Immediacy. When we think about ways in which we can help our professional labs and photographer clients drive business in this ever increasingly connected world, we keep coming back to this word. Today’s consumer wants to instantly showcase images, share them with family and friends, and gain immediate reach across their connected world. They still desire “output,” but with the proliferation of smart phones, tablets and social networks, as an industry, we need to broaden our definition of output, starting with soft-copy.
Did anyone cry “heresy?” Giving consumers soft-copy? How will that help drive hard-copy and premium professional output? Simple. As an industry, we need to meet today’s consumers on their terms. Once we capture the consumers’ interest, we then show them just how much more they can do with the professional content.
It all begins with Socialize – where pro photographers help consumers to satisfy their most basic craving. Pro photographers can deliver images through Facebook and Twitter, place them into video presentations, or make them accessible on web sites via QR codes. Consumers can then text, email and share via their phone/tablet screen, with family and friends, and push pro content into their connected world.
Having met the need for immediacy and connection with Socialization, we now help the consumers tell their Stories. Professional photographers excel at helping consumers bring their images to life in something physical and tactile, in the form of high-quality albums, photo books, calendars, cards. We then follow to complement those story-telling vehicles with high quality heirloom portraits and unique, creative canvas wraps and wall art to the preserve the Memories. Creating a storyline is a much better way for consumers to experience and share their memories. If a picture is worth a thousand words, what is a high quality portrait album or storybook worth?
Driven by the realization that consumers want to use professional images just as they do their consumer images to enjoy immediate/infinite reach and anytime/anywhere access, we continue to work on our Digital Print Production Software (DP2), to enable professional photographers and labs to meet the consumer where the consumer wants to be met! In version 15, we introduced QR codes and Animoto Slideshow videos – which lets professional labs create visually exciting soft-copy offerings, starting the “Socialization,” component of a complete offering that’s complemented by individual prints and high-quality premium output.
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So, from Socialize to Stories to Memories, we can create a logical flow from immediacy to more effective storytelling to the opportunity for display and the security of longevity. The photographer serves to originate the image, consult and sell across the memory lineup, and champion this message.
Meet consumers where they want to be met. Lead with the need for immediacy and connection, fast following into the desire for storytelling, and completing the offer with quality portraits that preserve the memory forever.