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Ted’s rebrands to capture new customers

August 30, 2011: Ted’s Camera’s general manager Nic Peasley has announced a major rebranding initiative, accompanied by a return to TV advertising.

In his new role heading up Ted’s following the retirement of Richard Robertson, Nic Peasley will report to the board, but will retain the title of general manager.

‘We have spent 12 months researching and modelling a new brand position and have commenced the rollout this month,’ he said.

Research showed that brand recognition for Ted’s was the highest for any camera retailer in Australia. ‘Also,’ he said, ‘the trust factor was incredibly high in terms of product knowledge and making the right recommendation.’

Ted’s Camera’s new-look logo will now incorporate the tag line, ‘Helping you capture life’.

‘The idea is to show how the superior expertise of our staff, combined with our superior range and Photolounge offering, can help consumers capture life better than ever before,’ Mr Peasley told Ted’s staff in a memo announcing the marketing initiative.

He elaborated to Photo Counter: ‘Our brand archetypes are “The Advisor” and “The Enthusiast”.

‘These represent great service and knowledge – the advisor – and exceptional customer service through engaging our customers both via our staff with new store livery and feel, plus through our advertising.’

Ted’s will be advertising on TV year round – in Melbourne primarily – and will be supported by extensive catalogue distribution and national press. The specialist retailer will be looking specifically to win new customers in the 25+ age group.

‘That group has indicated through research that they predominantly shop on price and experience,’ Mr Peasley explained.

‘The instore experience and the online experience needs to appeal to that demographic. The changes that we are making to the in-store presentation, and our attitude towards being price competitive while having the key point of difference of offering fantastic customer service, we believe will deliver our customers for the next 20 years.’

He described the new initiative as ‘the biggest initiative we have undertaken for many years’ and called on staff to help in ‘bringing this new brand position to life’.

In addition to internal briefings and training sessions, the new campaign will include:
– A major promotion across August and September;
– Replacement signage for every store highlighting the ‘Helping You Capture Life’ message and the ClubTed loyalty program;
– Images featured in all stores and windows;
– Competitions for consumers;
– Ongoing social events and competitions for staff.

‘We need you to let your knowledge and passion for photography shine through,’ Mr Peasley told staff,. He said it was critical that consumers were confident Ted’s’ staff were better and more knowledgeable than those in ‘big box’-style retailing.

To view one of the new new Ted’s TVCs,, click here.

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