Need some assistance with event photo pricing...

TrueImage

Hello, all.

I've been into photography for over 20 years, and decided to start doing it for a living a year ago. I've been shooting promotional photos for a local theater for about three years now, and will be shooting their annual fundraiser at the end of this month. I am shooting dinner and social candids as well as posed portraits for the guests. In the past, I have donated the candid photos to the Theater, and have also put them online for guests to purchase (with little profit). They also typically give me a generous sized ad in the program. I intend to donate the candids this year as well, but will be charging guests for posed portraits (with background and lighting). They expect over 600 guests (up from the usual 200), and they are at a much bigger venue this year. They are including photography in their VIP packages, although I'm not sure how many will be sold.

Here are myquestions:

1. I'm looking at offering only one or two print sizes, at $12 and $18 repectively. This won't be a high revenue event, but I want to make sure the price is enough to bring in a profit. Do these prices seem close to typical for this kind of event?

2. I'm trying to understand a little bit better how motivated people are to buy a portrait at this kind of event. In the past, I've advertised that some of the proceeds support the fundraiser. At this point, I can't really afford to cut a percentage out of the only revenue source I'll have at the event (I have to hire two people to help me too). Common sense tells me to raise the price and give a cut to the fundraiser, but am I now getting into too high of a price? Alternatively I could offer print packages, but don't know if I'm just making it more complex than it needs to be.

3. They really want me to print on-site, which requires more people and attention. I don't have a $2000 high-speed printer to crank out the photos, I'd be relying on a couple of high quality Epson printers to do that, and that introduces more complexity, cost and time for me. I've really been pushing back on this (who wants to carry a photo around at night anyway?). Any thoughts or perspectives on this?

Any input would be greatly appreciated. Some of the other fundraisers I do are a little more straightforward for me. This one doesn't feel like much of a money maker.

Thanks,
Doug

ImagesByDeMeglio

TrueImage wrote:

Hello, all.

I've been into photography for over 20 years, and decided to start doing it for a living a year ago. I've been shooting promotional photos for a local theater for about three years now, and will be shooting their annual fundraiser at the end of this month. I am shooting dinner and social candids as well as posed portraits for the guests. In the past, I have donated the candid photos to the Theater, and have also put them online for guests to purchase (with little profit). They also typically give me a generous sized ad in the program. I intend to donate the candids this year as well, but will be charging guests for posed portraits (with background and lighting). They expect over 600 guests (up from the usual 200), and they are at a much bigger venue this year. They are including photography in their VIP packages, although I'm not sure how many will be sold.

Here are myquestions:

1. I'm looking at offering only one or two print sizes, at $12 and $18 repectively. This won't be a high revenue event, but I want to make sure the price is enough to bring in a profit. Do these prices seem close to typical for this kind of event?

2. I'm trying to understand a little bit better how motivated people are to buy a portrait at this kind of event. In the past, I've advertised that some of the proceeds support the fundraiser. At this point, I can't really afford to cut a percentage out of the only revenue source I'll have at the event (I have to hire two people to help me too). Common sense tells me to raise the price and give a cut to the fundraiser, but am I now getting into too high of a price? Alternatively I could offer print packages, but don't know if I'm just making it more complex than it needs to be.

3. They really want me to print on-site, which requires more people and attention. I don't have a $2000 high-speed printer to crank out the photos, I'd be relying on a couple of high quality Epson printers to do that, and that introduces more complexity, cost and time for me. I've really been pushing back on this (who wants to carry a photo around at night anyway?). Any thoughts or perspectives on this?

Any input would be greatly appreciated. Some of the other fundraisers I do are a little more straightforward for me. This one doesn't feel like much of a money maker.

Thanks,
Doug

Hello Doug,

You bring up a lot of good questions. I've only recently gotten back into photography but think I can make a little extra money on the side to pay for my rekindled hobby. What to charge is the big dilemma.

What I've read in "How to grow as a photographer, Reinventing your career" by Tony Luna (good book!) and what I've seen online here in the "mind your business" forum, have all agreed that you have to kind of sit down and think, what do you really think your work is worth when you consider the time you put into as well as the quality of your work? What's the absolute minimum you would accept? Somewhere in between could be a good start.

I know it seems hard to figure out but if you sit down and think about all the costs that you have to pay out and if you are fortunate enough to know what your customers have been willing to pay now, then it may be easier than you realize.

In my current line of work as a Lighting Designer for a production company, there are plenty of times I would love to get the gig but I have to realize that we're a business. The main reason we are in business is to make money. Sure it's fun, but you realized that you have a skill and talent that you can profit from. Don't feel guilty asking for what you think your work is worth. Also, if you have already advertised that you are going to donate some of the profits to the cause, you should stick to your word. If you need to raise the prices to accommodate this, you should do it.

In regards to printing on site. Is this reserved for the VIP packages? Then, it wouldn't hurt to have a separate on-site printing charge and limit it to the VIP packages. As for the other guests, you're right, I wouldn't want to have to carry a photo around. Why not offer low-res photos from the event on a CD for a few dollars and include the link to your smug-mug gallery? From there, guests could order prints of any size at their convenience or download higher resolution photos. Keep the resolution on the CD low enough so that they look good when browsing but don't print well at 4x6 sizes and larger.

In the end, if you aren't happy with the event and it's more work than anything, don't take the gig. If, however, it's helping you build contacts and getting your name out there, the mediocre profit (as long as it isn't a loss paying for your help and materials) then that's ok too.

I hope this helps.

Take care,

Anthony

www.imagesbydemeglio.com (currently a work in progress )

davidweaver

This is fairly easy to answer and there is much hard work to do on your part.

What is your cost of photography?

Now that you have answered that my next question is what do you need to make in profit (cost-expenses) in order to survive and then in order to thrive?

Once you have answered those questions you will know the answer to your post.

cheers,
David