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YOUR MAILING
LIST During one
of those times when I had a pile of magazines that I had not read
the renewal subscription came up and I did not bother renewing
it because I was running out of reading time.
Every year
since then they have been posting me another renewal slip inviting
me to re-subscribe to their magazine.
Remember most
of the successful people running portrait promotions give the
people reasons to have photographs done.
You may even
have some customers that go skiing every year and would like a
skiing photograph of their whole family standing on the ski slopes
in skiing gear on skis.
There is a
thousand different reasons why people can have photographs taken
and it is over to you to use your mailing list as to give people
some clues as to why they should spend money with you instead
of the local white wear shop.
NEW CUSTOMERS You only remove
them from your mailing list if it comes back, gone, no address.
If a company
that market a Direct Mail Marketing magazine feel that it is good
enough to keep me on the mailing list for five years without a
response and we are talking of a subscription of around the $U520
to $30 it is certainly worth while you keeping these people on
your mailing list, particularly when you consider your item is
a much higher profit line than a magazine.
TRY, TRY,
TRY again
King Robert
Bruce was known for watching the spider swinging backwards and
forwards and from that we got the old saying try, try, try again.
Keep on trying
with these promotions at your customers the reason they have not
come in is perhaps that you have not made a good enough case for
photography. They feel they can put it off until tomorrow. Of course there is the telephone follow-up if you want
to be perfect and maximize all of the potential customers.
So come up
with good promotions.
Come up with
reasons that people should buy portraiture.
Come up with
why they should shop with you and turn this year that is doomed
by the politicians to be sliding into a slump to be sliding into
an upward spiral and make this year your best year yet.
NEWSLETTER
FOR MAY 1988 VOLUME No 97
THAT
WON'T WORK HERE THATS AMERICAN They
overlook the fact that a lot of the adverts they see on the television
are American.
They
overlook the fact that IBM has been using its American sales techniques
in New Zealand since computers were made.
They
overlook the fact that National Cash Register has been using the
American sales techniques for longer still.
They
overlook the fact that the American product Coca Cola is selling
like hot cakes.
They
overlook the fact that Pepsi who are on San Diego's side in the
Americas Cup is selling like it is going out of fashion.
They
overlook the fact that MacDonald's, Kentucky Fried, Pizza Hut
are all American and none of them are lining up in Bankruptcy
courts.
Prestige
Photography about whom quite a number have been complaining about
find it very easy in New Zealand with American sales techniques
of going through the telephone book one number at a time selling
New Zealanders in American fashion photographic appointments.
In
Whangarei they sold 450 telephone appointments and the photographer
that is going to be doing those will probably do those appointments
in three Weeks and using American sales techniques make more money
than the average New Zealand wedding and portrait photographer
makes in 12 months.
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What
I think the photographers are saying is that they themselves cannot
make these ideas work or that will be too much work for me or
some other excuse.
American
sales techniques do work and when they are used by a New Zealander
they become New Zealand sales techniques.
If
you are one of these people that are saying that because it is
American it will not work, open up your mind and you may be surprised
how much money you can make.
PERHAPS
AN ITEM FOR YOUR PRICE LIST
In
times of old craftsman took pride in their work. They would not let an item leave their workshop until it had
the finished quality that they knew it should have.
These
items of craftsmanship today are often worth many thousands of
dollars and they often illustrate skills long since lost.
In
today's instant world we at "Mac's" Studio take pride
in the way in which we have combined automation with craftsmanship.
We
take pride in the way that we have blended craftsmanship with
"State of the art technology".
We
use all the skills we have gained in the last 20 years as a Professional
Photographer in composing and exposing the negatives. These are
then sent to a laboratory that deals exclusively with professional
photographers and these negatives are developed and high quality
previews are made.
Once
you have selected photographs from these previews the negatives
are once again returned to the high quality laboratory to be crafted
with high quality state of the art equipment.
We
then take these high quality prints and with the experience we
have gained over the last 20 years finish these raw photographs
by hand to present to you the finest quality portraiture money
can buy.
To
produce finished prints to our high standard with the craftsmanship
that we demand that goes into them does take time and considerable
more expense than the local small lab that develops your snaps. This is why we ask for what, in today's instant world may
seem to be a reasonably long length of time but in that time we
can produce for you the quality you would expect from a studio
like ours.
GET
YOUR WORK AROUND For
example in the Doctors rooms why not have family groups, in the
Plunket rooms have babies, in the Vets office have animal portraits,
in the Caterers have wedding cakes, in Bridal shops have an album
of Bridal photographs for your Hairdressers perhaps when somebody
has an up market hairdo they get a free portrait voucher and you
will let them have on of the proofs to go on the wall.... there
is on danger however and that is often when somebody has a hairdo
that they have no had before, nobody recognizes them and consequently
the photographs may not be purchased in any quantities.
THIRD
PARTY PROMOTION For
example with every Car Dealer in town what is wrong with them
giving a free family portrait and you will do one picture with
the people around the car which you will give the garage or you
will sell them a 5 x 4 for them to put up on the wall... it will
show their customers just who they sell car to...
If
you normally show transproofs of family portraits you may do the
"car" photo on a spare film back and hold for next weeks
wedding so that 5 x 4 prints come back from it or alternatively
you may do it on 35mm and have it processed every so often but
I think for this to really work with your car dealers you need
to get prints back to them good and smart so that they are seeing
some results from it and they can start displaying these photographs.
Perhaps
to get it started you may offer to do the portraits for their
last six months of car sales this will get a quantity of photos
on the wall.
They
will naturally give you the names and addresses of the people
who purchase that cars and if they do not come in you can always
get the car dealer to do the chasing up for you.
Spa
pools may be another possibility however you may have to go around
to the home and do a candid snap of the people in their spa pool
after they have had the family photograph done.
Look
whatever is selling in your town, refrigerators, washing machines
any major item could be a reason for the third party person to
give away a portrait.
Real Estate
salesman, every time a house is sold two families are involved,
if a house is sold you can photograph the departing family and
the incoming family.
There is no
real reason to have a shortage of business in these times, as
long as other merchants are selling things you can become involved
in their sales and by so doing increase your sales.
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