How a scrappy photo speciality store transformed into an international scanning service

By Audrey Gray

How a scrappy photo speciality store transformed into an international scanning service

Ever heard of “National Photo Preservation Month”? Don’t worry if you missed it last month. It’s still a new concept, but proof of a rare form of retail audacity: make-it-up-as-you-go-along marketing.

National Photo Preservation Month was just the latest brainchild of Mitch Goldstone, president and CEO of a photo specialty store in Irvine, Calif., that has evolved in recent years to become the celebrated brand Scanmyphotos.com. Goldstone wants consumers to send him their old photographs so he can first convert the photos to digital files and then turn them into high-margin photo books, posters, calendars, collages and DVDs. And he’s come up with a variety of marketing strategies (which can be emulated by retailers of all stripes) to get them to do just that, even during these tumultuous times.

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