McCurry Associates Marketing Idea Exchange Archives

Volume 33 - February 20, 2003

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

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Idea 1 - Thanking Customers, Building Long Term Relationships
Renée Crist - Photo Pro Film and Digital - Gig Harbor, WA

   We can never say thank you enough to our customers and I felt that sometimes we don't. So last year, I created a batch of 4x6 thank you postcards and made them available to each employee to fill out and sent to any customer for any reason. I wanted the staff to take ownership of our marketing and customer service by giving them an easy way to personally follow-up and keep in touch with our customers. Our cards have a photographic image with a "Thank You" and "we appreciate your business", our store LOGO and address. There is room for a short message on the back and room for the customer's address. I keep a supply easily accessible at all times, and the staff puts finished cards in a "out mail" pocket for postage and mailing by me. (I get to see them all that way).

   The staff found reasons to send them well beyond the "We appreciate your business" which is what I had originally envisioned. They send them to customers who referred customers to us, sharing their vacation photos with us, happy anniversary, congratulations, hope you are feeling better, for a tip the customer gave them, or cookies we receive at holidays etc. The staff feels good that they have the power to follow up any kindness with a card. The Thank You cards go out signed by one or sometimes all of the staff.

   This year on Valentines Day, we received the biggest one-day batch of flowers, chocolates and cookies. I guess those extra thank you's are appreciated. I think what all these "goodies" from customers means is an added benefit to the staff for good customer service, on top of customer retention and an indicator that people know we care!!!

Idea #2, 3 and 4 - Public Relations, Better than Advertising -
Chris Lydle, Chris' Camera Center, Aiken, SC (www.chriscamera.com)

   Lately I've had success with three ways of letting other people promote my business, on the theory that having editorial content is always more convincing than paid ads.

1. Before Christmas the new library director called and asked me to have a "book signing." (Ed note: if you're not familiar with Chris' book, check out http://www.photoimagenews.com/pie3.htm.) We had a great turnout at the library, they promoted it well, and the papers and local TV bulletin board channel gave a boatload of free publicity.
2. This month's issue of Best Places to Retire, a national magazine, has a cover story on Aiken SC. Because of the favors I've done for the Chamber of Commerce president, she had the writer contact me and my store was featured semi-prominently in the article - 3 or 4 paragraphs.
3. Monday the Cablevantage people, who sell advertising on the cable channels, will film a testimonial ad from me. It will go something like this: "My store is a relatively new one, but Cablevantage advertising has helped build name recognition. Now when people in Aiken think of anything photographic, the first name they think of is Chris' Camera Center & 1-Hour Photo."

   The best publicity is stuff that doesn't look like it's paid for - and if it isn't paid for, that's even better. 

   Thank you for all the emails and calls about the tips for maximizing your opportunities at PMA 2003 - Many folks suggested we forgot three basic things:

1. Comfortable walking shoes - it's a big place.
2. Don't dehydrate - drink lots of fluids, carry a small bottle of water.
3. Have pity on those you speak with, use breath mints if it's been a long day.

See you all in Vegas! 

As a reminder, here are some PMA/DIMA times/places you should mark on your calendar:

Regarding PMA Divisions, we hear a rumor the Northern California Division is having their own "off site" reception at the Star Trek Pavilion in the Hilton, adjacent to the Convention Center. Interested? Try Jessica Sarber (510) 339-8545

We are repeating the division reception times for your convenience:
Sunday, March 2, 2003 2:30 p.m. - 3:15 p.m. British Columbia and Prairie Provinces Divisions Reception
Sunday, March 2, 2003 3:45 p.m. - 4:30 p.m. Central and Eastern Canada Divisions Reception

Monday, March 3, 2003 2:00 p.m. - 3:00 p.m. Great Lakes, North Central and Rocky Mountain Divisions Reception
Monday, March 3, 2003 3:30 p.m. - 4:30 p.m. Connecticut/New York, New England, New York/New Jersey Metro Divisions Reception

Tuesday, March 4, 2003 2:00 p.m. - 3:00 p.m. Dixie, Florida, South Central Divisions Reception
Tuesday, March 4, 2003 3:30 p.m. - 4:30 p.m. Northern California, Pacific Northwest, Southwest, Southern California Divisions Reception

In the Feb 2003 issue of Photo Marketing (next to page 49) there is a $5 off coupon good only at the PMA Business Resources booth . . . You can use it to save $5.00 on any of the money making Business Resources PMA has.

Bill McCurry's public discussions at PMA 2003:

DIMA - Saturday, March 1, 2003 - Mandalay Bay, Las Vegas
1:00 - 2:10 - Session #D53, Digital Marketing for Retailers in Tough Times
2:30 - 3:40 - Session #D63 Marketing Idea Exchange This session is now "Sold Out" - contact Bill directly (wmccurry@mccurryassoc.com) if you can't live without attending this session, he's keeping a "stand-by" list.

PMA - Sunday, March 2, 2003 - Las Vegas Convention Center
9:30 - 10:45 - Attend the Official Business Session and hear Guerrilla Marketing Guru, Jay Conrad Levinson
10:45 Unveiling and book signing by Jay Conrad Levinson and Bill McCurry. The book is Digital Guerilla Marketing published by PMA.

PMA - Monday, March 3, 2003 - Las Vegas Convention Center
12:00 - 1:00 Meet Bill at the PMA Business Resources Booth (J217) for book signing of the new Digital Guerrilla Marketing book and just to say "Hi"
7:00pm - 9:50pm Session #N5 Night School, Low Cost and No Cost Marketing, Guerrilla Marketing For the Imaging Industry