FOR AUGUST 1989 VOLUME No 100
AFTER YOUR CUSTOMER
recently had the opportunity of buying a car from a Company
and the Company I selected was one in Manurewa after shopping
around about five different Companies that sold the same car.
particular Salesman said, "Look I want your business. What
do I have to do to get it?" and of course I told him.
finally agreed to the deal and I was the proud possessor of
a new vehicle. That I expected was the last of that.
a few days later I received a letter from him, a copy of which
I have enclosed. You will note that he is asking for names of
my friends that could be interested in purchasing vehicles.
There has not been a telephone follow-up for this particular
item, so he does get some minus points for that.
next thing I received was from the Service Department thanking
me for letting them service the vehicle!
you ever heard the likes of that, a Service Department thanking
their Customer for allowing them to service the vehicle? Absolutely
ridiculous, but it happened and he is also telling me that if
he is able to assist me or my friends, to contact him.
would have to guess that this particular Mitsubishi Garage is
going reasonably well. If they are not they should be.
First Step along this will be to have a Photographic Business
Card of yourself promoting YOUR Photographic Company.
Second Step will be to have a Personal Business Card of yourself,
wife and family.
this you can pass out and again that will promote Photography.
Display a family group of your own and let people see you use
Photography every step of the way, so that you are able to stay
FOR NOVEMBER 1988 VOLUME 101
Copy Machines, now that the technology has been perfected, is
obviously the next big possibility for the sales of sensitized
are two machines of note at the Photokina display. One was by
KISS, so they will be actively be promoting those machines to
all of their outlets throughout the world and it does look like
at last they have made something that is good. The other is
Fuji and their machine uses a new low contrast positive paper
that they have developed specifically for this machine. The
copies from this machine was that while you or I could probably
see the difference, I am certain none of the retail public will
ever notice it.
to Kodak here in NZ. they tell me that their Copy Machine also
uses a new sensitized service, which has the same characteristics. So, now it is just a matter of time before these things
start breeding like rabbits.
additional note on these Copy Machines. There is in an Auckland
Newspaper every Saturday1 I am told, an advertisement
looking for copying and it mentions bring in your family portraits,
wedding photographs etc for copying.
FOR MARCH 1989 VOLUME 102
on high priced Wedding Fees and they are talking about a reasonably
believe that when ever you do look for the top end of the market,
you possibly do have a higher then normal drop out rate from
some of the problem may be that you have failed to convince
the Bride as to why she should spend the extra money. Alternatively,
you sell the Bride but some other member of the family that
is paying the account remains unconvinced. With all the pressures
on the Bride at this particular period, it may be one that she
feels like giving up on easier or can be convinced that she
can save money.
way to show the Bride what she is getting is to lend her a 15
minute video tape showing yourself at work, showing yourself
interviewing, album planning, preparing, everything to do with
would even go as far as to put a count-down clock in with the
video so that they can see how much time you do spend on a Wedding.
would even perhaps consider starting off with a freeze frame
of the Bridal couple walking out of the Studio with their album,
with words like...
is John and Maryanne, they have a Wedding Album that they will
treasure for the rest of their lives". Then a freeze frame of you the Photographer with the
words "This is Mr High-speed Vericolour, by the time he
has delivered this Wedding Album he will have spent 214 hours
either with this Bride and Groom, or working on their photographs".
would move into you greeting the Bride and Groom at the original
Wedding interview and work your way right through the Album,
with this clock forever ticking in the background. It should
be a maximum of fifteen minutes in length and should sell the
sizzle instead of the steak.
This must be Professionally done and must be brilliantly done. What you are telling in this video is why they should book you and what difference there is when they book you compared to anybody else.
said, "Why didn't you have a family group photograph taken
before the accident?'1
said it was basically because they had always been together
and they kept on putting it off and also what they thought photographers
leads me to believe that one of the concepts of advertising
that we should have is to emphasize how little it will cost
and to advertise that it must be done now for "Memory Insurance."
this woman did have a group photograph done after the accident
of the members of her family that were left and her method of choosing a Photographer was, at Christmas time telephoning round
all of the photographers in the Yellow Pages as her other son
was home and the first one that replied to the telephone got
makes me think that perhaps a lot of business is missed at Christmas
time with families coming together and because your Studio is
closed, you are not utilizing the time when families are together.
a lot of people are on holiday, but the location of their holiday
may be your town.
PROFESSIONAL MARKET IN N.Z.
lot of it has also to do with the changing of the business trends
and consequently the number of people and the type of people
you have visiting your Studio.
the 60's and earlier Wedding and Portrait Photographers had
a percentage of their business coming from candids that they
took at receptions, at 21 st's, at Balls, and at public functions.
generated quite a flow of candids through their studio and consequently
generated a lot of people coming into their studio to look at
basically meant that the majority of the population within the
towns at some stage or other stepped inside a Photographic Studio
to look at some candids of photographs that they had taken.
importantly still, large numbers of teenagers who were attending
these functions were in the studios often as much as once a
week. These teenagers got to know the local Photographer and
often the Photographer would get to know the people very well
and be on a first name basis with them.
these teenagers came to get married, who do you think they thought
of as a Photographer why the guy they had been visiting almost
once a week for the last two to four years.
have lost all of this, often the first time a girl has been
into a Photographic Studio is when she ventures in there to
ask the price and to look at the photographs.
have to get our wares out and become friends again with all
of these teenagers. If we can't do this we at least have to
get our name and our product known to them.
area that I can see that is still available to the majority
of studios are sports teams. Particularly those of sports teams
of women. I know sports teams create major havoc within the
business but consider the exposure that these people have to
your studios when you are looking at if you will photograph
these sports teams or not.
the opportunities of displaying your wares with these people
whilst they are waiting for the other members to arrive.
these opportunities of photographing sports teams of impressing
these people and impressing your name and your ability on to
teams could be a valuable source of new business.
you are considering doing sports teams, get the money on the
evening and whilst you collect the money you can also collect
the person's name and address and this will help you build up
a mailing list.
teams can be a means of building your business as well as making
a profit on the evening.
if you have not considered doing sports teams previously, think
about it and think about the opportunities you are missing.
has just been transferred in from a country area that is even
more country than Pukekohe.
had recently got married and the only Photographer she could
get for her wedding day was, let us say 'Photographer B'. "Photographer
B' was doing Wedding Photography as a part-time job and was
trying to "Break into Photography" on a full time
B" showed this Bride some weddings that had been done and
the bride looked at them and they seemed, to her, to be quite
were all done in the Summertime.
this bride got married in the Winter and it was a wet day.
ended up with 130 photographs in an album and it cost her $800.00.
was involved because she brought the album to me because, in
her word's, " all the photographs out of focus" and
she wasn't very happy.
looking at the Photo's they were not to bad to me . When I asked
"where were the out of focus photo's" I was shown
some the Photographer had used a soft focus "Glass"
in front of the lens.
didn't have a good one of herself and her husband for an enlargement
and was basically looking at me to say that "Yes, the photographs
were out of focus and yes, the Photographer didn't know what
they were doing and yes, she should get a major refund of her
looking through the album I formed the opinion that they were
done by an advanced amateur, that the processing had been done
in a Mini Lab, the ones that were out of focus were done with
a soft focus and whilst the soft focus in the summer looked
good outside with available light once you use flash, she got
a completely different effect which wasn't good.
had the unpleasant job of telling her that first of all to get
130 photographs in an album for $800.00 she had probably paid
a fraction too much. The photographs were just average and really
what she was looking at was the difference between a part-time
photographer and a Professional Photographer.
said she wouldn't have minded paying more, had the photographs
been better, but unfortunately this decision was made after
the wedding, whereas before the wedding simply because the photographer
had a camera, had done weddings before, the bride naturally
assumed that she would be able to get photographs at least as
good as what she had been shown by the photographer.
unfortunately placed her once-in-a-lifetime wedding in a once-in-a-while
wasn't aware you just have the one chance to get good wedding
photographs and unfortunately because the other photographer
had been booked in the town, she had to settle on this photographer
through lack of knowledge.
The person that wins all the prizes at camera club will not
necessarily give you the photographs you want.
The person that lives next door that has done wonderful travel
photographs will not necessarily give you the photographs you
The person that is just learning to do wedding photography and
wants to become a full-time photographer will not necessarily
give you the photographs you want.
You get precisely what you pay for in every field of business
and photography is no different.
Yes! If you pay too little for wedding photography, do not complain about what you have received.