Creating Wedding Photography Packages: Capturing Cherished Moments

Wedding photography packages are a popular way to present your services to clients. When creating packages, it's important to know what your clients want and to offer a range of options to suit different needs and budgets. The basic components of a wedding photography package include coverage of the wedding day, a certain number of digital photographs, prints, and an online gallery. Additional services such as a second photographer, engagement shoots, and travel costs can also be included or offered as add-ons. It's essential to consider your level of experience and the region in which you're offering your services when determining pricing, with packages typically ranging from $2,000 to $4,000.

Identify what your clients want

Identifying what your clients want is a crucial step in creating wedding photography packages that sell. Here are some tips to help you understand your clients' needs and preferences:

Understand Client Preferences

Start by reviewing past orders and identifying the most popular products and services purchased by your clients. Analyze the sizes of prints they tend to buy and the types of albums they prefer. This information can guide you in creating packages that meet their needs.

Client Surveys

Consider conducting surveys to gather direct feedback from your clients. Use survey platforms like SurveyMonkey or Google Forms to ask about their print preferences, album choices, and other services they value. This will help you understand their priorities and create packages that align with their interests.

Focus Groups

Another way to identify client preferences is to conduct focus groups or interviews with past clients or target audiences. Ask open-ended questions about their expectations, values, and what they look for in a wedding photography package. This qualitative data can provide valuable insights into the desires and motivations of your ideal clients.

Analyze Reviews

Reviews are a goldmine of information about your clients' experiences and preferences. Read through the reviews on your website and social media platforms to identify common themes and feedback. Positive reviews can highlight the aspects of your service that clients appreciate, while constructive feedback can shed light on areas for improvement.

Study the Competition

Research your competitors and the packages they offer. Identify what works well for them and look for gaps or areas where you can offer something unique. By understanding the market, you can position your packages to stand out while still meeting client expectations.

Build Relationships

Networking and building relationships with your clients are essential. Stay in touch with past clients, send them anniversary or birthday wishes, and share photos from their special day. These gestures strengthen your connection and make them feel valued. Happy clients are more likely to refer you to their friends and family, helping you attract new business.

By implementing these strategies, you'll gain valuable insights into what your clients want and need from a wedding photography package. This knowledge will enable you to create packages that not only sell but also delight your clients and set you apart in the competitive wedding photography market.

Offer 3-4 packages

When creating your wedding photography packages, it is recommended to offer 3-4 packages to your clients. This is because very few people will buy the top or bottom package, and by offering 4 packages, you effectively give them 2 options to choose from as they will most likely ignore the first and last packages. If you only offer 3 packages, the middle package will be selected most often.

The highest-priced package should be enticing to people but low enough in cost of goods that you are not making less money on the big package than the smaller packages. It is recommended that the highest package is not so high that it looks ridiculous and you never sell it.

The lowest package should be very basic, including the minimum amount of work that is necessary to make it worth booking.

The second package should include a lot of perceived value compared to the first one for a relatively small jump in price. You can add items that have a low cost of goods but have a lot of value, such as an engagement session, extra hours of coverage, extra outfits or locations, etc.

You can continue this pattern for as many packages as you offer, making the next jump even more tempting for the price difference.

When deciding on your packages, it is important to know what your clients want. Your packages won't sell if they are full of things that people don't want. It is also important to eliminate clutter and filler from your packages. Clear and simple pricing makes it easier for people to buy.

Clear and simple pricing

Before creating your packages, it's important to determine how much money you need to make on average per shoot. This will help you set the right price for your services and ensure you're not undercharging. Consider the costs of goods, your desired profit, and the level and quality of your services when setting your rates.

Your base package should include the minimum amount of work that makes it worth booking. This package should be very basic, with the option to add on additional services. For example, you could offer a set number of continuous coverage hours, a certain number of edited high-resolution images, and an online gallery for viewing, sharing, and printing.

From there, you can build additional packages by including more services or products that your clients might want. For instance, you could offer an engagement photo session, a second shooter, additional coverage hours, a wedding album, prints, or a photo booth.

When creating your packages, avoid filling them with items that your clients might not want. Instead, focus on including the most popular options, such as digital images, an engagement session, and an album. If there are additional products or services you'd like to offer that might not be as popular, consider putting them on an à la carte list that clients can use to add on to their package.

Keep your pricing structure straightforward, with a small number of packages to choose from. Offering three to four packages is generally recommended, as it gives clients a good range of options without overwhelming them. Most people will likely choose a middle package, so ensure it is priced at or slightly above your needed average.

Remember to keep your pricing clear, simple, and free of clutter to make it easier for your clients to understand and make a purchase.

Include a second photographer

Including a second photographer in your wedding photography package can be a great way to enhance your services and provide even more value to your clients. Here are some benefits of having a second photographer:

Insurance for Your Photo Coverage

While professional wedding photographers typically have their own insurance, adding a second photographer serves as a unique form of insurance. This means that in the unfortunate event of an accident, illness, or equipment malfunction, the second photographer can step in and ensure the couple's special day is still captured. This provides peace of mind and an extra layer of protection for the couple and the primary photographer.

Capture More Moments and Angles

A second photographer allows for more moments of the wedding day to be captured, including interactions between guests, candid shots, and different angles of key moments. With two photographers, it is possible to capture simultaneous events, such as both partners getting ready in separate locations, or to get creative shots that the primary photographer might not be able to capture due to time or space constraints. The second photographer can also assist in capturing guest reactions during important moments, such as the first kiss or the bride's entrance, providing a more comprehensive story of the day.

Save Time and Increase Efficiency

The presence of a second photographer can significantly save time by dividing the workload. They can help with capturing wedding party photos, family formals, and cocktail hour candids, ensuring that the couple and their guests spend less time posing for photos and more time enjoying the celebration. Additionally, a second photographer can assist in gathering people for group shots and arranging chairs, making the photo sessions smoother and more efficient.

A Happier and More Supported Primary Photographer

Having a second photographer can improve the primary photographer's overall experience and job satisfaction. They can provide assistance, such as grabbing equipment or holding lights, and give the primary photographer peace of mind knowing that someone has their back. This support can contribute to a more cheerful and stress-free atmosphere during the wedding day, benefiting both the photographers and the couple.

More Photos and Creative Variety

With an additional photographer, the couple will receive a larger collection of photos from different perspectives. The second photographer can experiment with creative shots while the primary photographer focuses on the must-have images. This results in a diverse gallery that captures the full range of emotions and moments from the wedding day.

Additional services (e.g. engagement shoots, albums, prints)

When creating wedding photography packages, it's important to know what your clients want. While some additional services may not be requested by all couples, they can still be offered as optional extras or add-ons. Here are some ideas for additional services you can include in your wedding photography packages:

Engagement Shoots

An engagement shoot is a great opportunity for the couple to get comfortable in front of the camera before their wedding day. It's a fun and creative session that allows you to get to know your clients better and for them to become familiar with your photography style. You can offer a set number of edited photos from the engagement shoot, which the couple can use for their wedding invitations or display at the wedding venue. If the couple is happy to share their love story, you can even turn the engagement shoot into a mini-narrative, capturing the proposal and key moments leading up to the wedding.

Albums

A wedding album is a must-have for many couples. It's a tangible way to preserve their special day and share it with future generations. Offer a range of album options, from a simple leather-bound album to a premium flush-mount album with a glass cover. Include a variety of sizes, such as the standard 10" x 10" or a larger 12" x 12" option. You can also suggest duplicate albums for the parents of the bride and groom, so they have their own keepsake. When designing the albums, allow the couple to choose their favourite photos and lay out the spreads to their liking. This gives them a sense of involvement and ensures they are happy with the final product.

Prints

In addition to the digital images, offer a selection of print options. This can include individual prints in various sizes, such as 4" x 6" or 8" x 10", which are perfect for displaying around the home or giving to family and friends. You can also suggest canvas prints, which make a great statement piece and allow the couple to relive their wedding day every time they see it. Another idea is to offer a stack of prints presented in a beautiful box, almost like a photo album but with more flexibility in terms of print sizes and the ability to add or remove prints over time.

Other Additional Services

• Second Day Shoot: This involves the couple getting dressed up again in their wedding attire and having another photo shoot, usually at a different location. It gives the couple more variety in their wedding portraits and can be a fun, relaxed experience.
• Rehearsal Dinner Coverage: Capture the magic of the night before the wedding with coverage of the rehearsal dinner. This can include candid shots of the couple and their families, as well as any speeches or special moments.
• Second Photographer: For larger weddings or those with multiple events happening simultaneously, a second photographer ensures more moments are captured. This can include getting-ready photos, different angles of the ceremony, and capturing guests during cocktail hour.

Remember to keep your packages flexible and tailored to your clients' needs. By offering a range of additional services, you can create a more comprehensive and appealing package for your clients, ensuring they have a memorable experience and beautiful mementos of their special day.

Frequently asked questions