Over the past few months, we have had some very interesting prospective clients walk through our doors. They are typically in love with our work, and are very knowledgeable in what the Winnipeg photography market has to offer. Some of them book with us, some of them go with photographer X, Y or Z. Either way, it honestly doesn't bother us. The couples who really want us will book us... those are the clients we love working for.
One interesting point, though. Some of our prospective couples have gone into detail about the attempts other photographers have made to try and win their business. I knew people were resorting to desperate measures, but I really didn't have any clue about how heavily it was happening. Some of these wedding couples are being offered discounts on an almost daily basis... and none of the offers we have heard about have been less than 30% off EVERYTHING. Most offers are discounting 40-50% off their original wedding packages, some even more. If you are doing this, know that you are one of MANY photographers doing so.
Seems photographers from the Wedding Show have been especially frequent in bombarding couples with these kinds of last-ditch offers. And I'm not exaggerating when I say this kind of thing is happening almost daily.
I find it funny that these couples are still coming to us, when we are already more expensive than these photographers to begin with.... But it also makes me wonder what the state of our industry is. These photographers are trying to make it look like they are doing really well, but these desperate sounding emails and phone calls tell a different story. It's kind of scary, actually. Do you understand what you are doing to yourself when yo do this?
A few points worth considering:
Firstly, if you think you will build a business this way, welcome to the fact that you have just put yourself in the same position as many other desperate photographers who are competing for the same type of client. If you compete based on price, keep in mind that there will always be someone cheaper than you.
Secondly, there is NOTHING wrong with a discount... but at least keep in mind you need to cover your costs of business (and hopefully make at least minimum wage after your expenses are calculated). I would estimate, based on what I've heard and seen, that many of these photographers will go out of business in 1-2 years... or maybe sooner.
Thirdly, instead of putting all that energy into attracting price-driven clients, why not put that energy into something that will actually set you APART from your competition?
Fourthly, if you think securing low-paying weddings will magically generate higher-paying leads and referrals, you are dreaming. Every time you jump to a new price bracket, your referral base is starting from scratch. And no, I'm not joking. Or exaggerating. And yes, we have done this and can say it takes one helluvalotta work. Do yourself a favour and keep this in mind. Your clients DO talk about what they paid for you.
Fifthly, passion won't save you. The “starving artist” syndrome is rife here. For the love of your clients, you need to make sure your business is sound. They are counting on you. Not just for this one season... but what if something is lost or destroyed and they come looking for you in 1-2 years? Will you be around to help them?
Finally, take a minute to think of the number of Winnipeg WEDDING photographers who have managed to survive this business for 5 years or more. Five years is what statistics say it takes to make a business viable. I can think of less than 10. And a lot of them belong to the W-LIST.... just sayin' (btw - we are not a part of the W-List either, but we respect their track record). Do you think you're dedicated enough to battle it out for five years? Really? Good luck with that. And I mean that with all sincerity.
Final Thoughts:
If you are having trouble building your photography business, maybe you should consider working in a different industry that isn't so ridiculously oversaturated. It isn't going to get better anytime soon. Or at least get some sound business advice, if you're already well-invested into this business. Be careful what you do and how you set yourself up to be perceived by clients. Word of mouth is the most poweful force a business has. And if these wedding couples have enough gusto to tell us what is going on in your business, you better bet there are a whole lot more people who are wondering what the heck is going on.
Just some food for thought.
Zarah
