This article is relevant to our North American customers as it is based on the US market. For strategies aimed at the UK market, click here.
Overview
Ready to create your product packages? Let's go! We've collected some tried-and-true tricks of the trade to help you get the most out of package creation.
Basic Strategy
Here are some important points to keep in mind when creating product packages:
- Packages should be an assemblage of the items that customers can purchase individually, but at a lower price point. With packages, customers should be enticed to order more than they would if they shopped à la carte because they’re getting a good deal when they choose the package.
3-5 packages are just the right amount to appeal to customers at a variety of different price points. When photographers include much more than that, customers can get overwhelmed and have a hard time choosing. Each of the packages should have a unique appeal and clearly stand out.
Only include print products in your packages so that you can add downloads as an upselling option, and customers who want gift items will be incentivized to add them on top.
Packages should also make sense from a price and value standpoint, starting with the lowest value and gradually increasing, so we’ll start with the cheapest package and build on from there.
Name your packages something catchy. We've called the packages below A-D for clarity, but you should definitely go with something to draw your customers in.
For Prepay jobs: All the recommendations below apply, except for multi-pose packages. Prepay packages will be single-pose packages by default (even if you haven’t checked the “single pose” restriction in your package).
For Prepay+ Jobs: If you would like to offer multi-pose Prepay packages, make sure you have Prepay+ enabled.
Sample Product Packages
We've created a breakdown of our recommendations for which items to include in each package level, depending on your job type. We've also added our suggestions for upselling and restrictions to give the most purchasing incentives.
| For photographers aiming to meet school district requirements without undermining their premium offerings, we recommend adding a Basic Package. It demonstrates your commitment to affordability for your organizations, while naturally guiding customers towards exploring your more exclusive, higher-value packages. | ||
| Package D should be a single-pose package. This is a setting that you can turn on in your product package settings, which restrict customers to choose only one photo to fill all the products in their package — they can’t mix and match. We will add the multi-pose option to our higher-tiered packages. | ||
| Preschool | Items: 2x- 3x5 4x - Wallets Restrictions: single pose | |
| School | 2x- 3x5 4x - Wallets Restrictions: single pose | |
| Sports | League: 2x - 3x5 1x- 5x7 Group Photo Restrictions: single pose | Scholastic: 2x - 3x5 4x - Wallets Restrictions: single pose |
 | For the cheapest package, we recommend excluding the most popular print item - the 8x10. This package should be an option for parents on a budget who are looking for a deal, with there still being an incentive for them to hop up to a higher-priced package, which includes their favorite print items. _________________________________ *excluding the basic package | |
|---|---|---|
| Package C should be a single-pose package. This is a setting that you can turn on in your product package settings, which restrict customers to choose only one photo to fill all the products in their package — they can’t mix and match. We will add the multi-pose option to our higher-tiered packages. | ||
| Preschool | Items: 2x - 5x7 4x - 3x5 Restrictions: single pose Upsell: Download all ordered photos (individuals only) | |
| School | 2x - 5x7 4x - 3x5 Restrictions: single pose Upsell: Download all ordered photos (individuals only) | |
| Seniors | 4x - 5x7 4x - 4x5 8x - 2.5x3.5 die-cut wallets with name and graduation year Restrictions: single pose Upsell: Add an additional pose Download all ordered photos (individuals only) | |
| Sports | League: 1x - 5x7 2x - 3.5x5 4x - Wallets Restrictions: single pose Upsell: Add an additional pose Download all ordered photos (individuals only) | Scholastic: 1x - 5x7 2x - 3.5x5 4x - Wallets Restrictions: single pose Upsell: Add an additional pose Download all ordered photos (individuals only) |
| Dance | Dance Packages are slightly different in scale due to their multiple poses. We recommend adding a Digital-only multi-pose package with 6 downloads. | |
Pro Tip:
If you plan on uploading more than 1 group image to an album, don't include a group image in your single pose package — the group photo will always default to the first one in the album, and the customer won't be able to change it. Instead, keep the group photo in your à la carte section so that customers can freely choose.
 | Package B will include more poses and popular prints than Package C, but won’t be quite as nice as Package A. We will keep the base offering of Package C, but add in a few extras — incentivizing customers to order up if they want a deal! | |
|---|---|---|
| We will also make this a multi-pose package so that customers can mix and match between poses. We estimate that customers will usually choose around 2 poses for a package this size. | ||
| Preschool | Items: 1x - 8x10 2x - 5x7 4x - 3x5 4x - Wallets Upsell: Add an additional pose Download all ordered photos (individuals only) | |
| School | 1x - 8x10 2x - 5x7 4x - 3x5 4x - Wallets Upsell: Add an additional pose Download all ordered photos (individuals only) | |
| Seniors | 2x - 8x10 4x - 5x7 24x - 2.5x3.5 die-cut wallets with name and graduation year Upsell: Download all ordered photos (individuals only) | |
| Sports | League: 1x - 8x10 2x - 5x7 1x - Magnet 1x - 5x7 Group Photo Restrictions: single pose Upsell: Download all ordered photos (individuals only) | Scholastic: 1x - 8x10 2x - 5x7 2x - 3.5x5 1x - 5x7 Group Photo Restrictions: single pose Upsell: Download all ordered photos (individuals only) |
| Dance | 4x - 5x7 3x - Digital Downloads Restrictions: - | |
 | Package A will be the most expensive package, so it should have the best offering when compared to all three packages. Here we’ll include all the favorite print options. | |
|---|---|---|
| We will also make this a multi-pose package so customers can mix and match between poses. | ||
| Preschool | Items: 2x - 8x10 4x - 5x7 2x - 3x5 2x - 3.5x5 Magnets Upsell: Download all ordered photos (individuals only) | |
| School | 2x - 8x10 4x - 5x7 4x - 3x5 1x - Digital Download Upsell: Download all ordered photos (individuals only) | |
| Seniors | 1x - 16x20 2x - 8x10 8x - 5x7 32x - 2.5x3.5 die-cut wallets with name and graduation year Upsell: Download all ordered photos (individuals only) | |
| Sports | League: 1x - Memory Mate 1x - 8x10 3x- 5x7 2x - 3.5x5 2x - Magnets Restrictions: single pose Upsell: Download all ordered photos (individuals only) | Scholastic: 2x - 8x10 2x - 5x7 2x - 3.5x5 1x - 8x10 Group Photo Restrictions: single pose Upsell: Download all ordered photos (individuals only) |
| Dance | 2x - 8x10 4x - 5x7 4x - 3.5x5 Upsell: Download all ordered photos (individuals only) Upsell: Download all photos (individuals only) | |
The Takeaway
Crafting effective product packages demands strategic thinking. Start with a basic package, gradually increasing value in mid-tier options, and culminating in premium offerings. Ensure each package appeals to distinct customer needs and preferences while encouraging upsells for higher-value items.