Question

Topic: Advertising/PR

Ideas For Opening Launch/pr For Camera Repair Shop

Posted by Anonymous on 8/11/2010 at 8:33 AM ET 500 Points
Hi everyone,

So glad I found this site! After searching through previous answers I've decided to finally ask a question, hope you can help.

I work for a small family-run camera repair shop in London. The manager has just acquired a new premises which is hopefully going to become their flagship store, with the view to the old shop closing down by next year.

Basically, the shop repairs and services, as well as sells, all kind of camera. From 8mm, to 35mm to small digital to professional film and digital. If it's photographic, they can repair it. The store has been around for 90 years. The shop they have now is ridiculously small and incorporates a sales area for retail, reception area for booking in cameras and a technician's area.

I'd say there are three types of customer:

Student - they're the ones just getting into film photography. They often buy cameras and usually spend about £1-200

Amateur - people who own a digital camera that break it over the weekend and need it repaired in time for their summer holiday. I'd say this is the majority of customers. Average repair about £70.

Professionals - these are the people who make a living out of photography and include photojournalists, wedding/event photographers and the like. They usually have repairs but also come in every 3 months for camera cleans. £100+

Anyway, we're going to be holding an opening launch party in September at the new premises, but need ideas to make it a great event. The goal is to secure new customers and also to make any previous clients aware that the new store is the flagship shop.

We've had a few ideas, like getting attendees chatting to the technicians, pro photographers giving tips, camera themed cocktails etc, but need something a little more interactive and memorable. I have a budget of £500.

I've tailored a press release and I'll be distributing to camera mags, art colleges, but I have no idea of who else to promote to or how we can make the event a memorable one.

We want to give away little goodie bags, and was thinking that maybe getting a sponsor could help with this? But obviously Kodak etc aren't interested as it's a fairly small-scale event. We'll also be offering money-off vouchers and a chance for someone to win five free repairs.

Any unique ideas would be really appreciated!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/11/2010 at 9:15 AM Accepted
    Some memorable suggestions:

    Photo contest: Have people take a picture of them self with their favorite camera, and add a brief paragraph on why it's so special to them. That'll help bring attention to fixing people's beloved objects. Have all entries available for viewing online (that'll help social/viral online aspect) and have voting for top 5 entries online. The winners announced in-store.

    Blindfold camera assembly. Break down a basic camera, and have contestants attempt to reassemble blindfolded. Prizes for all contestants (choice of film?), big prize for winner (camera?).

    A Photoshop pro giving tips for photo touch-ups. If people bring in a photo, they'll fix up (in 5min or less). Everyone can see the process, and photos can be printed in archival quality (etc.) by the pro.
  • Posted by Peter (henna gaijin) on 8/11/2010 at 2:31 PM Accepted
    Photo contest also came to mind for me when I first read this questions.

    One thought is to add a special category for submissions - for those done on cameras repaired by your shop. This would help show the quality of the repairs you have done. Should have a general category that anyone who has a camera can also enter.
  • Posted by Ryan Rutan on 8/11/2010 at 3:50 PM Accepted
    A photo contest is a good idea, but it may limit participation to people who feel they have a chance a winning. Perhaps you can modify the idea a bit, and maximize participation, and also exposure for your business.

    Consider doing a photo scavenger hunt, that starts and ends at the new location, and involves taking photos of types of people, places and things that would be found in the area surrounding the premises. Make sure they are carrying placards with the name/logo/url of the company on it, that must be captured in the photo. This way you are also getting publicity for the shop. You may find that drawing teams of 2 or 4 will create a more fun experience for all, and make the competition less personal. Offer more comical "prizes" in addition to the free repair prize.

    An idea for a sponsored (or cosponsored) event would be to arrange a "Paparazzi Night" at a local dance club, theatre etc., where the club publicizes the event and patrons arrive in proper attire for a red carpet and flash bulb fest.

    Feel free to contact me for further involvement!

    Kind regards,

    Ryan Rutan
    Branding Brainiac
  • Posted on 8/13/2010 at 10:12 AM Accepted
    Other great raffles or giveaways are picture frames, custom framing, digital frames and scrapbooks.
  • Posted by SRyan ;] on 8/14/2010 at 3:01 AM Accepted
    Do you already have a list of local pro photographers? If so, think about recruiting them to participate in your event.

    - They can showcase and talk about their own work.
    - They can give away (or discount) photo sessions.
    - They can teach their techniques to students and amateurs in mini-workshops.
    - They can give feedback to people who bring in photos on how to improve their shots (lighting, cropping, etc)
    - They can take pics on the spot and you can print them digitally.

    Getting pros involved will help build your store's credibility (and probably win some loyalty from those pros, too!). And if you discover that some of them have a real rapport with the crowd, you could plan on bringing those pros back for monthly or quarterly events.

    Hope that helps!

    Shelley
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