Idea #1 – As industry changes, offer new services to replace old ones

John Perchulyn, Riviera Imaging, Redondo Beach, CA – www.rivieraimaging.com

     I got this idea from an IPI or PMA Idea Exchange meeting and it's turning out to be pretty profitable.

      We lost many of, correction, all of our real estate customers over the past two years but now we found another service to offer them. First thing was we approached a guy that publishes "Fine Homes and Estates" magazine. The idea I presented to him (which was the idea I got at the meeting) was that often the boxes with flyers out in front of the property for sale are empty. We suggested that he present the idea to the real estate agent to place a 16x20 poster out front with photos of the interior so that at least the prospect that came by could see what the property offered for sale looked like. In addition, we could just put a few bullet items about the place. In our case, this works well because he already had photos for his publication as do many real estate agents. He has presented this to some of his clients and we have made about 4 posters in less than a week. We are getting $100 per poster. Great money for a 16x20!!!

     Now in addition, we print out a few 8x10 glossy prints. Some with and some without a black border. These things look great because they are on photo paper. We are getting up to $2 each for those and they usually order 20 or 40.

     If anybody would like more information on this, they could email me at operator@rivieraiamging.com

Idea #2 – New Services Can Be Customized For Greater Customer Impact

Chris Wilkinson, Photo Plus Holdings Ltd, New Zealand - chris@photoplus.co.nz

Hi Bill,

     Here's another idea that's worked really well for us recently.

As a way to keep our higher volume clients dedicated to Photo Plus, we create custom index prints, with their company logo, and colour scheme incorporated. Logos are easy to use from their websites, and most often the resolution of these is fine on indexes. Our D-Lab has a great program we use to build and customise the indexes making each one layout unique. Once it's in the system they are easy to call up and use. Client reactions have been amazing, especially because we don't offer this service across the counter. They feel special, and we win with the extra goodwill this simple service brings in.

Idea #3 – VIP Cards Make Prospects Feel Like They Belong . .  As Customers

Jen Sutton, Moto Photo, Deer Park, Illinois –

     All of my staff got together and designed a V.I.P. card for all the employees in the mall where we work. It offers them a discount same as the Moto club membership but they don't have to pay the dues every year. We designed the card with their logo on it along with ours and the discounts that we offer, that way we can track which stores use us more, we made one card for each employee and can make more if needed. The stores were so thankful that we received discounts from their stores as well. We were also able to make some great friends in the mall and they feel more important than just a "club member" which makes them feel privileged to come to us for there photo needs.

Editor’s Note: Don’t overlook the referral value of other retailers – in Jen’s case it is very likely that those retail employees who are VIP members will be asked questions by customers such as “Do you know of any place in the mall that does _______?” Since the mall employees now know Jen’s store it is more likely they will recommend Jen when asked.

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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