(Ce billet est disponible en anglais seulement). The Mediaclip team is back from the exciting city of Las Vegas, where we were very active at sessions and on the trade show floor. In addition, the Mediaclip mobile application was demoed by Philippe Gascon at the App Show & Tell, and he took part in the Apps & Software: Desktop and mobile apps for editing, managing, and enhancing images panel discussion. Mediaclip was also honored to be nominated for an AIE Visionary Award.
Mediaclip executives Marion Duchesne and Marie-Eve Lemieux presented a session at the Digital Imaging Marketing Association (DIMA) conference on the topic: “How to Merchandise Personalized Photo Products to a New Breed of Customers.” Duchesne, who is the CEO, and Lemieux, who is marketing vice-president, shared their expertise and experience covering key new trends in the photo-market space.
The big change in the photo market has been the increased emphasis on marketing, instead of on production. This means merchandising personalized photo products musts be more focused on lifestyle, rather than only on memories and keepsakes. Today’s millennials will make photo part of daily life. They are not going to automatically make photo books or gifts as their parents did, but they will make them if the process is easy, fast, fun and affordable.
Photo merchandise has become a commodity product, driven by promotional pricing and couponing. This is why online photo services need a strong niche strategy, coupled with the right balance of products and services.
How do you determine those products and services? Select a niche segment of the market and learn all about it. Use social media and other channels to interact with customers, to find out what products will resonate with them. Also, increase the impact of promotional emails by using personalized pictures.
When ordering online, realistic previews using the actual photos in the project can spur purchases, as well as opening up cross- and up-selling opportunities. Sharing and collaboration are can also be used as merchandising methods for personalized photo products. Give customers the chance to show off their creation, as well as allow their friends and families to make their own versions. (This is especially compelling when making photo books.)
If you didn’t make it PMA@CES 2015 and want to have your demo of our newest innovations, contact firstname.lastname@example.org.