In the era of 9-cent prints, how can a photo retailer or printer differentiate their services? Many printers have the same underlying printing technology — either silver-halide, inkjet or toner — and offer similar size prints, books and canvases. The challenge for many online retailers is competing on a basis other than promotional prices and discounts.
Fortunately, there many ways to promote photo products and services. One way is to offer exclusive content, templates, clip art, royalty-free photos and graphics to users. This can engage consumers more, especially for high-value products like having theme-park attendees combine their own pictures with stock photos or themed pages in a photo book. These creates a memorable keepsake the family will share with friends in a more meaningful way than simply sharing photos on a social network. Don’t you think it would be awesome, after a cruise vacation, to received a link with a predesign photobook showing wide-angle pictures of the ship, the ballroom and other major ship attractions with just a few empty text and picture placeholders for you to fill with your own best pix of the trip?
From a marketing standpoint, this can engage consumers as brand advocates. For marketers, the highest form of engagement possible is when a company’s logo or content become integrated with products themselves. Look at the fashion industry: Is a sweatshirt without the “Aeropostale” or “American Eagle” really worth less than those garments not bearing those labels? It’s marketing and status, not just workmanship and quality, that makes the difference.
One of the advantages of the Mediaclip platform is the integrity of brands and artwork can be maintained. Logos or artwork can be made part of the design so they are part of every design or as optional elements. In any case, design elements can be prevented from being edited by users, so brand elements are preserved. So, if you are co-marketing with a soft-drink or resort for a photobook project, rest assured their corporate identity can’t be modified by users.