The goal of the survey was to get a better idea of what drives a bride’s booking decision. First we asked for some general information.
Of the brides searching the Pictage Directory;
- 75% have already booked their venue
- 75% plan to talk to three or more photographers before booking
- 1 in 3 expect to book a photographer they found on the Pictage Directory
Now came the fun part. We asked the brides to rank the most important criteria in choosing their wedding photographer. Here is what we got back:
1) Style and quality of the photographer’s images
3) Digital delivery of images on disc after the event
4) A near tie between Experience and Personality
5) Recommendations from past customers/vendors/venues
6) Products offered (prints, coffee table books, albums, etc…)
A couple of these results jumped out at us. The first was that brides REALLY want that disc. The second was that a less seasoned photographer with a great personality has a good chance of taking business away from established pros because “personality” was more important than “recommendations/reviews” and it nearly tied with “experience.” This particular bit of feedback took us by surprise.
Some key takeaways we can all benefit from:
- If you haven’t already, it’s a great idea to list all the venues you’ve shot on your portfolio website and include venue images and features/shout-outs on your blog. A lot of brides are likely to find you that way (great SEO value).
- Find ways to show-off your experience AND your personality online in order to increase your bookings.
We’ve seen many Pictage photographers with sites that showcase their personality or cater to potential clients. Justin and Mary Marantz and Dane Sanders, for example include video clips and personal stories. Jules Bianchi organizes and displayes her portfolio by venue.
Pictage will definitely be looking at ways to incorporate these learnings into the Pictage Directory. Stay tuned.
In the meantime, what are your thoughts on these survey results? What are you hearing from your brides? How do you express your personality online (video on your website? personal bios?) Do you publish a list of venues on your website? What techniques are working for your business? Please share your thoughts in the comments, and feel free to post links.
By: Ian Siegel, VP Product Management