Chris Lydle - Chris' Camera Center - Aiken, SC - www.chriscamera.com

(with a tip of the frosty tankard to Phil Gresham) For several years we've been giving a bonus envelope with every digital camera we sell. It included coupons for the following:

• 10 4R prints each month for the next year
• 4 8"x10" enlargements during specific months
• Free admission to one of our digital camera beginner's classes

Some customers realized it was a good deal. Some complained when they inadvertently missed a month (or six) and wanted us to honor outdated coupons.

Gradually the program lost its impact, so we changed it:

First we changed credit card providers so we could get the best possible gift card program. Then we started promoting this:

Get $50 off the price of any digital camera when you buy a "kiosk" gift card

It's a little confusing, but here's the deal: Buy a kiosk gift card for $50. You can use it to make enlargements or 4x6 prints or greeting cards or photo books from your favorite digital pictures. There's no expiration date and no niggling little fees that eat up your credit balance. Buy a digital camera at our already low discount price. We'll immediately take $50 off the price of the camera. Our ads read

"Give the Kiosk Gift Card with the camera, or keep it for yourself, or give it to somebody else.

"There's no limit to how many cards and cameras you can buy. You may never have to pay for your prints again."

Here's how we implemented the project.

To make sure that the kiosk cards could only be used for kiosk products, I gold stamped each one using a hot stamping press I picked up at the Chester Flea Market some 30 years ago for $35. It melts the word "Kiosk" onto the card so it can't be altered.

The card is delivered in an envelope that explains exactly what it's for, and that because it was part of a promotional package it can't be returned for refund.

The first line item on our sales ticket is a $50 Kiosk Gift Certificate. Next comes the camera at our selling price, minus an instant $50 coupon.

That makes the perceived price of the camera lower than most places (even though we start out well above MAP), and we're giving them $50 in kiosk services (but charging for it.)

We no longer try to force them to come in every month for 10 free 4x6 prints - who wants to sell 4 x 6 prints anyway?

It's not a perfect promotion - requires far too much explanation - but so far it's working pretty well.

Despite the lower unit price of digital cameras in general, and despite the fact that this lowers sales in the digital camera category by $50 per unit - our December digicam sales dollars were WAY ahead of 2006!

Mark Comon - PAUL'S PHOTO - Torrance, CA - www.paulsphoto.com

Please take a moment to think about increasing your future business...

There's more to Vegas than losing money at slots and meeting with suppliers. Here is your opportunity to give your business a whole new profit stream that doesn't require buying new machines or investing in new technology and even better it's waiting for you right outside your shop door.

At the PMA Show in Las Vegas we're going to have two events to help you understand the tour and trip program for your store.

Both events will be fun and exciting photographically plus teach you the ins-and-outs on leading your own tour . . . And developing additional revenue for you!

Evening shooting tour of famous photographic sites in Las Vegas with "how to" briefing - Las Vegas Bus Tour - Thursday evening - January 31, 2008 - Sign up through PMA registration

We'll cruise the strip in style and discuss how and why photo trips and tours are successful along with the pitfalls you must avoid to be profitable and successful.

We'll visit two of my favorite shooting spots, have a great dinner, meet new friends and uncover the profitable secrets of photo tours!

And stick around for:

Death Valley Photo Adventure February 3-6, 2008

Join Mark Comon from Paul's Photo along with other photo retailers and real customers from Paul's Photo as Mark leads us on a photographic journey to Death Valley National Park. You'll learn the secrets of putting together successful overnight photographic workshops for your customers. What can be better?

Learn to produce great scenic images with your fellow photo dealers by day, and see how to put a trip like this together for your customers by night. Join us in Death Valley right after PMA and do some photography, charge your emotional batteries and add to your business' bottom line.

Death Valley National Park is a photographer's paradise featuring a contrast of harsh reality, natural beauty and extreme challenges. Dry lake beds, steep canyons and geologic upheaval provide the subject. Early morning and late afternoon sun provide the light of creativity. The subtle colors of "Golden Canyon" and dynamic textures of "The Dunes" provide a challenge for all photographers - all just a short 2 hour drive from Las Vegas!

To register for Death Valley Photo Adventure http://www.paulsphoto.com/PhotoClasses.html#divid=0

Editor's Recap:

1. This is all about making money and learning how to do it quickly, easily and so it continues to build upon itself . . . Mark already has two different African tours booked out for 2009, with lots of customers having made substantial deposits . . . Do you have your 2009 revenue already booked?
2. You gotta invest some $$$ to learn the right way! What you learn will not only make you money, it will save you money, time and embarrassment.
3. No retail customers on either trip. Dealers only so we can "speak freely"

Am I immodest to recommend DIMAcast #83 coming up January 7?

No - because I'm not the star of the act, it's the two great retailers I'm interviewing -

Haunani Kekuna from the Moto Photo of Wayne, Pennsylvania.

Haunani took the bold step of remodeling and modernizing her store, even when her accountant said it didn't make sense to do it. Haunani knew she had to do it to stay relevant to her customers . . .

You can hear how she did it on a shoestring and why she's glad she ignored her accountant's advice.

Her story is followed by Tom Gramegna and John Tworsky who use real science to monitor the marketing viability of Bergen County Camera.

What started out as a school project for John has turned into a way of life for Bergen County that they find priceless to keep their company invaluable to their customers.

This survey process keeps management in touch with what their real customers are thinking - it's not guess work, it's scientific reality.

Their actual survey is included in the transcript that is available for this DIMAcast.

If you haven't yet listened to any DIMAcasts, make it a New Year's Resolution - www.DIMAcast.com - you can have them automatically sent weekly to your MP3 player or you can listen to them one at a time through your computer speakers …

The first Monday of each month is a Marketing Idea Exchange which has pdf transcripts available so you can read it if you prefer (the pdfs many times have pictures or illustrations.)

Regards, Bill

With all due modesty, we think so. Check out these sessions:

The Great Bill McCurry will host 3 formal sessions:

• Wednesday, Jan 30th, 1:00 pm The Long Tail of Marketing - Marketing Products You Don't Make Session D53
• Wednesday, Jan 30th, 2:30 pm DIMA Marketing Idea Exchange Session D63
• Saturday, 7:00 am - Session 700 - Selling More for Less

Chris Lydle will be part of