Franklin Dean
Wedding photography is a competitive business, and standing out from the crowd requires a combination of marketing, pricing, and packaging strategies. To sell a wedding photography package, photographers must first understand their costs and profit margins to set competitive prices. They should then create packages that cater to client demands, offering a range of options, from basic to premium, with clear and simple pricing. Marketing these packages through online portfolios, social media, and referrals is essential to reaching potential clients. Ultimately, selling a wedding photography package involves creating a desirable product, pricing it right, and promoting it effectively to the target audience.
| Characteristics | Values |
|---|---|
| Sales model | In-person sales (IPS) or Shoot and Share |
| IPS pricing | Lower upfront session fee ($250-$800) |
| Shoot and Share pricing | Higher upfront session fee ($3,000 or more) |
| IPS packages | Little to no digital images, prints, or products |
| Shoot and Share packages | Set amount of images and/or prints at no additional cost |
| IPS clients | Want a large number of images |
| Shoot and Share clients | New photographers or those who don't enjoy sales |
| IPS suitability | Commonly used by wedding, portrait, and newborn photographers |
| Shoot and Share suitability | Less profitable for seasoned photographers |
| Package contents | Digital images, engagement sessions, albums, second photographer |
| Package pricing | Simple and clear, with a tiered system (basic, in-between, premium) |
| Package names | Creative, aligning with brand aesthetic (e.g., "The Bouquet," "Collection I") |
| Marketing | Online portfolio, social media (Instagram, Facebook), personal referrals, Google reviews |
| Website | Built and optimized for Google rankings |
| Advertising | Social media, referrals, Google reviews |
| Rights | Photographers own rights unless modified by contract; couples can buy rights |
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What You'll Learn
- Pricing: Keep it simple, clear, and tiered
- Packages: Include what couples want, like digital images and albums
- Sales model: Choose between IPS (in-person sales) and Shoot and Share
- Marketing: Build a website, use social media, and gain referrals
- Rights: Decide whether to include image rights in your packages
Pricing: Keep it simple, clear, and tiered
When it comes to pricing your wedding photography package, simplicity, clarity, and a tiered structure are key.
Firstly, you need to determine how much money you need to make on average per shoot. This will ensure you don't undersell your services and hurt your bottom line. Consider your business expenses, costs, and the time spent on each shoot, and then add a profit margin to meet your desired revenue goals.
Next, keep your pricing structure simple and clear. Avoid cluttering your packages with items that people don't want, as this will only lead to requests for removals or substitutions. Instead, focus on what couples typically want, such as digital images, an engagement session, and an album. You can offer additional items as add-ons to the base price.
A three-tiered pricing structure is a common approach, with basic, intermediate, and premium options. You can get creative with the names of these packages while ensuring they align with your brand aesthetic. For instance, you could use terms related to weddings, such as "The Bouquet", "The Veil", and "The Gown".
Each tier should offer increasing value, with the premium option being the most comprehensive and expensive. For example, the basic package might include 8 hours of photography and an online gallery, while the premium package could offer 12 hours of photography, a second photographer, and an engagement shoot.
You can also consider adopting a globally recognised naming convention, such as Bronze, Silver, and Gold, indicating an obvious status level.
Remember, you are selling an experience, so create packages that reflect the magic of the occasion and meet the specific needs and values of your clients.
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Packages: Include what couples want, like digital images and albums
When creating a wedding photography package, it's important to remember that you're selling an experience. It's the couple's happiest day, so the key to creating a magical wedding photo package is in everything you don't outright tell the client.
Before making packages, work through the Photographer's Pricing Guide to determine how much money you need to make on average per shoot. This information will be useful when setting up your packages. Your packages won't sell if they are full of things that people don't want. However, this doesn't mean you can't offer products that don't traditionally sell as well. You'll want to make sure that you have the opportunity to show one of them to a client in person and explain why you think it's vital. For example, while few wedding clients come into a consultation thinking that they want a canvas, after showing them one and explaining that it's something they can see daily that reminds them of their wedding day, they may change their minds.
For weddings, it seems that all couples want digital images, and many want an engagement session and an album. These are good candidates for your packages. If you add items to your packages that people don't want, you'll have to deal with requests to remove them or trade them for something else. If you get a lot of these requests, consider taking the item out of your packages and putting it on an à la carte list that clients can use to add to a package, or get better at explaining why you think they should buy it. Clear and simple pricing makes it easier for people to buy.
Consider simplifying your pricing by offering a three-tiered photography package: basic, in-between, and premium options. If variety is necessary, you can pick four packages. For example, due to the many possible services and options for wedding shoots, you may decide that four photo packages are necessary. Helping your clients narrow their choices to three or four package types will ensure they aren't overwhelmed and choose more quickly. If you have items that don't fit in a specific photo package, include them as add-ons to the base price for each package.
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Sales model: Choose between IPS (in-person sales) and Shoot and Share
When it comes to selling wedding photography packages, you can choose between two popular sales models: In-Person Sales (IPS) and Shoot and Share (SnS).
In-Person Sales (IPS)
IPS is a traditional photography business model where photographers sell tangible prints and products to clients. It involves scheduling an in-person meeting (or a virtual one using apps like Zoom or FaceTime) to review the images with the client, who then places an order for prints and products during the same meeting. Photographers following the IPS model usually charge a lower upfront session fee ($250-$800) and their packages may not include digital images, prints, or products. Clients must pay a premium price for each deliverable they choose. While this method can be highly profitable, it requires constant upselling and explaining what's not included in the package.
Shoot and Share (SnS)
In contrast to IPS, the Shoot and Share model has gained popularity over the past decade, especially with high-ticket, luxury photography packages. With SnS, you charge a higher upfront session fee (typically $3,000 or more) and include a set or unlimited amount of images and/or prints at no extra cost. This method is ideal for new photographers or those who don't enjoy the sales process. Seasoned photographers, on the other hand, may find it less profitable in the long run. With SnS, clients are not "locked in" to buying from you since they already have the digital files, but you can still offer prints and albums as add-ons.
There is no one-size-fits-all answer. Both models have their advantages and can lead to successful businesses. IPS gives you more control over the sales process and can be more profitable, but it may be less convenient for clients who want full online galleries. Shoot and Share, on the other hand, offers a simpler pricing structure with no hidden fees, which clients often prefer. It's important to consider your own comfort level, business style, and goals when deciding which model to adopt or whether to incorporate elements of both.
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Marketing: Build a website, use social media, and gain referrals
Marketing your wedding photography business is a crucial aspect of attracting clients and selling your packages. Here are some strategies to build an effective marketing plan:
Build a Website
Having a professional website is essential for showcasing your work and attracting potential clients. Your website should include a carefully curated portfolio that displays your unique style and skill. It should also have an email capture form to collect email addresses for a newsletter mailing list. This direct connection to your customers is an invaluable marketing tool. Additionally, learn about Search Engine Optimization (SEO) to improve your website's ranking on Google. This can be a complex and time-consuming process, but it will pay off by making your website more visible to potential clients.
Use Social Media
Social media platforms like Instagram, Facebook, and Pinterest can be powerful marketing tools. Choose one or two platforms that align with your ideal clients and price point, and focus your efforts there. Post regularly, engage with your audience, and use targeted advertisements to reach specific demographics. Social media is a great way to showcase your brand and connect with potential clients.
Gain Referrals
Word-of-mouth marketing is one of the most effective ways to grow your business. Providing an excellent client experience will encourage happy clients to spread the word and leave positive reviews. Consider offering referral bonuses, such as a free portrait session with prints for every successful referral. This will incentivize clients to recommend your services to their friends and family.
Building an effective marketing strategy takes time and effort, but it is crucial for the success of your wedding photography business. By combining these strategies and focusing on providing an exceptional client experience, you will be well on your way to selling your wedding photography packages.
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Rights: Decide whether to include image rights in your packages
When creating a wedding photography package, it's important to remember that you're selling an experience. This is your client's happiest day and your package should reflect that.
Including image rights in your wedding photography package can be a great way to distinguish your service from others. The general rule under copyright law is that the creator of an image (the photographer) owns all rights to it. However, this can be modified by contract, and most professional photographers now provide printing rights as part of their packages.
You can choose to include an unlimited personal usage license in your package, which means that the couple can use the photographs for any reason they wish as long as it falls under "personal use". This might include posting their wedding images on social media or using third-party printing companies for prints and albums.
Alternatively, you can offer a commercial usage license, which would allow the couple to use the images for promotional purposes, such as advertising their business or updating content on their website and social media profiles. This type of license is more expensive and may be more suitable for businesses or publications that require relevant content to exist.
When deciding whether to include image rights in your wedding photography package, consider the needs and preferences of your clients, as well as the standard practices in your industry and region. You may also want to take into account the additional time and resources required to manage and enforce image rights.
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Frequently asked questions
It is important to remember that you are selling an experience, so the key is to put the client's wants first. Most couples want digital images, an engagement session, and an album. You could also offer a second photographer, an online gallery for sharing, and professional editing.
First, you must understand your business numbers inside and out. Calculate your business expenses and costs, then add a sufficient profit margin to meet your desired revenue goals. You can then structure your packages in a tiered system, with basic, in-between, and premium options.
Build a website and work on your SEO to rank higher on Google. You can also utilise social media, particularly Instagram, to showcase your work and attract potential clients. Another great way to market your services is through referrals and Google reviews.
