Sooter’s sets up phone campaign

Sooters, which operates a chain of photo retail outlets-cum-professional photo studios, will launch a major telephone marketing program in mid-July.The Sooters Value Book program, slated to run until Sept. 30, involves a one-time offer of $230 to $300 worth of merchandise,...

Sooters, which operates a chain of photo retail outlets-cum-professional photo studios, will launch a major telephone marketing program in mid-July.

The Sooters Value Book program, slated to run until Sept. 30, involves a one-time offer of $230 to $300 worth of merchandise, photo finishing services and professional photography for only $19.95.

David Betts, vice-president of marketing with Sooters, says he is in the process of establishing an in-house telephone sales department to carry out the program.

Betts explains the company is virtually giving away products and services in an effort to build its profile among potential consumers.

‘We’ve got to get something into people’s hands to get them to come out and try us,’ says Betts, adding he estimates the telephone sales program will generate 200,000 sales.

Among the products and services contained in the package is a 24-shot roll of Sooters brand film together with processing.

At least some of the services offered are designed to serve as bait to generate new sales.

For example, the Value Book includes three professional, 8-inch by 10-inch family photos, to be taken in each of 1994, 1995 and 1996.

When the buyer books the photo session, Sooters will try to sell him or her additional photos for an additional sum of money.

Betts notes most consumers who buy or get for free a promotional photo session often wind up buying a larger package.

Mississauga, Ont.-based Sooters, which has 140 outlets across the country, is seeking a master franchisee in Quebec, the province where its presence is weakest.

Betts says he would like to be able to sweeten the offering by adding in coupons for products and services supplied by partner companies.

He says he is already speaking with a ‘national fast-food restaurant chain’ and is open to new ideas.