McCurry Associates Marketing Idea Exchange Archives

Volume 13 - July 25, 2002

Bill McCurry McCurry Associates wmccurry@mccurryassoc.com (800) 553-1332

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Idea #1 - Pick and win your battles -

Lynn and Jerry Harmen, Madison PhotoPlus, PhotoSummit, New Jersey

   Editor's Note: Jerry and Lynn Harmen have two stores 45 minutes from New York City in New Jersey. Competition is fierce. They publish an employee newsletter called "Gnus 4 Youse" . . . Brand competition is different across the country, thus you should investigate what brands allow you to make the margin in your market area. You can adapt this strategy so that you can win the battle against any competitor by writing the rules to the game you want to win and not playing the other guys' game. As in all ideas in this newsletter, McCurry Associates is not endorsing any specific strategy or particular product but rather reporting ideas received from subscribers. Here's their newsletter.

   We are at war with our competitors regarding selling film. Warehouse clubs, drug stores, supermarkets, etc. always seem to be priced below us. With their suppliers' help, they get to choose their battlefield. We cannot beat them at their own game, so let's not play! We must choose our own battles and our rules. Here are some suggestions:

1. The chain stores don't sell Agfa, so let's aggressively promote and sell Agfa film. (When we sold a lot of Agfa we got almost all of it back for processing. When people buy film other than Kodak Gold or Max & Fuji Super HQ and Superia, all industry statistics prove that they have the film processed where they bought it.)
2. When customers want rolls of 36, sell them a professional film. They can't price shop those films at anyplace other than a camera store.
3. Mention the price of the film after any rebates. Explain that it involves a mail in rebate, and offer to send the rebate forms in for the customer.

   At the finishing counter, sell products and services our competitors cannot deliver. We offer Kodak Premier bordered prints in 4x6 with an index print and second set free! We offer a great price on 5x7 color print processing with a second set free and index print. With either size, we can substitute an e-mail ready floppy diskette at no extra charge. Two months ago that floppy sold for $5.95! We have the weapons to win this war when we get to pick the battles!

Idea #2 - Hottest Lab Imaging Center In The South

David Guidry, Lakeside Camera and Imaging, Metairie, Louisiana (www.Lakesidecamera.com)

   It never hurts to keep your name in front of a potential customer even while they are dining. Lakeside Camera and Imaging The hottest imaging center in the south has a common household condiment in New Orleans Louisiana as an opportunity to get the word out about many of their services and products. Lakeside Camera Hot Sauce is produced by Hot Concepts in Metairie Louisiana. Lakeside Camera has been able to advertise directly with the decision makers of College universities, Major Corporations, Governmental Agencies and even the many tourists whom travel in and out of our city. Potential customers can remember our name because of our own brand of hot sauce, which displays our logo and list of services available as well as contact information.

   Editor's Note: David Guidry gave a bottle of Lakeside Hot Sauce to Bill McCurry. Bill took it to audiences around the country to share this idea. Bill first showed it in New England where the audiences felt it would be a good investment since a bottle of hot sauce would last 6 - 18 months in the average New England kitchen. Bill took the bottle to a seminar in San Antonio and told the audience, "This will keep your name in front of your customer for about a year". At that point, a deep southern drawl from the back row said, "Boy, you shure ain't from 'round these parts . . . That tiny thing won't last a week in Texas." However long it lasts, it is unique enough everyone who has it remembers Lakeside Camera and Imaging.

Idea #3 - Overheard at the PRO Buying Group Convention

   Last week the PRO Buying Group had their convention at Sanibel Harbor Resort in Florida. One of the speakers, Jim Schwarzbach of Jim's Photo Lab in El Paso, Texas offered this suggestion to make CD's the "digital negative". Jim suggests that every time you deliver a develop and print you ask the customer, "Gee, was there supposed to be a CD with this order?" This will give you the opportunity to explain the benefits of a CD as well as make the customer understand CD's are now the norm with develop and print.
   (In the interest of full disclosure - PRO is a client of McCurry Associates.)