December 2020 // The How-to Edition

Rebranding as a Luxury Wedding Business in 2021 | Michael Anthony

So as you can see, there are a lot of reasons to become a luxury wedding photographer. As an artist, staying inspired is incredibly important. But as I said before, the luxury market is HARD to break into. Anytime there is a clique of vendors working together, they don’t look kindly to an outsider, so you have to take a measured approach to breaking into that market.

Here are a few things you have to consider.

FIND YOUR TARGETS

The first step to breaking into the luxury market is to find the vendors that could help you propel your business. Find the businesses you want to work with. Make a list in an Excel spreadsheet. Try to find 100 different vendors you want to work with. You can find these vendors on directories or by calling the high-end venues and asking who their preferred wedding vendors are. Once you have this list created, you will want to refer back to it constantly in your outreach efforts.

BEGIN YOUR OUTREACH

First, you are going to want to reach out to the people who are most likely to provide you new business. Think about your planners, venues, gown shops, etc. From here you are going to create assets. I recommend getting a magazine made that showcases your higher-end jobs. Show that your style of photography is unique, different, and matches the aesthetic of modern high-end magazines. From here you will want to invest in branded thank you cards, packaging and other assets. You will want to create a package of promotional materials that you will mail out to these vendors. Invest in this part, because presentation is EVERYTHING. If you send a poorly designed magazine printed on crap materials, it is going to reflect negatively on your business, and this technique will hurt you more than it helps, so spend the money on a graphic designer and get this done RIGHT. Now your job is to follow up. You will want to call these businesses and make sure they got your package. You can now extend an opportunity to work together, set up a meeting for lunch, offer to come and photograph their venue or details—remember the goal is to form relationships and to do that you have to understand the rule of reciprocity and give more than you expect to get.

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