10 STEPS TO PROFITABLE PHOTO WORKSHOPS
Discover how to offer your students a positive learning experience while maximising revenue
Find out how to run a photo workshop that has maximum benefits for both you and your students
Providing one-to-one photography education to beginners is a very popular occupation and can be lucrative, even as a secondary source of revenue. However, this popularity makes the market a crowded place, with many photographers jostling for position in online search rankings. From a potential client’s perspective, there are only so many ways that the same topics can be taught, so it is essential to offer something beyond the obvious, if you want to stand out. You must be prepared to provide everything from the fundamental techniques to advanced insider knowledge, so as to ensure you are offering attendees exactly what they hoped they would learn. in a world where many techniques can be found for free in online resources, it is beneficial to create the impression of supporting your students beyond the end of the workshop, until they are confident enough to start applying your advice. your services must remain commercially viable for your business, however. in this feature we discuss the key considerations for making your workshops a cost-effective venture.
01 MARKETING AND ADVERTISING
With so many photographers trying to attract students to their workshops, it’s vital you let your customer base know you exist. Consider placing adverts in photography magazines and regional publications, to ensure you are accessing your target audience. regional sessions are a good place to start, as both you and your attendees have to travel less distance, with the perceived lower investment increasing initial enrolment.
02 CONSIDER TRAVEL
overseas workshops are very popular and often attract attendees from a wider area than regional events. however, you have to decide whether or not to include the cost of travel in your pricing. if you opt for this, remember to account for changes in travel costs from the range of departure points your students may be from.
03 USE WORKSHOPS AS A PLATFORM
to really increase the value of the workshops to your business, use them as a means of demonstrating your skill as a photographer, tutor and business person. a workshop is a rare opportunity to be face to face with a larger group of clients, so drive revenue through alternative channels by directing students to your other educational resources and photographic services.
04 BUILD A CONCISE ITINERARY
having a clear plan of the step-by-step structure of your workshop will not only provide students with a better experience and give them a good impression of you, but will help to make the most of your time. efficient time-keeping minimises costs at venues that charge you for your presence.
05 HOW MANY PLACES?
Decide how many students to accept on your workshop. While it may seem that more is better, be aware that larger groups are more complex to administer and more expensive to sustain. Many workshop leaders provide refreshments for their attendees and some offer camera equipment, which may be a financial drain long-term. small-scale and frequent sessions may be more profitable.
06 PROVIDE PRACTICAL AND THEORETICAL ADVICE
to give students a memorable experience, provide tuition on general photographic theory as well as location-specific advice. show them how to apply what you have taught them to the current shooting conditions and to all future photoshoots they may conduct. this increases the perceived value of the information covered.
07 MAKE INFO UNIVERSAL BETWEEN CAMERA SYSTEMS
Make sure you cater for all camera systems available today. Many photographers use mirrorless systems or advanced compact cameras, so be current in the advice you provide, to offer a competitive edge over other workshops.
08 BUILD RELATIONSHIPS WITH VENUES
Depending on the type of photography you are covering, you may find you need to pay for permission to run a commercial venture on private property. if you intend to run regular sessions, it may be economical to make arrangements with venue management. building a working relationship can lower costs, but also increase access and free movement on future workshops.
09 PACE YOUR CURRICULUM
Don’t cover too much in a single workshop. Unless you are running a general introduction to photography basics, focus on the specifics of your topic and encourage attendees to come back for a follow-up session. this not only drives extra revenue, but frees up time to engage with students to answer questions on a one-to-one basis.
10 OFFER FOLLOW-UP SUPPORT AND CONTACT
Many workshops stop being an information resource at the end of the day. be unique and provide a means for students to access course materials after the event. Make a social area for photographers to build a community and share and discuss information from the workshop. this adds longevity to the contact between yourself and your students, again adding value to their experience and stretching the window for you to encourage future use of your services.