Focus on Small Business: Q&A Fullerton Photographics

97.9 % of the businesses in the United States have fewer than 20 employees.

Small businesses are often called the backbone of a community. In fact, according to the Small Business Administration (SBA) 97.9 percent of the businesses in the United States have fewer than 20 employees. In North Orange County, one in five businesses employ five or fewer employees. As the Chamber continues to grow relationships with small business, we are highlighting some exceptional small businesses that enhance the rich tapestry of our communities.

This issue of Pillar explores three small businesses and the unique characteristics that makes them successful.

FULLERTON PHOTOGRAPHICS

Fullerton Photographics has been recognized for innovating on longtime industry practices and turning a passion for beauty and art into a business. Owner, Gaby Mullinax, has made a significant mark on the national landscape within her industry through her innovative marketing strategies and ideas that have attracted attention across the country. She has transformed her business from photo lab to design center and recently added a FastSigns franchise to her suite of services to better address the needs of her growing market.

In 2009, Mullinax competed head-to-head with companies like Fujifilm and Shutterfly in Photo Marketing Association’s (PMA) Marketing Competition for the best marketing effort in the creative photo-product space. With a campaign called “Celebrate Create Donate,” Fullerton Photo beat the big guys, claiming the $25,000 prize. Her creative vision in product development has also continued to inspire the entire industry.

In late 2011, Mullinax became enamored with prints on metal. She created and displayed stacked metal prints, allowing the customer to ‘float’ their image, an idea that has now become a success for many other retailers. She also worked with Harold’s Photo Centers to form a company called Giving Images, which developed the Marketing Solution Program (MSP), an innovative marketing system purchased by Independent Photo Imagers (IPI) for the use of its 500-plus members.

In 2015, Mullinax was honored with the PhotoImaging Manufacturers & Distributors Association Visionary Award for her groundbreaking ideas and contributions to the industry. Gaby has served on the board of PMA for many years, and was elected President of PMA in 2015. That same year, Fullerton Photographics was named Chamber Small Business of the Year.

We spoke with Mullinax to get an update on her business model and how she is looking to the future.

Gaby Mullinex opening the door to Fullerton Photographics

Photos provided by Fullerton Photographics

PILLAR: What is the mission of your business and how is your passion for innovation represented in your company?

Fullerton Photographics: We believe in photos! That’s our mission. Our goal is to help you keep them, protect them and share them so that they may live forever. With that in mind, we are constantly innovating. Facebook and the smartphone have completely changed the landscape of the photo industry and how people share and capture images today.

PILLAR: Describe changes you have made over the years to remain competitive.

FP: We have adopted “change as a way of life” for Fullerton Photographics. In order to remain relevant we are constantly evolving our products and services to meet the needs of the marketplace. Our business has gone from a single service of processing film to one that includes the production of hundreds of unique photo-products and many photo related services.

PILLAR: How has your customer base changed? How have you expanded to new and different markets?

FP: As our existing base has aged, we have expanded our services to include many analog to digital conversion opportunities. With the help of our knowledgeable staff and the use of new technology, boomers are able to transfer their prior analog life into usable and shareable digital formats. Through social media, we have been able to attract another generation of customers who love tangible photos. We are optimistic that we can grow this market as well.

Fullerton Photographics celebrating their grand opening of Fast Signs with the community.

Photos provided by Fullerton Photographics

PILLAR: What successful marketing efforts have you applied to brand your company?

FP: On a local level, we participate in all forms of marketing including email, direct mail, social media, community events including speaking at local non-profits and other organizations. However, on an international level, the photo industry has their eyes on us. We lead with our innovation of new products and services that on many occasions have become the industry standard. Our most successful marketing campaign called Celebrate, Create, Donate which tied together creative photo products, the community and giving in a state-of-the-art marketing platform. We were very proud of this effort, which was rewarded with a $25,000 cash prize several years ago.

PILLAR: Why did you choose north Orange County to locate your business.

FP: I purchased an existing photo company located in this great city of Fullerton in December of 1999. If I were choosing today, I would absolutely locate in Fullerton again. This is an amazing business community and people who live in Fullerton, love to do business in Fullerton. We are grateful everyday that we are here!

PILLAR: Tell me about your web-based platforms and how you have used those to grow?

FP: In order to survive in the photo space, we had to build a world-class website that would compete with other commercial photo outlets, such as Shutterfly. We feel we have done an outstanding job, with a complete selection of creative photo-products that can be personalized and ordered directly from us. Our site not only has to be informative, but it has to function well, so the average non-tech user can easily order from it.

PILLAR: What is the main quality you look for in your employees? Are you planning to expand your workforce over the next three – five years?

FP: We love passionate photo people who are great communicators. As this business evolves and changes we will most certainly grow our workforce. We have recently expanded into another visual communications business with the addition of FASTSIGNS Fullerton. In November of 2016, we added a co-branded FASTSIGNS franchise into our existing Fullerton Photo location. This was a natural fit and has been an absolute win-win for us, especially with the incredible support of our local Fullerton community.

Fullerton Photographics looking into new innovative ways to incorporate the technology of the future.

Photos provided by Fullerton Photographics