Professional Marketing & Selling Techniques for Digital Wedding Photographers

by Hawkins, Jeff; Hawkins, Kathleen

• ISBN13: 9781584281801
• ISBN10: 1584281804
• Edition: 2nd
• Format: Paperback
• Copyright: 2005-12-01
• Publisher: Amherst Media

Summary

Updated to include the latest digital camera models, imaging software, and current image proofing and sales techniques, this business guide teaches wedding photographers how to build a profitable business. From formulating a business plan to presenting final images to clients, the strategies presented help photographers avoid the pitfalls that ruin many wedding photography studios. Photographers learn how to define a target demographicwhether that be low-volume big-budget or high-volume low-budget clientsand market to those demographics in print, on the Internet, through networking, and at bridal shows. Customer service tips include how to interview clients to ensure a stress-free and enjoyable portrait experience, conduct presession consultations, and write a contract, as well as presentation techniques for wall-size images, coffee-tablestyle books, and guestbooks. The featured images and drawings include a gallery of the author's wedding photographs and samples of advertising, marketing, and promotional literature.

Author Biography

Jeff Hawkins and Kathleen Hawkins operate an award-winning wedding and portrait photography studio in Orlando, Florida. They are the authors of Professional Techniques for Digital Wedding Photography. Kathleen Hawkins is the author of The Bride''s Guide to Wedding Photography, Digital Photography for Children''s and Family Portraiture, Marketing and Selling Techniques for Digital Portrait Photographers, and Taking Great Digital Family Pictures. They live in Altamonte Springs, Florida.

Table of Contents

Set a Goal	5	(4)
Defining Your Goal	5	(2)
Commit 100 Percent to the Goal	5	(1)
State Your Goal in Writing	6	(1)
Create a Business Timeline	6	(1)
Do Not Be Afraid to Take Action	7	(2)
Tell Everyone You Know	7	(1)
Do Not Forget Your Plan	8	(1)
Target Your Market	9	(10)
Identifying the Product	9	(3)
Defining Your Client	12	(2)
Beginning Your Promotions	14	(5)
High Volume, Low Budget	14	(1)
Low Volume, High Budget	15	(1)
Combination Volume and Budget	16	(3)
Effective Advertising	19	(18)
Networking	19	(2)
Introduce Yourself to Other Wedding Vendors	19	(1)
List Vendors You Aspire to Work With	19	(1)
Join an Organization	20	(1)
Find a Mentor	20	(1)
Follow Up with the People You Meet	20	(1)
Keep a Positive Attitude	21	(1)
Successful Online Marketing	21	(8)
Purpose	25	(1)
Identity	26	(1)
Essence	26	(1)
Creation	27	(1)
Enlighten	28	(1)
Bridal Shows	29	(4)
Booth Selection	30	(1)
Design and Decor	30	(2)
Method of Marketing	32	(1)
Publication Advertising	33	(2)
Stock Photography	35	(2)
Interview with Integrity	37	(26)
Appearance	37	(1)
Qualifications	38	(1)
Communication Skills	38	(3)
Listening	39	(1)
Speaking	39	(1)
Dependability	40	(1)
Critical Thinking Skills	41	(1)
The Interviewing Process	41	(7)
Step 1: The Tour	42	(1)
Step 2: The Consultation	43	(1)
Step 3: Consultation Questionnaire	44	(1)
Step 4: The Interviewing Packet	45	(2)
Step 5: The Close	47	(1)
Customer Service Savvy	48	(15)
Work Full Circle	63	(26)
Photographic Style	63	(5)
Photo Opportunities	68	(1)
Ceremony Etiquette	69	(3)
Private Time	72	(4)
Benefits	72	(1)
Disadvantages	73	(3)
Engagement Sessions	76	(13)
Complete the Cycle	89	(30)
Album Design Proofing	89	(11)
Local Clients	90	(5)
Out-of-Town Clients	95	(5)
The Album Design Process	100	(4)
Benefits of Selling Storytelling Album Sets	101	(3)
Trial Closes	104	(2)
Focus on Frames	106	(3)
Selling Points	108	(1)
Pricing	109	(1)
Frame Promotions	109	(1)
Online Ordering	109	(1)
Publicity=Profits	110	(3)
Teamwork	113	(6)
Employee Guidelines	113	(6)
Closing Thoughts	119	(2)
About the Authors	121	(2)
Index	123