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McCurry Associates Marketing Idea Exchange ArchivesVolume 62 - October 10, 2003
Idea #1 - Add To Your Mailing List Kristine Bertling, Art’s Camera Plus, West Allis, WI - www.artscamera.com In order to increase our email address book we had a raffle. The entry form included a line for your email address and a note that stated you agreed to be on our email list by entering the drawing. We gave away a digital camera and a few other small items but received hundreds of email addresses! Idea #2 - Creatively Drive CD Services Mitch Goldstone, 30 Minute Photo, Irvine, CA - www.30minphotos.com Hi All (and Bill), Here's a winning promotional campaign that I thought others may want to replicate. Only a fraction of our CD burns are made with Kodak Picture CDs, the balance are generic CDs that we had high volume 4-color silk screened to promote *OUR* online service instead of a national brand. If you are still buying blank stock CDs at a discount warehouse, for just a bit more you can order customized CDs. Like at McDonald's where they ask if you would like "fries with your order," we hand them a CD -- get it in their hands to hold and admire -- them push the sale of a CD with their order. You can get up to 200 images on one CD with V3.0. That over 7 rolls of 24 exp. on one CD, but charge per roll; at $9.95 p/ CD, that's an additional ~$70.00 Now the cool part. If they decline the additional purchase and they are a new customer or the photos are extra special, or you're being nice, or you want to garner more business from them and make sure that all future orders begin with them demanding a "digital-negative" CD with their order, give it to 'em with your compliments. See the attached label we affix to the CD envelope. They read the label first to open the envelope. Your thoughts? Editor’s note: You can see Mitch’s CD Idea #3 - Learn From The Lessons of Others Ken Soutane, K-Ellis PHOTOCENTER, N Dartmouth, MA - Klsphoto@aol.com Good Ideas that didn't work for us --maybe they'll work for you 1--Referral cards. I had some referral cards printed up to use as stuffers. The customer receiving the card would put their name and address on it then pass it on to friend or family who would receive $1.00 off on their next photofinishing order. As the cards were returned to the shop, I would send a dollar to the person whose name and address was on the card. (Maybe just a dollar off was not a good enough offer to bring customers in) 2--Store dollars. I had some "K-Ellis Bucks" printed up (a "dollar bill" with my photo on it) and used them as stuffers. Customers would collect them and during a certain period could redeem them, at face value of a dollar, towards photo finishing or other products. (Yes, the customers could use the coupon as $1.00 off photofinishing anytime or collect them) Good idea, I thought, as people redeemed them, I could turn around and reuse them as stuffers. This one didn't work either. Perhaps as above, $1.00 off wasn't a good enough offer but I've since concluded my customers don't like games or gimmicks and they don't pay attention to stuffers. If it is in their order envelope and it’s not a photo, they don’t want to hear about it. Upcoming Imaging Industry Speaking Events with Bill McCurry – >>> Information/registration for Agfa seminars at www.AgfaSuccessSeminar.com
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