Today I was talking business with my wife. You would think her business wouldn’t have a lot to do with photography, but you’d be surprised… and not just product photography, either… You see, that business is owning a Knit Shop.
So we’re talking today about the Hobby Lobby knitter. This person finds the bargain yarn at Hobby Lobby, usually a brand called Red Heart, and creates relatively simple.. even boring.. projects using it. They use plastic and cheap metal needles also from Hobby Lobby and they rarely stretch beyond a few basic techniques. Even more rarely, they need help from a teacher outside of the simple “Learn to Knit” classes those big box stores offer.
These folks are not the target audience for an upscale knit shop, carrying nicer yarns and needles. They never will be. And that’s okay.
Another group shops for their yarn and needles from discounters on the Internet. They move from store to store, shopping for the best price, and buying what’s on sale - often times even if its not exactly what they want. If they get a good price, it doesn’t matter that the quality is a little lower. The price was important.
These people are also not the target audience for an upscale knit shop. They never will be. And that’s okay.
Lastly, there’s the knitter who seeks out the high end yarns. They seek out the needles made from aircraft grade aluminum (yes, there is such a thing). They also seek out service. They want the experience of being in a knit shop with a friendly owner. They want to feel welcome to come in and sit with like minded knitters and knit - and chat.
These are the target audience for a Knit Shop. These people are why its okay that those others are not your customers. These people are your customers and you should put your energy into the things that keep them coming back - customer service and a pleasant, inviting atmosphere.
So why am I posting this to my creative photography blog?
Its quite simple… the same exact scenario plays out in the photography industry every day. As photographers, we cannot worry about the person who wants their photos made by someone who is charging $50 for a 2 hour session with a CD. We have to focus on the client who appreciates something more. We need to focus on the client who appreciates the art of photography and wants it for themselves.
We have to focus on the customer experience.
