What the Different Customer Segments Want 

While digital imaging is a reality for the vast majority of professional image makers, many think it’s a deal made with the devil. Why? Because the “Uncle Harry” syndrome that we lived with for years has been expanded to a new breed of shooters: “Shoot and Burners”.

Today it’s harder than ever for potential clients to understand what separates professionals from amateurs and semi pros. Real pros still have production issues plaguing them as the technology changes so fast. The feeling is that style and craftsmanship seem to account for little in the chaos of today’s market place. Many competent professional photographers are literally in a panic about how to stay in business.

Chaos creates confusion.
And confusion kills progress. In the short term, surviving confusion and chaos and perhaps gaining market share and profitability should be the goal. The long term goal is to help shape the market for better image making.

Without an accurate assessment of current trends, no plan, no clarity can be achieved, and no plan, short term or long, can be accomplished. So here is what we know is true:

• There is approximately one wedding per every 100 people in a market per year. One million people in a market means 10,000 weddings. 
• Among those there is a great deal of variation in both perception of, and budget for photography. Since prices vary by market, separating them into segments by client type is useful. In general, you can assume that of all the weddings in a given market in a given year …
• 10% will be “premium” or “gala” weddings.
• 10% will be considered “high end” weddings.
• 30% will be upper middle budgets.
• 35% will be lower middle budgets.
•  will be15% very low budgets.

For at least 50+% of potential clients listed above, PRICE is not the first or second issue they consider when choosing a photographer. It is usually third or fourth. STYLE and CRAFTSMANSHIP are usually ahead of price within each category, often even in the lower categories.

From the clients’ perspective, what separates the higher price from the lower price is based on the following:

• Their perception of the importance of photography in their plan.
• The perceived value of each competitive photographer in their budget and style.
• Their budget.

Remember:

• Consumers demand more things when they see less difference in value between offerings (therefore, style and craftsmanship are the real differentiators within each segment).
  
  
• Consumers SEE less worth when they do not understand what that worth is and how it aligns with their personal value scale. You MUST make an understandable argument for the worth of your products and services.
  
  
• As you go up the scale, you must explain the: 1) quality of your craft; 2) timeless attention to detail you provide; 3) service they will receive; and, 4) treasured value of your work against their perceptions.

So, differentiate your value clearly and describe it to potential clients. Create a list of: what makes you different; and provide it to each potential client.

As a corollary, the REAL questions each studio has to address are:

• What market segment does my service and style fit into? • How do I have to change it to earn the work of the targeted market segment I want?
  
  
• What am I providing in comparison to my competition in this market segment?

You must answer these questions in terms of:

1. Your photographic style
2. Your craftsmanship, in presentation, the value of the delivered products and the media. (album, wall print, etc.)
3. Your volume of work or size of the package
4. Your service, time, manpower, etc.

WATCH FOR PART TWO “SELLING TO THE SEGMENTS” IN THE NEXT ISSUE OF 360!