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Print ArticleSell Photo Manipulation Software—
If You Don't, Your Competition Will!
by Debra Sharker
What is the best kept secret in the imaging products line-up?
The Consumer Electronics industry knows. The Computer industry
knows. The Mass Merchants know. And the Office Products Retailers
know. So, do the Photo Specialty Dealers know? No.
The answer is, Photo Manipulation Software. You may have put it
into your line-up several years ago and gotten burned, but today is
a new day. Consumers did not know enough about the imaging world as
quickly as we thought they should, so some accessories were put
into the mix a bit too soon. The disconnect that was apparent then
is gone now. As digital camera sales are being split into so many
channels, all of the retailers are looking for ways to keep their
customers coming back into their stores for accessories. And just
how many accessories are there to sell with a digital camera? Not
many (the typical answer) after batteries, re-chargers, memory and
the occasional case or tripod. But to the savvy dealer there are
scores of them and they are called, Photo Manipulation Software
products.
All of us have the responsibility of convincing consumers to do
more and more with their photos: play with them, print them, share
them, email them, etc. Advertising and marketing messages must
educate our audience as to the full range of possibilities. The
more an image is used and shared, the more the retailer stands to
profit. It is not about taking a digital image and using it only in
the digital format, but using the ease of the format to do other
things. Stop thinking in terms of the digital camera sale only and
remember the tremendous profit in the consumables such as ink,
paper, albums, mailers, etc. Use the old fashioned idea of displays
that tie in a family of products because showing the consumer what
they need becomes quickly what they want. And what they want, they
buy!
Remember why we take pictures? To create and preserve memories is
the best answer. The ways to play with an image are endless and
open to all levels, ages and capabilities of the photo taking
audience. And the way is with Image Manipulation Software. The
variety in programs covers the spectrum for just about anything
anyone could ever want to do to a photo—colorize it, make it
black & white, scale it, manipulate it, merge it, morph it and
serve it up in any size, shape, flavor or product that can be
imagined (and then some!). The level of photography, art or
computer related skills go from toddlers, to kids, to teens, to
adults and beyond. Companies from Kodak to Crayola and everything
in between offer packages to create, share, store and preserve our
memories. All you, the retailer, need to decide is what price
points you want to offer and be assured it is there for you. But do
not bury these products in a box section! Put them up with digital
cameras and train your staff to present them as accessory items.
Display. Display. Display.
Knowing that image manipulation is and will be the way of the world
and the wave of the future, some proud names in the photo,
advertising and cinematography industries have teamed together to
form a new company whose goal is to create, manufacturer and market
. . . "Imaging Software for the rest of us." SmARTlens Corporation
is currently introducing their first retail products with great
fanfare (and winning the DIMA Award for Innovative Technology). The
first product, Voila! ARTware is the most unique painting program
available, allowing the consumer to turn a photo into a painting
with only two clicks of a mouse in under two minutes for only
$39.95. And best of all for you, the retailer—it causes lots
of printing to happen (so you can sell tons of ink and paper).
Packaging is made to fit into the digital camera section, not in a
box, so merchandising is a breeze and displays are fun. Also
available are Site License Programs for enlargement services.
Where is it all going? We believe it is back to the basics of
celebrating photography—shoot it, share it, and frame it. The
good news is the digital format gives the consumer more ease and
speed with which to use his images, and as he becomes more
comfortable with the technology, his excitement will help educate
others. For several years we have heard that the comfort level is
almost there, hang in and the consumer will be ready, but the
camera price was not in line. It is now! There are affordable
cameras for the masses, technology now matches up to the prices,
and the understanding of what to do and how to do it has hit
home.
Our responsibility as manufacturers is to show the consumer, via
displays and marketing, what else he can do with a photograph. The
variety of Image Manipulation Software is fabulous and your role,
Mr. & Ms. Dealer, is to put it on the shelf in such a way that
it screams. . .take me home!
For more information contact:
Debra Sharker
V.P. Business Development
SmARTlens Corporation
dsharker@smartlens.com
877-597-7700 toll free
404-943-0235 direct
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