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McCurry Associates Marketing Idea Exchange ArchivesVolume 61 - October 1, 2003
To better serve you . . . that was the rationale behind our server switch . . . weve heard from two folks who had trouble getting their Idea Exchange last week. If you know of any industry colleagues who havent received their Idea Exchange, please have them contact us at editor@mccurryassoc.com or call (800) 553-1332. Thank for your help. Idea #1 When "lookers" leave the store make sure they know your story Jerry Harmen, Madison Photo Plus, Madison, NJ www.madisonphoto.com When a prospect asks the price of an item, we write it on a price quote form - never on a brochure. We want the customer to see not only what the item costs, but what WE include with it (in services and accessories). We write kit contents on the reverse side or in the margins, and suggest they take our form with them if they should look for the item elsewhere. We mention that we put our services in writing before any purchase, and that we've kept out word for over 56 years. Editors Note: You can see samples of Jerrys form at http://www.photoimagenews.com/images/madisonquote.gif Idea #2 Suggest something unique to your copy customers George Burnette, Rainbow Photography, Laramie, WY www.rainbowphotolaramie.com When a customer comes in wanting a bunch of prints made, suggest instead they get one collage. It is a unique product your competitors might not offer and it should lead to a frame sale. Collages in 11" x 14" are our most popular. Idea #3 Send a birthday card to the camera Steve Schmidt, Camera Den, Salt Lake City, UT www.cameraden.com Send a birthday card to the camera . . . and give the camera a free clean and check as a birthday present. Its just off the wall enough that customers respond to it. Idea #4 Using Christmas Cards to cement customer relationships Paul Schneiderman MotoPhoto, White Plains, NY www.motophoto.com One of the more successful ideas Ive had deals with holiday greeting cards. Every drug store chain and mass retailer offers packages at prices I don't want to match. What we do is make an extra copy, cut off the litho portion and put the photo into a refrigerator frame for them to keep all year long. It's gotten to the point now that many ask for them when they place their orders and of course they buy extras for family and friends. This makes the entire purchase more of a personal experience then the masses can ever do. Idea #5 Lab Tours can be easy, effective and enjoyable Frank Johnston, New Hope Photo, New Hope, PA www.newhopephotolab.com Ted and I have hosted Cub Scout dens, girl scouts and brownies for a look inside a photo lab. We make arrangements with a leader a couple of weeks in advance, so we can schedule our work load. If possible we try for after store closing and we try to keep the group at about 6 to 8 children, although we have handled 12 before. We give the leader a single use camera ahead of time, and ask them to use it at various functions before their trip to the store. If the leader has a digital camera, we also encourage them to bring the card with them. We start by showing everyone how to unload the single use camera, card the film and process it. While the film is processing we spend some time talking about the different film, speeds, etc. Once the film is processed, we put it through the 2711 and then let each of the children correct or adjust a print. After the prints are out, we show how to create calendars and greeting cards, crop, and remove red eye. We also explain how we look at every image and make corrections. If there is a digital card in the group, we show how our new Kodak G3 digital input station works. The kids grasp on to all of this right away, but the real plus is that there are usually 2 or 3 adult leaders or assistants, usually moms. It is the adults reactions that are the greatest. We have converted several of these to regular customers, all because they realize, that we care about their pictures and we take the time to make them look the best we can. In addition, they tell other leaders in the troop about their trip, which leads to additional demonstrations. We usually do 3 - 5 of these per year. Upcoming Imaging Industry Speaking Events with Bill McCurry >>> Information/registration for Agfa seminars at www.AgfaSuccessSeminar.com
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