The Demand For Photo Books Continues to Increase
Back in June I wrote about the demand for professional photo books and Lyra Research noted the end of photo book growth was nowhere in sight. A quarter of the year later that fact still stands true. As we approach the holiday season, consider what is revealed about photo books in the U.S. Consumer Photo Merchandise Market Forecast: 2010-2015, released by InfoTrends.
The photo merchandise market is expected to reach $2.2 BILLION in revenue by the year 2015. Here’s the real nugget: it’s anticipated that photo books will take up the lion’s share of that revenue. To reach that revenue forecast, it’s more important than ever that photographers use their marketing and promotional toolkit to continue generating awareness, creating need and ultimately drive the growth of this product category. In essence, we need to continue generating word-of-mouth buzz and finding creative ways to secure first-time orders. The ultimate goal is to receive repeat orders from highly satisfied photo-book and photo merchandise customers.
The Associate Director at InfoTrends, David Haueter, states there’s plenty of opportunity for this product category. The results of their 2010 consumer research indicated only 32% of the survey respondents purchased ANY type of photo merchandise within the past year. And while that is an increase over the 2009 survey results, it still shows that “nearly 70% of the population has not purchased photo merchandise in the last year.”
What does this mean for you as a photographer? It means the market is nowhere near being saturated with this photo merchandise item. It means you have plenty of opportunity to up sell your sports, event and portrait clients to a beautiful hard cover keepsake to be treasured for years to come.
And since the holiday season will be quickly on us, what types of promotions and campaigns are you already planning which integrate the photo book as a featured item or gift? I firmly believe that the “ah-ha” moment is when a customer holds a photo book in their hands – you can practically see them marvel at the idea of having one of their very own. No doubt the quality of the binding, cover and paper play a huge role in the tactile element of the purchase decision, not to mention having a book that is focused solely on the person or topic of their choice. So what ways can you creatively devise to get a photo book sample in your customers’ hands?
Why not get your customer’s attention before the holiday madness through a contest or sweepstakes giveaway. If you’re on social media in any fashion (and I hope you are, we’ve talked about it enough!), you could quickly pull together a sweepstakes. Maybe a buy one-get-one-half-off type of promotion would work for your sport customer – perfect for families with multiple kids in sports or simply one athlete in multiple sports. Whatever you plan, just get started planning right away; we’re already halfway through September!
Do I need to mention again the breadth of photo book selection that’s available through H&H Color Lab? They provide an array of photo books in soft, hard and photo covers — all of which offer quality construction, premium materials, strength, durability and consistent color that are unparalleled in the industry. And the low prices allow for a profit margin sure to delight you. Photo books from H&H Color Lab will wow your customers with their exquisite beauty and unmatched quality — keep them coming back to you for more. And that’s exactly how we’ll grow this product category to reach its forecast potential!
Guest Post by Georgia McCabe – As an author, speaker, trainer and social media and photography evangelist, her perspectives entitled “A Picture is Worth a Thousand Friends…or Enemies” appear in print in the book entitled The Relationship Age, with social media guru Mari Smith. Georgia is a frequent guest blogger for our photo lab.