Leading photo imaging industry suppliers have formed a consortium under the name of Innovations in Photo Imaging to remind American consumers about the importance and convenience of creating keepsakes at retail or online that are uniquely personalized with a photo. There is no substitute for the emotional connection achieved through the cherished memories of people, events or scenes revived every day through products featuring photographs. As solutions are developed to make imaging even more fun, fast and inviting, consumers will further enjoy the emotional benefits of photos and output.
The initial thrust of the promotion will emphasize the emotional appeal and value of getting a printed photo item; explain the ongoing advances in simplifying the creation process for personalized photo products so that consumers are not discouraged by initial difficulties or previous experiences; and provide an overall promotion of outputting photo products. In summary the aim is to simplify the process, sell the emotion of photo output, and then sound the trumpet, causing consumers to once again enjoy the virtues of life memories. The success of the program will be measured by media coverage that is achieved as well as feedback from retailers about increasing photo sales among their customers.
Under the umbrella banner of “Photo Gifts are Fun: Make One”, the consortium will initially promote the variety of items that can be made using photos, such as greeting cards, mugs, photobooks, calendars, multi-image prints, clothing and accessories, writing pads and even jewelry. This will run through the first quarter of 2011, covering the various celebrations of Valentine’s Day, Easter, Passover and Mother’s Day. At the outset the consortium will develop promotional programs, including a Website and Facebook page, focusing on the United States. Once established, the consortium expects to expand its activities to include North and South America, Europe, Asia and the rest of the world. Photos are universal in their appeal for social currency, gifting, and prominent display as well as to provide an archive of life memories that stands the test of time.
The goal of this grassroots initiative is involve all industry members in making consumers aware of the wide range of products that can be made with photos and encouraging them to try creating these products. To assist in this effort, the Website will contain a variety of educational and promotional materials already prepared by members of the consortium. A PowerPoint presentation that can be used by industry members for appearances before commu0nity, business and social organizations will also be developed. These promotional tools will also be available to members of the media, such as reporters for TV, radio, magazines/newspapers and blogs
Individuals within member companies. as well as PMA and IPI officers and directors, will be made available for interviews. Ultimately the consortium will leverage the power of social media, blogs and forums, viral campaigns and local media to drive the messaging. In this way the strongest advocates for photo products and photo gifting becomes the consumers themselves, heralding the emotional benefits to all their peers.
Founding companies of the Innovation in Photo Imaging consortium are: Eastman Kodak Co., Fujifilm North America, Hewlett-Packard, IPI – Independent Photo Imagers Inc., Noritsu America Corp., PMA – The Worldwide Community of Imaging Associations; Unibind/Peleman Industries and Xerox Corp.. Don Franz, publisher, Photo Imaging News, was asked to serve as Secretary/Treasurer, providing the administrative support. Membership is open to photo industry suppliers, with PMA and IPI representing the interests of retailers and other professional photo output service providers.
“I have been very gratified by the willingness of the member companies of this consortium to work together for the benefit of all photo service providers,” says Brad Kruchten, Eastman Kodak Co., who was elected as the first president of Innovations in Photo Imaging. “We have assembled a dynamic group of people who are passionate about photo retailing and their enthusiasm is contagious.”
“We have chosen to try to inform all levels of picture-takers through viral marketing and personal involvement of the almost unlimited variety of products that can be personalized with photographs,” says Manny Almeida, Fujifilm North America Holdings, and first vice president of the new group. “Our goal is to encourage them to consider creating a unique photo product, knowing that once people become involved in the process of making these products they tend to become repeat customers.”
More information is available at: http://www.innovationsinphotoimaging.org
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