Idea #1 – Sales and Give Aways To Drive Traffic

Steve Weiss – Creve Coeur Camera – St Louis, MO - sweiss@cccamera.com 

This past weekend we had a special "ONE DAY ONLY" special sale and give-a-way.... 

     The first 100 customers were given certificates in varying denominations ($20, 50, $100 and $500) on a first come first serve bases for a total of $3000. We had over 125 people lined up for this promotion. We opened up the store 2 hours early and did $10,000 business. A large portion of the customer just used their $20 to get some free stuff...but many of them used their discount to purchase a camera. These were not our usual customer....so it was additional business! The last 25 people who were not given a special certificate...were all invited into the store and offered $20 off any camera purchase. About 5 of them made a rather large purchase. The rest of the day was promoted at a "one day only sale" We had a 36% increase in this store. Plus, we had an overall 20% increase company wide. We plan to offer this special sale at other locations later this year. 

NOTE: Our next promo will specify...that these can only be used on a camera sale. It would prevent those "little" free stuff people. 

The Details: 

ONE CERTIFICATE PER PERSON PER HOUSE HOLD, MUST BE 18 YEARS OR OLDER, CERTIFICATES HAVE NO CASH VALUE, NO CHANGE OR CREDIT TO BE GIVEN, ONE CERTIFICATE PER TRANSACTION, VALID AT ONLY ONE STORE ON ONE DAY.

Idea #2 – Thought For The Day

Rich Reed – Reed’s Cameras, Walnut Creek, CA – www.ReedsCameras.com

 I tell my managers and myself.

"Be the example, not the exception" 

If you just remember this everything else falls into place.

Idea #3 – Alert Your Customers To Their Potential For Enlargements

Ken Dumminger CPC, Dumminger Photo, Fremont, OH – www.dumminger.com

     Our associates go through the D&P orders and if they find a nice picture we have cards we insert the photo in and let the customer know that this photo would make a great enlargement. We have gotten over a 40% increase in enlargement orders.

Idea #4 – Advertising Urgency Drives DVD Transfer

Mark Bashista, University Photo and Video, Chapel Hill, NC – www.uphotovideo.com

     We have had success with DVD transfers by advertising in a local paper. The ad says "Don't wait until it is too late! Preserve your memories today." We also have had a large sign in our window since we have started doing the DVD transfers. We have ordered from Acutrack a large quantity of DVD's printed with our store name and web site. Our employees all know about how the transfers are done and more importantly the quality loss if too much info is put on one DVD.

     We only try to put 2 hours maximum per DVD. Another important fact is that most 2 hour videos can hold 2 hours plus a couple of minutes and the DVD on the 2 hour mode stops right at 2 hours. We are also able to transfer most video formats to DVD. Only about half of our DVD copies are from VHS.

     We have gone to an artwork CD or a restoration CD....If it has our artwork on it from a restoration or an extremely manipulated file to perfection in print, the CD costs $34.99 ....CD from film we develop is $8.95 for the first roll and $5 for each roll to the same CD.

     From the artwork or restoration CD they are entitled to make as many prints as they like at our file print service prices.....4x6 $0.49,  5x7 $0.99,  8x10 $4.95.....Cut negs to CD are $15 for the CD....If they do not want the CD the price per  sheet is $10 and 1 8x10 or 2 5x7 or 3 4x6 or 4 3.5x5 or 8 wallets will fit on a sheet ......each 4x6 scan from print or 35mm neg or slide is $2.50, 5x7 to 8x10 is $5.00, Med Format scan $5, Large format $10.....any scan to 11x14 file size is $20....the larger the file the longer time it takes ...digital bills at $1 per minute with a $15 minimum....Studio setup for prints larger than 8x10 is $25 each plus cost of print....Enlargement prints from our artwork and restorations cost more than regular enlargements too. It is our digital desk that brings in the money and sets us apart from every other lab in the area...hope this helps!

Not too soon to mark your calendar for the Fall PMA – Chicago –

The Marketing Idea Exchange will be Sunday morning (breakfast included!) October 24 – Be sure you plan to stay for this session to get the real scoop on what’s actually working in the real world . . . Bring an open mind and an idea to share.

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