64 RANGEFINDER MARCH 2016
PRICING + PACKAGING: WHAT ARE YOU REALLY OFFERING?
The tangibility and longevity of a
beautiful print is important to you
as a photographer, but it may not
be so important to the swipe-happy,
modern client. With that in mind, we
offer two packages: a digital USB
only (with a license for the clients to
print their own) and an album option,
which includes the USB and a fine-art
While it is satisfying to book a full album
package (which is likely to be your most
profitable) in advance of a wedding, it is
still possible to upsell afterwards.
A digital slideshow can show off your
storytelling skills, and a handful of
complimentary prints in a beautifully
packaged box can demonstrate the
quality of the products you offer.
We include an album price list,
and encourage brides and grooms
to share their online gallery with
family and friends, with a note that
professional lab prints are only a few
And once your client has decided to
plump for an album, there is always
the opportunity to sell more spreads.
The more beautiful your work, the
more chance they’ll want to include
extra images, so it’s up to you to
shoot well, and design an album with
space to let those beauties breathe.
When it comes to destination weddings, the value of what you’re offering is key.
Couples are likely to be even more conscious of cost, and once you’ve totted
up cheap flights and three sleeps in a budget hotel, they may still think about
Googling a local photographer. This is where “perceived value” comes into play,
so consider offering additional services under the umbrella price. You may need
that extra day to check out locations and light, so throw in a pre-wedding shoot
as part of it. Offering to photograph a special meal the night before or a post-wedding barbecue will also soften the financial blow and make them feel they
are getting value for money. Besides, it’s not like you have a home to go to after
the first dance, and a little goodwill can help nail down the deal.
The tangibility and longevity of a beautiful print is
important to you as a photographer, but it may not
be so important to the swipe-happy, modern client.
Caroline Briggs is a photographer and writer living in Northeast England. A former BBC journalist,
she studied photography at Saint Martin’s College, in London, before setting up The Twins wedding
photography with her sister, Kelly. They were named among Rangerfinder’s 30 Rising Stars of 2015.
ALBUMS + PRINTS