Two initiatives from the US, Save Your Photos Day and the Life is Crazy: Hold On to the Highlights marketing campaign to young mothers, will both provide valuable marketing collateral and ideas for Australian retailers who chose to import and adapt them.
Save Your Photos Day will be on September 26 this year, which regrettably clashes with the footy finals period in Australia. However, there is scope for events in the week before and after the actual day. There are already around 70 events registered with the Save Your Photos alliance, including one in Australia (Jan Gallen, Prints and Images, Bathurst) and another in New Zealand (Jill Boswell, Snapshot Cameras, Hamilton.) Both of these outlets also participated in the inaugural Save Your Photos Day last year. Although clearly US-based, the Save Your Photos Alliance is aiming to expand its international reach.
The Save Your Photos message is an increasingly topical call to action to save photo collections. The recent flurry of publicity sparked by comments from Google’s Vint Cerf has created greater awareness of the challenge posed by photos in various mediums, on various devices and generally all over the place; it’s a call to action people could finally be receptive to.
Save Your Photos Day was initially focused on assisting communities effected by natural disasters to preserve and restore photo collections. One high-profile event last year was held in Joplin, Missouri, a town hit by a Category 5 tornado, where 24,600 photos were scanned and saved for residents. As Australia is famously prone to flood and fire, the natural disaster message will also have a resonance down here. Long-term Photo Counter readers might recall a similar voluntary effort from local specialist retailers, spear-headed by Rob Gately – then of Beau Photos – following the Victorian bushfires.
The Save Your Photos Alliance includes the Association of Personal Photo Organisers (APPO), who are using Save Your Photos Day as a platform to educate and engage the general public regarding the challenge of getting photo collections in order.
The Save Your Photos Alliance has developed an excellent kit for retailers who want to be involved. This consists of:
– An introductory webinar;
– Logos and artwork;
– A pro forma press release for local media, along with some tips on how to score editorial space;
– A fact sheet on Save Your Photos;
– An event guide – ideas and suggestions on running a local educational or community event;
– A Powerpoint presentation, along with comprehensive speaker notes, which form an overview to photo store customers on the steps they need to take to begin to save their photos.
‘Save Your Photos Day is open to anyone with an interest in safeguarding photos and treasured memorabilia, anywhere in the world,’ said Cathi Nelson (pictured right), president of the Association of Personal Photo Organizers (APPO). As one of the founding members of the Save Your Photos Alliance, APPO provides training and support for more than 600 businesses (several in Australia and New Zealand) providing photo organising services to people overwhelmed by growing photo collections.
‘In addition to scanning photos and documents, participants can attend presentations and hands-on workshops to learn about preventing unexpected loss due to accidents, fire, wind and water.’
The Save Your Photos Alliance has more than 150 members, including family history societies such as FamilySearch, individual photo organisers, retail stores, and industry associations such as the Photo Marketing Association (PMA). Kodak Alaris is one of the few larger photo companies currently supporting the initiative, with its high speed scanners featuring in several community events.
‘Life is crazy’
– By contrast, the ‘Life is Crazy – Hold on to the Highlights’ program is top-heavy with ‘head office’ representation. It’s an initiative headed up by the ‘Digital Imaging Division’ of the giant US Consumer Electronics Association, in collaboration with Photoimaging Manufacturers and Distributors Association (PMDA) and Innovations in Photo Imaging (IIPI, represented by Don Franz).
The objective is to help consumers – and specifically young mothers – take better pictures and more fully enjoy their memories. And preferably to take those photos with cameras!
The ‘Life is Crazy’ campaign will educate consumers about basic camera features and accessories such as optical zoom lenses, flashes and shutter speeds that help consumers get better photos that look great in print.There is an extensive and high quality selection of print ads, educational brochures, web display ads, POS posters, sample social media posts and a consumer website available. Much of this material would blend in well in an Australasian retail environment with little or no alteration. (It’s worth checking out the website to see how the various components work together.)
‘The goal of the “Life is Crazy” campaign is to help consumers take and enjoy better pictures,’ said Joellyn Gray, director of marketing, Fujifilm North America, and chairperson of the CEA Digital Imaging Division board. ‘That means helping them learn which camera features and accessories they need to capture better photos, as well as offering creative ideas for turning life’s best moments into lasting printed memories that consumers and their families can enjoy every day.’
The ‘Life is Crazy’ campaign features a three-step tool that gives consumers helpful hints for different kinds of shots – action, portrait, nighttime, even movies. The campaign also features creative and innovative options that help consumers hold on to life’s highlights by printing their photos onto functional items such as kids’ clothing, grandparents’ coffee mugs or picnic blankets for family outings.
‘We understand that most consumers really want to take better pictures,” said Jerry Grossman, executive director, PMDA. ‘And we know that consumers enjoy those photos the most when they can surround themselves with their favorite shots—from large-scale canvases to personalised T-shirts to photo books.’
The posters and web ads can be used at no charge and with or without a store logo. All art files include options to drop in your logo or to use with association logos only.
Click here for the overview presentation which provides a step-by-step outline of components in the campaign.
Click here for the package of Life is Crazy marketing collateral.
PhotoCounter covered the initial launch of the Life is Crazy initiative last year, at which time Don Franz noted: ‘There is no reason why you couldn’t encourage the ANZ retailers to begin a campaign using these very well thought-out programs. You may need to make some changes, but those are welcome.’