Wedding professionals are often frustrated by brides and grooms don’t appreciate the value of their services. Ultimately, aside from ‘customer service,’ there are three major factors that come into play.
- Hours of service
- Price for product/service
- The quality of the result
One problem is traditional wedding service pricing structure . Particularly for entertainment, photography, videography, pricing is quoted within the framework of ‘time in direct service with the client.’
Until I went through the process of being a groom, I never realized how much time a videographer or photographer spent, before and after the wedding, before presenting the finished work.
While customary in the wedding industry, linking pricing only to face-to-face service at a wedding, or wedding and reception, drastically understates the total time of service.
A bride doesn’t know how many hours it takes to edit one hour of raw video footage from one camera, It’s hard for her to understand why the price is $5000 or more, rather than $1000. Hours of work at a wedding and reception are a specific measure of your effort; however, grossly incomplete. The result is more subjective. Hours of shooting does not equal the value of your work.
It is not enough to show a prospect samples of your reel or portfolio photos and expect understanding degree of difficulty. Shooting a sunset wedding, has a high degree of difficulty. If one doesn’t explain situational differences in equipment, lighting, skill level, etc., you are just hoping the prospect figures it out. Likely an unreasonable expectation.
A Disc Jockey service or Live Band prices itself for a specific number of performance hours. Travel and set up are typically not mentioned not in discussion or noted in an agreement (unless the event is outside the local market area).
What effect might it have were proposals and agreements included a ‘simple informational statement’ indicating a summary of unseen work, associated with your event service, not occurring during the reception time frame?
Effective service implementation, meeting or exceeding client expectations, includes explaining the total scope of your service, at some level.
- Maybe this approach should become an industry-wide standard for wedding marketers?
- What would change in the process of selling if every prospect understood you total measure of service, and its impact on a successful outcome?
I know, I’m turning wedding industry pricing and selling approach on its ear. Maybe it’s time we do that.
I invite your specific comments, and how you think this might apply within your slice of the wedding industry.
Wedding Marketing Expert
The Wedding Marketing Blog