Marketing with Add-on Value

​Nothing beats what I call “Add-on Value Marketing.” Here’s a perfect example.

Listen to this short video with an outstanding concept from Bob Davis as he talks about how he shares images with every vendor at any event he’s shooting.  Think about the power in this concept. Instead of holding his images “hostage,” Bob is “blessing” each vendor with free images from the wedding they’ve all worked together.

This is co-branding at its very best. They give vendors images to use as long as they get credit for the photography wherever it’s used. Bob goes into more detail on the video, but the idea is brilliant.

If you’re a wedding photographer or any part of your business involves event coverage here’s an outstanding way to build more relationships.

​At an SCU program several years ago Clay Blackmore told a story about a caterer who asked him if he could grab a few images from a wedding they were both working. Clay took it a step further and created a two-minute video of the caterer’s staff setting things up. It was so well received and the caterer so appreciative, he started referring business to Clay and has become one of his strongest supporters.

Professional photography is a word-of-mouth busniess. So much success today is about relationship building. As Scott Stratten says in his book, Unmarketing, stop marketing and start engaging! It’s a great book and well worth the investment for your library.

“If you believe business is built on relationships, make building them your business.”
Scott Stratten