How to Effectively Use a Folio

Posted on February 1, 2010
Filed Under Digital Photography, Marketing Yourself, Packaging = $$$$ | Comments Off

By (Guest Contributor) Allan Tyndell

Folios are an elegant delivery system used to advertise, market and highlight a photographer’s work. When folios are used properly, they generate revenue at no additional cost to the studio.

1. The folio gives the customer an ego boost and makes the images worth more.
2. A folio allows the student to share their photographic experience with friends.
3. Folios give the student instant gratification by the comments of their peers.
4. Senior photographs are a must have item. The need is created by the students. The more the students see their friends pictures, the greater the need to have their pictures taken.
5. Folios elevate the overall appearance of the product.
6. The folio is an easy to show item and can be easily transported.
7. The folio should always be imprinted with the studio name.
8. Folios allow the photographer to sell extra previews to the customer.
9. The extra previews that don’t go into the folio can be put into Royal Preview Packs.
10. Previews must be on your price list.
11. Photographers must sell their previews.
12. The cost of the previews with the folio must be less than just purchasing the previews.
Example: previews are $9.00 each, $72 for 8 or $69.00 for the previews and the folio.
13. The photographer should pick out the best eight photographs that they want to display to the general public.
14. After delivery, the customer is able to pick their favorite eight photographs from their original previews to put in the folio.
15. The customer receives a discount if they purchase the same folio that their previews were displayed in. Some studios lower the price of the folio by the amount of the purchase. The more money spent, the less the folio cost.
16. If the folio is purchased, the photographer can offer as a complimentary bonus, four low resolution images that can be posted on MySpace or Facebook. This gives the customer a feeling of satisfaction for their purchases.