PMA February 2010 : Page 56Parting Shot Experience everything photo at PMA 2010 PMA Executive Director Ted Fox discusses the importance of innovation in the photo imaging industry Coming off a very difficult 2-year span, the worldwide photo imaging community begins 2010 with hope. Industry members are advising the 2009 holiday season was improved, and the outlook is guardedly optimistic for 2010. Many challenges faced by PMA members – accessing tight credit, managing the digital technology shift, changing customer demands – are still in effect; but the decade- long digital transition continues to provide challenges and opportunities to all photo imaging businesses. At PMA 09, the trend continued from “photo printing” to “personal publishing.” This changing dynamic offers tremendous opportunities for industry members of all sizes and markets. This year, the PMA 2010 convention and trade show once again offers a world-class experience for connecting with peers and energizing businesses to new heights. PMA 2010 simply offers the best education in the photo imaging industry. I won’t take this space to recap all the many educational opportunities, since they are offered in detail elsewhere in this magazine and on the PMA website. As you look at the PMA 2010 schedule, however, I want you to see the unparalleled opportunities to explore new product categories and to exchange ideas. PMA is once again continuing the PMA All Conference Connection Pass, allowing members to easily attend different sessions from the PMA member associations (DIMA, PPFA, PSPA, and SPAA). This popular offering lets attendees customize the education to their own needs. For those looking for a more targeted ap- 56 PMA — February 2010 — www.pmai.org proach, PMA is offering two “boot camps”: DIMA Brand Boot Camp and the Pro Photographer Business Boot Camp. Both of these day-long events offer an immersive opportunity to learn from industry experts. The DIMA Brand Camp is all about build- ing your brand in your community, using key tools and proven methods. The Pro Photographer Camp centers on the four key elements to business success: marketing, management, techniques, and technology. These are truly one-of-a-kind opportunities. PMA 2010 is also the place to find new and unique products. In 2009, we launched the PMA Retailer Hot Picks session, where re- tailers themselves recommended trade show products based on their future profitability. This year, this session is back, along with a dedicated session for pro photographers. The key for the photo industry going for- ward is to create a new market by providing innovative products and services. Recently, the photo book has become the hot product category. At PMA 2010, I encourage all at- tendees to once again visit the DIMA Photo Book Showcase, where dozens of examples will be on display on the trade show floor. The photo imaging industry is going through enormous challenges. For the independent photo business owner, it’s more important than ever to connect with peers and share information. PMA 2010 is the natural gathering place for this, as the show has a long-standing history of idea sharing and networking. Today, you can even con- nect with PMA members via social networks such as Twitter, Facebook, and more. Fortunately for our industry, consumers love digital photography and are taking more pictures than ever. The use of images for personal use and for business use is increasing. In fact, business usage of photo publishing products – including business cards, thank-you cards, stationery, proof books, etc. – is on the rise. Digital printing is still growing at a slower rate than many industry members would like; as a category, however, it is still a product on which consumers place an enormous value. Photography is important to them. In fact, PMA has recently published a new report, “The Rise of the Amateur,” which describes in detail some new opportunities of the growing class of photo enthusiasts. These heavy users have driven camera and hardware sales in recent months, and have embraced various photo-related services, such as canvas printing, in-store classes, online sharing, photo communities, and more. This new breed of enthusiast will be the driving force in the future. The key for the photo industry going for- ward is to create a new market by providing innovative products. In particular, photo books are a big opportunity, as consumers who successfully make them are more likely to make more. Further, consumers need to be made aware of the wide assortment of print sizes available beyond 4-by-6, including mini business cards, postcards, and collage posters. PMA 2010 and other member association conferences offered by DIMA, PPFA, PSPA, and SPAA are around the corner. This is a great opportunity to rejuvenate your business. PMA 2010 is an ideal opportunity to see the latest technologies, evaluate the latest equipment, and discuss trends and challenges with colleagues from around the world. See you in Southern California! n Parting ShotExperience everything photo at PMA 2010 Publication List |
