If you are a print shop or photo lab seeking to expand into the lucrative custom photo products, it’s important to benefit from research done by larger companies in this marketplace. We know more than ever before about the typical consumer of these products, and what she’s looking for, and it’s important to consider her needs when licensing photo book software.
Personalized photo products are generally created and purchased by women. Women are the archivists of their family histories, and perpetuate memories and traditions through the generations. Women under 30 have grown up with digital photography, and are accustomed to sharing their experiences. They want to exercise their creativity and are inspired by both work and family life. Women over 30 have often inherited their family legacy of old photo albums and memorabilia, and want to preserve and pass on these precious keepsakes, as well as contributing their own unique creativity.
When marketing customized photo products, it’s key to keep these customers in mind and anticipate their wants and needs. Here are some current best practices for photo labs and retailers when marketing personalized photo products:
– Make your website social. Include testimonials, ratings, and social communication. Invite multiple avenues of communication, and offer several ways to share content.
– Streamline your messaging. Simplify language, and focus on the emotional impact of the end product. Remember that she is seeking a way to express her creativity and also care for her family and friends.
– Give the customer ideas and spark her creativity. Share ideas for specific seasons, occasions, or family members. Give resources for new inspirations.
– Most customers who purchase a custom photo book go on to create many more. Use marketing that encourages a trial by offering discounts. Buy one get one offers are proven to be effective, because they encourage shared experiences and repeat business.
– Consider enhancing your custom photo printing business by offering high-quality image capture and restoration services. For the customer who has old family slides or photo albums, the additional digitizing services will be a valuable offering.
Accommodate her schedule. These women are busy, and need to fit these projects in the edges of their schedules. They don’t have time for long file transfers and multiple rounds of correcting errors.
By knowing your customer and considering her needs, a photo business or print shop can offer the personalized services and customization options that she is looking for. Tailoring your marketing to the right customer and encouraging her creativity ensures a long relationship. When considering photobook software for business, consider the needs of both your business and your customer before making this important choice. Download a fully functional free trial of PicsToPrint and expand your services and your marketing today.