Happy New Year to all our readers.

   That means it's a new subscription year. . . please send in your idea to "pay" for this year's subscription to the McCurry Marketing Idea Exchange. Send them to editor@mccurryassoc.com - if you are sending your idea from a different email than the one subscribed to this newsletter please let us know that.

Alternative way to pay your subscription -
   For those attending the DIMA Marketing Idea Exchange in Las Vegas (only for those who are serious about making immense profits from digital imaging)
   If you would be willing to share your ideas/experiences with the group, please email Bill directly and we'll be in contact directly with you - that sharing will count as your "payment" for this year's subscription.

One time format change - This issue is much larger . . .
   We received many responses to last issue www.photoimagenews.com/mccurry66.htm where we suggested it's OK to compare the quality of your competitors and to name those competitors just as they compare their prices to yours.
   Our goal is to bring you marketing ideas you can use and read in three minutes. This issue has those ideas - then following the ideas are a sampling of emails received on the comparison issue for your strategic consideration.

Idea #1 - Frame it for more profits and happier customers
Keith Carignan - Village Photo Corp - www.vilagephoto.us

   My marketing idea is when a customer comes in with reprint order to give them a coupon for 25% off any frame purchase made for the enlargement they had done by us. We do very well with enlargement orders but don't seem to sell enough frames (especially the larger size pictures).By giving them the coupon when they drop off it puts into their head that they need to get a frame for their image and hopefully the discount and selection we have will get them to make us their 1 stop photo shop. Also I feel by mentioning needing a frame ahead they will make the time when they pick up to look for a frame and not be in a rush to get in and out. We are just going to start utilizing this idea so I hope it works out.

Idea #2 - Provide extra value through classes
Dennis Nagel - Idaho Camera - Nagelz@aol.com

(Editor's Note - Congratulations to the team from Idaho Camera for being this year's PTN Dealer of The Year - PTN subscribers are invited to the Awards Party Thursday night, February 12 in Las Vegas.)

   When a customer is shopping for a camera, we have always worked to differentiate our selves from our competitors. When we sell a digital camera, we offer several extras. The extra that draws the most interest is the "Digital Photo Class." Even though Digital cameras are easy to use, customers are still looking for help in being comfortable with the new technology. With every camera sold we sign up both the customer and one guest to our digital photo class.

   The photo class helps us three ways.

1. It helps us offer more than our competitors. We worked on our class for months before we went live with it. Why, because we new our class had to be excellent. Our customers love the class and the word is out that the class at Idaho Camera is the best.
2. It gives us a method to educate the customer after the sale and not during.
3. We use the free class offering as a closer.

   All in all, this is just another old idea that still applies to our new products.

Idea #3 - PMA is more than a trade show - Editorial Comment

   In addition to the educational sessions at DIMA and PMA, take advantage of the industry's hottest networking opportunity . . . the PMDA Awards Dinner - Wednesday, February 11th at the Mirage. It's an event you'll remember . . . if for no other reason than the investment . . . in the neighborhood of $185 per seat including a good dinner and open bar reception. You get what you pay for and for those who want to know what's going on in the industry before the show opens; this is the place to find out.

   Here's a secret to an event like this - be there at the start of the reception . . . review your networking skills. . . you'll be able to mingle with movers/shakers of the premier manufacturers and distributors in your industry. There will be more "A List" from our industry there than any other event open to the public. . . Be sure you wear your PMA '04 name badge so people know who they're talking to. The photographic presentations are memorable to say the least . . . Information and reservations from the Photographic Manufacturers and Distributors Association at (973) 679-3460

Idea # 4 - Digital prints drive my business . . . and profits
Tim Ulmer

   As you are aware, I embrace " the more you buy the more you save" Concept. A strong Sign located at our print stations usually does a great job of selling customers on this savings advantage. 4x6 or 3x5 prints start at .39 cents order 20 - 49 they drop down to .35 cents and 50-99 down to .29 cents and 100 or more to .25 cents. Generally most orders exceed 100 prints because of this discount program. No clubs "no gimmicks" no same print multiple policy. We want them to make our lab busy as heck!!! And easy for our customers. Our daily average has jumped by 800+ prints since implementing policy. Early on these digital orders, customers were being extra selective and tying up our eBox. Now, we see customers choose (select all) more often and elect to double and triple their prints ordered.

   We have also been burning CD from all media using the Lucidum System. We refer to it as a archiving CD. Allowing them to clear their media without any anxiety about lost precious memories. That CD we get $6.95 and we also remind them duplicates can be made for sharing for only $4.00. Easy sell!!!!

   We have encouraged Agfa to develop marketing screen savers for the Image box that would promote these services...... why we haven't ourselves made this screen saver is for the fear of introducing a problem to our image box. Agfa figuring this out should be a no brainer and included in future Agfa eBox sales.

Responses to displaying prints traded in from competitors . . .

   For details and history see www.photoimagenews.com/mccurry66.htm - This was started by Allen Showalter of King Photo who found his customers didn't clearly understand the quality difference between Allen's work and his competitors. Allen invited his customers to "trade in" up to 5 pictures done by a competitor and with the customers' permission put up the traded in prints with Allen's better print. The result was substantial roll volume growth in a declining market. Some saw this as "unethical" - We asked for your responses and reprint some of them here. . . .

Hay Bill:

   First of all why did you bother with an anonymous letter...it seems to me that an unsigned document reflects a lack commitment to any opinion or position, especially on ethics.

   But, to the point of your question. . . Our paper supplier sent us a test roll to develop, print and submit for quality evaluation, which we did. I then took the original roll of uncut negatives to: Costco, Walgreen's, Osco Drug, and Wal-Mart (I would have gone further but W-M lost the negs.) for prints. Boy, were they terrible and today you can find a big display in our store to show picture takers they are not the problem. Quality photo finishing does create happy customers who keep taking more pictures, and honest comparisons educate the consumer about choices in the market place.

My Best,
Rich Rosenberg
Elmhurst Camera
(Editor's note - also owner of Elmhurst Ben & Jerry's . . . highly recommended when you're in the Chicago area!)

   I actually have customers themselves asking to see our work and want to see samples of what other labs do. I just tell them it's a matter of opinion whether they like underexposed or overexposed prints or if they actually like color correction, that way they don't feel like I'm trying to force them to like our stuff, they tell me which type of photos they like.

   What most people that take photos and aren't photographers see is that there pictures are just that- pictures! What we see and other professionals see are photographs. Memories and the quality is what is important to us. And it's not like that with all people; even my own mother processes her film at Wal-Mart. But what I find works best is convincing them that don't they wish their old photos from the past were processed better so their next generation won't have to waste money on restoring photos of you 100 years from now...

   Hitting them with that and showing them our work usually convinces them to try us. But I don't think showing other labs stuff is unethical at all. The world has competitors and will continue to be competitive.

Jen Sutton
BuffaloGroveSouth Motophoto

Bill,

   As you may remember (submitted at PMA 2002) we tried this at our lab - with huge success. Other independent lab owners have come by and commented on how effective the display was, often joking that they would have to increase their quality.

   Wholesale and Big Box retailers don't really care. We often use the order bag from the other lab, just to make sure that there is no question as to where it came from.

   Our customers LOVE the display and often ask to have their photos put up next to the old ones. Often they become excellent ambassadors of our store. Their friends come in and tell us "Shirley told me to come and look at the board" and then it's up to us to keep them.

   No one has ever raised the ethics issue, and since what we sell is this difference I do not think that there is an issue.

   We have NEVER offered to print any of these images for free - not once. Nor have we ever been asked to print comparisons for free - not once

Curt Reif
ACME Photo LLC

Hello Super Bill,

   I do not feel that the comparison board is unethical, I thinks its a good idea ( we started using it after I attended The Agfa Success Seminar in Dublin OH. looking forward to your next one) The only problem I see with it is that it appears that they have made their own logo cards for Wal-Mart etc. I would think that Wal-Mart could come after them for using their logo. What we did was we use the competitions order bag that they provided the customer with their logo showing. See http://www.photoimagenews.com/images/stores/howdidyourlastpictureslook.jpg

   Have a great holiday and I look forward to seeing you again soon.

Ben Belhorn
Gahanna Photo

Bill-

   Great issue...One other point on the Allen Showalter discussion... Photo specialty retailers should be using the backprinting capability in their digital minilabs to backprint their company name on each print. . . to further reinforce the point that the specialty retailer stands behind their print quality.

Regards,
Joe Kowalik
Graphx/Photogize

Upcoming Imaging Industry Speaking Events with Bill McCurry -

• 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 - 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.