Photo industry “Young Guns” talk connections

From left: Wendi Spiess, Toren Prawdzik, Antonio Neves, Ryan Millman and Mat Inkley

At the PMA@CES Official Business Session, “Young Guns of the Photo Industry”, at the Venetian last week, four bright young industry leaders describe the keys to growing their business. In a lively panel discussion moderated by TV personality Antonio Neves, a common theme was connection with your customers and experiences, despite the fact all four have very different businesses. The session featured Mat Inkley, The Imaging Depot; Ryan Millman, Greek Yearbook, Nation’s Photo Lab and Artsy Couture; Toren Prawdzik, Allied Imaging Lab, Photo Evo and The Pro Imaging Golf Championship; and Wendi Speiss, Foto Crush and Curiosity Group.

While in college in 1999, Millman never thought he would be in the photo business; he was busy making business plans. He started Greek Yearbook with one account, and grew it to 500; later, he started Nation’s Photo and Artsy Couture. It was the industry potential that attracted him: “There’s a lot of dollars in this business; we have to fight for every one.” He attributed his companies 50-percent growth rate to new product innovations, creative ways to get in front of customers, and continuous analysis of results.

Speiss stressed the importance of connecting with customer segments and participating in blogs and among influencers: “The industry has been talking at people, not with people… The trick is to go into their blogs and become part of their communities.”

As one of the two panelists with a retail store, Inkley added the same principles apply: “It’s very important for us to let the customer know what they can do and give them the choice. It’s about giving them control… Let them know they are being listened to.”

Prawdzik agreed, adding today’s savvy customer can go to a local chain store for cheap snapshots and online for a creative products, but can go to a store like Photo Evo” to become part of the process. “It’s not a commodity, it’s an experience,” he said. “That’s where we’re at.” He also added, after trying traditional marketing methods, focusing on local clubs and community events was for more effective for far less expense.