McCurry Associates Marketing Idea Exchange Archives

Volume 49 - June 28, 2003

Bill McCurry McCurry Associates wmccurry@mccurryassoc.com 609 688-1169

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Idea #1 - Greenbax Customer Rewards
Christine DeCocker - AccuPhoto Lab, Charleston, SC - www.accuphotolab.com

   Piggly Wiggly is our very own locally owned Supermarket.... (Everyone knows "the pig"...not originally being from the south I think it is one of those "southern" things). We wanted to do a punch card or frequent buyer card but so many people including us have way too many cards to keep up with so when the expansion of the Greenbax program came across my desk I jumped at it.

   Our customers can use their already issued PFC card (Pigs Preferred Customer card...don't you love it!) or we can give them a new Greenbax card...the stamps the pig has issued for years have been called Greenbax...they are now electronic...so with every order our customers can earn their stamps and spend them with us. We redeem at $2 per book (the average is $1.50 per book) and then the program sends us a check for reimbursement.

   It is catching on...the big orders love it...the loyal Greenbax people are insulted if we forget. Other businesses participating in the program are a car wash, a seafood restaurant, a barbecue restaurant, movie theatres, gift certificates at the mall, tickets for special events like the fair....etc....and of course the pig where you can use Greenbax to get their specials of the week free with Greenbax too!

Idea #2 - Create Lottery Excitement Among Your Customers
Chad Munce, DIMA Director, PMA, Jackson, MI - www.pmai.org

   While dining at the Spaghetti Factory in Toledo each person was given an envelope. Each person got one, regardless of who paid the bill - it was given only after the bill was paid so that it required a return visit to the restaurant and couldn't be used that night. If you read the instructions you see that the coupon is only valid when the restaurant manager opens the coupon. If it is opened prior to the next visit it is void. (Click on the picture to see a larger image.)

   There is an expiration date on the envelope to create a sense of urgency. The best part about the coupon however is the "lottery ticket" effect. The customer could win a FREE MEAL! In some small way this adds fun to the total experience.

   This idea might have value within the photo industry. After the sale is tendered, the customer gets a "secret" coupon that brings them back into the store.

   PS: An additional marketing idea for your success is to work at the PMA Fall Conference in Miami September 11-14. Some people attend conventions to play; if you come to work in Miami you will improve your bottom line. You can effectively learn what's going to happen this holiday season and make plans to prosper. More information at www.pmai.org or call me at (800) 762-9287.

Idea #3 - Photo Answer Hotline
Bob Russell - 60 minute photo - Springfield, MA - (www.60minute.com)

   Here's an idea that we used to position ourselves as a resource for customers. We call it the "Photo Answer Hotline". This is a cell phone that I carry or forward to a store manager. The number is prominently displayed in our yellow pages, website. (www.60minute.com), on our finishing bags, on our print ads and on our business cards. I get anywhere from 3 to 10 calls a day from customers who want to know how to print from their digital camera, store hours and locations, can you do?, Most importantly, they get to talk to someone. It frees up the sales people and I have the knowledge that they got the straight skinny. No more "Well they told me you could..." So, for very little effort the customer feels well cared for and I get to talk about my product. What could be better? And I do believe we are making progress because I now get calls from people who were referred by friends.

   Following is information for only those serious about their marketing . . . It could be considered an advertisement - it also could be considered an idea that will make you rich. Are you prepared to outmarket your competition this Holiday Season?

   Getting away from your store or lab could create a great environment for you to work ON your business rather then IN your business. You need to devote serious time to considering your marketing and other strategic areas of your business. Recharge your batteries, focus your thinking and build greater profits at Bill McCurry's upcoming presentations - open to all industry members:

   * Please note each session will cover different material, different aspects of marketing - and they are also different from the Agfa Success Seminars - Attending each of them will get you compounded results!

   Saturday, July 26, 2003 - Dearborn, MI - Great Lakes Division, PMA - more information from (800) 762-9287, ask for Division Activities -

   Thursday, September 11 - Sunday, September 14 - PMA Fall Conference, Miami, FL - New at the Fall Conference will be the Marketing Idea Exchange, similar to the popular, sold-out event held at the annual DIMA show as well as other marketing sessions. This fall convention is the place to get your marketing concepts grounded in what's currently happening in our industry. There will be many speakers/sessions that will help you focus your results for this Holiday Season. Bill is also leading a marketing panel discussion on Thursday, September 11. More information from PMA at (800) 762-9287 or http://www.pmai.org/pmafall2003/fall_2003_default.htm

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