Remarketing after the first thirty days of a graduation is an integral part of creating additional sales. Remember that the only costs associated with remarketing are prints, hosting fees, credit cards fees and mailing costs. Your other costs are already covered. Hence, you have a very high profit margin on the sales resulting from remarketing.

There are several ways to reach your customers after May that will increase your sales as well as profit margin. This will maximize your profits on graduation shoots.

Remarketing can be done many different ways. Additional emails and postcards are two great ways to reach your customer. Below you will see examples of what these additional efforts can mean for your sales and more importantly, your bottom line. Your total profit on an event can be increased by as much as 22%!

• This example uses a 300 student graduation with two shots:

  Sales: Let’s assume ….
  Participation/buy rate of 42 % = 126 orders
  Selling price of $7.95 per 5×7 and $14 per 8×10
  Order average of $35.71 (without shipping)
  Sales subtotal $4499
  Gross sales $5129 (with $5 shipping)

  Variable Costs: Let’s assume ….

  Photography	$280.00
  Mileage	$30.00
  Id’ing $12 /hr for 3 hrs.	$36.00
  Data entry $12/hr for 2 hrs.	$24.00
  Proofs at  $ .80 (including mailing) each X 300	$240.00
  Print costs (15%)	$674.85
  CC Processing fee	$153.87
  Hosting fee (7%)	$315.00
  Order entry $12 /hr for 3 hrs.	$12.00
  Shipping	$22.00
  Total Variable Costs	$1,787.72

  Total costs $1787.72
  Gross sales $5129.46 (with shipping)
  Profit $3341.71 or 65%

Maximizing the event with remarketing

Now, let’s assume that we are able to increase sales 20% using cost-efficient postcards!
$6155.35 or an increase of $1025.89 (with postcards)
NOTE: Additional sales include a $5 archive fee for each order
22.44 orders at $45.71 each with archive fee & shipping

NEW Variable Costs: Let’s assume ….

$1025.89-$254.80 =$771.09 Net Profit after postcards
75% is pure profit on the additional 20% of sales

Increasing Sales with email marketing

Now, let’s assume that we are able to increase sales 10% using emails only!
$6155.35 or an increase of $512.95 (using emails only)

NOTE: Additional sales include a $5 archive fee for each order
11.22 orders at $45.71 each with archive fee & shipping

Variable Costs using emails: Let’s assume ….

$512.95-$121.79 =$391.16 Net Profit
76% Profit on the additional 10% of sales

The Results
The original profit on this graduation event was $3341.71.  Adding the additional profit with extended email marketing and postcards of $1162.25 = Total Profit of $4503.96.
A 34% increase in profit!
You now have 87% total profit now!
These additional sales account for 17% of your total sales! They also account for 26% of the total profit!

Candid Color Systems is now hosting your images for five years. As a photographer, you should take advantage of remarketing your events as well as having a five year marketing plan on all of your events. To discuss your remarketing efforts, please contact Customer Development at 800-336-4550.