If you read this blog regularly, you know one of our areas of focus is how consumers view the value of school pictures. We constantly troll the internet for instances where school pictures or youth sports pictures are mentioned to see what is being said. A couple of things stand out over and over again.
1.) We (as photography companies) fail to communicate the value our service provides. We don't effectively help our customers understand the value of the school picture. The convenience of having a professional portrait made on-location during the school day, the time savings of not having to schedule an appointment at Wal-Mart or wherever to have a picture made, the contributions we make back to their school, the class pictures we provide as part of a package, the support we give to yearbook staffs, the online child safety programs, and on and on.
2.) As a result of the first point, Mom - our customer - does not see any reason to pay $40.00 for something she can get for less that half at Target. This is echoed over and over again in the blog and Facebook posts of moms who have either stopped purchasing school pictures altogether or feel outraged over the price : quality ratio we are providing.
These are not photography or technology problems. They're worse. They're customer perception problems. Our question to you is this:
What ways does your studio communicate the value of your pictures?
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