Competitive Markets

Good morning everyone, I hope it was a successful weekend?

I visited a wedding fair in St Albans this weekend at Sopwell House and it triggered this post.

I was amazed walking around the fair, there must have been over 10 photographers there, every other stand seemed to be a photographer! I'm not saying this is a bad thing, wedding fairs obviously work for photographers otherwise they wouldn't attend, but immediately you narrow your target market.

Lets imagine that the fair was a blinder and received 200 brides through the doors, immediately your potential for the fair is, in effect, reduced to 20 prospects. Does it seem such a good outlay then?

To answer this question accurately you need to know what your cost per enquiry (CPE) is. If you have registed for my FREE 7 Point Success Plan then you will be familiar with CPE and what it means to your business. Every business is different - especially photographers! - so for some an anticipated cost of approximately £30-40 per enquiry is fine, but for others (those of you who have used the first three lessons of my success plan and have a bride fiendly web site for example) this will be a huge amount to spend on an enquiry compared to the ones that you are currently receiving, and you'll choose to invest your money elsewhere!

The key to the whole process is knowing in the first place and being able to make an informed decision.

If you want to learn more about your CPE, register for my FREE plan if you haven't already - http://www.evolutionweddingservices.co.uk/ - and wait for Lesson 7 or get in touch and register for my upcoming webcast which is also free to attend.

On a final note, when you agree to attend a wedding fair, always find out how many brides they expect and how many competitors will be in attendance before signing on the dotted line!

Until next time.



Edward