Lifetouch recently introduced their new account sales tool the Total Program Partnership. It outlines special incentives, products and services Lifetouch offers to schools in exchange for booking photography with them.
Probably the most attractive offering is an affiliate program referred to as the Shutterfly Fundraising Storefront. The school is sent a dedicated URL to add to their website and the school receives 8% of every sale made by families on that URL.
At the time of writing this it’s my understanding that the school picture package is excluded from the promotion.
One of the strengths of the program is its clear designation as a fund raising vehicle for the school. It engages the school’s families in the activity of fundraising and requires little effort from the school administrator. Families may feel incented to place an order and make a purchase they had earlier hesitated to make. There’s a good feeling associated with helping the school.
The true monetary value of the program, how much the sales percentage will actually yield the school, is unknown.
Promotions of this kind provide the customer data Shutterfly wants, the incremental revenue it desires and rewards the school for signing with Lifetouch. Mom feels good too.
I’ve heard from several photographers that the Storefront has been the primary reason for them loosing existing schools to Lifetouch.
The take away is that developing and positioning incentives that engage mom, require little from the school and satisfy the appearance of, or even better, raise funds for the school have impact.
After the acquisition of Lifetouch by Shutterfly I shared my belief that Shutterfly would revitalize Lifetouch’s industry leadership with mom and the schools. Here’s evidence of that leadership.
In my next article we’ll look at what I believe to be, for the combined companies, one of the most significant opportunities to attract and retain schools and parents.