The lure of the shiny picture

A couple of weeks ago, I get a phone call. I’d filled in a survey at a shopping mall which had entered me into a lucky draw to win a free photo shoot at a studio that specialises in portrait photography. These guys take spunky-looking family portraits – you can see something like it here and here. Initially, I was a bit reluctant. It all looked a bit like a Woolworths ad, and I wondered whether I wasn’t setting myself for feeling wildly inadequate in the face of all the beaming margarine-ad nuclear families the studio seemed to specialise in.

Anyway, I figured it was a gift, and we might as well go along and see whether they would take some nice pics. So we did. As instructed on the very organised email, we took a few changes of clothing and ventured out into the pouring rain on Sunday morning. We made it, despite a flat tyre and a garage door that almost didn’t want to let us out of the house.

The photographer was a young guy called Daniel. While Kolya explored the marvelously empty, white studio, and attempted to topple the massive lights, Daniel reassured me that he’d be mightily impressed if K could even budge them. Apparently the only time he’s managed to knock them over was when he was demonstrating his breakdancing moves to an enthusiastic 10-year-old.
Having photos taken was fun; we tried out a few different colours of T-shirts (for Kolya) and dresses (for me). And that was that.
Daniel explained that he’d need to work on the pics, discard the botched shots, do a bit of touching up, and then we’d have a viewing during the week, for which he set up a time. He sent us on our way with a brochure explaining the various types of prints and images the studio offers, and said we’d be able to decide at our viewing on Wednesday what we’d like to go for.

Downstairs from the studio, the wonderful French patisserie, Cassis, was open. I bought a box of pear and almond tarts to take home for tea. And, later, over tea (and the astonishingly marvelous tarts), I took a look at the brochure. I’m not quite sure what I expected, but I certainly did not expect to find that the most basic print – a square 25 cm x 25 cm print set in a frameless glass mount – would be listed at R599 (apparently a “discounted” price – it’s usually listed at R749). For a traditionally mounted print in a glass-fronted frame, the starting price is R1159 (again, a “discount” – apparently it’s usually R1149). And if you just want to walk away with a CD-ROM of 35 of the images, that’ll set you back a mere R3599.

I called a friend who confirmed a similar experience, except hers had taken her unprepared. She was offered the free studio time as a passed-on gift from a friend of hers. Like us, she got over initial reservations about the somewhat cheesy product, and went along for the shoot with her husband and lovely children, and had loads of fun doing it. She told me about the viewing though:
“It took ages for me to get round to the viewing, because I just had too much on. But when you get there, they put you in these very comfy couches in a dimmed viewing room with funky music, looking at pictures that show your family as pretty much the ultimate, gorgeous happy family. Which of course you can hardly resist buying.”
At the time, she said, she found herself feeling heavily pressured:
“They’ve spent an hour’s studio time, and they’ve spent all this time touching up your photographs, and then they’ve just spent an hour showing you the photographs. So you don’t really feel you can just walk away without buying anything. I got quite carried away, and said I’d go for about R5000 worth of photographs. But then – thank god – the credit card machine jammed. Three times – it just wouldn’t go through. I was sweating with relief… I told them I’d do an EFT, but when I got home I called and admitted, look, this just isn’t a priority for us right now. I think they were really irritated with me. Eventually I went through their winter specials, and I ordered one print, and then I asked if I could take the price of the one free print they’d offered, and use that to offset a bigger size print. Still, they really suck you in.”
I haven’t been for our viewing yet – it’s on Wednesday. And I have no doubt there will be some gorgeous photographs of Kolya that will be very, very hard to resist. At this stage, I’m curious to see what exactly they offer. I can’t help already feeling somewhat conned by the whole setup. I wonder, if they’d explained it upfront, whether I would’ve gone ahead and let them take the photographs. Anyway, I’ll let y’all know what happens. In the meantime, here are some gorgeous photographs of my child. Not professionally taken, but still cute, huh?

About Lisa

I live in South Africa with my husband and two small children, doing things, thinking about things and sometimes writing about them.
This entry was posted in branding and marketing and tagged , , , , . Bookmark the permalink.

3 Responses to The lure of the shiny picture

  1. Jeannine says:

    Geez, sounds like a timeshare version of portraiture – you get the free gift when you buy the crappy flat on the Vaal.
    Your pics of K are gorgeous, hard to take a bad pic of something that cute! Spend the 5K at Cassis – it’ll keep you in tarts for a few teas.

  2. Lisa says:

    Yeah, the whole “you’ve won a gift” timeshare hardsell routine did spring to mind. But to their credit, when it came to the viewing, they weren’t terribly hard sell about it at all, and were very understanding when I pointed out that I’m renovating a house and just not in a position to spend thousands of rands on photographs I never planned for. And it turned out there was a free framed print included as part of the gift, so I happily chose the nicest of their shots, and look forward to finding a suitable spot for it in the new house…

  3. Lisa says:

    This is exactly why I put my basic print prices on my website so that potential clients can know what they are getting into. I think it’s cruel to take gorgeous pictures of someone’s kid and then tell them they have to pay a bunch of money if they want them. How could a parent possibly let those pictures go? I bet they have a hard time getting repeat customers that way.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s