Don Nicholson - Photography by Don Nicholson -

Hi Chris,

One of the things that we have done is get involved in community events. I happen to be the organizer and promoter for Cruisin' Michigan.

I am using a local photo lab (Express Photo) to print official photographs taken at the event. The Lifepics pro accounts are great for us as promoters as well as brining additional business to the photo lab.

This first event should bring approx 500,000 people to a 12.5 mile stretch of Michigan Ave in Metro Detroit Michigan.

• www.DonNicholson.net
• www.CruisinMichigan.com
• www.ChurchillAlumni.com
• www.HistoricWayneTheatre.com

Jim Contoudis Jack's Cameras Inc.

Hello Everyone in this Great Forum:

Sometimes you just have to revert back to some of your old ways. We have once again assigned a Special of the week.

Every week we pick out one item (usually under or around $10) that we put by our registers and promote to each and every customer. This provides a two fold purpose. First to give our consumer a great deal and secondly to let everyone know all the cool things we provide and do. The special has to be priced right to get a high success rate (so your employees stay interested). Some examples:

Delkin Pop-up shades usually sold for $19.99 but only $9.99 during our last weekly special. cost $4.50

Week prior: 8 sales, with a profit of$123.92
Special week : 56 sales, profit $307.44
Week after special: 17 sales, profit $212.50
(some customers received discount)

Not only are you driving sales but you reinvigorate an item that has sometimes lost some luster.

Some upcoming specials:

• freeze-a-frames
• d-skins
• C battery 6pack.

Good selling!

Jill Miller - www.scrapbookstyles.com

Dear Bill,

Thank you for a very insightful article regarding Hugh Eastwood's business perspective; seeing the WIIFM from the customer's point of view. As an author of 3 international best selling photo crafting books, I've found that my readers share another viewpoint as well.

While Hugh shows the same mug with different photos, I've tried to show the same photo with different projects. That's because I may not want 8 mugs with different photos, but I would love to see my baby's photo on a framed scrapbook page, his birth announcements, a baby blanket, his photo accenting a large wall hanging of his name, on my handbag, on the cover of grandma's brag book, a custom first year baby calendar and why not have his smiling face on a mug too! In this way, I have shown "her all the products within the context of how she can use them, she sees the possibilities and we'll see the revenue."

I think this makes a clearer connection between all the products and how she can use them.

Keep those newsletters coming!!

Grins,
Jill

editor's note: Jill and Hugh don't disagree at all! Eastmon's does more than put the same product, with different photos, on several pages of their brochures.

They also show the same photo on a wide gamut of products:

Above is an image from the Rabbit Photo brochure, showing the same couple of photos used on many different products.

On another page they show a similar layout - exactly the same products but a blue background and showing how well your beautiful new baby boy would look on gift products. And there's one for cats, and dogs. Each product and each type of photo subject is shown.

Is it redundant? Some might think so.