McCurry Associates Marketing Idea Exchange Archives #7
Idea #1 -
Ron Inkley, Inkley's, now part of Ritz (roninkley@aol.com)
(Ed Note: Mr. Inkley is a senior statesman for our
industry, past PMA President, Past PRO President and founder of a very
successful chain of stores which were sold to Ritz seven years ago. He is a
subscriber to the idea exchange and has sent in this idea as he understands
everyone who receives the list must submit two ideas a year.)
Ritz Camera is still using one of our most successful
promotions in our Utah area stores. It consists of a week long series of classes
that run at least 8 hours each day. We have lots of people help us, including
local photographers, customers that have good skills, employees, supplier
representatives, and any one else that has something to teach. They still use
the same newspaper format which consists of the top 1/3 of a full page ad
featuring the school which is at our largest store. We also used to use TV to
build the image of the school. Naturally we also use flyers listing all the
classes and the time of the presentation.
We get over 100 at some classes and when the class is over the store is filled
with buyers. We schedule them into the early evening and also on Saturday. This
promotion has given us lots of goodwill and the proof is seeing Ritz use it for
the last six years.
The limit to this promotion is the place to hold it. We were lucky in that we
had a room that holds over 100 persons. In the early days we rented a place in a
hotel to do it.
Customer education is the best way to improve sales with your base, whether it
is done in the store or in a classroom.
Idea #2 - Request For Feedback On New Idea
Tim Hardy, Hardy's Photo and Imaging, Ft Collins, CO /
Amaranth Photo Imaging, Boulder, CO (hardysphoto@aol.com)
Here's an idea I'm currently working on. Rather than hire
additional sales staff. I figured the best sales people are my current
customers.
So I'm planning on printing up "referral cards".
I'll give a set of referral cards (about 5 or so) that the customer will write
his/her name on one side of the card. On the other side. The person they gave it
to will fit out his/her information as the recipient. When this card is returned
to the lab by the recipient, they will receive 10 or 20 percent off their
current order. We will then record the amount that person spent on the card. Now
that we've received the card from the recipient, and we have a record of how
much they spent. We'll then send a "THANK YOU" to the person who gave
them the card and with the "Thank You" card will be their 10 to 20
percent off certificate OR a Commission on that referred customer's sale.
I'll
let you know how this works once we roll it out. We'd appreciate any suggestions
from people who have tried this type of thing.
Thank You.
Tim Hardy
Ed Note: You may reply to Tim's request either via the
newsletter at editor@mccurryassoc.com
or directly to Tim at hardysphoto@aol.com
Idea #3 - Money is where you make it!
Allen Showalter, King Photo, (thephotodoc@aol.com)
This is not exactly a marketing idea but...design your 4x6
promo stuffers that you are going to print in-house with a black border. You can
then print them on light-fogged paper because the fogged black edge will blend
in with your design. If your lab is like any of ours, even the best technicians
goof once in a while. Waste not, want not.
Last week's comments about listening to and thinking for
your customers drew numerous supportive responses, Thank you. We reprint below
two responses
Frank Ponder, Bel Air
Camera, Los Angeles, CA (www.belaircamera.com)
Thanks for presenting part of the problem. We also
question our customer's intentions with the camera. . . often we find they are
better off with a 35mm SLR with Promaster lenses, Flash and Filters, and in the
case of Nikon a Promaster Strap. By the way your script is too long, so I have
issued a challenge to my sales staff. Pick a few accessories, and present the
questions or statements to the customer to help them buy that one.
Michael St. Germain, Concord
Camera, Concord, NH (www.concordcamera.com)
After receiving "McCurry Associates Marketing Idea
Exchange" number 6, I decided to enclose a copy with our staff's pay checks;
I thought it was that valuable.
Now the rest of the story. Yesterday three more digital cameras were sold: one
for $499.95 with a total invoice of $647.55, the second camera was for $699.95
with an invoice total of $919.75 and the third camera $899.95 with an invoice
total of $1147.85.
The sales included extra memory cards, cases, NiMH batteries with charger, card
readers and accessory flash. Your story certainly got attention with the staff.
Thanks for the basic training class.
Newsletter 8
LEGAL MUMBO JUMBO OUR COUNSEL WANTS YOU TO READ
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