The question now becomes, what to do about it. First, we all must recognize that the 20-something Gen-Y adult will set new standards for product definition as both consumer and professional photographer. That is a given. Madison Ave. also believes that product premiumization is not going away any time soon. For retailers it is a fact of life. The question is how will Gen-Y photographers redesign existing portrait products using software? As more of the Gen-X baby boomers become ‘portrait inactive’ because of age, the portrait industry as a whole must closely monitor and solicit new product ideas from the Gen-Y photographer just to maintain market share. Right now most portrait consumers are Gen-Y brides and high school seniors. Photographers over the age of 30 should take heed because software will lead the way to new Gen-Y photographic products. Think of ‘realism’ as a starting point when designing Gen-Y products that accentuates personal experiences.

The use of Painter software is not a fad, but a growing trend. As software continues to evolve requiring skill and knowledge, professional photographers and photo labs will be able to create exciting new products to excite consumers. Art is always in demand. Studios must begin now to transform their images into works of art for those more discerning upper middle class customers. Your customers must say, “Wow, I must have this!” And they can only get such portrait products from you. In the days of film photographers searched for the Holy Grail called the ‘million dollar pose’, soon photographers will be searching for the ‘million dollar art form.’ Best to get started now!

We would love to see and show some of your new art and premiumization ideas, send us a link or post a comment.

A simple very effective tactic is One gets Two and works well with high school senior portraits. The One gets Two tactic has many variations. Perhaps you can think of more. The basic tactic is to offer something of value that would encourage a senior to help book another, usually a classmate who is a close friend. Your “value offer” must be something that is desired and will induce motivation. One concept used by some photography studios is the Friendship Collage where about six images are arranged in an 8×10 digital photo prints collage, which is given free to both high school seniors after portrait packages are purchased. Friendship forever is the motivating factor whereby the collage print will be treasured for a lifetime. Marketing the Friendship Collage has many variations too. Seniors who have already been photographed can be contacted again and informed about the free offer. They will then start contacting their friends to get someone to book an appointment so that they can both get the Free Collage. You can photograph the Friendship poses during this new second session. For those studios that cannot bear to offer anything free they can offer the collage print at a discount. Advantages of the 8×10 photo prints size are that four to six images can be depicted for minimal cost and photo retouching will not be required because of the smaller head sizes. Image sizes could be a 4×5 mixed with several 2×3’s.

Another variation of the One gets Two tactic is the Two Photo Sessions for the Price of One. Here we are talking about session fees only. This works well with twins and friends. These would be photographed back to back with friendship poses sandwiched in the middle. For most senior girls this type of session can be very fun.

I do not recommend giving away professional photo printing products that represent your bread and butter sale. Ordinarily, an 8×10 collage print for a senior is not considered as bread and butter.

The One gets Two tactic is really a referral, word of mouth program in disguise. Each sitting told about the Friendship Collage now has the potential of doubling a studio’s sitting count.

In the past, photographers had only to ‘repackage’ the wants, needs and desires of consumers from one generation to the next. Until recently, one had to only look back in time over the past 40 years to observe that very little has changed in regards to wedding photo albums, wall frames and even most poses. The new photographer, by communicating effectively with the modern consumer, has encouraged serious questioning of traditional values maintained by studios locked into the past. Most young consumers, whether high school seniors or brides, want change: they want the benefits of modern, digital technology. Success in the future will depend on how well photographers address elements of change in consumer wants, needs and desires in their market place.

Many will argue that a portrait or a candid is still a portrait or candid, being relatively unchanged by time. But the new techie photographer will argue that by merging software technology with digital photography, the definition of what a portrait or candid can be has changed. As an analogy, the horse and carriage evolved into a simple ‘horseless’ carriage before evolving into an enclosed chassis on wheels. And, the automobile is still evolving.  Will digital photography evolve in a similar manner as new technologies emerge? And, to the detriment of the professional, will technology continue to reduce professional photography to a consumer ‘do-it-yourself-project?’ The amateur sees photographic technology in a simplified manner: “I have a 12 mega pixel camera and so do most of the pros,  I can make ink prints like some of the pros do and I have Photoshop like the pros do, so why do I need the services of a pro?” Sadly, photography is on this slippery slope and far too many professionals are not fighting back or do not know how.

Just perhaps techie photographers, both old and new, will create products and styles of photography that will widen the gap between the pro and the amateur. Let’s hope so. What the professional industry needs are products that only they can successfully provide that satisfies consumers’ wants, needs and desires.

So what are new photographers actually doing to meet the needs of the modern, younger consumer. As previously stated, communication is a key strategy. Younger consumers eagerly seek out niches because the Internet simplifies this task for both them and the niche business. Value and newness of product are keys to niche creation. Strikingly, the automobile industry has taken this strategy to heart as evidenced by over 30 new models being introduced in a span of a few years. Simply stated, today consumers of professional photography are expecting something different. They will search until they find it, most probably by using the Internet.

1. The innovative, new photographer is constantly developing and implementing their positioning strategy as to how they are being perceived by consumers. Their studio’s image becomes the focal point based on a. products offered, b. pricing strategy and c. promotional strategy.

What is key is the willingness to experiment and quickly refine or change products, pricing and promotional strategy based on consumer feedback. Differences in brides’ and seniors’ expectations from one year to the next are immediately capitalized upon. Most new photographers are very enthusiastic and are willing to niche market.

2. New photographers have studied their traditional competitors with the conclusion that the ‘traditional style’ will continue to be in less demand by portrait active consumers.  As a result the traditional market will continue to shrink. They see the traditional photographer having the following problems:

a. slowness in adopting the best merits of new technology, b. eschewing the full spectrum of software in general and c. being too eager to tell the consumer what they need rather than ask what they want.

3. The new photographer is not bashful in showcasing their digital artistic talents and abilities to customize any product to please the consumer.  Album designs are totally unique with no two brides receiving the same layout. Similarly, senior proof books for purchase are also unique. Quality products are offered at all price levels. Selling up is easy given that consumers eagerly recognize the merits of digital artistry and the photographer’s willingness to customize the product just for them.

The new photographer is not intimidated by traditional photography. They are eager to create niche products and use the power of the Internet to attract consumers and grow market share by using their digital talents both with camera and software. There is recognition that the portrait market is calling for ‘bolder choices’ with variety that adds spice to the consumer’s photographic experience. Traditionalists need to take notice!

A good receptionist asked the necessary fact finding questions to determine what made the subject unique. When done properly, such information was invaluable in the camera room. Simple words or phrases elicited genuine smiles and that all important sparkle in the eye. The persons’s true self (soul) was then captured. With the aide of a proof book, each client enthusiastically engaged in the “show and tell” process proudly showing their images to friends and relatives. Word of mouth combined with the visual aspect of proof books was a sure way to build business. The subject’s enthusiasm blended well with the selling process. Portrait sitting averages were commonly high because wall portraits were usually ordered. That was the way it was.

Today, digital photography has created a new culture based on “speed” which has led to far too many “turn style” studios. As a result, those photographers in many cases may have lost sight of what portrait photography with emotion is all about. Low sitting averages are not always attributed to the economy. Missing the heart in the camera room can often lead to minimal orders, plus making the selling process very difficult. Many times, relying on the “8×10 package” formula saves the day, but the profitable wall portrait and frame sale then becomes more of a rarity. In the end, each subject (senior) or family may become a clone of all other sessions: lacking in soul.

Also, when one is forced to become a technician and software specialist overnight, losing sight of the emotional aspects of good portraiture can easily happen to the best of photographers. A good professional photo lab can easily take on the “technology” burden to free up valuable time needed in the camera room where revenue is actually generated.

Ignoring the heart results in lost revenue. Losing sight of the fact that the lens must be “shooting for the heart” can be detrimental to the livelihood of any studio. Simply stated: A professional portrait photographer must connect with the subject whether an adult, senior or baby. The photographer’s persona and personality are also crucial and critical factors to a successful and profitable photo studio, but only when combined with the ability to elicit emotions from the subject. This combination will 9 out of 10 times produce more revenue. And this process can be totally natural and need not be staged. Emotions do matter when building or maintaining a successful studio. Good portraiture capturing the true essence of the human being is still in demand.

Note: Adopting the “department/box store” format for taking pictures will lead a professional studio into uncharted waters filled with potential, economical disasters. Remember, there is a significant difference between a portrait and a picture. Professionals need to sell portraits complete with passion and emotion, not “say cheese” pictures.

First make a list of places your portrait customers go during their regular travels: hardware, grocery, bank, doctor, fitness center, pet store, pet grooming salon, your styling salon or barber shop, clothing stores, etc. Keep in mind that these are ‘Family Businesses’. That is, a person who is a member of a family visits them.

Next start at the top of your list of potential display locations and make personal presentations until you get your display. Go in with a sincere, generous attitude of wanting to help this particular business solve one of their problems-mainly, getting recognition, attention and customer traffic. Remember, the people in your display have all paid for the privilege of being in this display. Your customers will come to see these prints and bring all their family and friends. Explain to the merchant the pride and pleasure these people will receive from this display. Since the print display is in their store, the people in the display will remember very favorably the store that ‘hosted’ the display. Remember, the person who has the authority to let you display your photography work is really interested in what this display will do for them and their business. Explain that everyone featured in the display receives five invitations to send to their friends. Let the merchant know that you could include something from their store in the invitation. This will get the store owner/manager to start considering the potential purchases from each family visiting the display. The stores coupon can also be used to increase traffic to the display (his store) during slower times. You could also offer to do a “Special” display of  the stores customers, maybe using a theme. This would mean doing additional sittings, making even more $’s for you. Focus on helping this owner/manager, not on what you will get.

By the time you get to the end of your list someone will have said yes to a display of your portraits in their business location. Be certain this event is well attended by sending five invitations per portrait displayed. Call your customers to remind them of the display and thank them for participating. Make sure they are excited. Have them thank the hosting merchant. You want to be sure this merchant gets the idea that this is the best thing that has ever happened to him and his business. Now, go see the merchant, get him to talk about how great the print display was for him and have him mention attendance, increased sales, good will in the community, newspaper publicity, etc. Get this in his words on a video if possible. His store can be famous on YouTube, your blog and the internet.

Now go back to the first merchant on your list who did not participate in your print display program. Mention how you had been in before and how he was hesitant about a display. You understood his feelings, other merchants were  also hesitant. But, fortunately someone stuck their neck out, took a chance, had some faith in you and helped you out. Be humble. If he could give you a minute you would like him to see how this one display helped someone just like himself-play the video. You should from now on be up to your ears in display locations. Keep getting video referrals, keep going through your list and adding to the list. With several recorded interviews you will be able to choose just the right one for each presentation. Try picking an interview that is a direct, major competitor of your current merchant. This merchant will have to go for the plan because he has to keep up with the big guys.

As you go through your list of merchants, keep a call history card on each person on your list. You want to remember (write it on a card) every pertinent piece of information: complete name, nickname, address, phone, title, store hours, hours they are available, date of call, description of person, hobbies, children, marital status, and anything you can find out. If you promise to return their call, put this on the card and file in a tickler file according to the return call date. Mark this on your calendar also. You must work these cards and this list. You must keep records to be successful. It may be a pain at first but believe me, you get used to it and it will save you much embarrassment someday.

Since you now have displays all over town, people will start to ask you, “How do I get my picture in one of your displays?” You of course will talk about your display-sessions packages. Display opportunities are coming to you now! These people need this satisfaction, the ego boost of being in a display and they will pay you for the privilege. Your business could evolve into a publicity (display) picture business. Wouldn’t that be an interesting twist of events?

Don’t forget to think of media coverage of your displays, especially if they have a special theme. Send a press release, call someone, send the release under the merchants name if it carries more weight (ask first), have the merchant make a call to someone influential they might know at the tv or radio station or newspaper.

PS. Pixs4Pros.com professional photo lab is currently having a display sample print sale.

Method 5  Pick a theme. Big shots in industry (in your area) for example. Send a letter to these people mentioning that you will be having a print display and describe the theme. Explain why they were chosen and how their participation will enhance the display. Go for the image and prestige in this selection and display. Mention the five invitations (discussed in a previous post), the publicity they will receive etc. Talk of how this is an exclusive offer to only a few people and there will only be ‘x’ number of participants in the display. Stick to this number because they will come to see the display and if you have more they will see you fibbed. These ’special sessions’ and ‘display prints’ are available to this select few for only $xxx. They pay at the time of session for the size* they want in the display. Assume you were doing this for the county fair held in the summer. You would shoot these sessions in Jan-March. Prints would be made April-May. You get your money (a nice winter bonus in Jan-March) plus you have prints ready for the fair on time.

Sell the frames as mentioned earlier except you could collect the entire amount now. Offer a discount of course. Remember, emotion, pride, ego get this going; a discount, logic, keeps it sold. This promotion should get you 5-10 new location sessions, 1 -2 20×30’s and the rest 16×20 sample prints. No one will want a small print in this display, after all these are the tycoons in town, the leaders with their peers. How would it look for them to be seen in this group as small.

*Your letters/notes/request for display prints from customers need not be limited to 16×20 prints. Neither do you have to list actual sizes in inches. You could say, “in our most popular display sizes” or just refer to the sizes as “display sizes”. These could be small, medium and large; 16×20, 20×24 and 20×30. Of course the deposits would be larger.

You comments and suggestions or display ideas are welcome. -Bryan