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Retailer Roundtable: The Road Ahead

Marketing for 2010

February 28, 2010 By Barry Tanenbaum
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Under the umbrella of “marketing plans for the year ahead” I made a list of specific areas to discuss with dealers: new approaches; new plans; reacting to changes in the market and in the habits of consumers.

When several dealers remarked they’d had very good Decembers, it occurred to me that if it were possible to continue with whatever they did in December, well, there’s a viable marketing plan. Except it might be tough to get Hallmark and everyone else to go along with another Christmas. One per year exhausts us all. And so, with the birth of Christ off the table, I pretty much stuck with my list.

Jeff Dobbs
Sales Manager
Mike Crivello Camera Centers, Brookfield, Wisconsin

We’re getting into promoting some of the accessories people can use with the still cameras that also take movies, like the Canon 5D Mark II, which is a camera a lot of people are asking about. We’re putting in things like monitors and fine focus controls to rent as well as to sell; it’s an area that seems to be getting a whole lot of interest.

Which products specifically?

Monitors and grip devices from Ikan, and a focus control device from Zacuto. These are aftermarket companies that are making things to make the movie modes of digital SLRs more functional.

Marketing products that play off the technology manufacturers are offering—sounds like a plan.

This is where we think our industry is going right now, and it’s something we can get in on. It’s an area where people need some expertise to help them along the way, to show them more about the functionality of their cameras. [These products] seem to fit the mold of the smaller camera store that’s trying to do more with higher end items. We’re not just going to sit back and watch the photo world go by us. We’re going to be part of what’s happening.

Phil Kaplan
General Manager
Showcase Photo & Video, Atlanta, Georgia

We’re still formulating our ideas, so it’s a little early for me to give you a specific idea of our objectives, but I can tell you that for us, as a small retailer, advertising is an area we think about a lot. We consider what we did the previous year and how it worked and how we can improve on it, and that’s what we’re going to try to figure out in the next couple of weeks. So our advertising review is about all I can mention right now.



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