E-mails to promote your imaging business

MMIE #337 - Better e-mail tips we learned in Anaheim

March 11, 2010

Hello

Those who are on the bestphotolist may have seen this already, a few of McCurry's Musings in response to the posting entitled "Quiet". Bill sounds off on the current economy and avoiding the doom and gloom we've been hearing.

This is statistically valid, scientifically analyzed data . . . last year PRO did a training program with The Friedman Group. I just got the purchasing figures for those PRO members that attended . . . their purchases from PRO were up 15.6% while the "control" group of members who did not attend was up only 2.3% -

The following two observations are non-scientific samplings. Visited a mid-west retailer . . . all year, as painful as it was, he kept his advertising messages constant. Due to cheaper media rates he spent only 85% of what he did in the "good times" but kept up same newspaper lineage, same GRP in broadcast advertising . . . In December and so far in 2010 he's up double digits each month . . .

Talked to a southern retailer who reports business up approx 30% so far in 2010 . . . he says "I don't know why". Yet when you listen you hear he's always outside the store doing PTA presentations, garden clubs, Rotary club, business round tables, etc. He's in the community pressing the flesh and telling his story in a soft laid back way. He offers lots of classes, some of which are free during store hours . . . always has new signs in the front of the store . . . actually increased his advertising presence.

The non-scientific sampling above would indicate that when times are tough if you can keep the course the payback is mighty when your community turns around. If you're not out there during the tough times it seems people forget you when the sun shines.

Best of Success To You All,

Bill

Even the subscribers who don't open your bulk emails - if they just read the subject line - are more likely to visit your store than strangers. That's the word from Ron Cates, and he ought to know. He's the guy who created Constant Contact, one of the most complete e-mail marketing systems in the world. That's just one of the tips he shared with those who attended his DIMA session. That was a can't miss session and we hope you were all there.

Our first idea submitted this week by Dean Lawrence has great examples of some of the best email concepts.

Idea # 1 - A timely (spring-timely) email promotion

Dean Lawrence - Hooper Camera - Chatsworth, Thousand Oaks and Woodland Hills, CA, USA - www.hoopercamera.com

Our e-mailed newsletter is working well for us. We've gotten really good at collecting customers' addresses for the list, and we're giving them content they find worth reading.

We want to lead each issue with a how-to article by one of our own associates. This month we lead with Pointers for Pleasing Portraits by our own Bruce Stein.

It makes the letter - and by extension, the store - seem more personal and friendlier.

We also want to give a dynamite special of some kind to reward our subscribers. This week it's a natural to key a free print special to the beginning of Daylight Savings Time. (below is a screen grab of the coupon, you can't click on any hyperlinks)

Only our customers who read down that far get to see the coupon, and they have to print it out to take advantage of it.

We also post a link on our home page and Google Blog-spot after the initial e-blast. This shows us tangible results of our marketing efforts by the coupons we collect.

We use several methods to gather email addresses. Web sign-up, in-store kiosk, online check-out, sign-up cards, lab stuffers, and handouts at seminars.

It is important to give some kind of offering back for taking the time to sign-up. We do this in two ways, 1st we put an offer on the sign-in card or stuffer, and 2nd by offering these great deals to e-mail subscribers only.

I personally get positive feedback from customers via e-mail, phone, or in person. A recent customer told me, quote "I read every word and look forward to each reading the next email."

I am putting into practice things in which I learn from attending PMA each year and the free online webinars offered by my email service provider.

We don't post the coupons in the store, though we may add a sign showing the coupon AFTER the special is over, saying something like "You wouldn't have missed this special if you were a member of our email club." See entire newsletter in a browser

Idea #2 - Firmware upgrades for your customers' cameras

Larry Gleason - freelance photographer - Aiken, SC, USA

Chris,

It seems to me that the subject of Firmware Updates for digital cameras is not discussed much or a subject not generally known to digital camera users.

I don't know if you cover the subject in your camera classes.

I don't recall the subject being covered in your newsletter.

Seems to me that this would be a great subject for either or both.

Further, you might look at firmware updates as a minor business service.

Yes, firmware updates are free downloads from the Internet but I would think that there are folks without Internet access or are intimidated by performing such an operation. I would think that a modest fee/profit for updating a customer's camera would be a unique service.

One thing for sure, I have to check with Nikon USA every few months to see if there is a new update.

Interesting that even P&S cameras get firmware updates.

I just happened to check Nikon last night and found that a D3 update was released in January. My method is to use two CF cards and I update from download to finish in about 7 minutes.

Firmware update subject lends to any discussion as its usually adding a new feature, fixing a feature, or improving a feature. In most cases, accomplishing all three. Of real interest for Nikon is that when the D2X was replaced by the D2Xs and same for D3, the next firmware update upgraded the D2X to a D2Xs (same for D3) without having to purchase the newer model.

I know Nikon, Canon, and Olympus do firmware updates from Internet but I wouldn't be surprised if other brands do the same.

A little more time as a business service is to set up and do a monthly (or quarterly) check for new updates and release info in your newsletter.

Idea 3 - the handouts from sessions at Anaheim.

To save paper, DIMA and PMA educational sessions have eschewed paper handouts. The handouts are available on line at http://www.pmai.org/pma2010sessionhandouts/

That's especially handy if you didn't clone yourself to be in 2 places at one time!

The MMIE will leave this link here for a few more issues, then you'll have to visit the archives to find it.

Calendar of Industry Events

June 3-6, 2010 - PMA Australia, Melbourne http://www.pmaaustralia.com.au/

June 21-24, 2010 - IPI Members' Retreat and Supplying Partners Trade Show, Henderson, Nevada. Members only

July 16-20, PRO Members' Convention and Trade Show, Cleveland, Ohio - Members only

September 21-26, 2010 Photokina in Köln, Germany. http://www.photokina-cologne.com/

September 22-25 - CEDIA Expo, Atlanta, GA

January 30-31, 2011 - DIMA Conference, Las Vegas NV USA

February 1-3, 2011 - PMA Convention and Trade Show, Las Vegas, NV, USA

Remember to send us your marketing ideas, as well as comments on those ideas posted by hitting your reply button or emailing to editor@mccurryassoc.com.

Your colleagues may also get the newsletter free in exchange for submitting ideas. Give them this link to sign up but remind them they have to share: http://photoimagenews.com/mccurry.htm

Please Enjoy, Consider and Profit from these ideas.

All the Best, Bill

William J. McCurry, Chairman

McCurry Associates

email: editor@mccurryassoc.com

web: http://www.mccurryassoc.com

Issue 337 - March 11, 2010