 |
directories | store design | education | calendar |
| articles | resources | mccurry | contact us |
|
|
McCurry Associates Marketing Idea Exchange ArchivesVolume 56 - August 21, 2003
Feedback on Issue 55 – Ken Sutton, K-Ellis Photo Center, North Dartmouth, MA – klsphoto@aol.com I have to agree with Ellen Collins. People seldom see those 1/4 page business card ads. If it is a situation where one can donate an item, it is probably more cost effective. I donate a gift certificate. That way, at least I get one customer into my building. Two great ways to expand your marketing horizons – and improve your business skills * PMA/DIMA Fall Conference – Miami, Florida – Sept 10-14 – www.pmai.org * Agfa Success Seminars – Various cities across US – www.agfasuccesseminar.com Idea #1 – Free is the most powerful marketing word Frank Lucido – Green’s Camera World, Salinas, CA The program is simple and no gimmicks. We ran a quarter page ad in the local newspaper. The ad stated "How to get a Free Nikon Camera." All the customer had to do was buy 25 rolls of 24 exp or 36 exp Hi Definition Mitsubishi film and prepay for the processing. As a member of both PRO and IPI buying groups I can get 24 exp roll of 200ISO Mitsubishi film very economically. My D&P cost around $4.00 so net on the promotion cost me around $5.00 x 25 = $75.00. Retail is $2.99 for the film and $11.99 for the processing this equals around $15.00 x 25 =$375.00.That's if the customer bought the minimum. Cost on the Nikon N65 w 28-100 Nikon lens is around $260.00 with Nikon accessory kits (case, batteries and extended warranty). We sold the accessories separately for $49.95 and the upgrade 28-100 for $75 more. Also, we advertised the camera with a 28-80 lens not necessarily a Nikon lens so I could move out any lens I wanted. The customer's did not buy the minimum which would be 100 ISO 24 exposure. Most customers bought 200 and 400 ISO on which I have higher margins. I do not give away my Mitsubishi film. It is my profit line. My retail on 24exp 100 ISO is $2.99, 200 ISO is $3.49, 400 ISO is $3.99 – my cost through the buying groups is very very low. Most customers bought a least 10 rolls of 36 exp - two customers prepaid for two of each printing, average ticket about $740. We gave punch out cards to customers with 25 punch outs which the customer redeems when they bring in their film for processing. These were the most profitable cameras we ever gave away free! Idea #2 – Pictures and Parents Mitch Paisner, Envision Photo, Roswell, GA envisionphoto@mindspring.com The best thing we have done to date is to print out flyers and give them to the local PTA (Parent Teachers’ Association at our local school) offering our club plan to all the PTA members with a small donation per roll to the PTA for each roll processed we gave them 25% off and gave the PTA an additional .25 per roll. We got many new faces and made a local donation to a good cause. The .25 per roll is less than we would have spent on just about any other advertising. Idea #3 – Kids and Kameras Gregg Burger, Bel Air Camera, Los Angeles, CA – www.belaircamera.com I have partnered with Nikon to go out to my kids’ sports teams. At the beginning of the season such as Little League, we will be offering a free SLR photo class. The class will be taught by a Nikon rep along with me being there. Since I know a lot of the parents, I have a little more credibility than just a stranger giving a lesson. Within the lesson, we will be pushing SLR cameras; most people still use point and shoots at their kids’ games. We will be of course showing them what a 75-300 zoom lens can do for them. Plus giving tips and tricks of how to take better photos of their pride and joy kids. Getting a room is free through the city's parks department so cost is nothing. I will have some specials for those in attendance and give away some freebee items. We all are having a hard time selling SLR cameras with digital being so popular, so unless a person wants to pony up $1500-2000 for a digital SLR, film is still the better way to go.
|
