McCurry Associates Marketing Idea Exchange Archives
Volume 71 - February 4, 2004
Idea #1 – Try Us, You’ll Like Us –
And We Like Your Money (and our job!)
Roger Christian - University Camera -
Iowa City
, IA www.ucam.com
Students are back, we want their business. We have the best processing in
town, or
Iowa
depending on who you talk to -- these are my customer's words. I want to
capture digital and film processing -- try us once, we've got you for life.
I have a large banner-type ad in the local paper Saturday edition once a
month or so. I am running a "$1.00 No Excuses Processing Offer".
We'll print any roll of 35 mm or APS film, C-41 only or do 40 digital images,
3x5 or 4x6 prints, for $1.00.
Now, some of your readers will say "That Christian guy is a nut
case." However, we tried this with one of the local banks in a
giveaway package with new checking accounts, and it is working, at least with
the $1.00 roll. We also find that a roll or two at regular prices comes in with
the promo roll.
Our roll count in the past few months has been steadily increasing, even
with our normal pricing ($8.99/24) and 2 for 1 Wednesdays. We don't do much
advertising, so it is mostly word of mouth, I guess. We are also the only camera
store left in town, which may account for some of the increase. And, we are
doing two or three times as much film now as we have in the past 15 years of
having a minilab. The film is in addition to the digital business we do. I am
very happy, and my staff has now learned the meaning of "job
security".
Idea #2 – Baker’s Lean Dozen –
Makes Fat Profits
Joseph Zielinski
- Zeff Photo Supply -
Belmont
,
MA
- www.zeffphoto.com
Zeff Photo Supply has been a supplier to professional wedding and
portrait photographers for over, probably, 70 years now. One of the specials
we've offered over the years is the Baker's Dozen: buy 12 albums and get 13. But
in this day and age of health consciousness, we have been offering a "Lean
Baker's Dozen": when they buy 9, they get 10 (10 in a case) of various
close-out albums. This makes it price advantageous to our customers and lets us
move merchandise a case at a time. A great deal for everyone.
Idea # 3 – Motivate Your Customer,
They’ll Reward You
Steve Weiss – Creve Coeur Camera –
St Louis
,
MO
- sweiss@cccamera.com
Over the
past several years we have been offering our sale consultants a “5 line”
spiff. If you add 5 additional items
to a camera sale (digital or film)…memory, card reader, lens cloth, tripod,
filters, card holder…etc. to a sale you get an additional $5 spiff.
Well….the results lately have been less than average.
So we
started a new “replacement” program. This
one is on the shoulders of the customer. It’s
called five’ll get you ten. The
customers are told…if you buy 5 additional accessories you’ll get an
additional 10% off those accessories.
Funny how
things work…we’ve had some customer ask if they can get this deal even if
they don’t purchase the camera….our response is of course!
Plus, our closure rate on these accessories sales had increase instantly!
Bonus Ideas - Advice on DIMA/PMA:
1. Get to bed early – Don’t miss any of the
educational sessions as that’s where you’ll learn where this industry is
going. Arrive at the sessions early and talk to people, listen to people –
keep your ears and your mind open.
2. You can change the DIMA sessions you signed
up for – take your tickets to registration and they’ll exchange them for
you. Session marked “Sold Out”? You can “stand by” at the door and
they’ll let you in if there’s room at starting time. (This also means PMA is
like the airlines – if you have a ticket but don’t show up by the time
things take off they’ll give you seat to a live body who wants it. See above
for another reason to show up on time.)
3. If you’re buying major lab equipment get your financing commitment
from your local banker before you sign the deal. The “zero interest”
financing from most manufacturers is pure fraud. There is a huge difference
between the “cash price” and the “zero financing” price. (Remember
“Truth In Lending” doesn’t apply to commercial sales, if it did the jails
would be full!). In 80% of the cases
you’re better off getting bank financing and paying cash for the equipment.
Normal savings is 10% up to 45% of the price of the equipment. Check it out
before you commit.
4. PMA is doing afternoon educational sessions
near the trade show floor – Your body will need a rest so sign up for some of
these. One we strongly recommend is Chris Lydle’s session “Teaching Digital
Photography for Fun and Profit” which will be Friday at
2:00
and again at
3:00
(session B1 and B6). There are many outstanding programs at DIMA and PMA – we
are mentioning Chris for two reasons – 1) We’re a fan of doing classes for
fun and profit 2) Chris is also doing this session at DIMA on Wednesday at 1:00
– Which is the same time as the Marketing Idea Exchange – so you will still
be able to hear Chris’ insights and wisdom on Friday afternoon when you attend
the Marketing Idea Exchange on Wednesday. (Disclosure – Chris’ session at
DIMA will be 1 hour 10 minutes – the session on Friday afternoon will be 50
minutes – But you can buy Chris a beer afterward and he’ll talk forever –
the best investment you ever got out of a beer!)
Upcoming Industry Speaking Events with
Bill McCurry –
+ Wednesday, February 11 –
10:30 – 11:40
– Marketing Beyond The Book – (DIMA –
Las Vegas
– Room S226) – 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
– Room S226) – 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 – Room S229) Night School – “Marketing That
Makes You Money” – A concentrated look at your marketing dollars and how to
wring more sales from them.
Bill is working with Harold Lloyd to help craft the best Sunday Breakfast
session PMA has ever seen. Harold will be speaking on “Am I The Leader I Need
To Be?” . . . . If you own or manager (or ever want to effectively manage) a
business you need to be in Harold’s Session Sunday morning February 15 . . .
You’ll discover ways to increase your effectiveness and your team’s
performance. No excuses - - - you better show up!
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