Innovations in Photo Imaging – A Grassroots Initiative :: Photo Industry Initiative Created To Drive Output of Photo Products

Working Together to increase awareness among consumers

Bonita Springs, FL December 13, 2010 – Leading photo imaging industry suppliers have

formed a consortium under the name of Innovations in Photo Imaging to remind American

consumers about the importance and convenience of creating keepsakes at retail or online

that are uniquely personalized with a photo. There is no substitute for the emotional

connection achieved through the cherished memories of people, events or scenes revived

every day through products featuring photographs. As solutions are developed to make

imaging even more fun, fast and inviting, consumers will further enjoy the emotional benefits

of photos and output.

The initial thrust of the promotion will emphasize the emotional appeal and value of getting a

printed photo item; explain the ongoing advances in simplifying the creation process for

personalized photo products so that consumers are not discouraged by initial difficulties or

previous experiences; and provide an overall promotion of outputting photo products. In

summary the aim is to simplify the process, sell the emotion of photo output, and then sound

the trumpet, causing consumers to once again enjoy the virtues of life memories. The

success of the program will be measured by media coverage that is achieved as well as

feedback from retailers about increasing photo sales among their customers.

Under the umbrella banner of Photo Gifts are Fun: Make One the consortium will initially

promote the variety of items that can be made using photos, such as greeting cards, mugs,

photobooks, calendars, multi-image prints, clothing and accessories, writing pads and even

jewelry. This will run through the first quarter of 2011, covering the various celebrations of

Valentine’s Day, Easter, Passover and Mother’s Day. At the outset the consortium will

develop promotional programs, including a Website and Facebook page, focusing on the

U.S.A. Once established, the consortium expects to expand its activities to include North and

South America, Europe, Asia and the rest of the world. Photos are universal in their appeal

for social currency, gifting, and prominent display as well as to provide an archive of life

memories that stands the test of time.

The goal of this grassroots initiative is involve all industry members in making consumers

aware of the wide range of products that can be made with photos and encouraging them to

try creating these products. To assist in this effort, the Website will contain a variety of

educational and promotional materials already prepared by members of the consortium. A

PowerPoint presentation that can be used by industry members for appearances before

community, business and social organizations will also be developed. These promotional

tools will also be available to members of the media, such as reporters for TV, radio,

magazines/newspapers and blogs. Individuals within member companies as well as PMA and

IPI offices and directors will be made available for interviews. Ultimately the consortium

will leverage the power of social media, blogs and forums, viral campaigns and local media

to drive the messaging. In this way the strongest advocates for photo products and photo

gifting becomes the consumers themselves, heralding the emotional benefits to all their peers.

Founding companies of the Innovation in Photo Imaging consortium are: Eastman Kodak,

Fujifilm North America, Hewlett-Packard, IPI – Independent Photo Imagers, Inc., Noritsu

America Corp., PMA – Photo Marketing Association International; Unibind/Peleman

Industries and Xerox Corporation. Don Franz, Publisher of Photo Imaging News, has been

asked to serve as Secretary/Treasurer, providing the administrative support. Membership is

open to photo industry suppliers, with PMA and IPI representing the interests of retailers and

other professional photo output service providers.

“I have been very gratified by the willingness of the member companies of this consortium to

work together for the benefit of all photo service providers,” commented Kodak’s Mr. Brad

Kruchten, who was elected as the first president of Innovations in Photo Imaging. “We have

assembled a dynamic group of people who are passionate about photo retailing and their

enthusiasm is contagious.”

Noted Mr. Manny Almeida from Fujifilm North America and designated the first Vice

President of Innovations in Photo Imaging, “We have chosen to try to inform all levels of

picture-takers through viral marketing and personal involvement of the almost unlimited

variety of products that can be personalized with photographs. Our goal is to encourage them

to consider creating a unique photo product, knowing that once people become involved in

the process of making these products they tend to become repeat customers.”

More information is available at: http://www.innovationsinphotoimaging.org