Ideas #1 through #7 – Promoting D & P

We headline a £2.99 (US$6.30) fixed price D&P in our shop front. This service is provided by an outside lab. We then sell the customer the better quality in-store service when they order processing at the counter. The sales people use the following aids to help sell up and make the customer feel a wise shopper.

1. Better quality prints on superior paper.

2. Faster, more secure service in-store.

3. No quibble refund or reprint any picture the customer does not like/want. (Gives confidence, but is rarely required)

4. Free 8"x10" enlargement. A great ‘close’ - and often sells a frame.

When the customer is convinced to select in-store processing, we try to move up to one-hour.

6. Voucher for free coffee at the local café whilst waiting for the prints. (The coffee shop do not charge us as they get a new customer and usually extra sales)

7. Two free enlargements (instead of one)

Editor’s Note: Notice Mike’s wording "make the customer feel a wise shopper" – Mike is getting into the head of his customer and making it easier to say "Yes"

Idea #8 – Promoting Rapid Processing

We also offer a challenge. ½ hour or ½ price. There is a small surcharge for ½ hour processing so we bet the customers it will be done in 30 minutes or they get the roll done at half price. Some customers like to gamble the extra £2.00 (US$3) it costs & it sure focuses the staff. Of course, some people actually need the faster service!

Idea #9 – Promoting Processing To Camera Customers

To help make a camera sale and to draw attention to our processing service, we give a free 1-hour D&P voucher with every new film camera and free 20 prints voucher with every digital camera. This gets customers into the habit of coming back to us and shows what great quality we produce.

Idea #10 – Selling digital print services

Every time a digital camera is demonstrated we take a picture and make a print for the customer. It is billed as "Try before you buy" and demonstrates how easy our digital print service is to use. They come back for the processing even if we don’t manage to sell the camera.

Idea # 11 – Another twist on "free" film -

We don’t give a free film but offer ½ price film to our processing customers. They always recognise the value of getting a branded film at a discount rather than being given a cheap film free.

Our sales people use the offers as aids in selling the service rather than just accepting the film in. The customers feel their film has value, the salesman gets much more job satisfaction & the company gets a much better bottom line.

Frustrated By Lower Profits?

Digital Marketing, A Discussion with Bill McCurry and the CT/NY Division of PMA, Wednesday, October 9 – Waterbury, CT – call Bob Banasik for more info (203) 744-2378.

Keeping Specialty Stores Special, A Discussion with Bill McCurry and the New England Division of PMA, Wednesday, October 16 –Woburn, MA - call Ken Sutton for more info (508) 990-8240