Weddings are seasonal special events. They usually pick up in summer and early fall/autumn. But then comes winter, when the number of people getting married slows down. Many wedding photographers often hibernate till spring, when the rate of weddings will begin to spike again.
The off-season is your golden chance to make more money and build an incredible portfolio. It is the best time to out space your competitors and take your wedding photography business to the next level.
Here are 20 off-season wedding marketing ideas to help you thrive. Some of them are something you might already be familiar with and doing, while others are things you might already know but not doing them. Regardless, keep reading to gain new insight.
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Which season do wedding photographers make the most money?
Wedding photographers typically earn the most during the peak wedding season, which is often summer and early fall. During these months, more people tie the knot, leading to a higher demand for photography services and, consequently, increased income for wedding photographers.
1. Offer off-season discounts
Offer off-season discounts or promotions for couples booking weddings during the off-season. This will help you attract more people and earn more income. Some photographers often increase their charges during the off-season due to the scarcity of wedding photographers.
It is not a good idea, especially if you are new to off-season wedding photography. You can take between 30% to 50% off each wedding package. But I suggest you research what others (your competitions) are rendering to couples wanting to get married in the off-season before finalizing what you should offer.
Wedding photography, a genre of photography that focuses on capturing the special moments, emotions, and details of people on their wedding days, is a competitive but lucrative niche. The niche requires a great deal of skill, creativity, determination, and attention to detail alongside professional gear to produce stunning images of couples. Our Master guide has some helpful information to help you start.
Click Below to Read a Comprehensive Guide to Start Wedding Photography.
2. Have a good on-season portfolio
You must have some on-season wedding shots samples to show your potential clients. This will make it easier to convince them. It will help you prove you are a professional and that the weather situation cannot affect your shooting skills or techniques.
3. Create a blog and upload your shots
As a wedding photographer, you should have a professional-looking website. It is not a prerequisite for success in the niche. However, it can help you attract more people and even big clients.
If you already have a functional website, upload a few off-season wedding shots and share the link across several social media platforms. If you do not have a wedding photography website, click the link below to learn how to create one.
How Do I Make A Website For My Wedding Photography Business?
4. Create a free guide or e-book
Create a free winter wedding guide or e-book that includes tips and professional advice for couples planning a winter wedding and use it to attract new clients during the off-season. You may upload it on your blog and optimize it for search engine ranking or send it to hundreds of people through email marketing or online ads.
5. Offer winter or off-season wedding packages
Additionally, we suggest offering a winter wedding day package that includes a complimentary engagement session and wedding album. You may rename your on-season wedding packages and change a few items on the list, or you can create new ones from scratch.
Regardless of what you might prefer, ensure the name of the packages and their items are related to winter or early spring (off-season months).
6. Host a seminar or workshop during the off-season
As a professional wedding photographer, you can host a free seminar or workshop on the benefits of getting married during winter or early spring to attract new clients.
Ensure you narrow down your invitees to single people intending to get married sooner than later. You can achieve this through proper online campaigns.
7. Offer a discount for winter pre-wedding photo session
There is a high chance that potential couples who called in your studio for pre-wedding shots will definitely call you for the main wedding if you treat them well during the initial photo session. Thus, offer reasonable pre-wedding picture discounts for couples who call your office during the off-season. This will make them book you for their special day.
8. Create and offer an incentivized referral program
Offer an incentivized referral program for other wedding vendors, such as florists or wedding planners, to refer clients to you during the off-season.
You can also offer the same referral program to past couples or customers who refer their relatives or friends during the off-season. Do not forget to advertise or broadcast your referral program through any means necessary.
9. Host a giveaway on social media
Similarly, you can host a giveaway on social media for a free engagement or mini-session during the off-season. This can help you attract a few bookings. You may also announce a bridal or couple portrait session giveaway for brides or couples who patronize your service during the off-season.
10. Participate in local bridal shows or wedding fairs during the off-season
Instead of watching Netflix during the off-season, you can participate in local bridal shows or wedding fairs happening close to you. This can help you meet and connect with new people and potential customers.
11. Partner with other wedding vendors
Partner with other local wedding vendors to offer joint promotions or discounts during the off-season. You can partner with local florists, wedding or event planners, designers, etc.
12. Host a winter or off-season wedding-styled shoot
Host a winter wedding-styled photo shoot session featuring several sets of persons and even other photographers to showcase your photography skills during the off-season. You can do this in open areas where people can watch you as you click photos of your models dressed in wedding apparel.
13. Participate in events happening near you
You need to let people know you are active both during the on-season and off-season. So, attend shows and events, such as festivals, happening near you with your camera and other equipment.
14. Create a hashtag on social media
Another way you can market your wedding photography business as a photographer during the off-season is by creating a hashtag on popular social media platforms like Instagram, Facebook, and Twitter.
A unique hashtag you can use is: #call-(your brand name)-for your off-season-or-winter-wedding-photo shoot. You can include the # in all your posts and also tag your friends and previous clients.
15. Be active on your social media accounts during the off-season
Update your Whatsapp status with texts and sample images daily, and post on Facebook, Instagram, and other platforms you are on as often as possible during the off-season. Creating such awareness (that you are open for business) can get people to buy your wedding photography packages directly or through referrals. Apart from posting frequently on your social media accounts, endeavor to always reply to messages within a couple of minutes of receiving them.
16. Partner with other wedding photographers
There is absolutely nothing wrong with working as a second shooter during the off-season when there will be a little decline in the number of people getting married.
If you are a newbie, working as a second shooter at weddings during the off-season can help gain real-time experience and expand your understanding of professional wedding photography.
17. Try email marketing
Through email marketing, you can tell or make the customers on your email lists aware that you are available or open during the off-season. You can also use the means to inform them about your free winter wedding guide or e-book, special packages, referral programs, and other things you might have in store.
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18. Volunteer in non-profit organization events near you
You may volunteer to shoot an event for a non-profit organization whose vision you support. This is a great way to meet and connect with different people, including future clients in your community.
19. Grow your online reviews
Good reviews are a very important part of running any business. To stand out from the competition during the off-season, ensure you publish good reviews gotten from previous couples on your website and portfolio.
20. Host a special event for your previous customers
Finally, host an online or physical event with your previous customers. Appreciate them for their patronage during the peak season and let them know you are available throughout the year.