August 2020 issue BusinessFamily is most important To Your CLients Professional photography wasn’t considered essential business during state and local shutdowns this spring, but positive consumer trends bring good news for the profession. Research shows a shift in values toward the importance of family, home, and friends, as well as supporting local businesses. People are also increasingly focused on making their living spaces a comfortable refuge. A recent study asked consumers how their values changed during the... Continue Reading >
August 2019 issue BusinessConsumers of all ages value printed photographs. While popular culture stereotypes may have you believing that millennials are only interested in digital photographs, research by PPA shows they want to buy printed photographs just as much as older clients do. In fact, there was no significant difference between millennial (born 1981-1996), Generation X (born 1965-1980), and baby boomer (born 1946-1964) consumers in their desire to purchase prints after a session with a professional... Continue Reading >
When professional photographers fail, it’s often not about their photography. Many lose their way because they don’t understand the market. They don’t anticipate consumer expectations and aren’t correctly targeting their brand to the things clients want. For example, most photographers wouldn’t guess the No. 1 reason clients choose a specific photographer to work with. (Hint: It’s not the quality of their images and it’s not price.)Sometimes photographers just don’t understand...
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June 2019 issue BusinessHow's this for good news: Consumer research commisioned by PPA finds that 45 percent of American adults plan to purchase professional photography in the next 12 months. While most of those 100 million-plus people don't represent your target market, there is still a world of opportunity for selling all kinds of images. Here's the breakdown of what consumers expect to buy. © Professional Photographers of AmericaNote: Total does not equal 100 percent due to multiple responses.Sources:... Continue Reading >
Clients only make referrals when they're blown away“Good enough is not good enough,” says photographer, author, and business coach Jeffrey Shaw, Cr.Photog. And consumer research commissioned by PPA confirms it.More than 50 percent of people who have purchased professional photography found their photographer through a word-of-mouth referral, indicates PPA’s consumer study. On the face of it, that sounds like a good thing for photographers who are able to consistently meet the...
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May 2019 issue