While many may prefer the family slide night to remain a thing of the past, it’s rare to find people who don’t enjoy flicking through the wedding album of their parents or grandparents to see how they scrubbed up on their special day. It wasn’t until the arrival of the digital camera that albums were relegated to the status of ‘french fries’ in wedding photography packages, and the upcoming Album Atelier workshop may help reinstate the album to ‘essential’ if your mission is to generate profit, reduce work hours and provide a record that will last for generations.
The creator of the workshop, Milton Gan, began his career as a marketer in the advertising industry. Six years ago he changed tack and set up a Sydney-based wedding photography business, which he runs with his wife, Amy. From day one his objective was to do more than simply ‘capture’ photos, he was passionate about offering a printed product that presented his photography in the best light, and gave couples something to hold onto that would outlast digital media, and they could pass onto the next generation.
Milton regularly asked colleagues and peers for advice, and was asked questions in return. He discovered that the area most wanted to improve in was album sales and design. This inspired him to create The Album Atelier workshop, for photographers wanting to learn strategies for successful sales, efficient album design and a better balance in life.
Atelier is the French word for “workshop” or “studio,” and is commonly used to describe the workspace of master artists, artisans or designers. It also reflects the calibre of the venue and speakers for this event. The 9 hour workshop will be hosted at the elegant Golden Age Cinema in Surry Hills, where the restored movie theatre allows for only 50 guests each day on Saturday 24 and Sunday 25 June.
“There’s no one solution that fits all wedding photographers,” says Gan, “because everyone prices and sells differently based on whether they’re a part timer, a wedding destination photographer, they run a home studio or they’re part of a collective, so it was important to invite a range of speakers to give insight into different approaches.”
Milton has curated an A-Team of speakers experienced in album design and marketing including: AIPP Wedding Photographer of the Year 2016, Dan O’Day, who is also sure to entertain; professional album designer, Renee Blake, who transforms images into beautifully sequenced visual narratives; and photographer- storyteller Lara Hotz, who is a passionate album designer. Lara will demonstrate the ease and versatility of Pixellu’s Smart Albums software, that has revolutionised the workflow of many photographers.
Participants will also observe real-time consultations from the masters of Fundy software and album sales, Haley Richardson and Darren Van De Wint of The Beautiful Collective, then move into small groups to practice selling to each other in the safety of like-minded photographers who all find the process a bit nerve wracking.
Momento Pro is proud to be the major sponsor of the workshop, and founders Geoff and Libby will be there to share tips on how to prepare files for perfect colour, and to make suggestions on papers and finishes for different client budgets and styles. They’ll also prove why album design is best done by photographers rather than wedding couples!
Milton will also present and build on this advice:
“We manage expectations right from the start, from the first moment clients visit our website or see our price list. In our first call and first meeting we make it clear that albums are part of our packages, that a basic album comes with 20 pages/40 leaves, but they can expect to buy more pages, as most couples do.
We also display four styles of albums so clients can see the difference, and fall in love with the papers and fabrics. We don’t push them toward the most expensive option, we just show them the range so they can choose the one that feels right for them.”
To return to the McDonalds metaphor* we love how Milton views the album as the main meal rather than side dish! He doesn’t need to up-sell clients to an album because its simply a part of the package. He sees his roles as a photographer, curator and storyteller, and therefore offers a full service from capture through to selection, layout and print. His focus is on the final product rather than the hours for the shoot, saving himself uncomfortable sales pitches and providing couples with the product they truly deserve.
Head to thealbumatelier.com if you want more wedding album enlightenment and make sure you register by 31 May if you want to get $200 off your ticket and be in the running for an exclusive Momento Pro Starter Kit valued at $1200. Payment plans available by emailing firstname.lastname@example.org for more information.
* It seems appropriate that we should also refer to presentation boxes as the Apple Pie!