Wedding Industry News, Analysis and Opinion:
While I was traveling in beautiful New England, giving wedding marketing seminars in three cities, the race to the bottom continued, unabated. This time, the commoditization bug has bitten the wedding photography AND videography segments.
Or should I say, the wedding photography category, again, and also, the videography category. An earlier culprit was Bella Pictures, written about in several posts, over time.
This time, the big-brand, with the big-idea is David’s Bridal. Apparently, much like Bella, David’s Bridal believe it can broker two of the most personal of all wedding services. THIS IS NOT FAST FOOD! This is a PERSONAL WEDDING SERVICE!
The website, Photography by David’s Bridal™, includes Videography, almost as an afterthought. That can’t be good.
In My Opinion
This venture is highly likely to fail. It will provide a mixed bag of results for wedding couples and will scrape money from both qualified and less-than-qualified wedding photographers and videographers.
‘Nuff said. What say you?
Andy Ebon
The Wedding Marketing Authority
I agree with you that will provide a mixed bag of results, but I don’t think that this venture will fail. Just as there will always be brides who don’t put a priority on their wedding dress (e.g., they buy it from David’s rather than a boutique that can offer more personalized service), there will always be brides who don’t put a priority on their photography & videography. The fact that it now will come in a convenient “meal deal combo” option will make their naive buying decision all the more easier.
It’s the whole reason David’s Bridal is successful: there’s a market for everyone.
On the other hand, smart brides who place their priority on their photography & videography will still gravitate towards the professionals who have the talent and skill to truly capture the moments of their day. The brides will have seen the professionals’ work and will do what it takes to fit it into their budget, because that’s what they want to have.
If anything, the photogs/videogs who will suffer are the low-budget ones who don’t have the same marketing power and dollars as David’s.
I completely agree with Marino, but from a slightly different perspective. You’re correct predicting a mixed bag of results, but I suspect that might serve David’s clients well. Every service has high end providers, low end providers, and everything in between, because there’s a market everywhere you look.
Your mentioning “wanting fries” acknowledges the phenomenal success of McDonald’s, Burger King, KFC, and all the rest. Whatever else they’re inflicting on us, these chains aren’t suffering from providing a mixed bag of results to diners world-wide. Their clients are getting exactly what they want. And the last time I looked, they’re not driving the finest steakhouses out of business, either.
Some brides want some high-end services, some prefer some low-end services, other brides don’t care for any at all. Some brides insist their wedding photography and videography be personalized services, and they can easily find highly qualified professionals. Other brides might prefer putting a pile of cheap, disposable cameras on every table and inviting everyone to take snapshots. Takes all kinds.
Everyone has their own good reasons to justify what’s important to them. If you’re a bride, thank goodness there’s always someone to provide whatever you want. Just be cautious about providers who over-promise and under-deliver.
You’re right to call out potential violators in our business. We haven’t reached the point where the federal government regulates the wedding industry, too.
Robbie and Marino… thanks for our comments.
My definition/perspective on success is ‘Serving The Best Interest Of The Bride’.
One might continue that thought by including the by-product of earning an honest living, in doing so.
The implication in my fast food comparison is that you can clone a product, such as burgers. But you can’t clone a personal service, such as photography, nearly as well.
I think that the marketing strength of David’s Bridal will provide early, financial success. However, in the world of online feedback and reviews, I don’t see long-term victory for David’s.
Bad news travels fast…
Andy