Moments Later: Camaraderie

You have a small photography studio in Philadelphia called Quaker Photo that you started by yourself. Work consists of commercial projects like photographing the Philadelphia Police Department when they get delivery of their new Chevrolet police cars or events like the sesquicentennial in 1926 celebrating 150 years of independence. You have a wife and one daughter and another on the way who, on May 22, 1927, became Beatrice Ginsberg, also known as my mom.

George Ginsberg, my maternal grandfather was a marketing genius before anyone even knew the word marketing. My evidence is his camera truck. An idea that was about 75 years ahead of his time and the tune up his business needed. Once he started driving his camera truck around, everybody knew Quaker Photo.

It was a simple idea. Pop understood that he needed to promote his photography company if he was to keep the cash flowing. Having recently moved from Bay Shore, Long Island to Philadelphia, Pop thought that the sesquicentennial celebrating the 150th year of our country would be a boon for business. He had little money to advertise but he did have his truck that he used to haul the heavy photographic equipment and lights to and from events. He wanted his phone number, Walnut 4444 to be synonymous with commercial photography in the city of brotherly love. This camera truck put his business into overdrive.

So, with a few friends from Chevrolet and some wood, paint and spit, he put together the Quaker Photo Truck. This enduring vehicle’s image has been part of my life since I was a young boy. I never quite realized his genius where promotion was concerned. Perhaps the truest test of Pop’s genius and enduring legacy is that today in 2012, more than 15 years after his death at 96, and 112 years after his birth, I’m still thinking about him and telling stories of his life.

Mobile Marketing: He created this mobile marketing idea in the 1920’s and was decades ahead of the Oscar Meyer Weiner mobile. He knew that he had to find a practical, inexpensive way to get people to recognize his company and name and to easily be able to find his business. Remember, this is a time when even the telephone and radio was considered modern technology.

I remember my grandfather regaling me with stories about how many friends and new acquaintances he would make with his camera truck. He would pull up to take pictures for a client in a new neighborhood and before he knew it, people would be standing outside around his camera Chevrolet. It was the kind of camaraderie that helped him instantly pulled people close to him. George was like a photographic magnet that along with his larger-than-life personality, drew people close to him like honey to a bee. In a flash, Pop would draw you close and you were hooked. I still feel his presence around me everyday.

Pop built a business that still stands today, delivering quality photographs at affordable prices. Of course today it is all digital but the same basic principle applies as you capture the moment.

I always marveled at the brilliance and simplicity of my grandfather's promotional idea since it allowed him to literally be his own advertising for his business. The truck was a moving advertisement that looked like his camera and bellows on his 8X10 camera. It makes me shutter to realize how insightful this idea was almost 100 years ago.

George Ginsberg was always a character. With his Charlie Chaplin mustache and his Groucho Marx personality, Pop could always find the sheer joy in every moment. As an orphan who came to the United States from Russia at age ten, by himself, you can imagine the life force that ran through his bloodstream. I'll doubt I'll ever meet another person in my life like Pop nor have a creative inspiration quite like him. His obit even ran in the NY Times when he died in 1996 that told the story of his penny philanthropy where he gave away a dollar or two to hundreds of charities.

Marketing like its 1920. Today there are vehicles promoting lobster business, ice cream and of course hot dogs. A truck pulling an billboard with an ad is not an odd site. But there will never be a better marketer than George.