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PMA to take a new tack

Peter Rose, director Australian activities, PMA, flagged an exciting new direction for PMA Australia during a Melbourne industry meeting on Tuesday, April 17, at The Pumphouse Hotel in Fitzroy.

In what Mr Rose (pictured right)  said was a completely local initiative, he spoke about PMA engaging directly with consumers in future, and channelling back enquiries from the public to PMA retailer members.

The new strategy, which Photo Counter will report on more fully in around two weeks, has a number of components, including enlisting high calibre ambassadors for photography, such as well-known professional photographers, for speaking tours, with the close involvement of local PMA retailers around the country.

‘PMA’s brief is to educate,’ said Peter Rose. ‘We are now going to concentrate more on educating consumers as well.’ He said the ultimate objective was to help broaden the dialogue between PMA retailers and consumers.

He said that after several years in which support for some of its educational initiatives for PMA members had been indifferent and waning, it was time for a new approach.

Other outcomes from the meeting included the lifting of age restrictions for the Future Leaders program, in recognition that the program is of benefit to future leaders whatever their age.

The one-day Future Leaders program with the Friedman Group will be held this year in Sydney and Melbourne and wholesaler and pro lab members were also encouraged to consider having staff take advantage of the training day.

‘Push this program – it’s a ripper,’ implored Victorian PMA chairperson, Jeff Crowley.

Peter Rose said that at the Melbourne PMA conference next month, the traditional PMA executive dinner on the Thursday would be replaced by an Ideas Exchange hosted by the redoubtable Bill McCurry.

The ‘Arctic Blast’ golf day would once again be held in July at the Amstel Golf Course, while the format for the Victorian Christmas Party, while still under wraps, would appeal to a younger group this year, Mr Crowley said.

State Chairpersons were being asked to file monthly reports this year, which would be run in PMA Newsline. Jeff Crowley indicated they would range from the feisty to the funny, and were aimed at keeping members up to date with things on a state level.

It was also decided, in the light of declining numbers at state meetings, to pull back the meeting schedule in Victoria to two PMA-convened meetings, open to the industry. This has proven successful in NSW, where meetings featuring a keynote speaker were regularly attracting 40 to 60 attendees.

Paul Curtis and Katherine Singson from IDEA outlined the consumer marketing program for The Digital Show, noting that the supporting marketing communications was geared towards sending consumers to participating retailers for tickets which otherwise would cost them $20.

‘It’s imperative for stores to get involved,’ said current IDEA CEO, Paul Curtis.



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