Sid Davidowitz - The Picture Spa, Moto Photo Paramus, NJ, USA - http://www.picturespa.com

After the Marketing Idea Exchange in Anaheim, Chris wrote me asking to expound further on my new project: offering a class in making photo books. How to do it, what we charge, what percentage of the students redeem the coupon for a free photobook that we give to everyone who attends.

There's only one problem - I am not doing them at present. At the DIMA Idea Exchange (you'll hear it on the DIMAcast this week) the woman that was sitting to the right of me, Caroll Ross (fotosource, White Rock, British Columbia), was talking about the classes that she gives on digital 101 and how well received they are. Someone else mentioned how we should give a class on photo books and we all thought it was a good idea.

I chimed in that its hard to monetize the time we spend with people creating their first book. The idea then came to charge a fee for a class that would include the cost of their book. If I said I was currently doing them I misspoke. But, as Guy Kawasaki said, 'a speaker should never let the truth get in the way of a good story'

It is a great idea and I would love to implement it. In our case it could be very confusing since we have 3 photo book solutions: HP, Lucidiom and online with Lifepics. We would have to do one at a time.

editor's note: Sid's right, we never want to let the truth get in the way of a good story. But if you, gentle reader, are doing a class like this now let us know how it's going. And if you're not - well, think about it!

additional editor's note:

I'm going to do it. Or rather, one of my staff members is going to do it. Our plans are to make it into 2 or 3 sessions. First one will be on how to get together all the stuff you have and bring it to us.

Because our HP Photosmart Studio system won't let you save works in progress, we will not have the students actually start a book in session 1. Tristan, the staffer who will lead this project, plans to go over the collection of images and the planning, and then very quickly demonstrate the procedures.

Second session will be a "finish your project" session.

I think we can even get this listed in the local paper's current events section.

Rich Rosenberg - Elmhurst Camera - Elmhurst, IL, USA - http://www.elmhurstcamera.com

During the holiday shopping season we sweetened our sales pitch by adding Elmhurst Camera Bonus Bucks to equipment sales. Printed in high quality (in house on our Fuji/Xerox machine) to give it the appearance of value and benefit. The perception of getting monetary value has been well received by our customers. We were very careful to be consistent, offering these to every customer, who then tucked them into their purse or wallet to be reminded repeatedly about Elmhurst Camera and that they needed to come back to get a deal.

Notice that the redemption period was January 15th through April 15th. That was to ensure that nobody just turned around and completed the initial purchase using their bonus bucks. If they wanted to buy a filter for their camera, they had to pay for it then and come back in the new year to redeem their bonus bucks on yet another purchase.

Redemption has been very high which means that the time shift worked for us getting in customers in a slow period and that these same customers must have appreciated the extra $'s off their purchase.

We are doing it again and looking for dates . . . any ideas from you or other dealers? We would like to do it at least twice per year.

Also, if you were in the advertising session at PMA/DIMA where they talked about Alpha Females (who many times are PTA Presidents), we are working on a reprint version to identify a school by name and donation the bonus bucks to their PTA. Details still thin, but coming soon.

That's especially handy if you didn't clone yourself to be in 2 places at one time!

March 2-6 - CeBIT, Hanover, Germany

Date to be announced - Spring Ahead for 2010 with the NY/NJ PMA Division Meeting. Bill McCurry will be sharing where the profits are hidden. Do you know what trends from last year will make you money this year? What are the new sales and profit drivers for 2010? How will you make this year your best ever? Join some of the best minds in the industry to shape your profitable Spring and Summer Selling Season. To maximize your travel time, both IPI and PRO will have buying group meetings that afternoon. If you're a member, watch their newsletters for details. If you're not a member, contact the respective group for information and possible attendance at their meeting. If you're anywhere near the east coast - remember, you don't have to be headquartered in either New York or New Jersey to attend.

June 3-6, 2010 - PMA Australia, Melbourne http://www.pmaaustralia.com.au/

June 21-24, 2010 - IPI Members' Retreat and Supplying Partners Trade Show, Henderson, Nevada. Members only

July 16-20, PRO Members' Convention and Trade Show, Cleveland, Ohio - Members only

September 21-26, 2010 Photokina in Köln, Germany. http://www.photokina-cologne.com/

September 22-25 - CEDIA Expo, Atlanta, GA

January 30-31, 2011 - DIMA Conference, Las Vegas NV USA

February 1-3, 2011 - PMA Convention and Trade Show, Las Vegas, NV, USA