by Charlie Kaufman Published
He says that now. But in 2003 Charlie's obsessive desire for success led him to acquire a two storey office in Watford and IN ONE DAY he launched The Hair Group, The Restaurant Group and The Travel Group. He remortgaged, took out five personal loans and 11 credit cards. He invested £300,000 across 18 months. He admits: "The Restaurant Group was a waste of time - I was 10 years too early with that idea.
Today everyone has voucher codes. Just as we launched The Travel Group the world was dealing with the tsunami, Iraq and 9/11. But The Hair Group went well - and The Beauty Group just naturally followed on. Then I thought about the potential in make-overs and Fresh was launched."
On his company's website Charlie explains: "For nearly 20 years we have been generating new clients for studios via four main initiatives; media promotions; on-pack loyalty rewards; company incentive reward schemes and more recently by being a major photographic supplier to the 'gift experience' market. Our leads have historically had a conversion rate of lead to booking of 97% and studios usually enjoy sales averages in excess of £300. We currently generate in the region of £8m a year for our members excluding other incomes earned from our Photopod, Bump 2 Baby and My 1st Year divisions.
The promotions are either spend-related on-pack; retail offers; readers' offers within newspapers and magazines or photographic experiences purchased on line or in-store. All have one thing in common - a free service provided by you for increased footfall to your studio.
Most promotions are either based around: Free Family Portrait Session and Print (minimum size 5x7 in a presentation folder) - worth a combined value of £50.
For Fresh most of the magazine and newspaper offers include a free session only, valued at £100. The session includes a style consultation, hair styling, make-up, photo shoot and viewing."
At the WPPI convention in Las Vegas last year, Click Connection Corporation launched Click and Fresh to the US portrait industry. Currently Charlie's investment in the US had led to the recruitment of over 150 studio members spanning 36 states.
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