In Focus: Marketing and Managing Your Photography Business

The holidays are quickly approaching and that means it’s family photo time.  Portrait studios in malls and department stores across the land will soon be brimming with families lining up for their annual photograph.  And again this year, you’ll wonder why you can’t slice off just a percentage of that business.

The Wall Street Journal recently had an installment in its regular series called “The Cranky Consumer”, in which the WSJ writers tested five “old-school” portrait studios and reported on the consumer experience. Going under the magnifying glass were JCPenny Portraits, Sears Portrait Studio, Target Portrait Studio, Sadies and Olan Mills Portrait Studios.  The writers compared studio quality and ability to keep older children engaged.

What did they like about the old school portrait experience?

• Friendly and energetic photographers
• Creative portrait settings with costumes and props; could bring their own
• No sitting fee
• Crisp, bright and natural photographs
• One hour print pick up
• Prints mailed at no extra charge with extra ordering from the Web site.

What was not so great?

• Long turnaround time — especially in this age of instant digital photography.  Most said photos would be ready in two weeks.
• Rundown, dingy and cramped studios
• Overused, outdated props, backdrops and poses
• Print shipping fees

What’s the takeaway?  Right off the bat it seems that there is plenty of opportunity to offer better service, from your studio backgrounds and props to digital proof viewing and print delivery.  The facility’s freshness seems to be a large factor in these evaluations.  If your studio space is looking a bit rundown or outdated, investing in some paint and new scenery will pay for itself after the first few shoots.  And in this digital age, being able to view digital proofs is a must.

For more business-generating ideas, visit Pro Studio Supply, the photographer’s online discount store.

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• Make Some Holiday Cash

Family Portrait cc oddharmonic Wal-Mart Portrait Studio, Goldsboro, NC., 11/2002