McCurry Associates Marketing Idea Exchange Archives

Volume 25 - October 25, 2002

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

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Idea #1 – Magically Increase Poster Print Sales

Last week’s idea to publicly display the poor quality of a competitor’s work on a bulletin board came from Allen Showalter of King Photo Supply in Virginia. (thephotodoc@aol.com)

He mailed us another idea as well.

When his people are packaging their develop & print orders, when they see a good shot (especially of kids) they attach a small 2" x 3" preprinted Post It Note to the best picture on the roll.

The note says "WOW! What a great shot! I think it’s the best on the roll and would make a terrific poster." There is a place for the inspector to put their initials. The note then says, "Return this sticker and get a 10x15 inch MINI-POSTER for $5.00 (Regularly $13.99) from this or any 35mm or APS negative or slide."

Allen reports instant almost magical results with booming results.

Idea #2 – More To Beat The Competition

Phil Graham, FotoFast, Brisbane, Australia (www.fotofast.com.au) admin@fotofast.com.au

Since installing a digital lab last year we have been constantly complimented on our reprints as opposed to those done by our competitors. I guess we are bit slow in learning just how good we are. We are often too involved in the tech aspects and other production issues.

We are surrounded by offers from retailers, non photographic, offering processing at $6.95, the "same" product we sell at $20.90. We keep busy 7 days a week with two printers 1 analog 1300pph & 1 digital 1700pph. Sure we have our walkouts with those shopping purely on price, but I hate losing any rolls. So remembering back to a PMA seminar a few years ago with the hairdresser who said we "fix $6 haircuts" I thought I would try the same, but with photos of course.

With that concept we have produced (the advantage of having both 4 and 8 color 60" inkjets), ceiling hung posters, AO floor graphics and backlit "trannys" showing over, under, color casts and backlit photos, then "our" correctly printed images, especially the difference with backlit shots printed on our digital printer as opposed to "their" printer.

We decided to do half price remakes of any competitors’ prints from 6"x4" - 8"x12", from 35mm neg/slide or APS. We ask that the original print is supplied and have started our own window display, with permission, scanning the original print to 8x12 and our "fixed" print next to it.

This has only started so time will tell, but it is now it is much easier for staff to counteract the price sensitive shopper and it reinforces the decisions of those who aren't.

I am happy to send a pdf of our poster to anyone who is interested. Send requests to admin@fotofast.com.au

Idea #3 – Your Input Needed for Policy Change -

Bob Banasik, Best Photo Lab, – bob@bestphotolab.com

Instead of including website links in the column, why not include email links? I sometimes like to get more info about some of these ideas and, being lazy, it would be one less step in contacting the person with the brilliant idea! ;-)

Editor’s Response: The policy of the McCurry Marketing Idea Exchange has been one of privacy and email addresses are listed only when that’s the sole contact information we have. Should we print email addresses unless the submitter specifically asks for it to be withheld? Please send an email to editor@mccurryassoc.com and let us know.

PMA/DIMA 2003

Thank you to those who have called/emailed about sessions Bill McCurry will be doing in Las Vegas March 1 and 2^nd. PMA has enrollment available on-line but you are unable to tell who the speaker is. (www.pmai.org) We understand your desire to select your sessions based on the speaker rather than the topic. Thanks for your vote of confidence. Bill’s sessions are as follows:

> Saturday 1:00 - D53 - Digital Marketing for Retail in Tough Times or Super Effective Digital Marketing without a lot of cash

> Saturday 2:30 - D63 - Marketing Idea Exchange – bring an idea to share and take away a dozen more.

> Monday - 7:00 - 9:50 - N5 Guerrilla Marketing Night School – Each attendee will receive a copy of the NEW Digital Guerrilla Marketing book – if you’re serious about getting results from your marketing, you have to be at this session!

We envision space to be limited so please sign up soon – See you at PMA 2003!

If you’re thinking of not attending this year’s PMA, please think again. Would you agree the industry’s changing? Come and attend every educational session you can so you can determine how you should best change to capture the abundant opportunities the Digital Revolution is presenting to astute marketers. If you’re in Imaging, you have to be at PMA 2003.