The promotional kits include all the POS materials a retailer needs, including sell sheets, counter cards, tent cards, brochures, and trading cards. Each kit is centered around a part of Nikon's Total Imaging System. Volume one is for consumer SLRs; volume two for pro SLRs; volume three, Nikkor Optics and Speedlights; and volume four, the Nikon Total Imaging System.
According to Nikon's Barry Smith, GM for Consumer SLRs, Nikon wanted to get SLRs back into the forefront of dealers' minds.
Smith said, "SLR sales are still strong," explaining that there is a large money-making market in SLRs, in large part because the lenses, speedlights, and other accessories such as scanners are great for after-market sales.
The first three kits were sent to retailers during the summer months with the last one shipped in November to help build momentum for the holiday selling season.
Along with the POS materials are colorful examples of photographs taken with Nikon cameras as well as explanations of how the images were captured. Smith explained that this not only helps involve the salesperson but the consumer as well, by learning what is possible with a Nikon SLR system.
Taking into account that not all retailers may use the same kinds of promotional materials, Nikon has included a variety. This way retailers can incorporate into their displays only the materials they need.
The main message that Nikon is trying to get across to sales associates with the kits, is that with Nikon cameras, "You're not just selling a box, but the experience of taking great pictures," explained Smith.
Smith noted the popularity of the kits has gone beyond the collectible glass included. "The kits are very popular with the dealers because they're looking forward to receiving the next one, reading through them and using them."
SJI Associates designed the kits to feature bright, stylish artwork to excite the retailer to "Think 35mm film... Think Nikon."
"We are visually communicating the artistic coolness of 35mm photography," said Suzy Jurist, founder and president of SJI Associates. "And an uncommon collectible is great for leaving a lasting impression."