McCurry Associates Marketing Idea Exchange Archives

Volume 66 - November 19, 2003

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

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This is our last issue for 2003 . . . The McCurry Marketing Idea Exchange will not publish until January of 2004.  We wish you all the best for a profitable, joyous and relaxing Holiday Season.

Publisher’s Prerogative . . . We are deviating from our normal format so that we can explore two critical issues that have been raised by numerous subscribers. 

Idea #1 – What’s “ethical” behavior these days? – Bill McCurry

In Volume 60 - September 25, 2003 we featured the “Photo Trade In” program of King Photo in Harrisonburg , VA.   You can see the bulletin board in question at http://www.photoimagenews.com/images/kingphoto.jpg - The concept is that you offer to any customer that you’ll take a trade in of pictures they aren’t happy with – you’ll re-do up to five prints for free so they can compare your work with work that their prior lab did. When you make the re-dos you print two copies, one for the customer to take away and one for your bulletin board.  Then when the customer comes in you ask if you can put their old picture up with the new one you made so other customers can see the difference. You only do this when you have the customers’ permission.  To give it credibility you display the name of the lab that made the trade in print and who printed the re-do (that would be you!).  No tricks, no doctoring of the images – just straight prints from your lab and the actual print the other lab charged the customer for.  

We received some comments including a hand written anonymous letter saying that this technique was “unethical” because it bad mouthed the competition and that ethical businesses don’t do that.

Obviously we think we’re as ethical as the next guy – I mean have you ever met someone who says they are unethical?  It’s like someone advertising “We do crappy work” – everyone says they do quality work and everyone feels they are ethical . . .

This subject was rolling around in my head as I was driving toward New York City and passed by a large blue and white truck from a major retailer . . . the sign on the back of the truck saying . . . “Always the Low Price – Always”

Like a blinding flash of the obvious it hit me . . . Wal-Mart got where they are by comparing their prices to specialty store prices . . . The next day I was in Costco and they had a six foot sign comparing their tire prices to the independent tire store up the road . . . Home Depot opens new stores with wheelbarrows full of merchandise bought from local retailers identifying how much more the local home-town store charges than Home Depot does.

Taken in that context, is it “unethical” to post prints made by other organizations that independent customers felt were substandard? Price is the big box competitive advantage – they can use it in promotion but specialty stores can’t objectively compare quality? How is that “ethical” or even honest?

No, we’re not falling into the trap of Wall Street by justifying theft, graft or greed by saying everyone is doing it. Rather, we’re raising the following questions:

1.      If local independent labs don’t clearly show shoppers why they should have their prints made by a quality company, then who will?  (It’s obvious that customers don’t know what true quality is or there wouldn’t be bad prints available to show!)

2.      If we determine that it’s “unethical” to show actual bad prints and identify them by lab name then aren’t we condoning and supporting bad photofinishing? Is hiding the truth “unethical”? Doesn’t bad finishing hurt everyone?

3.      Is it OK for the big boxes to beat up independents on price but not OK for independents to fight back on factual quality issues?

The big boxes have the ability to run inserts, TV, radio, etc. hammering on price, price, price.  Small independents have to use the tools they have to get the message out. . . .

Conclusion: I can’t see why telling the truth is unethical . . . Allen Showalter, the originator of this idea told me what happened when a chain store manager called and complained that Allen had put up work from their firm.  Allen’s response was “quit putting out bad work to your customers and we won’t have anything to put up.”  All Allen heard after that was the dial tone as the manager hung up.  Seems to us Allen is right on!

Chris Lydle suggests that a proper response from a competitor who doesn’t like their lousy work on display would be, “"you're perfectly welcome to put up samples from the customers who come to you for remakes of the bad prints they picked up at my lab. Of course, you wouldn't need a very big bulletin board for that!”

Your comments are sincerely appreciated on this topic – please let me hear from you wmccurry@mccurryassoc.com

Idea #2 – Ink jet isn’t the enemy – Bill McCurry

Many of our friends are bemoaning inkjet prints at home . . . claiming that’s the sole cause of declining photofinishing and the ruin of our industry.

Sorry, I don’t buy it – not for a minute.

The enemy is NOT printing at home . . .  The enemy is NOT WANTING PRINTS.  If Sam and Suzy Sixpack print at home and savor those prints, then eventually they’ll come back to us.  If they don’t make prints, don’t value prints and see all their images on their computer, phone or LCD screen then we’re doomed. 

Remember the bread making craze of a few years ago? Everyone got a bread maker for Christmas.  No bakers went out of business and most of those bread makers are in the attic.

Debbie Fields didn’t know what she was doing when she started selling cookies at retail because at the time 99.8% of US households had stoves capable of baking cookies.  The local laundry should be out of business because again 98.5% of US homes have washing machines.  What’s the point? Convenience.  Home printing is a pain and you are the aspirin. 

Make sure your customers know they can easily get quality prints from their digital cameras with no hassle from you – they can drop off the media, upload it or do it themselves in your store – easy, quickly and with superb quality . . . You’re their solution! Remind them of that every day!

Idea #3 – Bring your team to PMA . . . Help them grow so they can help you grow. Bill McCurry again.

How do you expect your team to understand our industry and maximize all the opportunities if they aren’t exposed to the fun, excitement and yes hard work of attending PMA?  This year’s is extra special because Harold Lloyd will be delivering Sunday morning’s session, “Am I the Leader I Need To Be?” – Invest in your team’s growth potential . . . bring them to PMA for the weekend and let Harold Lloyd help them reach the next level of effective performance.

Here’s one just for you, as a human being . . . This Holiday Season, as busy as you are – do something for someone less fortunate than you – and don’t tell anyone!  May God Richly Bless You And Yours This and Every Year.

Upcoming Industry Speaking Events with Bill McCurry –

+ Thursday, November 27 – Fujifilm Professional Workshop – Tomar , Portugal – by invitation only contact wmccurry@mccurryassoc.com

+ Wednesday, January 14 – Photoimaging Manufacturers and Distributors Association (PMDA) – Marriott Marquis – New York, NY – “Working a Trade Show Booth For Fun and Profit” – a “must hear” if you’re ever called on to work in a trade show booth and want to maximize your effectiveness.

+ Wednesday, February 11 – 10:30 – 11:40 – Marketing Beyond The Book – (DIMA – Las Vegas ) – What’s happened in the year since Digital Guerrilla Marketing was published? What’s working? What’s not?

+ Wednesday, Feb 11 – 1:00 – 2:10 – Marketing Idea Exchange (DIMA – Las Vegas ) – This is where you meet new networking partners and share ideas that will pay back your investment to come to Las Vegas – This session tends to sell out so register now!

+ Thursday, February 12 - 11:00 a.m. - 12:20 p.m. (PPFA – Las Vegas ) Guerrilla Marketing for Framers (PPFA General Session Luncheon)

+ Thursday, February 12 - 2:30 p.m. - 5:20 p.m. (PPFA – Las Vegas ) Effective Marketing in Tough Economic Times – Customized for picture framers, how to reach your target audience in today’s climate without breaking the bank.

+ Friday, February 13 – 7:00pm – 9:50pm (PMA – Las Vegas) Night School – “Marketing That Makes You Money” – A concentrated look at your marketing dollars and how to wring more sales from them.

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