LESSONS FROM THE TORTURED POETS DEPARTMENT: Elevating Your Wedding Photography Delivery

LESSONS FROM THE TORTURED POETS DEPARTMENT

Elevating Your Wedding Photography Delivery

This past week at my house has been all about Taylor Swift’s latest album, “The Tortured Poets Department.” Like many Swifties, I eagerly awaited not just the music but the entire experience surrounding its release. However, instead of joining the masses and streaming the album digitally on release day, I chose a slower route. I waited for the physical vinyl and CD to arrive directly from Taylor’s store a day later – a decision that consequently impacted my thoughts on wedding photography delivery, more specifically; Elevating Your Wedding Photography Delivery.

The final delivery of photos to a client is the most significant exchange in our service as wedding photographers. It is the culmination of months of anticipation and excitement. This week, my experience unwrapping Taylor Swift’s latest album, reminded me just how powerful the physical aspect of delivery can be, and led me to reflect deeply on how we deliver our own work.

Beautiful model poses for our photography farm portfolio day

The Unwrapping Experience: A Lesson in Anticipation and Delight With Wedding Photography Delivery

When the package arrived, the experience of unwrapping it was filled with unexpected layers. Each element – the handwritten poem from Stevie Nicks, opening envelopes to discover the neatly folded patches, magnets, and prints – was a testament to the thoughtfulness put into the physical product. This wasn’t just about listening to music; it was about engaging with it physically and emotionally. The meticulously crafted package, complete with a bound book nestled in the gatefold of the album elevated the entire experience well before the needle hit the record.

This tactile experience drew a stark contrast to the fast and efficient digital delivery methods we’ve become accustomed to and led me to think about the parallels in wedding photography. It reminded me of the days when delivering wedding photos was a personal and intimate affair. I would invite clients into my home where the ambiance was set with a scented candle and a glass of good wine, creating a memorable experience as they unwrapped their beautifully packaged album.

However, in our rush to embrace efficiency and convenience, have we lost an essential touchpoint? This question lingered in my mind as I reflected on the current norms of digital delivery of wedding photography.

As well as wedding photography, Jo Greenfield also offers short films to her couples and as part of her delivery experience includes a Motion Book. I saw one at our recent Thrive conference and it is a thing of beauty. Jo says she was inspired to go above and beyond after receiving only digital links for her own wedding photography and video.

Model sits on a couch in a photography studio wearing a Vera Wang wedding dress. This image is used to illustrate an article on Wedding Photography Delivery

DIGITAL VS. PHYSICAL: FINDING BALANCE

I am currently, like many of you doing a digital delivery and it does have its merits. I try to make it special by suggesting clients make an event out of viewing their slideshow for the first time. I send it on a Friday evening and tell them to pour the drinks, sit together, sound on and take their time. Now I’m wondering if it’s enough.

When New York photographer,John Dolan was with us in London recently, he slipped away to meet with a client to deliver her wedding album. He very kindly gave me a preview of it and I was surprised by how it looked – not at all what I was expecting but in a glorious way. For a start the cover was bright pink – I know right?! I asked if this was the client’s choice and he said no, it was his. Looking through the album it certainly did make sense and John explained that he takes care of doing the design for them and the album is printed and bound by his own team and that he hand delivers all of his albums. I’ve been thinking a lot about this and how we take the convenient route over the personal one.

The Case for Going Tangible with Wedding Photography Delivery

In an era dominated by screens, the allure of something physical, that can be touched and felt, carries a novel charm. It speaks of luxury, care, and personal attention that digital files on a screen might not convey so much. By integrating fine art prints, custom photobooks, or even bespoke packaging, we can transform photo delivery from a mere transaction to a celebratory experience.

Implementing a New Delivery Strategy

What if we delayed digital delivery until after the clients have received their physical albums? This approach could redefine anticipation and excitement around photo collections, making the first viewing something truly special. Moreover, it prioritises the physical product, transforming it into a centerpiece of the photographic service rather than an afterthought.

As we consider these ideas, we face a choice: Do we continue to be the quick and convenient ‘Spotify’ of photography, or do we aim to deliver the ‘Taylor’s Version’ – thoughtful, personal, and unforgettable? This decision will ultimately shape how our clients perceive and value our work.

Finding the Best of Both Worlds: Digital and Physical Delivery

While we’ve explored the depth and impact of reintroducing tangible elements into our photo deliveries, it’s undeniable that digital convenience has its own set of advantages that we all appreciate. After all, I enjoy the ease and immediacy of digital streaming as much as anyone else. The challenge, then, is to find a harmonious balance that leverages the strengths of both digital and physical mediums.

Imagine a scenario where the immediacy of digital delivery complements the emotional impact of a physical product. This dual approach can cater to the modern need for instant gratification while still preserving the uniqueness of a tangible experience. For instance, sending a digital teaser – a beautifully crafted slideshow of highlights – can serve as an immediate, shareable token of the big day, keeping the excitement alive while the more elaborate physical album is being crafted. I love Pic-Time for their digital galleries where a beautiful slideshow set to music can be presented as the first element.

Crafting a Hybrid Delivery Model

Digital Preview: Shortly after the event, provide your clients with a digital preview of their photos. This not only satisfies the immediate desire to relive the memories but also sets the stage for the anticipation of something more substantial and curated.
Personalised Packaging and Presentation: When it comes time to deliver the physical product, make it an event. Design personalised packaging that echoes the theme of the wedding or the personality of the couple. Include handwritten notes, small keepsakes, or other elements that enhance the unboxing experience. Could you pick up some of their confetti on the wedding day for instance?
Follow-up with Tangible Keepsakes: After the digital excitement, follow up with something tangible. Whether it’s a bespoke album or a collection of fine art prints, something that clients will want to display and treasure.

Why This Approach?

Esmé Whiteside says “It gets to a point where there are many talented photographers, but what sets you apart is how you treat people. There’s nothing more luxury than being treated as if you’re the only couple your photographer has and they have all the time and effort just for you, it’s something I’m going to be considering going forward and putting more effort into the physical”.

This dual strategy not only enhances client satisfaction but also elevates the perceived value of your services. It acknowledges the modern preference for digital ease while honoring the traditional love for tangible goods. By embracing both digital and physical delivery methods, we can create comprehensive packages that satisfy all aspects of client expectations – immediacy, convenience, and the joy of something physical to hold onto. This approach allows us to remain flexible and innovative, ensuring that our delivery methods are as memorable as the photographs we take.