How to increase print sales (promotions, etc)

[ents]

Hey all,

Bit of background: I work in production in a photo studio in NY. We do 98% weddings/engagements with a bit of kids, boudoir and corporate thrown in. I put this here instead of in weddings bc it's not explicitly for wedding photos.

I'm trying to brainstorm up ways that would encourage clients to purchase prints. Whether it's holiday sales, print credits, new products, etc.

This is especially difficult since the wedding photography market demands you give clients high res DVDs of the JPGs from their wedding. Every single client has asked for this; it is just simply factored into the pricing. We get mostly $50-100 orders, about one per day, with the crazy $800+ ones about 5 or 6 times per year.

What I'm thinking of is offering holiday sales, for example possibly a Mother's Day special where wraps are a certain % off or something. Or if you order a few you get one for free for yourself.

Has anyone here done any promotions with any success? I'd like to hear about it!

[Ernst-Ulrich Schafer]

What do you charge for weddings? What are your regular print prices?

[TxTowman]

customer: Why should I buy your prints when I have the files on CD?
you: HHHHmmm! Good Question!

[ents]

Originally Posted by TxTowman

customer: Why should I buy your prints when I have the files on CD?
you: HHHHmmm! Good Question!

because they don't know where or how to get them printed or dont want to bother, and don't want junk. their dvd is also bound by a limited use license which prohibits them from getting prints or anything for anyone but themselves.

Originally Posted by Ernst-Ulrich Schafer

What do you charge for weddings? What are your regular print prices?

for the wedding, anywhere from 5-10 but i'm not sure how this ties in with what i'm asking. print prices are pretty low.


anyway, to hopefully get this on topic here's ideas i've found and come up with thus far.

somehow letting wedding guests know about the proofing website at the wedding (can be very tacky though)

• cards for guests with a pic of the b+g and the proof url
• possibly ipad slideshow with cards near by
• x number of 4x6 post cards with bg on it and url

first week discount or something

• this gives a sense of urgency and hopefully b+g will disseminate proof url quicker

anniversary specials

• 1 month before their 1 year give them an incentive to order, proof credit or % off

holiday specials

• pick 4 or 5 big holidays and offer % off or something

has anyone done any of these with any success?

[BenE]

Originally Posted by ents

because they don't know where or how to get them printed or dont want to bother, and don't want junk. their dvd is also bound by a limited use license which prohibits them from getting prints or anything for anyone but themselves.

Most everyone knows that any "mart" has a printer, and from what I understand, some marts use a Fuji Frontier, which comes in different sizes, and is used also by some commercial labs, while others use the Kodak equivalent. So they do not get junk, actually.

I am not sure how anyone can enforce any limited use license once the CD leaves their possession. After all, any print they decide to make is theoretically for "themselves". I may not be understanding your comments, but if you are depending on a customer to abide by some document that limits them as to how many prints they make from a CD they purchase.... good luck.


The problem that exists is because photographers have decided they must offer CDs to customers in order to make a living. This "new marketing strategy" has now bitten photographers in the behind, in a big way.

One of your comments was....for the wedding, anywhere from 5-10 but i'm not sure how this ties in with what i'm asking. print prices are pretty low.

Does that mean 5 to 10 thousand for a wedding? If so, I doubt if much can be done to increase print sales, if you also include a CD with that.

[jkderby]

Any one can go to MPIX and get professional results. E-mail the jpgs and get the prints back by mail. Just like any pro. As you know mpix is part of Millers so you get the same results. Other labs out there just as good as mpix for any client. Images on DVD are here to stay and will only get worse. Just adjust your pricing. In the long run will make more $$. Will cut back on your over head.

[kayumangi]

You just answered your own question. Why would people order prints from you if they already have the image disk that they can bring to their preferred lab?

Second, how are you presenting your photos? do you have them on an online gallery? does it have any viewing expiration? do you proof side-by-side them?

You have to limit supply in order to make demand.

[ents]

i've started a topic asking how to promote print sales.
not another topic endlessly debating giving away dvds and how much walmart photo lab distorts customers perception of what a pro print costs and is.

everyone knows giving the jpgs away sucks, we are priced accordingly. everyone who shoots digital hurts from jpgs being devalued by clients, so we should have an intelligent discussion on how to promote sales despite all of this.

[kayumangi]

Originally Posted by ents

i've started a topic asking how to promote print sales.
not another topic endlessly debating giving away dvds and how much walmart photo lab distorts customers perception of what a pro print costs and is.

everyone knows giving the jpgs away sucks, we are priced accordingly. everyone who shoots digital hurts from jpgs being devalued by clients, so we should have an intelligent discussion on how to promote sales despite all of this.

But that's precisely the problem. You can't expect print sales to go up because there is no compelling reason to order from you in the first place.

They already have what they want.

[ents]

Originally Posted by kayumangi

Why would people order prints from you if they already have the image disk that they can bring to their preferred lab?.

no, i didn't and this is why i started this topic. to drum up suggestions on how to promote sales. not everyone has access to all the card templates or even knows that gallery wraps exist, let alone where to get one. this is the discussion im trying to promote. if what everyone is saying is the case, we wouldn't do ANY print sales ever.

Originally Posted by kayumangi

Second, how are you presenting your photos? do you have them on an online gallery? does it have any viewing expiration? do you proof side-by-side them?

via pickpic, and it does expire.

[ents]

Originally Posted by kayumangi

They already have what they want.

the bride and groom arent the only people at the wedding, and aren't the only people who would want photos of said wedding


let's just all pretend that the client doesn't get a dvd.
how do you get them to buy more prints than their initial purchase, for example gifts, or whatever.

[kayumangi]

Originally Posted by ents

no, i didn't and this is why i started this topic. to drum up suggestions on how to promote sales. not everyone has access to all the card templates or even knows that gallery wraps exist, let alone where to get one. this is the discussion im trying to promote. if what everyone is saying is the case, we wouldn't do ANY print sales ever.


via pickpic, and it does expire.

There's your answer right there. Nobody knows what you're offering because you proofing method is limited. People order what they know and have seen. Online proofing is limiting.

Originally Posted by ents

the bride and groom arent the only people at the wedding, and aren't the only people who would want photos of said wedding

Then make the other people aware that they have awesome photos waiting for them. Either tag them via FB, do a proofing party, offer deals for group buys. Make it compelling for them to buy.

[BenE]

I think I have misread what the situation is, so I removed all my comments for now.

....

Ok. I think I am reading it correctly now.


Most people order all they want the first time, and after a few months loose interest. There will be the occasional reprint order if they forgot someone, but that is not much.

After a year they are not interested at all, usually.

You did make the comment in your original post ......

[I]We do 98% weddings/engagements with a bit of kids, boudoir and corporate thrown in. I put this here instead of in weddings bc it's not explicitly for wedding photos.[/I]

Skip wedding reprints, because that has been covered, and take them in the order you mentioned:

Engagement: Why would they want any reprints of an engagement? If they didn't order enough they might make a small purchase, but nothing substantial. They have changed; they look different. Unfortunately they have probably gained weight. LOL

Kids: After 4 to 6 months the kid has changed so much they don't want any reprints.

Boudoir: Why? Unless they have a new SO, what use are reprints?

Corporate: My experience with that is the person who was photographed might purchase a small photograph for their desk or home... maybe an 8x10.

What I am saying is that in my opinion spending time and effort on selling reprints is not worth that time or effort. What I think is best is to offer them something to encourage them to have another portrait session. The wedding couple's anniversary, but not reprints; another portrait session. The same would apply to every other type of portrait you mentioned. Keep them coming back, but for something new, not old work.

[Redneck]

And to add to this, I think even brainstorming about increasing print sales when you handed out the image files already is a waste of time (and money). Seriously, get real and forget about print sales OR work on your pricing concept.

[ents]

Originally Posted by BenE

I think I have misread what the situation is, so I removed all my comments for now.

your last post was quite helpful actually! just glad i read it before you took it down haha