As the photography market gets more and more competitive and the consumer has more and more choices, like professional products at big box stores. Photographers need to be pickier when choosing products.
Two Important Considerations
1. Perceived Value
Perceived value, I feel, comes down to two things. First of all, and most importantly, it comes down to the photography. Does the client feel that they can get similar photography for a cheaper or free price. Hopefully, not. But, in this topic I would like to talk about the actual products. If a client feels like they can’t replicate your product at a big box store, the value of that product will increase.
2. Profitability
PPA recommends a 3 times markup for at-home photographers and a 4 times markup for a studio photographer in order to stay profitable. This means that the more expensive a product is, the higher price you need to charge. To a point, this means that more expensive products bring in more income. But there comes a point of diminishing returns, where a product gets so expensive that clients just won’t buy it.
Then there are those special products that you can sell for more than a 3-4 times markup and they still seem like a great deal.
Video
In this video we show ProDPI stand outs with Fuji Deep Matte paper, a product that fits both of these criteria.
To learn more about ProDPI and their deep matte paper, visit their site.
