As a professional photographer, offering albums can be a game changer for your business. It’s not just about creating beautiful memories but also providing a timeless way for your clients to preserve their wedding moments in a high quality album. If you’re thinking of launching an album campaign to sell more photo albums, it’s important to approach it strategically.
Photographers, here are 3 tips to make your campaign effective and sell more photo albums:
1. Positioning: define your offer
The first step in launching a successful album campaign is deciding how to position it. Ask yourself, “What’s the hook for my clients?” Do you want to promote a special deal discount or make the campaign time-sensitive? For example, you could frame it around a special event or holiday: “Order your album now and have it in time for Christmas!” Or “Secure your photo album today at this limited time price.”
The positioning needs to convey urgency or added value. Perhaps you can offer a limited time pre design or emphasise that prices may go up in the future to encourage a sale. Whichever direction you choose, make sure it resonates with your couple’s needs. A great way to reinforce this is by reminding clients that an album is not just a purchase, it’s a long lasting investment in their memories.
Pro Tip: Use your favourite personal stories and client testimonials to highlight how these albums hold sentimental value. Position your offer as the perfect opportunity to preserve those moments in a high-quality keepsake album.
2. Marketing: consistent, multi-touchpoint marketing campaigns
Your album marketing campaign shouldn’t be a one time announcement. The Instagram grid above shows an example of a Christmas album marketing campaign but don’t let that limit you, there are plenty of opportunities for album campaigns throughout the year such as Valentines Day, Anniversaries and Mother’s Day. Research shows that it can take 11 touchpoints over 7 hours across 4 different locations, for your client to reach a purchasing decision. This means you need a consistent, multi channel approach to marketing your campaign.
Don’t just post once on social media and hope for the best. Build excitement by mixing up your content with images of your beautiful albums. Here are a few ideas:
- Unboxing videos – showcase album samples, highlighting the quality and craftsmanship of the material used.
- Studio sample albums to show off the variety of cover options, layouts, and finishes.
- Educational Reels that discuss the benefits of owning a physical album, focusing on the problems it solves (preserving memories in a tangible form) rather than just its features, making it a valuable choice.
- Behind the scenes – show designing your albums, placing orders, packing orders to clients etc to build trust and drive engagement with your clients.
- Use video content, Instagram Stories, Facebook posts, and even blog posts to keep the conversation going. You could also run polls or Q&A sessions where you address common questions about albums. The goal is to engage and educate your audience consistently.
Pro Tip: Discuss the emotional value an album provides versus digital files, and how flipping through an album can be an emotional journey and a priceless experience for future generations.
3. Sales: Including albums into the conversation is serving your clients, not selling
When it comes to sales, the key is to shift your mindset from selling to serving. Remember, your clients aren’t just buying a product, they’re solving the problem of how they can view, store, and preserve their precious memories. Approach the conversation from the perspective of offering a solution rather than pushing a package to sell an album.
To maximise conversions, we recommend sending out three key emails to your client list:
- Launch email: Announce the campaign and explain the value of your offer.
- Reminder email: Midway through the campaign, remind your clients of the deadline or special offer.
- Last-chance email: Urge clients to take action before it’s too late. Many people respond to scarcity and deadlines.
- Ensure you’re reaching out to every past client, no matter how long ago their session was. Priorities and circumstances change, and someone who wasn’t ready to purchase an album years ago might be in a different place today and eager to preserve their memories in a beautiful way.
Pro Tip: Share personal stories about the power of print and the emotional connection people have with physical albums to inspire action and create urgency.
If this was useful you should check out our blog post on: 6 useful tips for selling more wedding albums.
Images by Stone and Ivy Photography and Ed Peers Photography.