The last time it rained while I was at a wedding, I was in a little town called San Juanico in Baja California on a surf trip. San Juanico is just a dusty, and dirty fishing village about 800 miles south of San Diego, and is renowned for it’s very long right hand point break. The break is called Scorpion Bay and has attracted a small American ex-pat community. On this particular trip I was honored to be invited to attend the wedding reception for one of the surfer ex-pats and a local girl roughly half his age.

The day of the reception was hot and lazy, just like all the other days in San Juanico, but the breeze off the ocean helped – so did beer. I made my way from the camp, down the lunar dust dirt road, right along the point where you can look over the 50 or so concrete block houses and corrugated roofs that made up the town. They all seemed to be held together with mortar, wire and will. On the right was the bay which was usually teeming with whales or dolphins and surf, today there was neither, so no one was missing anything as a result of the wedding.

I was greeted with smiles, open arms, and a Tecate at the home of the bride’s parents. Everyone was pitching in, preparing for the new couple to arrive. I kept asking in my broken Spanish if I could help with something.
“Necisitas ayuda?” I would ask various people.
“No, no. Sienta te, toma una cervesa. Relaja” They would all say.

So I spoke with some of the other surfers, learned a little bit about the town and history. Tried to talk with the family occasionally and took the advice. I relaxed, drank beer and ate carne asada.

The evening came and the bride and groom made their entrance. This was a poor town, but they went all out with the dress, and I think there were a few broken hearts that day, she was beautiful! The band struck up and people started to party and offer felicidades. It was still hot and people sweated while they danced and moved around under the tent even as the sun made it’s way past the glowing Mexican Pacific.

Then, just as the couple started their first dance, and without any sign of warning, the heavens opened up and dumped buckets of rain right on top of the town!

We all looked at each other for a short astonished moment, then our collective gaze turned back to the bride and groom still mid-dance. They seemed so much more vibrant and alive and in love with each other than before, if that was even possible.

The band began playing louder and more powerfully. The beer and tequila began flowing more freely. Dozens of guests, from the young pretty nińas, to the old leather skinned abuelos began dancing and shouting and hollering. Members of the brides extended family ran into the house and came back out with large glass jars and lifted them into the sky to collect the rain which had then turned into a deluge.

It took some investigation by all of us surfers to understand why the rain had made everyone so loco and happy and excited. We finally got word that San Juanico was in the middle of a three year long drought! And the marriage has now become a blessing to not only the families, but now the entire community. The people collecting rain in jars planned to pass the water down to future generations!

I thought of that couple from San Juanico this weekend as I stood at Chris Elders’s side during his wedding. Standing in line with his brother-in-law Chris and Derrick, the other groomsmen, I could see outside the church that it had begun to rain heavily. In that moment I knew that the rain was a powerful binding force, that was beyond my understanding, but it was clear that it would hold a great symbolism for both couples forever.

I looked back over to Chris and his beautiful new wife, Jacqueline, at the altar, and couldn’t help but think about the stories that probably still circulate in that little town about the wedding that ended the drought.

And then I thought that we would talk about Jacqueline and Chris’ wedding day too.  We would all have our own touching moments and stories. And, while the rain did not end a drought it was most certainly a blessing upon both families.

P.S. I would like to give Jason and Andrew of Table 4 Photography props for doing such an amazing job. The photo of Jacq and Chris above was taken by them.

“Back in the day” as they say, is when I met Chris Elders. We met each other while working in a live/work loft on 12th and J Street in San Diego. He and his sister Tanya were running Ignite My Site, a small web development firm in the front and living in the back at the time.

When I moved into one of the open units, and we became neighbors, a strong friendship began to form. He introduced me to the magic of “House” music, and Landmark Education. And I like to think that I helped him strengthen his eye with his hobby and passion of photography.

We have always been on similar wavelengths.
We have  the same entreprenurial and adventurous spirit.
We have been down like paths; military families, we’ve both lived in Japan, Tiger Cruises to Hawaii, San Diego roots.
We have even met each other, before we met each other – a casual “Hi” on a roof party one Street Scene, years before we actually met.
And we made our exit from San Diego at the same time. He went off to live a life in New York, and I went off to Thailand after the tsunami.

While our paths diverged in the physical sense, we have always been there for each other. I remember midnight calls from him while I was in Thailand. And we have always been a chat message or a Skype call away from each other.

I would tell a great story here, but most of the stories would have legal implications for both of us if I shared it publicly. I can say that Chris is one of the most trustworthy and honorable people in this universe, and I always knew that he had my back no matter what was going on.

When Heather and I got married, he was my first choice to have there. Since we had Moen (who has now passed on) be the best dog, we decided to have Chris perform our ceremony.

And now it’s his turn to make the commitment.

He has met the love of his life; Jacqueline Nguyen.
And I couldn’t be more happier for him. (As I write this I’m actually welling up with joy and tears). We’ve both experienced each other’s ups and downs with relationships. And while I’m going through my divorce with Heather, I’m so excited that he has found the one person he wants by his side.

I’m also very excited that he has chosen me to be one of his Groomsmen. It will be my first time as a Groomsman, and it’s been a while since I’ve been to a wedding where I wasn’t the photographer (I even shot some at my own wedding). It might be a little strange not having a camera in hand.
I did help them find Jason and Andrew at Table 4 and I know they are going to do an awesome job.

Jacqueline and Chris, Much Aloha – I’ll see you guys in a month!

To read more about them, here is their story.

Hi All,

April is here once again. And I’m a little behind on updates, but it’s time for Free Album April…

Here are the details:
In addition to the album you get in your package you can get either-
1 Free 10×10 duplicate wedding album, or
2 Free 5×5 parent albums.

Each are a $900 value. And of course I would only use the best album binder in the world, Leather Craftsmen.

This will be valid only for signed contracts through April.

Give me a call, so we can get you all set up!

William
512.438.9662

Note: I know this a bit out of the realm of a wedding photographer, but this idea is just so simple it could work.

Hey Big Business,

I know you’ve laid off lot’s of people in the past few months. And as an entrepreneur, I understand the need to control costs. But what if you could control your costs, keep your employees (even strengthen their loyalty to your company), and possibly increase your revenue during this slow down?

How?

Eliminate your advertising budget. Then proclaim to your employees your undying devotion to keeping them on staff. While you’re at it, let every media channel know what you’re doing.

Here’s the benefits:

• Increased employee loyalty: If you were to hold a company wide televised meeting, and tell each and every employee that their job is safe, you will develop a safe culture where your employees will be able to focus on helping your customers, and not on fear.
• Those loyal employees can serve as your evangelists: What’s more powerful? Seeing a splashy Target ad on TV, or having the entire 200 Target employee force, sharing how great the store is to all of their friends? That’s Viral Marketing! Facebook and Twitter not needed.
• Happier American Culture: I blame corporate retail super centers for the decline in American intelligence and morale. If your store were to bank the future of the company on your employees, educate them, and empower them you would be affecting the nation’s people in a positive direction at the same time.
• Image enhancement: Let’s face it. There are a lot of us that revolt from retail corporations (It might have something to do with removing money from local economies – Sorry, I know I’m trying to help here not criticize). Imagine what the benefit would be for your company image? If you declared that 50 jobs in a some town would be spared, the loyalty to your brand would be immensely strengthened.

Who needs ads when you can have a huge sales force?

What would it cost? Well let’s look at the numbers:
Walmart has an advertising budget of Half a Billion Dollars a year.

$500,000,000 (yes, lot’s of zero’s)
Divide that by:
$ 25,000 (salary of someone making $12.50/hr)

=20,000 Employees!!!

That’s 20,000 employees you can save. That’s 20,000 people that won’t be afraid about losing their job. That’s 20,000 people that can be loyal to you and be trained to be a positive sales force for your company!!! BTW, if you want some customer service/selling training done, I’ll make a DVD and hold weekly conference calls for a year for a $100k, I’ll even throw in a T-shirt.

What about advertising agencies you ask? Well… Do you really think there are many businesses that have the balls to try something like this?

…Didn’t think so.

I think the advertising agencies will be alright.

I’ve been doing a lot of meditating, brainstorming and reading about effective marketing and promotion for my wedding photography business. What I’ve concluded is that it all boils down to relationships. This is a bit of a revelation for me, as I have spent the majority of my 20’s burning bridges, and stubbornly thinking I could do everything on my own, while hiding behind my computer.

I agree with Seth Godin’s marketing mantra of “You can’t buy attention.” And since all print advertising is doing is shouting “Look at me, look at me,” you have as much a chance of becoming a big name photographer as a five year old. So first, here is what I personally will not participate in*:

• Print ads in local, or national wedding magazines. (You will fall through the cracks, while making the magazine richer, as you are drained of your hard earned resources).
• Paid ads in online places such as The Knot, again, unless you are in an untapped region, you will be a drop in the bucket with a plethora of other photographers all competing for the same brides as you, save your money.
• Mailings? Even worse. If you are lucky, you get 1/2% response rate from everyone you mail to. Assuming a run of 500, theoretically you would end up with 2.5 inquires. I have done this before and have not received one.

*Perhaps when I feel I’m ready to launch nationally, I may begin advertising, (but probably not).

OK, Let’s look at the things you could do that would be more efficient:

1. Make lots of new friends and be generous:
   Like I said before, I spent most of my 20’s burning bridges. Now, I find that I am repairing the old, and building brand new ones. The people that I meet now, I make it a point to find out what interests them, what their passions are, what resources do I have that could benefit them.
   I rarely turn down a conversation anymore, you never know who is a person of influence, or where your relationship will go.
2. Begin relationships with Wedding Coordinators and Venues:
   While Coordinators and Venues will more than likely already have some photographers they have worked with before, if you want to make a splash in your town and want to have your name/studio name permeate and be well known, you are going to have to hit the pavement and do the “dog and pony” show with your work. Show them you are interested in their work or facility. They are more than happy to meet with other industry people.
   It’s important to note while you are meeting these people, that you aren’t selling your photography, you are selling you and your personality. So turn on the charm.
3. Bridal shows:
   I am slowly changing my mind on this one. I have bought into the stories of low-budget brides just shopping for prices. But the more I think about it and discuss the notion with my confidant, the more it makes sense to do the more larger shows.
   I’ve been reassured that there are brides that range all kinds of budgets. And the key factor is that there are brides there, my target market! As someone that is swearing off advertising, it’s imperitive to be actively engaging with them, and obtaining information from those potential brides for consultations rather than just being a human brochure and spouting off prices and packages.
   –I’ll keep you with results from my first one, (which may be in June).
4. Join PPA or other photographic networking group:
   “I don’t care to belong to any club that will have me as a member” – Groucho Marx
   Here is the ultimate sign that hell has frozen over – I’m joining a club… Yeah, It hurts a little bit.
   Trying to maintain an outcast image has hurt me in the business world.  Now, I see that I can attempt to stand out in a targeted niche group.
   I was brought to a PPA meeting by a good friend of mine as a guest and met David Willis of Leather Craftsmen, and Ross Benton, a very well known wedding photographer from San Antonio. These relationships are just the beginning of what could be a significant boost to launch my career. I’m sure there will be more special speakers, but, I think the real juice lies in the potential referrals that could come by knowing your fellow members in the PPA (or whatever networking groups you decide to join).
   
5. Teach:
   The more you are in the public eye the better. And teaching other photographers makes you generous, an expert, and your students can end up as your most loyal evangelists. Plus, if you have a deep knowledge base of one particular subject, imagine how powerfully you can effect the photographic community you belong to, which makes you an influential figure.
   I am working on putting together a Customer Service workshop. It may not be the most sexiest of workshops, but I believe it’s the most vital to growing a business.
6. Cause a controversy:
   I was kicked out of the Tribeza Bridal Show. It may not be a big deal in the local news or anything, (I did rather wish some police or security was involved for greater exposure), but it did raise a few eyebrows with photographers and vendors. As long as the name William Bay is on the lips of people in the wedding industry, I’m happy. And if the buzz is edgy and controversial, that’s even better. I want crazy rumors floating around about me. “Did you hear that a Bridesmaid at a wedding slipped William Bay a rufi?”
   It’s alleged that Ozzy Osbourne bit off the head of a bat! Crazy, huh? It never happened, but look at the buzz that he has around him.
   What can you personally stir up in your photographic community. Is it as extreme as me?
   No? OK how about challenging the most well known photographer in your area. If he says one thing, say the complete opposite (as long as you believe it). Say you could outshoot them blindfolded, then back it up. Make sure there are lots of witnesses.
7. Blockparty:
   Remember the postcard mailers I discussed earlier, in the what not to do section. The postcards would have run you about $80 for 500 at Overnight Prints. The postage would have been about $150. That totals $230 to have people quickly glance at your well designed card before they toss it in their recycle bin.
   Instead, take that $230 (this may run you some more actually), and go to Costco, pick up enough food to feed 50 people and hold yourself a blockparty. Run flyers 3 weeks out and make sure people RSVP. People love free food and good music.
   Spend your time meeting your neighbors, getting to know them, letting them know that you are a photographer, and take pictures of everybody. Post them on your website for everyone to download. (Yes, I said download).
8. Find an office:
   Since I have moved in to my tiny little office in the back of my friends floral shop, I have met a ton of people. So the networking possibilities are endless. At $300/month, the expense is not bad, and having a legitimate place to meet clients, an area that I can work semi-uninterrupted, access to potential clientele, and the loyalty of the shop owner by providing free photos of her floral arrangments is truly priceless.
9. Get published:
   I’m working on this one right now. I swung for the fence, by trying to get into Grace Ormonde – Wedding Style. If I get in, I will be truly stoked, if not I will keep trying. I already have my next shoots lined up and the ideas are just bursting at the seams ready to jump out and into the camera.
   The important thing is to get into real publications, not the ones where you have to advertise to get some editorial work.
10. Top Secret:
    Yeah, I know… I tricked you. Hey, I’ve got to keep some trade secrets.

I do hope you got some value out of this. And remember the general rule of thumb in marketing is that all your efforts will provide you with about 5% returns.
You must be prepared to put forth a great deal of energy and effort to obtain each and every customer. Keep it in perspective too, this should not be about getting clients quick, it should be about building your future.

Be relentless, be positive, and always be thinking about the future, not the next booking.