McCurry Associates Marketing Idea Exchange Archives

Volume 53 - July 30, 2003

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

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Idea #1 – Let Babies Carry Your Message

Deedra Durocher – Kingston Camera, East Wakefield, RI – www.kingstowncamera.com

We know that new parents - and grandparents - love to fuss over their new babies. And, of course, we know they take a lot of pictures! For a modest cost of about $1.60, we order a gross of white terry bibs from a local screen printer and pass them out to anyone who comes in with, or mentions, a new baby in the family.

On the front of the bib is the message "Grab the Camera, I'm Cute!" and below that, in smaller text is "Kingstown Camera".

As we hand out the bib, we ask that at some point that a photo be taken of the baby wearing our KCI bib so that we can put it in our Scrapbook with a first name and date only. This simple gesture has generated a lot of good will and lots of photos of our "Bib Babies".

I have to admit this idea came from AGFA years ago when they offered an infant shirt with this message and a free roll of color print film. It didn't take long to figure out that babies quickly grow out of a shirt and generally what's on top of any baby's outfit? A Bib! We figure there's a lot more "exposure" with the bib idea and have even had parents asking for a replacement when their original one starts looking worn out.

It's a real hoot to see a family at a local restaurant and our subtle advertisement on their littlest one for all the world to see!

Idea #2 – Prove Your Quality So Your Customers Can Understand It

John Sanborn - Alphacolor Imaging, Laconia NH - alpha@worldpath.net

Those prospective customers who come in for film developing and the price is higher than the w-marts and drug stores. We charge $11.35 for a 24exposure 4x6 prints, the others. . . . Well you know, are obviously less.

We advertise our quality, (so your quality better be good) and say that if you are not happy with your one hour photos bring them in and we will print them over for free in exchange for the bad ones.

We then use all the badly printed photos in an album, side by side with one we have printed to show our walk in prospective customers just what kind of work our competition does. Now the price is not the issue, and we have gained a lifetime customer.

This has worked great for us.

Idea #3 – The Sale You Don’t Make Can Give Valuable Marketing Information

Dieter Shaw – West Wycombe, England - www.digitalfirst.co.uk

Of interest for those of you who sell on-line.

We have recently been collecting data for all of those visitors who have been in our shopping basket but have failed to complete their on-line order.

A suitably worded pre-set email (which may be varied at will), signed by myself as Managing Director, asks for reasons why the order was not completed as to help us improve our service to our customers.

The response has been quite amazing, people are so nice, some apologise for not ordering, others give reasons ranging from problems with our website to pricing. Many are quite touched by this very personalised form of approach and we develop a dialogue leading to future business.

Only one visitor complained about the intrusive style of the message but as we clearly mention it's one-off nature, was quickly pacified.

Questions about Fall PMA Conference – Miami – September 10-14

Editor’s Note: We’ve received a couple of inquiries about why PMA continues to have Fall Conferences when they are so "poorly" attended. Following is Bill McCurry’s personal observations; he’d love your feedback or additional questions. Bill can be reached at (800) 553-1332 or wmccurry@mccurryassoc.com

These comments are Bill’s personal opinions – this information has NOT been confirmed with PMA – chances are it doesn’t confirm to PMA’s policy – but that’s the joy of this newsletter – Politically correct it isn’t.

Bill McCurry: First, the "poor" attendance isn’t an accurate description – the Fall Conference has never been intended to be similar to the February show. The original intent of the Fall Conference was two fold. First, to provide more opportunity for education and keeping people current with the industry’s changes. Secondly, to bring manufacturers and customers together in a lower key, less expensive, more laid back atmosphere to explore new business opportunities.

The Fall Conference is always a long distance from the annual convention. This is intended to allow other parts of the country to have a PMA event closer to where they live. By definition this means the Fall Conference won’t always be in the most popular city or the largest city. Thus, attendance will be impacted by the city chosen – even though that city was chosen on purpose!

Most manufacturers tell me (off the record) the Fall Conference is more profitable based on sales made due to the lower costs of a "table top" show. There are no million dollar booths, no dancing girls/boys and no walls of TV screens. The show is intended to be low cost and high personal contact. If you’re looking for a large show, go to PMA 2004 in February in Vegas. If you’re looking for gathering quality information and the ability to ask pointed questions, the Fall Conference is your place to be.

The question is often asked, "Why doesn’t PMA kill the Fall Conference"? Usually this question is asked by those who don’t understand the goals of this unique meeting. As long as attendees continue to derive value from the Fall Conference, I believe PMA will continue to hold it. It can’t be compared to any other industry event because it is unique both in its intent and its investment.

The reason many dealers love the Fall Conference is it allows a lower key way to better understand the changes in the industry. There is more time to meet, talk and reflect on the business . . . less stress on attendees. Additionally the attendees come with the intention of gathering and sharing information along with exploration of new supplier relationships and marketing ideas.

If you’re pondering the future course of your business the Fall Conference could be just the place for you to get the answers

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