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McCurry Associates Marketing Idea Exchange ArchivesVolume 52 - July 24, 2003
Idea #1 – Extra Benefit for Females Living In the Same Household Martin Wagner – Ringfoto – Germany – www.ringfoto.de I hope this idea is PC or doesn’t touch anybody senses ,-) I had a brainstorming with one of our members, who is well known as the "I-got-everything-and-things-you-even-can’t-imagine" ;-), so very, very special items, adaptors from Leica-r to canon EOS and Russian Leica-copies, 6x6 from Russia a.s.o.... So, as he has a huge mail-order-catalogue with ca. 250 pages, we thought about making it more attractive to read. We’ll try an unconventional idea: as we thought where people have time and a free mind to thumb through the catalogue - @ the toilet! So we will make a hole in the upper left edge of the catalogue to attach a strap for hanging at the wall.... and the headline for women: "how to make your men sitting for a pee" (I hope I translated it correct...) (Editors Note: Yes Martin, we think you translated it correctly. Your English skills far surpass our ability to communicate in German! You have identified a hidden benefit why the women of the house would endorse having this catalog in their bathroom . . . The secret of marketing . . . giving benefits to your customers.) Idea #2 – Film Sales Can Be Fun and Profitable Chris Wilkinson - Photo Plus Holdings Ltd - New Zealand - www.photoplus.co.nz By far the best promotion we've run recently has been "The Film Challenge". We were concerned some of our stores were missing the opportunity to promote film when customers returned to pick up their developing, so we gave the customers a chance to catch us out. Promoted by large window banners, shelf talkers, ceiling drops we offered the challenge "if we don't mention our film specials we'll give you a roll - Free!" It meant all customers - film, digital, or just browsers had to be approached. Better still we got two bites at the cherry, as we'd mention it when they dropped their work in, and when they picked it up. It's become such a game that even people asking directions have been told about our deals - just in case they catch us out! To make the promotion happen we pooled all our bonus stock then split it between the branches. That way it didn't cost us directly. Group motivation saw that we in fact gave out very little film, and it's become fun more than a chore. Film sales rose considerably during the first weeks, and have leveled off since, but we believe we're now getting a much higher 'hit' rate than before. Originally planned as a one month campaign we extended the merchandising, and will now make it a permanent feature of our store graphics. Idea #3 – Customer Perceptions Drive The Bus Deedra Durocher" – Kingston Camera, Wakefield, RI – www.kingstowncamera.com The uncooperative weather in the Northeast has really affected our cash flow this May and June. When I mentioned this to our sales staff, one of counter folks came up with the suggestion that we offer a special "add-on" package as a trial. For an "extra" $5.00, in addition to the regular cost of processing, our customer could have a 2nd set of prints and a "Digital CD"*. We did a week-long experiment suggesting this special value package and found it getting a very positive response. So now it's a regular offer! It has proved the power of suggesting something that has a perceived value to our customer (a second set is usually $2.00 for a roll of 24 exp. and a CD is $6.99) that really does not cost us all that much. More importantly, it has helped with cash flow! *We have noticed an improved understanding and acceptance by customers to the term "Digital CD" rather than "photo CD". It seems to make the customer feel more a part of this digital revolution and puts us on the same marketing level as CVS who has been promoting a "disposable digital camera". In fact, it's only a Free CD built into the cost of a single use camera when you bring it back to CVS for developing! Don't ya' just love the way "perception drives the bus"!?
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