Speculation Photography for Sports
Most of the sports photographed in the U.S. today are sold on a pre-pay basis. Coaches distribute envelopes to players or parents, orders are marked on the envelope and payment is then enclosed. The envelope is handed in at the time the photographer takes the picture.
Typically, only one picture is taken of each player who is placing an order, so those who forget, or can't afford pictures, are not photographed. This system is almost universal among youth leagues and is prevalent among the middle and high schools. But times are changing!
This pre-paid sports system places a burden on the coaches by asking them to distribute the envelopes in advance. The system also requires parents to place an order without being able to view proofs. They also have no choice of poses. This is not very customer friendly. Photographers generally like the system, because the sales are good and they receive their money in advance.
Almost every photographer in the country can offer this program which creates stiff price competition and thin profit margins. It also makes it difficult to retain business for a long period of time. League directors begin to select photographers based on the lowest available price or “freebies.”
Now, contrast a pre-paid system with the speculation system! The speculation system was “made in heaven” for coaches! Since coaches are the gatekeepers who make the decision about who photographs teams at most Middle and High Schools, this system is tailor made for those markets. It is also attractive to league boards and coaches who make the decision about who shoots the youth sports leagues.
Here is how speculation sports photography works!
Market your products at the shoot! Take product samples to the shoot and display them prominently! This will get the players and coaches fired up about your pictures! Be sure to make check lists that include: samples, password cards, name/e-mail/mail sequence cards, extra pens, etc…
Collect e-mail addresses and fresh home addresses! Collect this information for each player photographed. An administrative assistant will be necessary to do this at larger shoots. Keep the email and/or address cards in the same sequence as you shoot the players to facilitate identification.
And remember- you can photograph everyone! Shooting multiple poses is also important! It provides more incentive for parents to look at the proofs! Be sure to offer a group picture to every player photographed also.
Advertise where and when images will be available! Post a web address and password at the school at the time of the photography session to allow players who do not have e-mail addresses to view the proofs. Also, distribute password cards to each player with this information. This is essential! Parents and players need to know where to find their images! Speed is also important! The faster your images are available for ordering, the better your sales will be! Posting your images on the internet is probably preferable to increase speed, lower proofing costs and to give more users access to their proofs. Sending paper or hard copy proofs are still an option.
Set a deadline and send reminders! Setting a deadline date of no more than 10 to 14 days after the shoot helps to motivate parents to purchase! Extended deadline dates only encourage procrastination. Make sure that the deadline dates are the same online and for paper proofs. Plan an e-mail campaign and send out a minimum of two or three reminders to all of the players for whom you have e-mails, at well spaced intervals. In that e-mail explain your ordering options and emphasize the deadline date. Make it as convenient as possible for the customer to order! You can also provide multiple ordering channels such as internet, mail-in and phone ordering.
Fill orders promptly! Don't wait to batch orders after the deadline date. As orders are received by players and parents they serve as reminders and incentive for others to place an order too!
So, remember these things when considering a speculation sports program.
Why do coaches like this system?
• They are not responsible for passing out envelopes or reminding kids to bring money.
• The shooting typically goes faster because of the absence of collecting envelopes and money.
• The prints can be mailed directly to the players’ homes, eliminating the need for the coach to pass out prints.
Why do players and kids like the system better?
• Because they get to have several poses taken, buddy shots, and even posed action shots so that they have a number of choices.
Why do photographers like this system?
• Because it is easy to sell, easy to shoot, and usually results in as good or better sales than the pre-pay system.
• Customer satisfaction is usually higher because of the choices; because the players and parents view the proofs before purchasing; because the parents can decide what they want to purchase in the privacy of their own home; and because the prints can be mailed directly to the end customer (making a profit on shipping and handling to boot).
Candid Color Systems offers great tools for pre-paid and speculation sports programs. We offer online proofing, online ordering, order envelopes, password cards, mailing direct to your end customer, software to print paper proofs, an amazing array of sports products, photographer order entry and over 30 years of photography experience!
For help or questions, please call Brian Speers at 800-336-4550, Ext. 251, or Dan Hays at Ext. 227.
