Entrepreneurship Survival Guide — Don’t Let Uncle Harry Take Away Your Profession

The digital revolution has made the lives of wedding photographers easier, but it has also created a few problems for the professional shooter, as well as the bride and groom.
In this era of point-and-shoot digital cameras, many young couples think that because Uncle Harry has a new, expensive digital camera and they have seen his pretty pictures of flowers, that he is capable of photographing their wedding. This is not a new story; there have been Uncle Harrys photographing the weddings of nieces and nephews ever since professionals stopped taking studio portraits and left their studios on Saturday afternoons in the 1950s. But, with the availability of digital cameras, there are now even more Uncle Harrys and, therefore, it takes less time for the nieces and nephews to be disappointed. Now they can have the CD at the end of the day—instant gratification.

George Rosa has been in the photographic industry for half a century, first as a photographer and studio owner, and for more than 40 years, as the founder and former president of Hallmark Imaging in Turners Falls, MA, a custom lab catering to the needs of professional photographers. He is also the founder of the Hallmark Institute of Professional Photography in Turners Falls. Rosa has spoken locally, nationally and internationally on the subject of “Nothing Happens ‘til the Sale is Made.”

Rosa shares, “When we hear a bride say that she is spending $3000 for her gown, $750 for her cake, $2000 for flowers, $600 for the limousines, $850 for a DJ, $50 per guest for food, but Uncle Harry is taking the photos with his digital camera, it is our responsibility to educate her as to why she should tell her uncle to enjoy the wedding and leave the photography to the professional.

“When the real estate industry was affected by the ‘for sale by owner’ signs that began to appear a few years ago they took it upon themselves to initiate a campaign that explained why something as important as selling a house should be left to professionals and how the seller would benefit from their expertise.”

Rosa believes that a similar educational program needs to be established for professional photographers. The bride and groom need to understand that when they select a professional photographer, they are getting more than just a camera—they are also getting a wedding planner. The professional arrives at the wedding with the ability to unobtrusively capture the sequence and events of the day and not be the center of attention. A professional photographer knows where to stand to capture the special moments during the ceremony at the church or synagogue and understands the rules of each denomination. A professional photographer knows when to anticipate those special moments, such as when the groom will stomp on the glass at a Jewish wedding or the when the crowning at a Greek wedding will occur. A professional photographer is knowledgeable about proper lighting and how to pose the family and the bridal party for portraits in a limited amount of time, where to stand when the couple is first introduced as husband and wife, the toast photograph, cake-cutting sequence, throwing the bouquet and garter and always being ready to anticipate the unexpected. After the wedding, Uncle Harry will either hand the couple a stack of pictures or perhaps a CD filled with images that might never be seen by friends or guests. With a professional, the newlyweds will have the choice of a traditional album or the latest coffee table design album, with the option of ordering additional photographs for the bridal party, albums for the parents and a beautifully framed wall portrait for their new home.

While the educational campaign must be a national effort, it also needs to be a grass-roots endeavor by the local photographer. A national public relations firm might be able to place stories in bridal magazines detailing the reasons why wedding couples should hire a professional photographer; however photographers should spread the word in their own
area (see sidebar).

The question arises as to how to pay a public relations firm to educate the public on the differences between Uncle Harry and the professional photographer. Because the epidemic of brides using their uncles (and friends) affects the entire photographic industry, the entire profession needs to work together to provide funds. Rosa suggests that it will take a village—photography labs, album companies, lighting manufacturers, industry leaders such as Kodak and Fujifilm and our trade associations—all contributing money to the cause.

He also suggests that every professional photographer contribute as well, earmarking a portion of his or her advertising budget. To this end, Hallmark Imaging has already begun placing ads (see left) in local newspapers to help educate brides about hiring professional photographers. With everyone joining together, we can soon have all of the Uncle Harrys enjoying the reception instead of working the wedding.

How to Spread the Word
• Prepare a short program and offer to speak at women’s clubs and civic organizations. While you are selling the importance of professional photography, you are subliminally selling your studio because it is your face and name the audience will be familiar with.
• Attend as many bridal shows as possible. Speak to brides-to-be about the importance of hiring a professional and what the differences are between you and their Uncle Harry.
• Write and place an article in your local newspapers. Tell your prospective clients who you are, what photographic awards you have received or how long you have been
in business.

Harvey Goldstein from Branford, CT, has been in the photographic industry for 35 years. He is a former studio owner and presently edits numerous association newsletters and magazines, as well as being a freelance writer.