In the many years I have been a photographer, I noticed two well defined trends. Photographers tend to focus on quality, with higher services and higher prices, or they focus on quantity, with lower service and lower prices. I have heard a colleague asking this question: “Is there space for middle-priced photographers?”
I have my clear idea on this. Follow me and you will find out.
The Investment in customer
We are always quite open on our approach to photography. We like to spend time for and with our customers. We like to get to know them and to develop a personal relation with them. To us, this is one of the keys to photograph them beautifully. Of course, this leads to investing a lot in each of them, therefore we position ourselves on the high end of the photography market. If you are photographed by Faby and Carlo, you can expect a great treatment, and the investment reflects it.
The excitement in serving many
Some of the photographers we know love the feeling of photographing many people. They thrive when they can shoot three to four people in a day. They don’t believe in a connection with their customers, but they love to shoot a lot for a short period of time. They offer a basic service, a selection of images more geared towards the quantity than the quality, and their prices reflect this. The investment from their side is limited, and they don’t expect their customers to spend massively.
I don’t particularly like their business model, but I respect the fact that for some out there, this can make sense.
Who are your customer?
A key element in deciding your business strategy is understanding who you want as customers. There is no judgement in understanding if you want to serve people who can afford a low-rate session, or someone who is ready to invest much more for an experience. Our position on the market is such because we are looking for people who value photographs and are ready to go the extra mile to have those memories they love. We treasure the fact that our customers take pride in their images!
Where does it all go sour?
To us there is an important line, which involves respecting your customers, whoever they are. The various business models start going sour when photographers tricks customers into spending more. The most used practice is to imply a very low cost of service, without revealing the true costs, and showing them only when the customers really want some photographs. This is malpractice, a dirty way of using photographs as a ransom.
Every way you think your business should be positioned, be honest.
Is there anything like a middle price?
In the car market, it is easy to spot the cheapest car and the most expensive one. It is easy to find the middle of the market. But what about the art market? My photographs are not defined by a clear set of features and the products I sell are not what makes my prices. The photos my customers love, may not be the style some other woman appreciate.
Now, understanding your customers is at the base of every business, but that defines your niche. The fact that you cater to people who are interested in spending £100 for their photographs and we to those who can spend £2000, doesn’t make £1050 the middle-price. I am sure there are portraits photographers whose prices are higher than ours. We don’t believe that middle-priced photographers exists or should exist. The truth is that many photographers still haven’t figured out their business models or who they want as customers.
Do you know both for your business? Have you already managed to find the niche in which you are “the big fish”?
If you haven’t and you need help, contact us and we can help you understand how to position yourself on the market!