FOR MARCH - APRIL 1983.
VOLUME No 62 THE ECONOMY
the going gets tough, the tough get going.
are things I've been talking about for the past 12 months, these
are the things you should be doing.
should be selling
19XX will be a bad year...... for some
... but it will also be the best year that some photographers
have ever had if they do something constructive.
I still maintain that the majority of studios are only utilizing approximately
are quite a few substantial studio1s who are 50% UP so far this year Why don't you join them ?
Several studios that I visited in the States have a helium gas bottle with which they blow up balloons and they give this to every child that comes into the studio.
give this to every child whether they are having a sitting or
not, and of course,
if they have a child at home they will give the mother a balloon
to take home to that child. It would, of course, be advantageous
for you to have balloons with your studio's name on, but even
without the name its something you could get started for very
little money which would be a draw card to your studio and make
it just that little bit different.
PHOTOGRAPHERS OF INDIANA
(Wilson-Holt) of course will be in New Zealand for a seminar in
June and she showed us through their home where they have built
their studio on the side and its a beautiful big studio with a
fantastic high stud, must be all of 15 to 20 feet high and has
a ski slope type roof and its a fantastic studio for working in
with a beautiful window for daylight photography. It really has ideal conditions for working in.
One of the comments that she had which I found extremely interesting was her theory on the various classes of people.
CLASSES OF PEOPLE
think it can be best explained by describing the type of restaurant
that these sort of people would normally eat at as a norm.
2 would eat at Cobb & Co.,or a "family-type" restaurant.
3 would eat at Bonaparte's or Rossini's.
4 would eat at some trendy little restaurant with expensive decor
and be the restaurant that was in at the moment.
says that most of her clients come from the Group 3 category and
really you can tell this by the quality of her work and from her
prices, if one was to examine her price list.
says occasionally a Group 4 person walks through her door because
there is no where else for them to shop for photography and quite
often they are uncomfortable participating in her sort of photography
and she does recommend that most times you would be better off
with this sort of person if you sent them to somebody else.
reflection, she is probably right, because they will probably
refer to you to
their friends as that grubby little photographer and it is a title
that you may not really deserve.
one accepts these 4 classes of people and realizes that it is
a fact one can then design one's business to cater for these people
and build your studios décor and services to suit these people,
however don't expect to find enough people in Tirau or Tikawheti
to set up and run a class 4 studio.
remember often people will shop up, in other words buy from a
more expensive place than they normally buy and occasionally people
will shop down, but normally they shop from a business that they
feel comfortable with and from a business they know they will
get value for their money.
was interesting to note at Linda's talk that the majority of people
in the room felt they were dealing with class 3 people, where
as in actual fact looking at their photographic quality and they
themselves, they were closer to a 2.
people will pay bottom dollar for bottom quality in any country
anywhere in the world. However people will not pay top dollar for bottom quality
and be happy.
do study your quality and do look for ways of increasing the quality
& for ways of enhancing your product.
We do later hope to be opening an Art department which will help you in this area.
do have a very good series of instructors visiting this country
this year and this in its self can help you enhance your product
and learn how to sell more.
The level of photography in this country compared to a lot of countries is extremely high. This is in spite of us not having the correct sprays, the correct canvas for canvas mounting, good negative retouching and all of the other goodies that help to make a fine photograph.
gave the same talk that he gave at the PP of A convention in Atlanta
two and a half years ago, but it received every bit as good a
reception as it did the first time.
talks of love clusters as being clusters of photographs of those
that you love. He
talks of people with " problem walls " and how he helps
solve their problem by selling them clusters of photographs.
his selling of wall clusters and aggressive marketing he says
his average is $3,000 per family appointment.
this guy is not an American but comes from St John in New Foundland
which is a province of Canada.
St John has a population of 150,000 people. The closest big city, Toronto is 14 hours flying time away and he says that everything has to be brought into the island. This includes milk, manufactured goods, everything.
sends his colour printing to Winnipeg which is further away still.
showed photographs of the street that he operates out of with
his studio and he certainly does not live or operate out of a
high class situation like one would imagine looking at what he
says is his average.
makes a comment that it is you that is a success and not your
I do note that the interior of his building is very tastefully
designed. The way
that he and his wife dress would certainly place them in the group
3 and that while he does not have a flashy exterior it appears
that it is the norm for the area.
SIMON HART TALKS IN MANAGING TECHNOLOGICAL CHANGE
Says computer technology is embarking on a period of exceptional
growth. And social
and economic changes will probably occur in its wake at the same
concept conceptually unmanageable pace
The first person to spell this out was Alvin Tofler who book "Future Shock"
book showed an astute awareness of impending technological developments,
but it did not contain one single reference to the most sensational
instrument of change of all.The
Micro processor for the very reason that when he wrote it the
micro processor did not exist.
micro processor revolution has already moved beyond the factory
floor and is invading the office and home.
the computerization of society will trigger an explosion of new
news, of exchanges, of communications, of knowledge which will
open up other careers.
In the United States alone there are 145 million traditional jobs are predicted to be displaced as a result of technology by the end of this century. (hey that is now, I wonder if it happened!)
million are expected to go from the factory environment, but a
massive thirty-eight million are forecast to be lost from the
office, mainly managers and professional staff.
new jobs are hoped to offset the 145 million displacements it
is by no means clear how, or if, the unemployed can more into
the newly created work activities.
journalist Bill Goff writes that the economy in Australia is expected
to show zero or negative growth while well into 1983.
He says that the wage freeze whether successful or not provides a further damper to consumer demand within Australia.
says from Australia's point of view the number of small business
bankruptcies has been at an unsatisfactory high level for about
14 years and with the recession biting harder towards the end
of 82 the size of businesses being forced to close down is beginning
to increase with the number of insolvencies.
says it must be emphasized that Australia's economic difficulties
are serious and on going.
these facts tied together with the facts I outlined in my last
newsletter suggest to the writer that traditional approach to
portrait & wedding photography may have to change.
in the seventies photographers could rely on doing a small amount
of advertising and survive on the numbers of people walking through
their door, I think a more aggressive approach is going to be
necessary to prosper in the eighties.
ourselves intend to continue to grow and we have faith in the
future and we have shown this by moving into a new laboratory
and ordering new equipment to expand our services.
have shown this by the massive educational program we have organized
over the next 3 years, so I do have confidence in the future of
confidence however does not say that one can ignore the economic
trends and bury ones head in the sand, hoping that things will
is a must for growth and photographers along with all other small businesses
will have to plan and actively go out looking for new business.
This will have to be done with much more finesse than merely advertising free sittings.
I also believe that the free sitting and free 5x4 may have in some circumstances may have reached its end of its useful life particularly when one considers that there will be more and more people at the lower end of the economic level of our society and whilst these people should not be completely ignored, I do not believe that photographers who are aiming for high averages can plan to successfully deal with this economic group.
do believe that your existing client file is one of your most
valuable tools that you have and to ignore that is like ignoring
a winning ticket in a lottery. It will get you exactly nowhere and will earn you no money.
attended one sales conference at a photographers studio. This studio had 2 full time photographers and they certainly
were not in the volume trade.
had part-time sales people and full time sales people and they
had a conference for these people (12 in all) and these sales
people where from throughout this large city in different areas.
in actual fact planned an incentive plan for these sales people
and the time top line was that if they managed to procure for
the studio 80 sitting a month with an average order of $500 this
would give a yearly total of $1400,00O.00 and that sales person
would get either a Jaguar motor car or a Cadillac or walk away
with the equivalent money.
they only managed to get 40 sittings a month they would only end
up with a Mink coat or Diamonds.
This studio was thinking big during a downturn in the economy.
these figures could not be matched in most country towns in New
Zealand, however we do have 14 major cities and certainly Auckland
with some 800,000 people (Now over 1,000,000) is larger than the majority of cities throughout the States.
Remember nothing happens until somebody sells something, so sitting on your backsides waiting for customers to come in will do exactly nothing.
was also at the Phil Charis studio on my visit and even they admit
that $1000.00 orders do not easy.
price list runs into the thousands of dollars, so do not think
you can achieve major orders without having to work for them.
this year set yourself a goal to plan and improve your sales technique,
to plan and improve your marketing technique, to plan and improve
SALES AID FOR STUDIOS
says would you like to increase your sales average without changing
your current pricing structure, and at the same time present your
product in a more professional manner? If so then you can do just that with a dynamic new sales tool called Transproofs.
Zucker writes of this technique;
he says, there you have it, all sorts of reasons why you should
never change and take Jack's teaching to heart.
the other hand you might just consider Jack Petersons daring new
concept for selling wedding candids, portraits and photo decor,
just like I did and laugh all the way to the bank.
SMILES" Ian Hawthorne. Australia.
are all, form the moment of birth, concerned with images. Our earliest memories
are of people, of movement, of sound, and of smell; but recall
is mostly imagery.
earliest realizations are of faces. Even as young babies we learn and sense the power of expression,
its reward and its realities.
young babies we learn how to manipulate through facial image response. We understand and use this new found power to communicate. It can be no accident that most parents prefer to see their
children portrayed as smiling, for a smile is an event to which
the parent can bring a pleasurable response.
has said "That only a very young baby smiles in innocence,
totally unaware that its smile can be a message, that it is a
message is one of the very first things that it learns, later
still it learns to read the smiles of others
who strive to make people smile should make a greater effort to
understand both the motivations and the meanings of smiles. It is undeniable that as the older portrait photographers
have always said "Expressions sell pictures", but there
are other expressions. The trick is to set the subject so that the setting is
in some way responsible for and in sympathy with the expression;
smiles, of course, do not make this demand, the viewer projects
the smile as response to his or her presence, it is an old artifice,
and end in itself.
the smile is simply for the camera, it is a conditioned response.
Whenever I see an exhibition of portraits of children made by professional photographers I am confronted by the enigma of- what are they smiling about ?
answer is very seldom included in the picture. Children will often smile for the simple but profound joy
of being, but this expression of pure unselfconscious joy will
seldom happen within the artificial confines of a photographic
studio and when you, as the photographer, crack it for an exuberant
laughter of pure delight, the response as shown on the proof will
usually make most kids look like cretins.
still, we go on looking for smiles when smiles are just one of
the varied and
many expressions of a child.
we look for smiles because a smile being an end in itself it saves
us from the fag of having to make pictures.
day people bring into our studios old photos for copying; the
old photographers showed children as pensive, concentrated, thoughtful,
preoccupied, interested, absorbed, slightly amused or serious.
many of the better pictures the reason for the child1s
expression is shown or is alluded to.
the better pictures the objects and artifacts were as important
but subjective to the child. They were not pictures in which the total reality was anonymous
are important - expression sells pictures - so too does atmosphere.
photographer who has both the taste and the discretion to achieve
both will break new ground for today's craft.
that growth of his abilities to include today's realities may
be the resurgence of tomorrows portrait market.