Repeat clients for photo sessions — how to get them?

Customer Lifetime Value — what is it and how to calculate it? 

Customer Lifetime Value (CLV) means the lifetime value of a client. It is a measure that determines the total value of revenue that a given client brings to the company throughout the entire period of cooperation. This indicator allows you to understand how valuable returning clients are in a given industry. 

How to calculate CLV? There are several methods that are more or less complicated. For a good start, of course, it is worth beginning with the simplest ones. 

Consider the average value of a single transaction, the frequency of purchases, and the length of the relationship with the client. 

The formula for CLV looks like this: 
CLV = (Average Order Value) × (Average Number of Orders per Year) × (Length of the Relationship with the Client in Years). 

Why measure this indicator? Thanks to CLV analysis, you will understand how much it is worth investing in acquiring and retaining clients to maximize profits. This way, it will be easier for you to manage your budget. Furthermore, by analyzing different stages of the "client's life", you can match specific marketing methods to them, which will affect the effectiveness of your actions. 

Why is it worth getting returning clients in the photography industry?

• Low customer acquisition cost

In the Bain & Company report, it was shown that the cost of acquiring a new client is 5 to 10 times higher than serving a person who has already used our services before. 

• Higher revenue

Furthermore, returning clients spend on average 67% more than people ordering a service from us for the first time. Returning clients eagerly reach for additional services and higher packages. 

• Stable and predictable revenue

Returning clients generate regular orders, which translates into a stable cash flow and better budget planning. It will be much easier for you to invest in new equipment and the development of your skills. 

• Greater trust and creative possibilities

Clients who use your services multiple times have more trust in you, which allows for the realization of more complex and creative projects. Usually, you can allow yourself more during a session. This also works the other way around — clients feel more comfortable, which translates into the results of your work. 

• Long-term loyalty 

Stronger relationships with returning clients favor loyalty in the long run, which can lead to a larger number of photo sessions in the future. 

• Brand ambassadors

Satisfied clients who return for more sessions usually become ambassadors for your brand, which helps in building a positive image of the company. Thanks to their recommendations and word-of-mouth marketing, you can attract new clients without additional costs.

A returning client in the photography industry — examples

To encourage clients to book more sessions, create personalized offers and packages that respond to their needs at different stages of life. 

For example, a couple who decides on an engagement session may also be interested in a wedding session, and in the future, a newborn and family session. Such an approach not only builds long-lasting relationships but also shows clients that you can accompany them with your lens at different stages of life.

PATH 1: engagement session — wedding reportage — wedding session — newborn session — family session 

Similarly, corporate clients may be interested in different types of business sessions. A company that has done a business session in a studio may in the future order an outdoor session or one at their headquarters to show an authentic work environment. The next step could be a professional session of the entire team, management, or products. 

PATH 2: business session in a studio — business session outdoors or at the company headquarters — individual session for team members (you can offer a discount for employees)

Individual women's sessions also have the potential to develop cooperation. A client who decides on a women's session may later order an intimate session or a session with friends/family to capture their shared moments. 

PATH 3: classic women's session —  intimate women's session or a women's session e.g., for a birthday — session with a friend/friends —  family session

Of course, many more such examples can be written down. We are convinced that depending on what sessions you specialize in, you will find additional services that will be an attractive offer for your clients. You just need to spend some time to analyze their real needs and next steps. 

What to do to make a client return for more photo sessions?

For a client to return for more photo sessions, it is crucial to build strong relationships based on trust and professionalism.

Good communication is the foundation — regularly stay in touch with clients, answer their questions, and proactively suggest new ideas for sessions. 

Prepare special offers for regular clients. You can offer discounts on subsequent sessions and additional services in a package. Also encourage clients to follow your activities on social media or to subscribe to a newsletter, where they will be able to follow your latest projects and promotions.

It is also worth considering introducing a loyalty program that rewards clients for each subsequent session. This can be, for example, a package of 5 free photos for the next session or an attractive discount on future services. 

Such an approach not only increases the chances of a client's return, but also builds their loyalty to your brand. 

SUPER TIP
Create personalized packages that respond to the specific needs of the client, e.g., an engagement, wedding, newborn, and family session in one package with a favorable discount.

How will Mafelo help you get returning clients for photo sessions?

Are you wondering how to use Mafelo to get returning clients? Our system will definitely make this easier for you. 

First of all, thanks to Mafelo you can keep a clear, organized client database where you will put all important information. Personalized offers can be sent, for example, before a birthday or an important anniversary. Important dates are worth keeping in the Mafelo database. 

Another thing is the possibility to export all e-mail addresses to the Mailerlite newsletter system. This option will allow you to regularly send information about seasonal sessions, e.g., Christmas sessions, autumn sessions, or lavender sessions, which are gaining popularity year by year. 

See how to integrate Mafelo with Mailerlite. 

You can also carry out similar activities on social media, giving clients a convenient link to book a session date.

In the future, we also want to introduce in our system the possibility of granting discounts for regular clients and automatically sending notifications (or invitations to use another service) at a specified time after a completed session. Let us know if such options would be attractive to you.

We are very curious if you have many returning clients. Do you track indicators like CLV? Share your experiences in this area with us. You can send us a message or write about it on our Facebook group.