Wedding Photography Season 2016

Transcription

Wedding Photography
Season 2016
Market prices, communication & trends in
wedding photography
from pro photographers
XXLPIX | May 2016
Contents
About the current Report 2016 ........................................................................................................... 3
Market Prices 2016 ............................................................................................................................... 4
Dates ....................................................................................................................................................... 9
How can you be found? ....................................................................................................................... 9
Target groups ...................................................................................................................................... 17
Products ............................................................................................................................................... 18
Sales share for the top 5 formats .......................................................................................................... 20
Marketing ............................................................................................................................................. 21
Sales ...................................................................................................................................................... 21
Points of interest from our research ................................................................................................. 23
Market study wedding photography 2015
2
About the current Report 2016
XXLPIX publishes an extensive report on wedding photography every year. This year, too, we
have put together all the facts and figures on professional wedding photography. In this 2015
edition, we have extended and updated the data on the range of service and prices.
Of particular importance for marketing: how can you best be found on Google? These days,
service providers, especially for those services you are only likely to need once in a lifetime,
are predominantly found via internet search machines. In Germany, Google has more or less
a monopoly on this service with more than 90% market share. We’ve put together for you the
most important search terms and set out the current volume of requests along with their
development in comparison with the previous year. Also featured again in the 2015 report:
the volume of searches for wedding photographers in over 100 German cities.
Wedding Photography
This year, more than 370,000 weddings will take place in Germany. Their wedding day is the
most amazing day of every couple's life. The festivities usually take place on a grand scale
and in the company of many friends and relatives. According to statistics, more money is
spent on weddings than on any other celebration. In organising the event, the couple will
engage the services of various specialists, among which the wedding photographer is
essential. To accommodate the ceremonies, many people’s services are commissioned,
among which photographers are a set tradition.
Wedding photography is the most expensive photographic service in the private consumer
sector, representing an attractive market niche for photographers. That's why so many
photographers already specialise in this niche and offer various special services in and around
the wedding theme. Due to the pressure of ever-growing competition, creative
photographers offer more and more exceptional ideas for shoots in order to stand out from
the crowd.
Growing competitive pressure in this market segment means that creative photographers are
offering unusual ideas for shoots more and more often in an attempt to set themselves apart
from the competition. Although financially very attractive, the wedding photo shoot is
regarded by professional photographers as being the most work-intensive. Due to increased
possibilities for comparing photographic services on the internet, the expectations and
demands of the customer on the photographer has grown more in the past years than the
willingness of the customer to pay for these higher expectations. This development
undermines the attractiveness of the market considerably.
3
Analysed Companies
XXLPIX regularly analyzes business models and services of professional photographs and
photo studios in Europe. Therefore 250 companies randomly are selected trough our
professional customers and their services and prizes are evaluated. The selected shooting
categories are representative for larger, heterogeneous choice, event and target-groups
specific offers. They serve as basis for spanned sectors.
Market Prices 2016
In 2016 we have analysed yet again the prices of wedding photographers in the course of our
price studies (Market Analysis, “Photo shoot from €8”). As expected, the advertising prices
vary widely this year too. And the prices for extensive wedding photo shoots remain strongly
differentiated. We found and analysed various offers in the price range of €15.50 up to
€2,950 this year again.
Wedding photography is the most expensive private occasion for booking a photographer.
And as might be expected, the service offers in this segment vary widely. From accompanying
the couple to the registry office, through to a shoot over several days including high-quality
photo products, a wide range of services is available. The cheapest service on offer under
“wedding photography” was found again to be €15.50. The most expensive package was
priced at €2,990.
27.8% of photographers surveyed still offer wedding photography for under €100. In
contrast, 22.7% have starting prices no lower than €300. The average minimum price for
wedding shoots stayed at a constant level of €244.40 in 2016 (€244.35 in 2015).
4
Wedding shoots from €15.50?
more
Fig.: Starting prices in wedding photography, determined values:
Ø = €244.40 | median = €200 | min = €15.50 | max = €990 | © XXLPIX GmbH Berlin 2016
The prices for large wedding shoots have become more expensive compared to the previous
year. More and more photographers are finding the courage to price their services beyond
€1,000. Wedding photography offers have traditionally been available in a very wide range of
prices so it is natural that prices should range from simple to complex packages up to 10
times the basic price.
As expected, prices for large wedding shoots have risen significantly in 2016. Only 39.5% of
photographers offer large wedding shoots for under €600 (previous year: 51.6%). Prices from
other vendors vary greatly up to €2,000 and beyond. Almost a third of photographers offered
a wedding packet for over €1,250 in 2016 (previous year: 23.6 %).
The large wedding shoot: many greatly differing offers
5
Fig.: Maximum prices for wedding photography, determined values:
more
Ø = €952.88 | median = €779 | min = €45 | max = €2,990 | © XXLPIX GmbH Berlin 2016
Compared to the previous year, the average price for a large wedding shoot rose in 2016 by
13.2%.
High-end package examples:
Price example 1: 1.599 Euro


Travel costs for up to 30 km included

All-day wedding photo shoot (up to 12 hours)

50 photo prints

Including 50 photos on DVD

2 canvas prints, 120 x 90cm
One 24-page photo book
6

Travel costs included in price

90 minutes on location

Single and group portraits

Around 80 pictures 10 x 15 cm

1 20 page 250 x 250 mm photo book

1 Poster 30 x 40 cm

30 thank-you cards

Travel costs for up to 20 km included

10 hour on location photo shoot, up to midnight

Portraits and group photos

1 canvas print 80 x 60cm

1 photo book in 210 x 280 mm 48 pages

CD with all image data in original resolution

Travel costs for local area included

5 hours photographic accompaniment

Photo book 30x30cm with 20 pages

CD with all photos taken in full resolution

3 hours on-location shoot

Portrait shoot in studio

CD with all photos in web resolution

70 photos, digitally processed, in printing resolution

50 photo greetings cards
7
Low-end packages examples:
Price example 1: 50 Euro

In studio

Small series

Including 1 photo on CD

In studio

Small series

€1.50 per 10 x 15 cm picture

In studio

Small series

Incl. 5 13 x 18 cm pictures
8
Dates
Weddings take place all year round. Nevertheless, May, June and July are the classic wedding
months, and popular, too, are certain special date combinations such as 16-06-2016. For
that reason, initiative should be taken, especially in the preceding months, in order to insure
bookings for the wedding season. Unlike for many other wedding services, the choice of
photographer is often made shortly before the scheduled date. As well as coverage of the
wedding, many photographers offer more and more shooting opportunities before and after
the wedding, and can therefore increase potential revenue e.g. with engagement and afterwedding shoots (for details on individual shoots see "Shoots on offer")
After
Wedding
Shooting
Engagement
Trash Your
shoot
Dress
Wedding
© XXLPIX 2015
How can you be found?
Longstanding engagement in wedding photography, an established studio or
recommendations of customers provide excellent opportunities for receiving customer
enquiries for wedding shoots. But these days, having a decent web presence is the ideal way
for a photographer to get new customers. Nowadays it’s almost unheard of to look for a
service provider without comparing different providers on the internet. In the Germanlanguage web, about 80,000 searches for wedding photographers are conducted every
month using different search terms. The most searched keywords in 2016 on the topic of
wedding photography and the frequency of these in comparison with the previous year can
be found in the following table. The total for the top 24 search terms drop in 2016 compared
to the previous year from 44,390 to 34,270.
9
Pos.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
Search keyword
wedding photography
wedding photographer
wedding photos
wedding photographers
wedding pictures
wedding images
wedding photo ideas
wedding photographer prices
asian wedding photographer
wedding photography prices
wedding photography tips
cheap wedding photographers
wedding photography courses
best wedding photographers
wedding photographs
wedding photographer uk
uk wedding photographers
wedding photographers prices
photographer uk
photographers uk
uk photographers
wedding photographers uk
best wedding photographers uk
find a wedding photographer
Total Searches
Searches
2015
12100
8100
3600
8100
2900
1300
1000
720
590
880
880
590
590
320
390
320
110
320
1000
170
110
140
90
70
44390
Searches
2016
9900
8100
3600
2900
2400
1000
880
880
720
720
720
590
480
260
260
140
110
110
90
90
90
90
70
70
34270
Changes
in %
-18
0
0
-64
-17
-23
-12
22
22
-18
-18
0
-19
-19
-33
-56
0
-66
-91
-47
-18
-36
-22
0
-23
Table: 24 top search terms for wedding photography and the monthly search volume 2014/2015, change in %
If you want to your name to come up as a result of those searches, your website should be
designed in a way that will ensure that searches from your area will be directed to your site.
This is because, apart from the premium price sector, wedding photography is a local or
regionally requested service. Demand varies greatly in terms of volume.
10
Regional requests for wedding photography in 2015 via Google
The following chart shows the average monthly search requests for “wedding photographer”
in combination with a city name. This word combination is the most common search for
wedding photography and underlines the regional nature of the service. The combination
“wedding photographer london” was typed in on average 3.600 times per month within the
last 12 months. In contrast, the word combination “wedding photographer maidstone” was
only entered 50 times.
Nr.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
City
London
Newcastle
Manchester
Edinburgh
Glasgow
Bristol
Nottingham
Birmingham
Cardiff
Leeds
Cambridge
Sheffield
Brighton
Liverpool
Milton Keynes
Leicester
Norwich
Gloucestershire
Stoke-on-Trent
Worcester
Belfast
York
Peterborough
Plymouth
Derby
Bath
Bournemouth
Preston
Portsmouth
Southampton
Northampton
Swansea
Cheltenham
Bolton
Searches 2015
2.400
1.900
1.000
1.000
880
720
720
720
590
590
480
480
480
390
390
390
390
390
390
320
320
320
320
260
260
260
210
210
210
210
170
170
170
170
Searches 2016
2400
880
880
880
720
720
590
590
480
480
480
390
390
320
320
320
260
260
260
260
260
210
210
210
210
210
210
210
210
170
170
170
140
140
Changes in %
0,00
-53,68
-12,00
-12,00
-18,18
0,00
-18,06
-18,06
-18,64
-18,64
0,00
-18,75
-18,75
-17,95
-17,95
-17,95
-33,33
-33,33
-33,33
-18,75
-18,75
-34,38
-34,38
-19,23
-19,23
-19,23
0,00
0,00
0,00
-19,05
0,00
0,00
-17,65
-17,65
11
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
Sunderland
Aberdeen
Chester
Oxford
Swindon
Taunton
Gloucester
Durham
Colchester
Bedford
Exeter
Doncaster
Blackpool
Luton
Reading
Coventry
Ipswich
Huddersfield
Lincoln
Wakefield
Hereford
Dundee
Wolverhampton
St. Albans
Solihull
Wigan
Bradford
Eastbourne
Grimsby
Warrington
Lichfield
Chelmsford
Stockport
Stirling
Chichester
Guildford
Inverness
Barnsley
Chesterfield
Weston-super-Mare
Basingstoke
Newport
Middlesbrough
Stafford
Nuneaton
Darlington
Maidstone
Ely
Lancaster
Southport
Winchester
140
140
140
140
140
140
140
140
110
110
110
110
110
90
90
90
90
90
90
70
70
70
70
70
70
70
70
70
70
70
70
70
70
50
50
50
50
50
50
50
50
50
50
50
50
40
40
40
40
30
30
140
140
110
110
110
110
110
110
90
90
90
90
90
90
90
90
90
90
90
70
70
70
70
70
70
70
70
70
70
70
70
70
70
70
70
50
50
50
50
50
50
50
50
40
40
40
40
40
40
40
40
0,00
0,00
-21,43
-21,43
-21,43
-21,43
-21,43
-21,43
-18,18
-18,18
-18,18
-18,18
-18,18
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
40,00
40,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
0,00
-20,00
-20,00
0,00
0,00
0,00
0,00
33,33
33,33
12
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
Poole
Watford
Aylesbury
Shrewsbury
Sutton Coldfield
Loughborough
Salisbury
Worthing
Rugby
Horsham
Canterbury
Stevenage
Kidderminster
High Wycombe
Macclesfield
Dartford
Armagh
Total Searches
30
30
30
30
30
30
30
20
20
20
20
20
20
20
20
20
10
22,290
40
40
30
30
30
30
30
30
30
30
30
20
20
20
20
10
10
18,830
33,33
33,33
0,00
0,00
0,00
0,00
0,00
50,00
50,00
50,00
50,00
0,00
0,00
0,00
0,00
-50,00
0,00
-15,52
Chart : Average monthly requests with the combination wedding photography and city on Google UK 2016/2016,
changes in %
13
Shoots on offer
Number of offered packages
Apart from classic wedding photography, which
concentrates on accompanying the wedding couple
through the ceremony and covering the subsequent
celebrations, more and more photographers offer
packages which encompass the time long before and
after the event itself. This offers photographers the
chance to earn extra revenue, to intensify their
relationship with the clients and to turn them into
regular customers.
XXLPIX GmbH 2013
Figure: 42% of wedding photographers offer 3
Engagement shoot
An engagement shoot gives the photographer the
packages. More than double that offer 4 or more
packages, which can affect a customer's ability to
choose.
perfect opportunity to get to know the couple better, and also to discuss their wishes and
expectations together in advance, enabling a tailor-made depiction of the wedding. The
resulting photos can be the perfect addition to an individually designed wedding invitation
card, which ideally means scheduling a shoot 3-4 months before the wedding.
Photo story
The classic scenario, where the photographer
accompanies the couple on the day of the wedding
ceremony. Depending on the booking, this might cover
only the ceremony, or include the preparations and the
following celebrations. Photographers often offer
different packages for different requirements (e.g. group
photos, reception, wedding locations, speeches, dressing
the bride). These packages are mostly offered for a limited
period of time, while extra hours are provided at extra
cost.
Figure: Young lovers: An engagement/meet the couple
shoot.
The chart shows that photographers tend to offer various
packages, giving customers more choice and a wide range of prices. However it can be
disadvantageous to offer too many different packages, as this can confuse customers and
make a decision difficult. Psychologically speaking, a choice of 3 packages is the most
14
effective for decision-making, as it gives the customer enough options, without being
overwhelming. According to the customer's budget they will choose the mid- or high-priced
option. It's just too important an occasion to go for a value package.
Boudoir photos
Boudoir photos are a trend from the USA: tasteful,
romantic, sensual and sexy pictures of the bride posing
elegantly in different scenarios. These photos are ideally
shot in connection with the bride's preparations for the
wedding. Boudoir photos can be a special wedding present
for the bride groom. In this case a preliminary talk with the
bride is especially important, to make it clear how far the
photos should go.
Figure: Annabell Willa Photography Boudoir photos of the bride
Portrait
The classic portrait shoot takes place shortly before the wedding ceremony. To make it more
creative than simply shooting in front of the local architectural sights or at the city park, this
scene can be associated with special themes e.g. country wedding or the 70s, which leaves a
lot of space for creativity. In choosing themes, the wedding couple's characters and own
ideas should be integrated. This can make it into an unforgettable experience, especially
when the theme is repeated at the wedding reception.
Detail
Detail shots not only capture a wedding's
classic moments, but also a lot of details,
which may go unnoticed during the
excitement of the celebration. Typical motifs
for this kind of shoot are close-ups of the
wedding rings, the bridal bouquet, the bride's
shoes, the wedding locations, the flower
arrangements etc.
Figure: Ian Flor photography: Detail photos focus on
objects which play an important role at weddings.
15
Photo Booth
The photo booth is a mini photo studio, which
is set up at the wedding by the photographer.
The guests can take photos of themselves
using a remote control. This type of wedding
photography often produces highly creative
results, which thrill the clients, with little effort
by the photographer. This temporary selfservice photo studio can also provide a muchloved contribution to the wedding guests'
evening entertainment.
Figure: Beinhorn Fotografie: Photo booth - the photos get
even more interesting when clothes or accessories for
dressing up are also provided.
Post-wedding Shoot
Lots of couples don't want to do an extra couples shoot amidst the stress of the wedding. For
that reason, many photographers offer after-wedding shoots in the days or weeks following a
wedding, providing an opportunity to shoot a couple in their wedding outfits in a relaxed
atmosphere. On this later date it's also easier to choose individual locations and fulfil
individual requests.
Trash Your Dress
"Trash the dress" is a special type of after wedding shoot,
which focuses on the bride and her dress. It doesn't necessarily
mean that the dress has to be destroyed during the shoot. The
concept of this kind of shoot is to portray the bride as carefree
and playful in bold and unusual poses. This kind of shoot
mostly takes place outdoors. At extra cost, the partner can also
take part in the shoot. As a further alternative, other subjects
such as good friends of the bride can be included. This makes
the shoot more relaxed, turning it into an unforgettable
experience for the ladies.
Figure: Sabrinity.com: Water scenes
are especially appropriate for trash
your dress shoots.
16
Destination Shoots
Increasing numbers of couples are deciding to celebrate their weddings in faraway places.
Photographers following this trend offer destination shoots, where they travel to the wedding
destination and offer diverse photo shoots on site. More and more engagement and after
wedding shoots are also done abroad, often coinciding with honeymoons. The
photographer's travel costs, expenses and accommodation are paid by the bridal couple.
Target groups
The main source of demand is wedding couples between the ages of about 25-40 years.
However it's becoming more popular for parents or relatives of the wedding couple to
purchase photography vouchers as wedding gifts. This trend divides the target groups under
consideration into two parties:
The wedding couple
The wedding couples themselves make up the main target group for marketing wedding
photography. Choosing a photographer for the wedding is as important as choosing the
location when planning a wedding. Because wedding photography offers such great
potential for profit, there's a lot of competition on the market. Photographers have to build a
strong profile to separate themselves from other wedding photographers. This is mostly
done by offering diverse and individual services, which surpass the traditional wedding photo
story and thrill potential customers with high-quality creative photos.
Voucher buyers
Among the many usual wedding presents, vouchers for professional wedding photography
are becoming more and more common. These are often for the coverage of the main event,
but also especially for an after wedding shoot. Parents of the bridal couple or the best man/
bridesmaids are the main target groups in this case. For this reason, marketing should be
directed accordingly e.g. "Give them their most cherished wedding present - Memories,
moments of the wedding to keep forever". Among the photo studios and specialist
photography dealers analysed, 2% of wedding photographers offer special vouchers to buy
online. The prices vary according to the services offered, the average price being €259 (min.
€30 and max. €1386).
17
Products
The classic photography product offered for weddings is the photo book, especially as a
wedding photo story. Especially poignant images are often printed in large formats. In this
case photo canvases are an appropriate option, as their similarity to paintings create a
dynastic impression. As mentioned above, this also offers an opportunity to create
individually designed invitations or thank-you cards using photos from the engagement or
wedding shoot.
Which products do wedding photographers offer?
Definition of a Wedding Photographer
Wedding photographers – class 1.1.6.0.0 according to XXLPIX classification – are
photographers who are specialised in wedding photography. Whilst in Germany still relatively
uncommon, for example, there is a very distinct wedding photography culture in Great
Britain. Photographic services there are offered in many places to the highest standard.
Specialist wedding photographers usually don’t have their own studio.
18
What sort of products do wedding photographers sell?
Products sold by wedding photographers
Acrylic glas
Alu-Dibond
Fine Art Print
Canvas
Premium composite
Position
Product
Share
1.
Canvas
69.4 %
2.
Acrylic prints
17.5 %
3.
Aluminium mounted prints
9.1 %
4.
Fine art print
3.7 %
5.
Premium composite
0.3 %
The results of the analysis of products sold by wedding photographers are hardly surprising.
Wedding photographers and their customers tend to be rather conservative. Accordingly,
classic products tend to be chosen for large formats. The photo print on canvas is the bestsold product with more than two-thirds (69.4%) of the product share.
Acrylic prints have reached a respectable 17.5% share of sales, thus representing modern
design in the wedding photography branch. The high-quality premium composite print is still
19
largely unknown in the wedding photography sphere, although this premium product would
be well suited to the occasion.
Favourite Formats for Wedding Photographers
Wedding photographers prove themselves to be somewhat conservative when it comes to
the size of prints ordered. The classic 3:2 photo format dominates across all sizes. Most
successful amongst all formats is 90x60, with a sales share of 26.7%.
The 18 formats illustrated represent a sales share of 61.8% in total. The remaining 38.2% is
made up of over 750 sizes and formats, partly oversize or special orders of up to 3 x 1.4m.
Verkaufsanteil
der
Formate
Format sales
share
30,0%
25,0%
20,0%
15,0%
Verkaufsanteil
Sales share
10,0%
5,0%
0,0%
Sales share for the top 5 formats
Position
Format
Sales share
1.
90 x 60 cm
26,9 %
2.
80 x 60 cm
7,9 %
3.
120 x 80 cm
7,8 %
20
4.
60x 40 cm
7,1 %
5.
40 x 30 cm
4,1 %
Marketing
The times of passing on photo albums with reordering lists to friends and acquaintances are
definitely over. Using professional reordering systems, large groups of interest within the
circle of friends and relatives can be reached and profited from. (Software solution: XXLPIX
Photo Projects)
Sales
Special discounts on wedding photography can be applied for particular dating
arrangements. Only 4% of specialist photography dealers analysed in this study offer
discounts. Here are a few possible examples:
10 % off confirmed bookings up to 5 months before the scheduled wedding date
15 % off weddings from Monday to Friday
15 % off weddings from November to March
20 % discount on photo orders for the first 4 weeks after opening the online gallery for
wedding guests.
21
22
Appendix
Headlines from our research (Excerpt)
“A once-in-a-lifetime experience demands once-in-a-lifetime images”
"Deluxe wedding photo stories"
"Getting married? Say ‘I do’! … to our exclusive offer for the most amazing day or your life"
"Trash your dress - an unusual photo shoot for all dresses who can't stand it in the cupboard"
Points of interest from our research
Wedding trade fairs
Exhibition
Internet
The National Wedding http://www.nationalweddingshow.co.uk/
Show
The UK Wedding Shows http://www.theukweddingshows.co.uk/
Location
Birmingham, London
London, Manchester,
Newcastle, Liverpool,
Harrogate, Midlands
Silver Lined Wedding
http://www.silverlinedweddingshows.co.uk Essex, Herts, Kent,
Shows
/
Cambridgeshire, Sussex,
Surrey, London, Midlands
The Wedding
http://www.weddingKent
Experience
experience.co.uk/index.php
The London docks
http://www.thelondondocksweddingfair.co. London
Wedding Fair
uk/
Brides the Show
http://www.bridestheshow.co.uk/index.php London
/exhibiting
British Bridal Exhibition www.bbeh.co.uk/
Harrogate
The Wedding Show
weddingjournalshow.com/
Belfast
Journal Belfast
23
Websites
www.hitched.co.uk
www.wonderlandavenue.co.uk
www.weddingchaos.co.uk
www.gettingmarried.co.uk
forums.confetti.co.uk
www.ukbride.co.uk/wedding-forum
www.rockmywedding.co.uk
www.youandyourwedding.co.uk
www.mywedding.com/
www.weddingandweddingflowers.co.uk/
www.weddingideasmag.com/
Portals for wedding photographers
www.findaweddingphotographer.co.uk
www.weddingphotographerindex.co.uk
www.photographers-4-weddings.co.uk
www.hitched.co.uk/wedding-photographers/london
www.weddingphotographyselect.co.uk
www.wonderlandavenue.co.uk
theweddingsearch.co.uk
www.yourperfectweddingphotographer.co.uk
www.photographmywedding.co.uk/
24
Positive examples in this report
www.hochzeitsfotografie-beinhorn.de/photobooth
www.sabrinity.com/hochzeit.php?galerie=trashyourdress
annabellwilla.de/tag/boudoir/
www.ian-flor.de/
www.paulliebtpaula.de/
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25
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Thomas Haibach
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26

Wedding Photography Season 2016

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