McCurry Associates Marketing Idea Exchange Archives

Volume 36 - March 14, 2003

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

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Idea #1 - Brian Noble, Noble's, Hingham, MA (www.noblescamera.com)

   Many of us remember the days when we had so many projection lamps we displayed them in four foot sections, along with flash bulbs. Our projection departments that had a more than a dozen projectors on display with a variety of screens. What about enlargers? Those days are gone. What have you done to replace those sales and profit dollars?
   Some say that specialty dealers aren't needed anymore because everything is "so simple to use." The fact is that there are a lot of homes in Massachusetts where the VCR still blinks 12:00. We're helping our customers use these "simple" products by going out to their home and trouble shooting their electronic frustrations.
   We started by doing house calls on digital camera issues. We just signed up four employees to attend Comcast's "Cable Guy" school so we can also trouble shoot customers cable hook-ups. If technology has replaced the products we used to sell, we can now sell our expertise in people's homes to solve their frustrations caused by "simple and easy to use" technology.
   Our service rate is $150 per hour with a three hour minimum to cover the travel and related costs. Few people complain about the rate as we are able to solve their problem. It also helps us solve our sales problems by replacing those lost sales dollars with very high margin service dollars. 

Idea #2 - Linda Stone - Metairie Photo & Gifts, New Orleans, LA

   Since most of my customers are women (ages 25-60) I started offering baby gifts in my store. Although I started with photo-related baby gifts (e.g. baby frames, baby albums, etc.) I've expanded into becoming a full-line baby gift store.
   One stop shopping is definitely a customer need, so I offer children's birthday presents, Easter basket items, etc. which my customers who are mothers are always eager to get. 

Idea #3 - Dennis Prichard - Evergreen Film Service, Eugene, OR

   This idea came from Roger Berg many years ago and we love it.
   Chose a "photo of the month" from your customers' photo. Have your printer flag a good image. At the front counter have your employee tell your customer "we would like to make your photo one of our Photos of the Month". Have them sign a release for you to show the photo in your lab display area. Then prominently display the enlargement in your lab with the customer's name and make a free print for the customer. They will send in their friends and be very supportive of your store in the future. 

Idea #4 LESSONS LEARNED
Tony Tuka - The Essential Image - Waterloo, Ontario - (www.theessentialimage.com)

   We ran a coupon clipper ad for five (5) FREE DIGITAL PRINTS - response rate was less then 0.001%. 

Feedback from Issue 32 - 2/13/03

   This was the issue that outlined various suggestions for making PMA 2003 the most productive show ever for you. This issue was forwarded to various folks within PMA HQ in Jackson, Michigan. They were impressed with your ideas and are considering a redesign of next year's convention mailing to include various quotes from attendees about how they prepare for the show and the value they get from attending. We volunteered to collect quotes from you that PMA can use to help attendees better understand the value of attending and how to prepare. Please send us your ideas to pmaquotes@mccurryassoc.com. Many thanks.