Recently Bill McCurry was in North Carolina. He was able to visit Camcor, Inc. of Burlington, NC. Camcor has three retail stores operating under the name Camera Corner and an industrial sales division and web presence under the Camcor name. The well run organization is operated by Ray Bailey, Sr. along with Ray's wife Glenda, sons Ray Jr. and Rodney, and long time team member Ted Hruslinski. Bill picked up so many great thoughts and ideas from Ray, that we are devoting this entire edition to Ideas from Camcor, Inc. Hearty thanks and congratulations to the Camcor team.

Idea #1 - What's in a name?
   For fifty years, Camera Corner, Inc. was their corporate name and used the name Camera Corner as a d/b/a. As the majority of their business grew toward industry and government, confusion was always rampant when sales associates called on new customers. The customer's mind immediately was drawn to the vision of a small camera store sitting on the corner of a "local" town. As part of Camera Corner's 50th anniversary in 1999, they announced a name change. The corporate name was changed to Camcor, Inc. while maintaining the d/b/a Camera Corner for the retail photographic presence. Now when sales associates are calling on new customers and corporate accounts, there is no small camera store image to overcome or explain; and the local stores still maintain their retail name of Camera Corner.

Idea #2 - What's on a price tag?
   Knowing that the majority of their business is industrial, Camcor places their unique label on every item. The label may not have the selling price the customer pays, but it does have Camcor's (800) order number and Camcor's unique product code. This enables the end user to easily reorder the product...from Camcor, Inc.

Idea #3 - What's in a digital camera box?
   Camcor works hard to attract and keep their customers. They realize they can't change manufacturers who try to steal retailers' customers and sell direct. That doesn't mean Camcor has to support the theft. Camcor's purchasing agents review all the literature that comes in cameras and other products on a regular basis. Purchase orders are flagged as to what direct solicitation materials that should be removed from the boxes at the point of receiving the merchandise into inventory.

Idea #4 - What could go in a digital camera box?
   Camcor includes in every digital camera many fliers and brochures on additional products as well as services and classes. Additionally, inserted in the camera box are TWO certificates for free digital prints. The first certificate is for free digital prints when ordered in the store. The second is an authorization numbered certificate that is good for twenty digital prints when ordered on-line. Camcor figures the two certificates will train their customers in two different ways of ordering prints, over the counter and over the web. Camcor thinks this is especially important for the industrial end user who may not have had a previous relationship with Camcor. They report great success with both coupons.

Idea #5 - Are customers an interruption or an opportunity?
   Many companies preach this. Camcor practices it daily. For starters there is a "phone tree" so that whenever possible, customer calls don't go onto "terminal hold". Instead, phone calls go directly to any associate in the company who is available. Calls into the office for field salesmen are automatically rerouted to the salesman's cell phone for immediate connection.
   Many retail finishers have drive through windows. At Camera Corner if there's a line at the drive through, employees will run (yea, you read that right) out to the cars in line to service them. This way the person at the head of the line isn't rushed and customers in line don't have to wait. (Hello Burger King, are you listening?)
   Camera Corner's Copy Print station has a professionally designed sign (designed and printed in house, of course) that says, "Machine currently in use, please ask for assistance." The customer asks an employee for help, who then does the work for the customer while suggesting mattes, frames, etc. (Great chance to make suggestive sales and the customer is properly served)
   Camcor offers free gift-wrapping. Why? And why free? Simple, because nobody else does and who wants to go home and wrap anyway. Just another reason it's tough to compete with Ray Bailey and his team in North Carolina.

Your profits need improving?
> Digital Marketing, A Discussion with Bill McCurry and the CT/NY Division of PMA, Wednesday, October 9 - Waterbury, CT - call Bob Banasik for more info (203) 744-2378.
> Keeping Specialty Stores Special, A Discussion with Bill McCurry and the New England Division of PMA, Wednesday, October 16 -Woburn, MA - call Ken Sutton for more info (508) 990-8240
> Your profits will increase when you attend either or both of these sessions - guaranteed!