27th March  2012

                                                                                                         

Issue 11/2012

PMA Australia logo

      Newsline

PMA Future Leaders Program 2012 gets the "go ahead"  

 

For over twelve years the PMA Young Achiever Award has been a successful industry event.

 

In 2011, following consultation with PMA Members Australia wide, it was decided to modify the program to make  training available to a larger group of future industry leaders, with a wider eligibility for entrants. PMA Australia's first Future Leaders Program Workshops were successfully run in Sydney, Melbourne and Brisbane in late April and May 2011.

 

Fifty five Industry Future Leaders, from a variety of Retail, Wholesale, Professional Photography and Picture Framing businesses attended the Workshops, which were developed and run by PMA's long time training partner, The Friedman Group. The workshops focus on refining the Future Leaders communication skills, enhancing business development skills and developing world class practice strategies. The objective is to expose Future Leaders to training and techniques that will hopefully make them better employees for the entire industry, and in 2011 the feedback from businesses and attendees was very positive:

 

From Brett Peters, Peters Camera House, QLD:

"Eddie has given me a glowing report of the workshop and has certainly come back refreshed   and full of great ideas. He says I have to wait, as some of the things will need to be implemented over time, but he is very excited"

 

From Matthew Paxton, Paxton's Camera Video Digital, NSW

"I would like to thank PMA for organising the training program "Future Leaders Workshop". I have to say I really enjoyed the day, the workshop was very motivating, I couldn't wait to get back to the shop and implement the ideas that I had picked up during the training. I have attended other training programs before and found the Friedman training to be far superior".

 

And from John Ralph, John Ralphs Camera House, NSW

"Both my attendees were enthusiastically motivated upon their return. David, as store manager, had been involved with Friedman about 5 years ago, but had not realised its use as a coaching and motivating tool. Since returning from the day, he has re-introduced the Friedman methods and set targets for all staff".

Another of John's Future Leaders, Claire, writes:

"The PMA Future Leaders Workshop held in Ryde was an extremely well run day, and a wonderful opportunity for all attendees. There was a great amount of enthusiasm from both trainers and participants, and I found having the diversity of retailers and suppliers was beneficial. The content covered was exceptionally helpful, and has opened my mind to new ways of thinking. This workshop has motivated and encouraged me to challenge myself on a daily basis in the workplace".

 

Thank You

PMA would like to thank the following organisations for their generous support for the 2012 Future leaders program -

Platinum Sponsors: Fujifilm, Teds Camera Stores, Photo Imaging Council (PIC)

Gold Sponsors:Olympus Imagaing Australia, APCI, C.R Kennedy & Co,

Silver Sponsors: Australian Photo Supplies

Bronze Sponsors: UR1

 

Without your generous support this program would not be possible.

 

Full details of venues and dates will follow in coming weeks.

 

Cheers

Peter Rose 

 

In This Issue
Nikon Full Page Annuncement
Photo Gifts to hit 80% of revenue
PMA 2012 Conference
Is your store maximising its sales potential?
Are you authorised?
Something to make you smile.
Write to Us!
PMA Calendar 2012

Your PMA Australia Executive

 National Chairperson

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

 

Nikon Full page announcement.

There could be no missing the full page ad. in our Sunday papers, announcing the latest initiative from Nikon.

 

If I were a consumer, it seemed to give me numerous reasons to buy locally rather than offshore. If nothing else, from an industry perspective, Nikon should be applauded for attempting to address what has become the single biggest issue for most markets worldwide...convincing consumers there are good reasons to buy locally (whether it be online, or bricks and mortar).

 

Would love to hear from members as to their reactions .

 

 Photo Gifts to hit 80% of net to mail revenue - InfoTrends

Some interesting reading from InfoTrends this week. This ties in well with Phil Gresham's session at this years Digital Conference where he discusses his use of database marketing to dramatically increase his online sales of photo gifting products. It looks like he has a head start on most for a single store operator and if the potential growth is as great as InfoTrends predict then it is a session no one should miss.

 

InfoTrends, Weymouth, Mass., is predicting online photofinishing will continue to grow through 2015, even as consumers embrace mobile devices and other means of sharing and viewing their photos. Of this growth, custom photo gifts and merchandise will account for more than 80 percent of total net-to-mail photofinishing revenue by 2015, according to InfoTrends U.S Online Photo Services Forecast: 2010-2015 report.    In addition to traditional basic products, such as photo cards, books, and calendars, the report said new products such as home décor items (i.e., canvas and fine art prints, posters, photo panels, children's wall decorations) will emerge.

 

You need to hear this! 

 

The PMA team have now completed The Digital Conference progam, to be held this year in Melbourne, May 24th to 26th. 

  

Over the next few months we will highlighting many of the Conference sessions in this newsletter, allowing you a "sneak peak" at the broad range of topics brought to you by industry acclaimed speakers.

 

 

Today, our featured speakers are Phil Gresham, Fotofast and Glynn Lavender, Creative Photo Workshops.

 

Session E8 ; Thursday 24th May at 3.50pm 

Database Marketing and Turning Education Into Sales Both Locally And Abroad 

 

Phil Gresham 

Phil Gresham has been in the photo industry for most of his working life, during that time he has been involved in professional photography, wholesale lab management and photographic supplies. For the past twenty-six years has been in photo retailing. Operating a group of 34 stores and for the last twenty two years, in partnership with his wife Caroline, owns and operates Fotofast. A retail photo store, photo lab & photo studio, based in downtown Brisbane Australia. Has been in digital imaging in one form or other since the mid 90's; one of the first to use the multi photo kiosk concept and first in the state to offer one hour photo books. Fotofast has the largest range of in store produced photo gifts in Australia.

 

Since 2000 has operated Fotofast Display with son William, production and finishing facilities for commercial and retail signage clients. PMAI TVP Australia 2000-2001 President of DIMA 2010 - 2012. National PMAI Chairperson Australia 2012 - 2013.

 

Phil will be discussing his successes AND failures of his database marketing program and will share with everyone how he has grown his online photo gift business into one of the mainstays of his company.

 

Glynn Lavender Bio Pic 

 

Glynn Lavender has been in the photo industry since 1980 and has amassed a vast range of experience. With roles such as leading sales teams, Corporate and Government Sales, business development and managerial roles for companies such as Fletchers, Ted's, Camera Action and Kodak.

Since 2009 he has run the internationally successful Creative Photo Workshops. A company that specialises in training up and coming photographers around Australia, New Zealand and the United States. With 17,000+ followers on Facebook he has a unique perspective on both the retail side of our industry and the demands of the serious end user.

Glynn is also Second Vice President of DIMA and has been State Chairperson (Vic) and TVP for PMA.

 

Glynn will be showcasing real world examples of how getting involved with your customers photographic passions will change the way your business is perceived. How this overcomes price objections, internet sales and actually grows your business.

 

 

 

To download The Digital Conference Program click here

 

To Register for The Digital Conference click here 

 

 Is your store maximising its sales potential? - by Lorraine Nicholson

Is your store maximising its sales potential? Lorraine Nicholson from First Retail looks at a key metric to help photo businesses lift volume and boost profitability. Ever wondered just how much more you could get from your existing customer base? It's easy - by simply focusing on boosting the average sale value in every transaction. Measuring this key performance indicator is the fastest way to both grow revenue and build staff engagement.

Retailers the world over use average sale as the measure to determine skill but there's much more to achieving sustained growth and benefit to the business. Achieving high average sales doesn't just come from having great ability or confidence. Retailers need to have the right product, merchandising and promotions to back up the strategy.

Making sure your store is ready for the challenge is a great way to give the business a fast track marketing makeover. It starts with having products that make ideal add-ons. From small photo gifts, through to frames and albums. Be sure to have complementary ranges to suit your main categories - at all price points.

If you create the right environment add-on sales can happen automatically. Impulse merchandising near photo kiosks or on the counter is a great prompt for customers to recognise opportunity and make the purchasing decision themselves.

Grouping products that go together is another sure-fire way to drive multiple sales and lift your averages. Frames near the enlargement display and bags next to cameras are good examples. While these may seem

logical they're often missed by even the smartest retailers. Small sales plague photo shops. One and two print orders lower a store's average sale, but provide real opportunity to up-sell with the right promotions.

Package deals remove the emphasis on individual pricing - enabling retailers to bundle product within manageable price breaks. Using prints and enlargements, or prints and photo gifts you can achieve combo offers - similar to those used by fast food restaurants.

Another powerful way to lift sales is through one-to-one promotion. Here staff has a range of discretionary promotions they can offer customers individually. This works well for photo shops as it can become part of the kiosk demonstration. Two for one enlargements or a free big print with qualifying volume is often just enough to grow what may have initially been a small order.

The quest to achieve added value sales doesn't need to end when customers leave your store. Consider offering gift wrapping services in your online offer, or up selling every print order with an image enhancement option.

Simple strategies work. Set yourself the challenge to lift every sale this way and look forward a much healthier balance sheet.

 

Are you authorised?.... by Glynn Lavender

We all know the power that Apple has in the consumer market place these days.

They look set to become the first Trillion Dollar company and, with uptake of the iPad 3 at an all time record high (3 million units sold in first 3 days) they don't look to be slowing down anytime soon.

 

So what has this got to do with specialty photo retail?

 

Well walking past a computer store earlier this week I saw they had boldly plastered half of their window space with 'Authorised Apple resellers' - gee whizz they sell Apple, so what? 

 

Doesn't just about everybody?

 

Well no, not everyone does but sure the products are pretty readily available so what made this place stand out?

 

Well it was their emphasis on the fact that they were AUTHORISED

 

They were telling potential customers that Apple had chosen them to PARTNER with to sell their product.

This store was aligning itself strongly with the biggest brand we have ever known and were shouting it from the rooftops that the mighty Apple had chosen them.

 

It reminded me of how camera stores back in the 70's and 80's went to great efforts to point out they were Authorised dealers of the big camera and film brands. We were proud to show our allegiance to these brands because those brands had great pulling power.

 

It seems to be something we have lost.

 

Do our brands still have the same pulling power?

 

Just ask any Nikon or Canon SLR user whether they would swap brands, talk to a passionate Olympus or Pentax owner and see how vigorously they point out their brands advantages.

 

In many ways it is like the rivalry between Holden and Ford - once someone is in one corner they are usually there for life.

 

A fact so well known in the motor industry that it has seen many specialist companies pop up to support this passion such as Holden Special Vehicles and Ford Performance Vehicles.

 

I wonder if someone started a 'pimp my SLR camera' company based around one brand would they too have similar success from that niche market?

 

People WANT to deal with the specialists, they want niche product knowledge, they want the AUTHORITIES on the products they are passionate about.

 

From what we are told they also want to deal with Australian companies not online websites who may or may not be 'authorised'.

 

Are we still telling our customers that these great camera brands have authorised us to sell their products for them?

 

Are we still telling our customers that these great camera brands come to us because WE are the experts?

 

We may not be able to compete in some areas of this industry but we can certainly make sure that the people who pass our doors daily know that we are not only the experts but we are the AUTHORISED experts!

 

If you haven't smiled today......

A couple of pics from the 'Only in America' file!

Only in America

 Only in America 2

 

 

Write to us!

 

We would appreciate your feedback and comments on any of our PMA Australia Newsline articles.

 

Contact us at pmaaustralia@pmai.org to share your thoughts. Please keep them topical, concise and reprintable, together with your name, as we will be running them each week.

 

PMA Calendar 2012

 

 

April 3rd:                        PMA NSW First Quarterly Review

                                       North Ryde RSL

 

April 17th:                       2012 The Digital Show Consumer Launch Promo

                                       Melbourne

 

April 17th:  TBC              PMA VIC Meeting 

                                                                     

May 24th- 26th:               PMA presents The Digital Conference

May 25th- 27th:               2012 The Digital Show

 

 

The Digital Conference