What is your market? at DVinfo.net

Adrian Tan · October 6th, 2013, 06:32 PM

Out of curiosity, do you have a particular market that you cater for? If so... what is it?

Is it defined by culture? By geography? By price? Or is there some other quality that most of your clients have in common?

I have my suspicions that trying to define your market by culture (that is, targeting, advertising to and catering for a particular culture) is both the easiest and the best way to do it.

I spoke to a photographer recently who defines his customer base as something like, "Brides who have an interest in visual culture", and he does do very well and has operating for years. But could he do better if he defined his market in a different way?

Chris Harding · October 6th, 2013, 07:25 PM

Hi Adrian

I would assume that if you have a huge amount of experience in doing say, Chinese weddings, can speak the language fluently and most of your samples indicate your skills in doing weddings for this culture then you would be silly not to target that culture. Otherwise does it really matter what culture or geographic area you are prepared to cover??

Price is obviously a factor too if you are operating in an area where the median income is low, you are not going to sell many $5K top of the range packages.

With me it's a little bit of everything and I seem to attract brides from different cultures too but mainly within my local area as destination weddings are more expensive and they can get a better deal from a local guy in the area.

Chris

Don Bloom · October 6th, 2013, 09:22 PM

I know we can't be all things to all people but I think if you try to "define your market" by ethnicity, religion, or what have you you're generally looking at a pretty small percentage of the total marketplace.
I have never cared what religion, race or anything else about the couple other than 1)do they like the work of mine that they've seen 2) do we click (get along personality wise) and 3) are they willing to pay the piper!
While it might be nice to define the market that you want to work in if the economy takes a dive (and I've been thru major bad economy a few times) you've really buttonholed yourself.
Just me but I've always thought of myself as an equal opportunity shooter, just leaves more doors open for cash to make it's way thru.

Chris Harding · October 7th, 2013, 02:01 AM

Amen to that Don

I have done many different ethnic weddings as well as mixed cultures too and to me they are simply two people in love getting married. If they like my style and price and are happy with the content then I will gladly do the wedding. I'm actually doing a Burmese wedding on Saturday ..lovely couple and it was a referral from a previous Burmese wedding too.

Based on the fact that over here at least maybe only 10% of brides will have a video, you need to target as much as the market as you can to make a living. Our city is very much multi-cultural so you can't really afford to pick and choose your market.

Chris

Roger Gunkel · October 7th, 2013, 04:28 AM

The area that I am based in means that my weddings are usualy white English Christian weddings, but being not too far from Cambridge I also sometimes have multi cultural weddings! ranging from Asian, Oriental, West Indian, Nigerian, Italian etc. - so basically weddings! :-) As soon as you specialise, you limit your market in my opinion, particularly with something as diverse as weddings. They either like the way that I do it or they don't.

I do specialise in other areas though as I offer 3d weddings and 3d photography, although I rarely take a 3d booking. ........ Strangely, I was interrupted by the phone at the end of typing that last sentence and it was a confirmation of a 3d wedding booking for both video and photography!

We also film regular multi camera school production work, though that tends to be seasonal, end of term shows and Christmas. It all helps to pay the bills though.

Roger

Monday Isa · October 9th, 2013, 03:41 PM

My market is Quinceañera's. 28+ a year. 1-5 weddings a year I usually shoot as well.

Chris DeVoe · October 29th, 2013, 07:07 PM

I shoot concerts, so I'm open to pretty much anything in music. Mostly rock, but recently I've done a lot of classical with excellent feedback from the artists. I'd rather not shoot Rap or DJs, mostly because I don't find most of that visually interesting.

October 6th, 2013, 06:32 PM	#1
Adrian Tan Trustee Join Date: Oct 2012 Location: Sydney, Australia Posts: 1,149	What is your market? Out of curiosity, do you have a particular market that you cater for? If so... what is it? Is it defined by culture? By geography? By price? Or is there some other quality that most of your clients have in common? I have my suspicions that trying to define your market by culture (that is, targeting, advertising to and catering for a particular culture) is both the easiest and the best way to do it. I spoke to a photographer recently who defines his customer base as something like, "Brides who have an interest in visual culture", and he does do very well and has operating for years. But could he do better if he defined his market in a different way?

October 6th, 2013, 07:25 PM	#2
Chris Harding Inner Circle Join Date: Jul 2009 Location: Perth, Western Australia Posts: 8,441	Re: What is your market? Hi Adrian I would assume that if you have a huge amount of experience in doing say, Chinese weddings, can speak the language fluently and most of your samples indicate your skills in doing weddings for this culture then you would be silly not to target that culture. Otherwise does it really matter what culture or geographic area you are prepared to cover?? Price is obviously a factor too if you are operating in an area where the median income is low, you are not going to sell many $5K top of the range packages. With me it's a little bit of everything and I seem to attract brides from different cultures too but mainly within my local area as destination weddings are more expensive and they can get a better deal from a local guy in the area. Chris

October 6th, 2013, 09:22 PM	#3
Don Bloom Inner Circle Join Date: Jan 2003 Location: Chicago, IL Posts: 6,609	Re: What is your market? I know we can't be all things to all people but I think if you try to "define your market" by ethnicity, religion, or what have you you're generally looking at a pretty small percentage of the total marketplace. I have never cared what religion, race or anything else about the couple other than 1)do they like the work of mine that they've seen 2) do we click (get along personality wise) and 3) are they willing to pay the piper! While it might be nice to define the market that you want to work in if the economy takes a dive (and I've been thru major bad economy a few times) you've really buttonholed yourself. Just me but I've always thought of myself as an equal opportunity shooter, just leaves more doors open for cash to make it's way thru. __________________ What do I know? I'm just a video-O-grafer. Don

October 7th, 2013, 02:01 AM	#4
Chris Harding Inner Circle Join Date: Jul 2009 Location: Perth, Western Australia Posts: 8,441	Re: What is your market? Amen to that Don I have done many different ethnic weddings as well as mixed cultures too and to me they are simply two people in love getting married. If they like my style and price and are happy with the content then I will gladly do the wedding. I'm actually doing a Burmese wedding on Saturday ..lovely couple and it was a referral from a previous Burmese wedding too. Based on the fact that over here at least maybe only 10% of brides will have a video, you need to target as much as the market as you can to make a living. Our city is very much multi-cultural so you can't really afford to pick and choose your market. Chris

October 7th, 2013, 04:28 AM	#5
Roger Gunkel Inner Circle Join Date: Feb 2013 Location: LIncolnshire, UK Posts: 2,213	Re: What is your market? The area that I am based in means that my weddings are usualy white English Christian weddings, but being not too far from Cambridge I also sometimes have multi cultural weddings! ranging from Asian, Oriental, West Indian, Nigerian, Italian etc. - so basically weddings! :-) As soon as you specialise, you limit your market in my opinion, particularly with something as diverse as weddings. They either like the way that I do it or they don't. I do specialise in other areas though as I offer 3d weddings and 3d photography, although I rarely take a 3d booking. ........ Strangely, I was interrupted by the phone at the end of typing that last sentence and it was a confirmation of a 3d wedding booking for both video and photography! We also film regular multi camera school production work, though that tends to be seasonal, end of term shows and Christmas. It all helps to pay the bills though. Roger

October 9th, 2013, 03:41 PM	#6
Monday Isa Major Player Join Date: Mar 2006 Location: College Park, Maryland Posts: 913	Re: What is your market? My market is Quinceañera's. 28+ a year. 1-5 weddings a year I usually shoot as well.

October 29th, 2013, 07:07 PM	#7
Chris DeVoe Regular Crew Join Date: Feb 2012 Location: Kansas City, MO Posts: 148	Re: What is your market? I shoot concerts, so I'm open to pretty much anything in music. Mostly rock, but recently I've done a lot of classical with excellent feedback from the artists. I'd rather not shoot Rap or DJs, mostly because I don't find most of that visually interesting.