Uncertain Future for Imaging Manufacturers

17th March 2011

Issue: 10/2011

Newsline

Uncertain future for imaging manufacturers

Dear member,

Anyone in the imaging industry would share our concerns and empathy with the ongoing disaster unfolding in Japan.

The loss of life and risk of unknown consequences of the nuclear power station problems are huge concerns.

The impact on our Japanese suppliers is yet unknown. However, stock shortages, delays and likely price changes will impact the entire industry.

I know I speak for all PMA members in passing on to all our Japanese friends our sympathy and heartfelt best wishes in what is a terrible time for them all.

PMA Australia will be coordinating a photo industry relief fund for the Japanese disaster.

Details are being finalised now.

If you have ideas or suggestions now would be the time to let us know.

Until next week.

Peter Rose

In This Issue

I&E Session Feature - by Glynn Lavender (Editor)

Retail Ignored -by Fair Imports Alliance

PSQ Goes West - by Carolyn Ferguson

Improve Your Customer Service Training - by Doug Fleener

PMA Calendar 2011

Your PMA Australia Executive

National Chairperson-Richard Robertson
richardr@teds.com.au

Eastern Region TVP

and NSW Chairperson

John Ralph

jrcamerahouse@bigpond.com

WA, SA, NT, QLD TVP

and QLD Chairperson

Andrew Mason

print@photocontinental.com.au

TAS Chairperson

Tim Jones

tim@perfectprints.com.au

VIC Chairperson

Jeff Crowley

jeff.crowley@fujifilm.com.au

SA Chairperson

Paul Atkins

paul@atkins.com.au

WA Chairperson

Murray Gibbs

murray@ggch.com.au

Director of Australian Activities

Peter Rose

prose@pmai.org

Australian Directors for PMA

John Paxton

jpaxton@paxtons.com.au

Len Sandler

len.sandler@starshots.com.au

PPFA Chairperson

Ormond Williams

osgood@bigpond.net.au

APCI Chairperson

Paul Atkins

paul@atkins.com.au

PSPA Chairperson

Paul Dawson

pd@hydrophotographics.com.au

PIEA Chairperson

Gale Spring

g.spring@rmit.edu.au

PMA Australia Office

02 9454 2444

pmaaustralia@pmai.org

Editor

Glynn Lavender

pmaaustralia@pmai.org

Imaging and Entertainment Expo Convention Sessions

With last weeks launch of the 2011 Imaging and Entertainment Expo program we thought we would highlight a couple of sessions each week to show just how varied and valuable this year's Convention is.

Our opening speaker this year is well known Australian Icon Ita Butrose.

Thursday June 23^rd

9.30 - 10.45

Doing Business Better: It's Not WHAT You Do,

It's the WAY You Do It!

Sponsored by Olympus Imaging Australia Pty Ltd

The common factor in the business environment of today, and into the immediate future, is change. Learn from Ita Buttrose how to cope with change while delivering superior customer service and making your customers the promoters of your business. Ita will also share her ten steps for small business success.

Speaker: Ita Buttrose

Chairperson: Marc Radatt,

In the words of Cold Chisel 'How can I not believe what Ita tells me'

This is sure to be an interesting, lively session that will kick off the Convention with lots of thought provoking ideas.

Thursday June 23^rd

11.00am - 12.30

The Future Economy and Trends in the Imaging,

Electronics, and Communications Industries

Sponsored by Maxwell International Australia Pty Ltd

Social networks, video sharing, custom manufacturing and virtual merchandise - consumers have embraced imaging in ways never expected.

The challenge now is to find business models to support future growth. Craig James, Chief Equities Economist, Commonwealth Securities, will interpret the 'big picture' economic and financial trends in business. GfK will demonstrate what these trends mean for the imaging industry.

Speakers: Craig James, Commsec Ltd; Gary Lamb, GfK Australia

Chairperson: John Swainston, Maxwell International

Everyone we speak to who has attended the Convention part of the program from previous shows have stated that getting just one good idea from a session that they can implement in their business makes the effort and cost of attending more than worthwhile. The more sessions they attend, the more successful they can be.

For registration,accommodation and all details on the PMA Imaging and Entertainment Show, go to www.pmaaustralia.com.au

Retail ignored by small business online funding.

Coalition of retail and wholesale industry bodies the Fair Imports Alliance said it's seeking government funding to provide specialist e-tailing and online education for retailers after the Government's AusIndustry Small Business Online Funding Program ignored the retail sector when itgranted over $14 million to training providers in 2009.

Fair Imports Alliance joint spokesperson and Executive Director of the Australian Sporting Goods Association Brad Kitschke said funding was needed to specifically assist retailers who were facing tremendous structural and consumer shifts with an increase in online sales and a rapidly changing marketplace.

"The AusIndustry Small Businesses Online Funding Program didn't recognise the unique situation retailers are facing with consumers making more of their purchases online from local and offshore websites. Not one funding recipient was a specialist in the retail space and since then, there hasn't been any funding programs developed specifically to help Australian retailers adapt," Kitschke said.

Fair Imports Alliance joint spokesperson and Australian Retailers Association Executive Director Russell Zimmerman said the retail sector needs support to re-engineer their businesses and ensure they are ready to meet the challenges of the new online marketplace.

"If retailers aren't provided specialist training in online and ecommerce capabilities, Australian business will start to go out of business - we don't want to see job losses and the shrinking of regional economies. Industry associations are committed to playing a role in educating the sector but funding is needed to ensure retailers can alter their business models and survive," Zimmerman said.

The Australian Retailers Association and the Australian Sporting Goods Association will begin a series of retail e-commerce seminars and workshops beginning on Wednesday 13 April at the Como Hotel in South Yarra, Melbourne. This seminar will begin the process of education, training and engagement of retailers about the online market place. For more information on the retail workshop planned for 13 April in Melbourne email seminars@retail.org.au

The Fair Imports Alliance comprises the following organisations: Australian Retailers Association (ARA), Australian Sporting Goods Association (ASGA), Bicycle Industries Australia (BIA), Australian Toy Association (ATA), Photo Marketing Association (PMA), Australian Fishing Trade Association (AFTA), Australian Booksellers Association (ABA), Australian Music Association (AMA) and the Retail Cycle Traders Australian (RCTA). For more information visit: www.fairimportsalliance.org.au or email fairimportsalliance@retail.org.au or call 1300 368 041.

Fair Imports Alliance

Photographic Society of Queensland gathering

Go West and photograph I say!

Make sure you set aside the Queen's Birthday weekend of June 11^th to 13^th to enjoy The Photographic Society of Queensland's (PSQ) annual photography convention. 2011 will see photographers heading to the country town of Goondiwindi, just four hours west of Brisbane, for three days of education, inspiration and fun. Not only is Goondiwindi a vibrant agricultural town rich in atmosphere and picture perfect surrounds, it has a reputation for welcoming visitors with warm hospitality. The 30 plus members of the Goondiwindi Photography Club are excited about hosting the event and making this country experience a unique and enriching one for all.

Respected photographers including Darran Leal, Nigel Brennan, Richard White, Danielle Lancaster, John Elliott, and Denis Glennon will be sharing their insights and experiences so we're bound to be inspired and pick up some tips and tricks 'of the trade'. The convention also offers educational sessions, 'hands on' photography workshops, quality exhibitors and a rousing exhibition. A taste of the photographic opportunities includes a visit to the iconic Umbercollie Shearing Shed where mini workshops will be held on capturing the quintessential country subjects of sheep, fleeces, sheep dogs and of-course the shearing shed itself.

The annual PSQ Convention aims to enrich all photographers from enthusiasts to professionals from all around the country, and 2011 promises to deliver.

We look forward to seeing you there!

For more information about the Weekends Program, to subscribe to our Online Newsletter or to Register Online to the PSQ Convention please visit

www.psqgoeswest2011.weebly.com

PSQ Goes West

Improve Your Customer Service Training

Almost all customer service training includes roughly the same instructions for dealing with unhappy customers: listening without interruption and the need to empathize, validate, apologize, take responsibility, and agree on a solution. If such training is so commonplace, why are some businesses so much better than others at turning unhappy customers into happy, loyal customers? Two separate businesses that seem to be following the same steps often show very different results. I've even seen different results in the same business with different sales associates who have been through the same exact customer service training.

Over time I've realized that the best businesspeople add an additional step that helps turn a negative experience into a positive one. Sometimes I'm not sure that the people who do this even realize what they're doing; it just comes naturally. That extra step is to ease inconvenience. It's an important part of the solution but it's a step that most people overlook.

For years when I worked in a store, I didn't always understand why customers were still mad after I agreed to fix their problem. "Sure I'll swap out that massage chair, sir. All I need you to do is box it up in the original packaging and bring it back to the store." Why did my unhappy customer remain unhappy? I had listened, empathized, apologized, taken responsibility, and given him a solution. What was the big deal? Obviously, the big deal was that I didn't ease the inconvenience. The problem remained a problem for the customer even when given a solution.

To successfully turn unhappy customers into happy and loyal customers, you must first assess what inconvenience the problem is causing your customer. Will the problem with the product cause the customer any inconvenience? Will the solution-or any part of the solution-cause the customer any inconvenience? Why did it not occur to me (or to anyone else in the company) that boxing up a defective chair and bringing it back to the store was asking a lot of a customer who was already not too happy? Obviously, if I had asked myself those questions about my discontented massage chair customer, I would have offered to swap the chair out in the customer's home.

Try to create a solution that will both wow the customer and be fiscally responsible. If I take my car to the shop and the dealer offers to call me a cab, that's not much of a wow. Giving me a ride somewhere is better, but the biggest wow is to loan me a car because that's what does the most to ease the inconvenience. But be reasonable: Offering me a loaner if I'm only getting the oil changed doesn't make financial sense, no matter how much it wows me.

Unfortunately, many business owners now look at solutions that will ease the inconvenience as a profit center, not the extremely important customer service and experience tool it is. Nothing is less productive than trying to squeeze money out of someone who is already unhappy. Businesspeople need to ask themselves if the short-term revenue is worth what the loss of a customer could cost in the long-run.

By the way, the best part about easing a customer's inconvenience is that it makes you a hero in the customer's eyes. Those are the customers who tell everyone they know what a great company you're part of.

Doug Fleener
President and Managing Partner
Dynamic Experiences Group
Lexington, Mass.