How to create photography packages 101

Photo packages

In this section we will cover how to market packages and how to get clients to spend more by offering them more value for money, packages also make marketing easier since you are able to simply market a set package and clients will have a good understanding of what you are offering them, always remember make things as easy for clients as possible, keep it simple and you should be good to go.

***note packages are very personalized to each photographer, treat this as a guide line only.

 Package setup with prints

Lets have a look at an example of a price list for photo sessions that include prints, with some value added on as well, an example brake down of a simple 3 package business would look something like this

Package 1 With prints - R3500

Photo session 2hrs
R350 per extra hr
printed small table album with 14 pages
R120 per extra printed page

Package 2 With prints - R4700

Photo session 3hrs
R300 per extra hr
printed small table or medium album with 24 pages
digital copies of printed photos
R100 per extra page, includes digital copies of printed photos
R600 credit towards digital extra photos only

Package 3 with prints - R5700

Photo session 5hrs
R200 per extra hr
printed medium or large album with 34 pages
digital copies of printed photos
R80 per extra page, includes digital copies of printed photos
R1200 credit towards digital extra photos only

 Package setup without prints

Lets have a look at an example of a price list for photo sessions that do not include prints, meaning these are simple digital only photo session, with some value added on as well, an example brake down of a simple 3 package business would look something like this

Package 1 Without prints - R3500

Photo session 2hrs
R350 per extra hr
40 retouched digital files, print ready

Package 2 Without prints - R4700

Photo session 3hrs
R300 per extra hr
65 retouched digital files, print ready
2 outfit changes
R600 credit towards next photo session
R500 per extra location
Option to buy additional fast edited photo from session available

Package 3 without prints - R5700

Photo session 5hrs
R200 per extra hr
90 retouched digital files, print ready
4 outfit changes
R1200 credit towards next photo session
R500 per extra location
Option to buy additional fast edited photo from session available

From the smallest to the largest package you can see that the value increases, meaning the smallest package gives the client a 14 page album with no digital photos, for extra pages being R120 per page, now if they take 10 extra pages that means they will spend a extra R1200 to get those so they might as well go for package number 2 which not only gives them the amount of extra pages but also gives them the digital files, same goes for the third package the value goes up when they buy 10 extra pages on package 2 they might as well grab package 3 as it offers more value compared to package 2 , though if hey only have the amount of money in the budget for package 2 they are still getting a great deal.

now for the fun part offering them additional value outside of the offered packages things like only extra digital files without adding them to the album, something like this which also adds value with the more they take, this is also where the digital credit in your full packages comes in handy, with digital files not costing you anything extra adding a digital only credit to higher tier packages adds perceived value for clients , making them believe they are getting a better deal.
1-9 extra digital photos – R100 per photo
10-19 extra digital photos – R80 per photo
20-40 extra digital photos – R60 per photo
all digital photos – R2700

You can always take it another step and offer additional professional retouching per digital photo, this way they can select and buy digital files and if they need they can then simply pay an additional fee per photo to have them ether fast retouched or professionally retouched, remember your fast edit should be a supper fast 10-20 second per photo edit to correct white balance and exposure and things like that, a professional retouch will include all those corrections along with more detailed editing to skin blemishes and skin tones, as an example those could look something like this.
1-9 fast edit only – R50 per photo
10-19 fast edit only – R35 per photo
20-40 fast edit only – R20 per photo

1-9 professional retouched – R150 per photo
10-19 professional retouched – R130 per photo
20-40 professional retouched – R100 per photo

when a client approaches you asking for prices you should always recommend the middle of the road package and explain to them the value it holds over your smaller package , though also clarify to them that the smaller package can also be taken then they can simply buy the extra photos they want, telling them that they can pick and only pay for the shots they want even with the smallest package gives them a sense of control that they can select the best photos and only pay extra for them.

so offer the middle road but explain in detail what they are getting, also make them understand that this is the package most clients go for as it offers great value for money, with the photo credit or next photo session credit so they can always select a couple extra photos to get the digital files and such.

The entire idea behind having a scaling price list that adds value is to make clients want to spend more, not only that but it allows you to also accommodate smaller clients, then when you add in that they can at any time after the session buy additional photos as they get money means a good amount to them, hell I have even gone as far as to setup payment plans for clients who are on a tight budget.

To get clients on a payment plan works amazing, this way they can put a little into your account each month leading up to the shoot , this way it allows you to get more clients as you offer them something that others do not, hell offering them payment plans normally leads to them spending more then they would normally spend.

now keep that in mind when you are talking with a client on the phone , then at the same time offer them a 10% phone booking discount only available if they book a date before the end of that week, which creates urgency with them as well it makes them feel like they are getting a even better deal, remember a small 10% discount will be made back rather easy should they spend more on digital files, yes they will spend more on digital files, they attach emotion to the photos there for that emotion will be what drives them to spend more than what they think they will spend.

in the end clients will spend as much as they are able to, it all comes down to getting them on the phone to make that connection, if they email, try getting a phone number to talk to them, talking to them on the phone shows character from your side and makes them feel more at ease with you, not only that but getting them on the phone means they can ask questions and you can answer them, as well it allows you to clearly explain the value your packages offer as well what additional offerings they can take.

Keep at it and remember the above is just a simplified example, this example is to help guide you towards creating your own packages to offer clients more service and to attempt to streamline your offerings.

Have a good one, and keep safe.

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