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McCurry Associates Marketing Idea Exchange ArchivesVolume 64 - October 30, 2003
Idea #1
– Digital
AdMaker II Is Here – Use It Now! If you
attended any of the Fall Agfa Success Seminars you saw the sneak preview of
PMA’s to promote printing digital pictures. . . It’s now here!
Hearty thanks to PMA. . . . PMA
Digital AdMaker 2.0 is now available free to PMA members at http://admaker.pmai.org.
Digital
AdMaker is a PMA resource that includes professionally produced print and
broadcast advertising materials that can be customized for use in local markets.
This program is part of an industry-wide consumer and retailer education program
designed to promote digital printing. One component of this initiative includes
the new Idea David
Grancell - The Portrait Palace, Inc. - My
brother and I own a retail family portrait studio. Frame sales have never been
good and we were looking for a way to drive up sales. I thought of adding $20 to
each portrait package and giving a $30 Framing Gift Certificate good toward the
purchase of any frames in the store, stock or custom. I also increased the price
of each large portrait (11x14, 16x20 & 20x30) and added Bonus Framing Gift
Certificates for each enlargement. 11x14 enlargements receive a $25 Framing
Certificate, 16x20s receive a $50 Certificate and 20x30s receive a Bonus $75
Framing Gift Certificate. The Bonus Framing Gift Certificates are printed with
Microsoft Publisher on blank award certificates. Each one receives a gold seal
with our corporate seal embossed (to avoid counterfeits). They have a 30-day
expiration policy printed on the certificate. Naturally, we will honor
certificates brought in after the expiration date. The date is primarily used to
give a sense of urgency to the customer so they will want to make the frame
purchase. If the
customer does not use the framing certificate we make more money for our
portraits. If they do use the certificates, we make frame sales which we would
not have normally sold. It's a win-win situation for us, and the customer has
the added value perception by receiving the pretty Framing Gift Certificate. I wanted
to thank Bill McCurry for the wonderful Agfa Success Seminar. + + + + +
+ + + + + Idea #3
– Give Customers Value For Returning Dead Jim
Contoudis – Jacks Camera, Just an
idea my staff came up with. We have found an increase in demand for the new CRV3
battery. To enhance our volume we now offer a $5.00 credit towards any new
battery purchase when the customer returns their used battery. This is a way of
giving the customer a value and keeping that digital customer coming back in our
doors. We buy our batteries through the Town & Country buying group so even
giving $5 off we’re more than doubling our money and the customer thinks they
got a super deal, which they did! Idea #4
– New Way To Listen To Customers Ray
Ohannes – Industry Senior Statesman - rohannes@aol.com (Ed Note:
Ray Ohannes technically should be listed as being from RO Marketing Company –
but has earned the honor of being considered a Senior Statesman for his years of
guidance and caring for our industry and industry members.) One of
the techniques that I have found to be extremely successful in finding out how
the retail consumer feels about your store is to have exit interviews conducted
by an independent interviewer. The customer would be approached upon leaving the
store and they would by observation determine many facts about the interviewee
before conducting the actual interview. I recommend that you devise two series
of questions, one would be for an individual that had purchased a product and
the other would be for the person leaving your store empty-handed. The
interviewer should give the participant a small gift prior to asking the
questions as this puts the individual in a more receptive mode. Post
purchase interviews are one of the most effective tools that can help you in
assessing your strength and weaknesses. If you
have any questions and would like to contact me do so by sending me an email (rohannes@aol.com). + + + + +
+ + + + + How To
Speak PMA Talk - - - “Unofficial” Translations by Bill McCurry APCI
– Association of Professional Color Imagers – This used to be called
Association of Professional Color Labs – This group’s primary focus has been
providing services to professional photographers, business and industry.
Generally APCI members cater to businesses rather than consumers – are larger
labs – and do a variety of unique services. DIMA
– Digital Imaging Marketing Association – Meets before PMA – no trade show
– only leading edge technology and marketing of digital services and products
– attend these sessions if you think digital has a part in your future –
skip these sessions only if you think silver halide will be sustain you forever. PMA
– Photo Marketing Association International – This is the parent
organization of many sub groups. The Trade Show and convention serve as a
nucleus around other functions – watch out! Less than 1/3 of what’s going on
is under the PMA listing – the rest is under DIMA, PSPA, APCI, PPFA, etc.
Separate registrations apply. PPFA
– Professional Picture Framers Association – a new partnership for PMA –
brings great resources for those seriously involved in the picture framing
market. PSPA
– Professional School Photographers Association – self explanatory –
supports the school portrait industry. What’s
important for you to know is that each of these entities will be having separate
sessions in No
offense is intended to the other fine sections of PMA by not listing them here
– you can access them all at www.pmai.org
– The above sections are those most applicable to our subscribers - - - -
Upcoming
Industry Speaking Events with Bill McCurry – >>>
Information/registration for Agfa seminars at www.AgfaSuccessSeminar.com +
Tuesday, November 4 – Agfa Success Seminar – +
Wednesday, November 12 – Agfa Success Seminar – +
Thursday, November 27 – Fujifilm Professional Workshop – +
Wednesday, February 11 – +
Wednesday, Feb 11 –
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