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By Lorna Brett
The who's who of the photo-imaging industry gathered in Sydney on Tuesday for a special presentation, which saw Young & Rubicam (Y&R) Brands CEO and Gruen Transfer panellist Russel Howcroft impart his advertising expertise on how all areas of the industry should be marketing itself to the consumer. His key message? Refuse to be mediocre.
Howcroft told the 60 industry representatives at the presentation that it's far too easy to "be average" in advertising, and said camera retailers and suppliers should feel very anxious about spending money on ordinary campaigns.
"Most of the time it costs the same amount of money to do something that's ordinary as it does to do something good. There might just be a marginal difference, but not much," he said.
"It's a far more exciting thing to give consumers something great to watch,"
he added.
It's no secret consumer's reward good advertising by giving a company their business, Howcroft said, which means it is vital companies refuse to be mediocre and invest that little bit extra on advertising. It's also important retailers look at creating an "experience" for the consumer, with Howcroft suggesting they look to Apple as an example.
"The Apple Store is all about an experience, yes they're trying to get a sale, but it doesn't feel like that. To the consumer, it feels as if they want you to experience being 'Apple,'" he said.
"Camera retailers should look at applying some of what they find at Apple into their business, and just give consumers a better experience. Apple tries really hard not to be mediocre and do something of interest that rewards the consumer, and it's working," he added.
Catalogues are still vital
According to Howcroft, many industries have begun questioning whether catalogues still play an important role in a campaign, as an increasing number of advertisers suggest they aren't the right strategy to employ.
"Catalogues play a vital role in getting the sale if they're part of your business system. They're an important component in ensuring the consumer comes through the door and buys something - stopping use of them would be at your peril," he said.
Another important aspect of advertising camera retailers and suppliers need to consider is the online space. Howcroft said too much doubt remains about the extent the internet assists businesses, and suggests people become more accepting of this.
"You have to accept than an online strategy must be a part of the mix these days. It's critical to work out what the right mix is and where to put your money - and this is something the industry should be concentrating on," he said, adding that a third party, neutral advertising consultant is the ideal person to approach for this.
Advertising as an art
Howcroft suggests companies see their advertising as an "artwork,"and learn love the photography that's part of the campaign. A more 3-dimensional, well-rounded campaign is ideal as it grabs consumer attention and evokes emotions.
"Big emotional campaigns that grab the consumer can still be done, despite what the media would have you believe. TV is just as powerful a medium as it ever was, it's still the key driver of mass demand," he said.
Howcroft said there is little standing in the way of the photo-imaging industry uniting and creating a successful campaign that grows consumer interest so all participants benefit. He suggests the industry looks to the well known "Got Milk" and Sam Kekovich Lamb on Australia Day campaigns for inspiration.
"It's difficult to get the industry to the point that all disparate parts are willing to give some money to a campaign they hope will benefit it as a whole, it's a big leap of faith but it has been done and it works," he said.
"The year the meat industry got together and created Sam Kekovich, butchers around the country registered 1 million more rings of the cash register in the period leading up to Australia Day.
Is it possible for the imaging industry to do a similar thing?
Absolutely," he added.
With Thanks to Connected Australia for allowing us to reproduce this article.
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