Issue 40/2011

Join your team and industry friends at PMA Xmas parties.

Most States have arranged great value for money Xmas functions, that you will enjoy supporting!

8/11/11         PMA WA  golf day.Call Murray Gibbs for details!

24/11/11        PMA Tassie Xmas function, and farewell to Karen and  Wolfgang Becker.

29/11/11        PMA NSW Xmas function on the South Steyne.Kathy will be sending you details shortly.

3/12/11          PMA Qld Xmas function.Don't miss this fun night!

7/12/11          PMA Vic Xmas dinner. Something different.Book now!

If you need any other information call Kathy on 02 94542444

Have you booked PMA@CES as yet?

A strong Aussie contingent will be attending, supporting what looks like excellent numbers from around the world.Please let Australia PMA know if you or others are intending to go, to ensure we have a "contact list" for all to use.Checked on the weekend and economy tickets are available from $2600 return.  

PS Congratulations to Will Gresham on his marriage a few weeks ago! 

Best wishes

Peter Rose

Director Australian Operations

Your PMA Australia Executive

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

DIMA International President

Phil Gresham

philip@fotofast.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

Fujifilm Media Release

November 2011

FUJIFILM Australia's third road show to be joined by PMA

The third road show in FUJIFILM Australia's current On Tour series is heading for Moonee Ponds, Victoria, to showcase the latest digital technology that is available to business operators.

PMA Australia will also present a Stand at the event to provide information on the many benefits and resources available to new and existing members during this period of rapid change in the marketplace.

Fujifilm On Tour will take place at the Moonee Valley Racecourse on Wednesday 9 November 2011 from 10am to 8pm.

Guests will have access to the latest equipment, systems and products, complete with demonstrations and expert advice.

Imaging equipment and digital products to be featured include a portable event photography solution, Photo Booth, the latest range of photo kiosks, wide format printer, award-winning Frontier DL600 Dry Lab system, FujiVision digital signage systems and a wide range of Fujifilm digital cameras.

Refreshments will be served throughout the day and each visitor will also have the opportunity to go into a draw to win one of five Fujifilm digital cameras.*

Business operators who are keen to attend should register with Jessica Luly on 03-9221 4200 or jessica.luly@fujifilm.com.au

The Courier Mail ran an article recently on the effect online pricing is having on major brands pricing policies here in Australia. Let's see if this flows on to all suppliers to our industry.

High mark-ups on brands have long been the bugbear of shoppers who travel overseas to find products far cheaper than they are available here.

But with spending by Australians on overseas sites increasing, some international brands are now dropping their Australian prices to protect domestic sales.

Cosmetics giant L'Oreal recently reduced the entire range of its Kiehl's brand by up to 50 per cent, Canon dropped prices by up to 20 per cent across its range, Apple is gradually reducing prices and accessories retailer Fossil has slowly brought Australian watch prices closer to parity with US prices.

Paypal Australia spokesman Adrian Christie said: "Now the consumer has access to the global shopping mall, retailers have to consider the options that customers now have at their disposal".

As technology evolves, so too does the way in which customers engage with and consume media. And not just one media, but a seemingly infinite combination of touch points that impact and influence consumers' perceptions of your brand, and in the end, an action they may or may not take.

Today's marketing challenge revolves around the ability to successfully integrate marketing messages across various media platforms, taking into account multiple clients, and in many cases, multiple agency partners. There are different stakeholders with different goals, objectives, and success metrics. One solution might be to simply use the creative for a direct mail piece, translate it to an online banner, incorporate a QR code, and drive to the same landing page as the banner.

While this effort may yield some consistency, who is receiving the direct mail piece, and who is receiving the online banner ad? It is this level of granular segmentation and targeting marketers must take in order to reach consumers in the right mindset with the right message within various media vehicles to generate an action. Marketers should view every touch point with a consumer as an opportunity to generate some response, but also learn something about them.

This high level of fragmentation and shift in consumption habits are key points in the sophistication of customer segmentation efforts that can generate not only action, but engagement. As online marketing efforts have more aggressive goals and accountability is tracked down to each touch point, marketers need to understand more about their customers and potential customers in terms of their preferences. Being able to understand consumers' true preferences should be an ongoing effort, especially online when options change by the minute of ways to consume information, places to shop, promotions, offers, etc.

The main characteristic of the digital environment reminds me of my 5-year-old daughter after she eats her way through her Halloween candy: scattered. The digital platform is the only platform that allows you to find out about breaking news from disparate channels across the country before CNN announces the story. This is the reason CNN developed the iReport - to allow people to break the story within their own platform. And what is news? Only the people can truly decide what is newsworthy, and it is represented by online unique visitors, clicks (user-generated content?), page views, comments, shares, "likes," and searches.

Recognizing continuously changing consumer preferences is winning half the battle. And using the digital platform also allows brands to be hyper as well - hyper-targeted, that is. An annual brand and segmentation study is not enough. Yes, research is a piece of the pie, but there are so many ways to monitor performance and track trends for targeting purposes - website analytics, user experience studies, profiling information from your current CRM efforts and response rates, search, social platforms, customer service feedback and interactions, online advertising campaign performance, and the list could go on and on.

Continually looking for these trends and opportunities allows a higher degree of visibility in the various motivators for purchase and behaviors leading to generating an action. At the end of the day, this provides brands the ability to target consumers granularly with the preferred content in the right context.

 The latest issue of PMA Magazine - Connecting the Imaging Communities is live and online in an all-new interactive version, including Flash slideshows and embedded videos. Top features include coverage of the 6Sight Future of Imaging Conference, including slideshows and videos, from San Jose, Calif., PMA@CES news, PMA 2010 Annual Report, and an overview of PMA member resources.

Among the highlights of this issue:

On Giving Back - Skip Cohen describes how businesses can benefit from a caring approach to their community and the world.

Three steps to creating evangelist customers - Alex Goldfayn describes how the photo industry, as a whole, must do better at marketing, not production, to build customer loyalty.

Selling time and talent  - DigiLabs' Chanan Steinhart describes how pro photographers can stay ahead of consumer trends and market themselves profitably.

If you have an interesting product you want to get some exposure for then the DIMA Innovative Digital Product Awards could be the ideal vehicle for you.

The Digital Imaging Marketing Association® (DIMA®) is calling for "hot" imaging product entries for its 15th DIMA Innovative Digital Product Awards. This "Best in Show" award is given to technologically innovative or first-of-their-kind imaging products or services. To be eligible, companies must exhibit their product at PMA@CES 2012 or the 2012 International CES, Jan. 10-13, 2012.

A panel of industry press, based on the following criteria, will evaluate all entries:

• * Why is this product/service considered innovative?
• * What sets this product/service apart from its competitors?
• * How does this product/service benefit its user?

A newly launched product is defined as any product launched within 90 days (before or after) the first day of PMA@CES 2012. DIMA Vision Awards are presented to those innovative products or services outside of the product launch date criteria.

DIMA Innovative Digital Product Award winners will be announced Sunday, Jan. 8, 2012, at the DIMA Vendor Reception at the North Tower Grand Ballroom of Bally's Las Vegas at 4:30 pm. Winners will receive a sign to place near their winning product on the exhibit floor, a digital file of the award logo to be used in promotional materials and inclusion in the official press release of the winners of the DIMA Innovative Digital Product Awards.

The deadline for entering 2012 DIMA Innovative Digital Product Award and Vision Award is Dec. 9, 2011, at 11:59 pm EDT.