrals, do you also use other marketing methods to get business, like bridal shows, advertizing, etc?

[Mark McCall]

Jim,
Absolutely...
Yellow Pages, bridal shows, wallets on the sign in table and especially cross marketing with other vendors.
(which is the most powerful marketing you can do).

Brings up a good point...

Idea #6.

Give wedding vendors anything they want or need regarding images of their products or services,...with your logo in the corner, of course.
Sit down for this statement...give them any size they want. That means huge prints as well.
(If your competitors have already figured this out...they'll be giving them prints too. Make yours bigger, better).

Wedding vendors do not recommend the most talented photographer in their area....they recommend the ones they like.
Get them on your site by giving them prints of their cakes, dresses, DJ's, or stores. Even offer to come out to shoot their store for FREE if that's what it takes.
I guarantee you....it will come back to you several times over. You'll be the first name out of their mouth when asked for recommendations.

Four years ago, the proprietor of the most exclusive wedding reception hall in town called to schedule a senior session for her graduating daughter.
We went all out...two locations, hundreds of poses (which I'd never recommend otherwise), and had a very dramatic slide show prepared for the sales session. We'd already promised a 1/2 price discount.

Sales session went wild...they ordered about $600 worth (even at 1/2 price)...we placed the order with the lab....but we never ran the credit card.

That deal costs me several hours and about a hundred dollars, but I could never have dreamed the impact it had with my client.
I've lost count of the number of people that call for an appointment to tell me that "Vanessa sent me".
That was the best investment of time and money I've made in years.