Pop-up studios and shops have become increasingly popular in recent years and not just in the photography industry. This is by no way a new type of marketing for photographers, in fact the UK’s most successful photography franchise is built around leads from mall stands.
Not only are these cheaper than a permanent location (unless you’re going to have a popup 54 weeks a year) but it creates excitement around your business.
The Pop-up Studio Concept
Often know as ‘studio days’ the pop-up studio concept has become popular in many different children’s clothing stores and play centres. Basically you are offering studio taster sessions which is more of a bite sized version of what you already do in your studio.
It is important to play the numbers game and to not spend too long on each session. Set-ups in shops are best suited to baby photography as space can be limited whereas play centres offer a bit more space and possibility for a more elaborate set-up. It is also possible to rent space in shopping centres but be prepared to pay a fair amount or these.
Studio Days
Approach local businesses and ask about the possibility of renting a space in their premise for either a single day or more. If successful it is worth doing this on a regular basis, perhaps once a month. It’s always a good idea to do it at the start of the month when people have been paid and are more likely to make spontaneous purchases.
Once you have a business on board then you’ll be able to promote your days with posters and flyers. Visit the businesses during their peak times in the run up to your events to actively promote them. This will also give you the opportunity to make bookings.
Undoubtedly the venue will be happy to promote your events but remember that you are the best ambassador for your business.
Have a Good Offer
One franchise here in the UK is actually offering prints for £3:99 as part of a studio day promotion. I’m at a lose to think how they can possibly make any money selling £3.99 prints but I’m guessing they have a good system!
Ideally you do want an offer which is tempting but at the same time reflective of what else you sell. It could be as simple as a one day only half price offer or three for the price of two on prints. One franchise here in the UK have tried offering free Facebook images which seemed to work quite well.
At the end of the day you know which offers get the best response for your type of photography and if you don’t then experiment!
Your Set Up
Simplicity is the key as is a fast turnaround of the images. The last thing you want to be doing is messing around in Photoshop fixing backgrounds or adjusting white balance. Go with what you know and what suits the space you will be working with. These days aren’t for testing new equipment or lighting techniques.
What processing you do to your images is up to you but try and aim for a good result straight out of camera. One idea that works well is to have your images transmitted wirelessly to a laptop or iPad. This can be then connected to a larger screen and show off your work instantly.
An assistant could actually be taking orders as you shoot!
Even if this does sound a tad ambitious you still want to be able to deliver images in print or digital form within an hour or so. If you intend to print then a dye sub printer is always going to be your best option.
Make it easy for people to pay you as well. A mobile card machine will more than pay for itself at these sort of events.
Try not to be too pushy There’s a fine line between aggressive and off putting promotion and getting people’s attention.
Have something to amuse the children. Keep the kids occupied while you chat to mum. You might consider teaming up with a kids face-painter or balloon animal maker. Not only will the kids love it but it’ll draw in some attention.
What others have been doing
One business model which has emerged is the shopping mall setup offering a 20 minute shoot with all images on DVD for £40. It’s a simple enough idea and at £120 an hour you should be looking at taking in about a grand a day. At full capacity, and in a busy enough location, you’re looking at £5000 a week turnover. Do that week in week out and you’re looking at an annual turnover in the region of quarter of a million quid.
This model isn’t going to work in some some locations so a bit of trial and error is certainly likely.
It’s also unlikely that you will generate that sort of turnover from one location so you will need a few sites which you shoot at on different weeks.
*The Current Photographer website contains links to our affiliate partners. Purchasing products and services through these links helps support our efforts to bring you the quality information you love and there’s no additional cost to you.
Michael has been working as a photographer for the last ten years. In that time he has shot over 100,000 peoples’ portraits and worked in four different continents. In 2001 Michael graduated with a degree in photography from Manchester Metropolitan University.