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Issue 330 - January 21, 2010

Bill McCurry
McCurry Associates
wmccurry@mccurryassoc.com

609 688-1169

 

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  MMIE #330 - Marketing new products
  January 21, 2010

 
  Hello -

McCurry's Reflections from CES . . .

Thanks to those loyal readers who asked about reactions to this year's CES show . . . Due to speaking commitments I got to Vegas on Sunday, the last day. I missed all the press conferences, private showings, closed door meetings, etc. The popular and trade press have done a good job reporting on all the technology worshipping that went on in Vegas.

Yes, 3D is coming . . . Is this a technology that's driven mainly because Panasonic, Sony, Samsung, et al need something new to carry their sales increases and keep the factories humming? Beyond the early adopters, do Sam and Suzy Six-Pack really want to wear goggles to watch TV? Panasonic says they will sell over a million 3D sets next year. Then what?

Observation #1 - Last year CES demos of 3D were more "wow". They showed sporting events where the ball felt like it was coming into your living room. This year it seemed to me the demos were more subdued (read: realistic) . . . does that mean the final delivered product won't be as impactful? Avatar was a big screen hit. Can Avatar be replicated in the living room?

Observation #2 - Haier - Here's a name to watch . . . They're well known in Asia as a leading appliance manufacturer. They're a giant . . . Watch out Panasonic, Sony, Samsung and LG . . . Haier is now the "official High Definition TV of the NBA". That sponsorship didn't come cheaply so you can bet Haier is getting ready to be a household word. What got zero notice in the press (and is absent from Haier's website) was their CES 3D showing . . . It didn't require glasses. Instead you needed to stand at a certain distance and at a specific angle from the screen and you could see 3D sharply. As you moved off the exact spot it appear you were losing focus as if it was a depth of field issue. Not sure the technology or how long it will take for it to overcome the viewer positioning limitations . . . but this approach may be more palatable to the average TV viewer.

Summation - for the true purist that has their customized home theater cocoon, 3D will be a hit . . . for average viewing it would appear the glasses requirement will be an impediment.

Canon at CES . . . Funny how we can read into things ideas that aren't there. Many thought that Canon skipping PMA would mean Canon would make an extra big splash at CES. Not so. We understand from a few retailers that Canon was "assisting" travel costs for key retailers to CES in a roundabout way . . . Their booth was nothing huge. Based on memory and perception it looked smaller than what they had at PMA last year. I didn't look at floor maps to determine if my perception was real or imagined . . . Canon is used to being a leader in everything they do . . . their printers are struggling compared to HP . . . Their success with photo specialty is waning (thus the withdrawal from PMA?) . . . They're a huge company, well funded and generally well run so as a company they're not going away from the camera business . . . What will be their commitment to printers? Dry labs? Time will tell . . .

CES and the Imaging Industry . . . Two of the industry's younger and brighter minds are David Guidry of Lakeside down Louisiana way and Mike Paschke of Shutterbug in California. This was the first CES for both of them. I talked to them individually but they sounded identical. They both said it was interesting to attend and helped them understand the CE industry. They both said CES wouldn't replace PMA because CES is about technology for the sake of technology and PMA is about making money selling technology. They both said they were not likely to return to CES but would not miss a PMA because they need the information from PMA and imaging needs to be marketed as an industry, not morphed into the CE field as an afterthought like it was at CES. . . Interesting perspective from smart younger successful retailers.

See you in Anaheim,

Bill

 
 
Idea # 1 - Sometimes you create a new product without planning it

Kathy Sandrian - Sandrian Camera - Morristown and Clinton, NJ, USA - www.sandrian.com

During our family's vacation at Martha's Vineyard last summer, our daughter Laurie took really good photos.

I took the files and made folded cards from them using our HP Photo Studio system. The designs were not dramatic, just a plain black border around the image.

I made several sets of 20, with each set consisting of 4 copies each of 5 different scenes, and gave them as Christmas gifts to friends and family.

The recipients loved them. Some used them as cards, some framed them.

While I could have ordered special display boxes for them from companies like U-Line, I just wrapped a ribbon around the stack of cards and envelopes.

Now we've shown them to our customers and are offering the package as another product.

 
 
Idea #2 - If you are concerned about the plight of Haitians . . .

and if you use a Discover credit card, you can leverage your contribution.

Discover card users accrue bonus dollars. If you make a donation for Haitian relief using some or all of your bonus bucks, Discover will match the funds up to $1,000,000. The details are at www.discover.com and this is a legitimate offering.

 
 
Idea #3 - Building a photo booth from stock components

Chris Lydle - Chris' Camera Center, Aiken, SC USA - www.chriscamera.com

Inspired by the success of Dan's Camera in Allentown, PA (MMIE #325) I set out to enter the exciting photo booth business. This was in November, because all retailers know you've got extra time on your hands during the last few months of the year ;)

I never accomplish anything if there isn't a deadline, so I signed up to be a vendor at the Aiken's Premiere Wedding Event on January 16th. Having promised to be there, the challenge was to do all the following by that self-imposed deadline:

  • Establish a business plan
  • Choose a business name
  • register a domain
  • Create a uniform look and feel for all our marketing materials
  • create a web site
  • print business cards
  • design and print brochures
  • oh yeah - create a photo booth!

The business name was easy: South Carolina Photobooths, a division of Chris' Camera Center. We're on the western side of the state, close to the Georgia line, and I thought about calling it Georgialina but went with real words for the title.

And the domain name www.scphotobooths.com was available, so I registered that and built a web site right away.

Guided by the information Mike Woodland had shared with us, I assembled the necessary hardware and software.

The key to success is the software, which you license from Breeze Systems in England. Available in 3 variations, this lets you control 3 camera families that have remote control capability:

  • Nikon DSLRs
  • Canon DSLRs
  • Canon Point and Shoot models
only certain models in each family work, but software designer Chris Breeze lists them on his web site.
 

I used an old lap top computer and an old 17" LCD monitor in the booth design. Older, non-wide screen monitors are better than current models for this usage.

The camera sits right above the monitor. As primary light I used a PROMASTER fluorescent softbox because it worked well and didn't have to be sychronized.

I purchased licenses for both Canon DSLRs and Canon Point and Shoot cameras. Originally I'd intended to use an EOS XTi because it was the least expensive DSLR with Live View. Live View lets the subjects see themself prior to tripping the shutter. But DSLRs don't let you exercise as much control with the computer, and live view monitors are not designed for continuous operation. Internet reports suggested that under continuous shooting the cameras could overheat and shut down.

Instead I sought out some good used Canon G-series cameras on eBay. (Note - the current model G-11 does not have the remote capture capability. That makes me a little nervous and I'm stockpiling good used cameras for future needs).

Also on eBay I picked up a Sony UP-DR150 dye sublimation printer, which cranks out 4x6 prints at a cost of about 20 cents apiece.. The printer is heavy, about 35 pounds. Sony makes a newer, cheaper model called the UP-CX1 which weighs only 22 pounds and looks a little easier to reload.

The only other exotic hardware is the Stealth Switch, a better tripping button.

Building the box was the toughest part. From IKEA I bought IVAR modular book case components and skinned the system with 1/4" plywood. The paint was leftover from a previous project.

Just about a week after I started on the project the Greater Aiken Chamber of Commerce announced their annual Christmas party to be held December 14th for members. I asked if I could bring the booth - free - and demo it, and the COC president said "sure." It was a big hit, even though we had no background or booth frame at the time.

And a hotel operator asked if we could do their Christmas party that Saturday, December 19th.

Yes, we could. And we did. And they loved it, even though the booth was completely open - no sides or curtains - and we hadn't programmed voice prompts or even figured out where all the components went!

It was a challenge, but it brought in our first payment for the system and served as a trial balloon.

We close off the back of the booth with graphic posters on foam core, fastened with Velcro to give us needed access.

The Breeze software becomes the spider controlling your camera. You design the images which show on the monitor, including a series that count down the time 'til the next photo is taken. You can also record audio files that play at the appropriate time.

When the subjects press the shutter release button or a touch-screen monitor, 3 or 4 photos are taken in a sequence. The Breeze software generates photo strips - kind of like a customized contact sheet - and sends them to both the dye-sub printer and the computer's hard drive.

That means you can give the sponsor a CD or DVD of all the individual images and all the created strips. Designing the lay out of the strips, and making the image files for the photo booth, was challenging but quite do-able.

Come January 16th, we had a busy day. Of the 800+ paid attendees of the wedding show, about 20% sat in the booth for a sample and almost all who did filled out a contest entry form complete with e-mail. (We promised a drawing for $300 off a 4-hour booking). So we built a prospect list and evoked lots of interest.

Talk about lucky - everyone else who filled out the entry form wins a $150 second place!

 
 
Calendar of Industry Events

February 19-23, 2010 - PMA '10 kicks off in Anaheim, CA. Conferences begin the 19th and the trade show begins the 21st. http://pmai.org/pma2010_home.aspx

March 2-6 - CeBIT, Hanover, Germany

June 3-6, 2010 - PMA Australia, Melbourne http://www.pmaaustralia.com.au/

June 21-24, 2010 - IPI Members' Retreat and Supplying Partners Trade Show, The M Resort, Spa & Casino in Nevada. Members only

July 16-20, PRO Members' Convention and Trade Show, Renaissance, Ohio - Members only

September 21-26, 2010 Photokina in Köln, Germany. http://www.photokina-cologne.com/

September 22-25 - CEDIA Expo, Atlanta, GA

 
  Remember to send us your marketing ideas, as well as comments on those ideas posted by hitting your reply button or emailing to editor@mccurryassoc.com.

Your colleagues may also get the newsletter free in exchange for submitting ideas. Give them this link to sign up but remind them they have to share: http://photoimagenews.com/mccurry.htm

Please Enjoy, Consider and Profit from these ideas.

All the Best, Bill

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William J. McCurry, Chairman
McCurry Associates

 
 

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