June 2021 // The Children Edition

Staying Competitive in a Saturated Market | Rob Adams

ADAPTIVITY

When your market is saturated, the first thing you realize is that unless you adapt your pricing structure, bookings may drop off for you, or they already have. This can be very disheartening. This of course depends on where your current pricing lives on the hierarchy of the pricing tier. If you’re at the top-of-the-market or higher-than-average range of photo/video pricing you might be finding yourself falling short of your target numbers because brides are opting for cheaper options. If this is the case, you have some homework to do. You need to research who’s charging what for similar work and either match it or make your value stand out somehow. If you recognize that the problem can’t be explained by the normal ebbs and flows of leads and conversions, you may find this to be an important “mirror moment.” It’s the moment you recognize that couples are not booking you, not because of the quality of your work, but because they can find your quality of work for less. Scary stuff, I know. It’s happened to me numerous times through the years as hungry, highly-skilled videographers with terrible business sense are cutting the knees off of a business that used to command a very respectable price for quality wedding cinematography.

SUBTERFUGE

This is not meant to be deceptive by any means. An act of subterfuge simply means to obscure attention or divert attention away from something. This has been my primary method for encouraging new bookings among ever-increasing competition while still getting very close to my desired price tag for my services. It’s a simple shift in how packages and offerings are presented. This method requires a bit more work and possibly even more meetings than historically needed to service my clients but it keeps me in the game.

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