PMA February 2010 : Page 16

PMA 2010 Don’t miss DIMA By Jennifer Barr Kruger Even more than in years past, the DIMA Annual Conference, held Feb. 19-22 – just prior to and in conjunction with PMA 2010 – at the Anaheim Convention Center in Anaheim, Calif., will present some of the brightest minds in business and imaging to share insights and strategies with attendees. DIMA 2010 offers more than 50 educational sessions “The return on the PR investment is the best you can find in any communication discipline, particularly considering the new social media activities a retailer or manufacturer can take advantage of to execute programs cost effectively,” Signore says. “It’s a valuable part of the marketing cycle.” While social media opportunities can Fujifilm Marketing Know-How Series Among the many learning opportunities is a group of sessions sponsored by Fujifilm, called the Fujifilm Marketing Know-How Series, presented by experts in various subject areas vital to success for retailers. Scott Signore is the ideal person to present session D72, “Become a PR Pro.” He worked in public relations for Eastman Kodak Co., and is the former public relations manager for Agfa Corp. Today, he is founder and CEO of Matter Communications in Newburyport, Mass., a 40-person agency specializing in serving photo industry clients such as CVS/pharmacy, ExpoImaging, Lexar, liveBooks, Lowepro, Serif, Vertus Tech Inc., and YesVideo. In his session, Signore will teach attendees new ways to draw customers with powerful (and mostly free) public relations, using various media, including traditional press releases, newsworthy events, blogs, social networks, and other tactics. 16 PMA — February 2010 — www.pmai.org contribute to grassroots marketing, Signore says many core competencies in public relations haven’t changed. “Making sure you reach the decision maker, whether that’s within an organization or the end consumer, will always be critical. Hitting them with a message that has a call to action is still key. Much of public relations remains as it has always been – but some tools have evolved.” Signore says attendees of his session will leave with strategic and creative ideas they can apply to their own businesses. “I’ve enjoyed a great track record of success, so I will cite some examples of imaging industry clients and retailers who have gained more business using the strategies I will discuss,” Signore says. Also included in the Fujifilm Marketing Know-How Series is session D12, “Dazzling Window Displays,” with speaker Patricia Norins of Gift Shop Magazine and Specialty Retail Report. She will discuss the power of window displays to divert a customer who is walking by and to prompt an impulse sale. Norins will explain trends in window display, and how to design for success. Bob Cavilla of UpWord Search will speak at session D32, “Target Local Searchers.” Almost all internet users gather shopping information online, but more than half make the actual purchase at a brick-and-mortar store. Local search tools, most of which are free, are critical to capturing these consumers. Cavilla will explain which local search tools are most effective for retailers, and how to use them. Retailers who want to make the most of email marketing campaigns should attend session D62, “Best Practices in email Marketing.” Attendees will learn the top 10 best practices to create effective email, including list acquisition, creative content and graphics, mail frequency, and key metrics to measure success. Vyomesh Joshi of HP to speak at DIMA Luncheon HP is sponsoring the DIMA Luncheon on Feb. 20, where Vyomesh Joshi (VJ), executive vice president, Imaging and Printing Group for HP, will speak about the future of photo publishing and the role of HP in that future. An array of learning opportunities In addition to the sessions and speakers sponsored by Fujifilm and HP, DIMA 2010 will offer sessions on a wide range of other topics, presented by many industry leaders.

Don’t Miss DIMA

Jennifer Barr Kruger

DIMA 2010 offers more than 50 educational sessions

Even more than in years past, the DIMA Annual Conference, held Feb. 19-22 – just prior to and in conjunction with PMA 2010 – at the Anaheim Convention Center in Anaheim, Calif., will present some of the brightest minds in business and imaging to share insights and strategies with attendees.

Fujifilm Marketing Know-How Series Among the many learning opportunities is a group of sessions sponsored by Fujifilm, called the Fujifilm Marketing Know-How Series, presented by experts in various subject areas vital to success for retailers.

Scott Signore is the ideal person to present session D72, “Become a PR Pro.” He worked in public relations for Eastman Kodak Co., and is the former public relations manager for Agfa Corp. Today, he is founder and CEO of Matter Communications in Newburyport, Mass., a 40-person agency specializing in serving photo industry clients such as CVS/pharmacy, ExpoImaging, Lexar, liveBooks, Lowepro, Serif, Vertus Tech Inc., and YesVideo.

In his session, Signore will teach attendees new ways to draw customers with powerful (and mostly free) public relations, using various media, including traditional press releases, newsworthy events, blogs, social networks, and other tactics.

“The return on the PR investment is the best you can find in any communication discipline, particularly considering the new social media activities a retailer or manufacturer can take advantage of to execute programs cost effectively,” Signore says. “It’s a valuable part of the marketing cycle.” While social media opportunities can contribute to grassroots marketing, Signore says many core competencies in public relations haven’t changed. “Making sure you reach the decision maker, whether that’s within an organization or the end consumer, will always be critical.

Hitting them with a message that has a call to action is still key. Much of public relations remains as it has always been – but some tools have evolved.” Signore says attendees of his session will leave with strategic and creative ideas they can apply to their own businesses. “I’ve enjoyed a great track record of success, so I will cite some examples of imaging industry clients and retailers who have gained more business using the strategies I will discuss,” Signore says.

Also included in the Fujifilm Marketing Know-How Series is session D12, “Dazzling Window Displays,” with speaker Patricia Norins of Gift Shop Magazine and Specialty Retail Report. She will discuss the power of window displays to divert a customer who is walking by and to prompt an impulse sale. Norins will explain trends in window display, and By Jennifer Barr Kruger how to design for success.

Bob Cavilla of UpWord Search will speak at session D32, “Target Local Searchers.” Almost all internet users gather shopping information online, but more than half make the actual purchase at a brick-and-mortar store. Local search tools, most of which are free, are critical to capturing these consumers. Cavilla will explain which local search tools are most effective for retailers, and how to use them.

Retailers who want to make the most of email marketing campaigns should attend session D62, “Best Practices in email Marketing.” Attendees will learn the top 10 best practices to create effective email, including list acquisition, creative content and graphics, mail frequency, and key metrics to measure success.

Vyomesh Joshi of HP to speak at DIMA Luncheon HP is sponsoring the DIMA Luncheon on Feb. 20, where Vyomesh Joshi (VJ), executive vice president, Imaging and Printing Group for HP, will speak about the future of photo publishing and the role of HP in that future.

An array of learning opportunities In addition to the sessions and speakers sponsored by Fujifilm and HP, DIMA 2010 will offer sessions on a wide range of other topics, presented by many industry leaders. Glynn Lavender, event manager and tutor for Creative Photo Workshops, Melbourne, Victoria, Australia, will speak about offering photo classes in session D15.

“There is no greater return on investment for retailers than education of their customers. The loyalty, community, and sales generated from education offers greater returns than any form of advertising or loyalty programs,” Lavender says.

At his session, he says, “I will break down the anatomy of running eventbased workshops and how they generate their own profits. I’ll demonstrate the community-building and advertising power of promoting workshops via social networking, and I’ll demonstrate the spending habits of educated customers.” Attendees will discover how workshops can change their entire business model and generate significant new revenue streams for their companies, he says.

Tackling another topic of great importance to DIMA members is Amit Gupta, president of Photojojo, San Francisco, Calif., in session D55, “How 20-Somethings Use Photography.” “The internet has upended just about every traditional business, one by one.

Anyone who’s been awake during the last five years has seen what it’s done to the music industry and the movie industry, and what it’s currently doing to publishing. If you’re in the photo business, you’re acutely aware of its toll on your business as well,” Gupta says, “and it’s far from over.” Despite the harsh reality, Gupta adds, “This isn’t a downer of a session. In each of these industries, creative people have emerged – both new players and existing businesses – who’ve embraced the cultural changes the internet has brought to fashion new business models – and they’ve thrived.

“Faced with a tsunami-level threat such as this one, there are three options: First, roll over and go out of business; second, seek out quick tips, tricks, or moneymaking schemes to wring the last bit of life from an existing business; or third, figure out how to reinvent a place in this new world,” he says. “I’ll be talking about option No. 3.” Attendees will hear about people who’ve reinvented their model in other industries, and people who’ve done it in the photo industry.

Gupta says he hopes DIMA members will leave this session inspired to do the same.

Taking a different approach to the topic of reinvention is Chris Miller, president and owner of Pacific Store Designs Inc., Garden Grove, Calif., who is presenting a session called “25 Ideas to Increase Sales Overnight” at PMA Night School session N2.

Miller, who has designed retail stores for 30 years, will share several ways to spark sales, reenergize staff members, and motivate customers to buy more.

“People underestimate impulse buying, but 75 percent of retail purchases are made on impulse. Traffic flow is the lifeblood of impulse sales. If we can get customers to walk another 10 feet in the store, we can significantly increase store sales,” Miller says.

He will discuss ways to move products, change the store culture, create a promotional calendar, and “separate customers from their wallets.” Attendees will learn unique methods to triple the impressions of merchandise on each customer within the same space – with fewer fixtures and less inventory.

Miller’s advice can be easily implemented in any store and can increase sales immediately.

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