Mom and apple pie. Gotta love ‘em both (although mom’s lemon pie is to die for, and her raspberry pie . . . sorry . . . back to the subject at hand). A number of industry groups have come together to create a pretty much ready-to-go marketing campaign for you, with free marketing materials, to make young mothers more aware of the benefits of getting (more) involved in taking family pictures.
That means not only printing more photos and creating photo products, but also investing in cameras and accessories.
The theme of the campaign is “Life Is Crazy: Hold on to the Highlights.”
The graphics are eye-catching, as well they should be, and the digital toolkit includes art files for posters, web ads, images for your site, and more. Higher res materials also are available.
There’s space in the artwork for your store logo.
Also part of the kit is staff education materials to ensure everyone is on message.
The campaign is the brainchild of a consortium of US photo industry companies and groups, including PMDA, CEA, and Innovations In Photo Imaging (IIPI), with support from PMA, which recognized sales in certain categories are declining, and most consumers wish they could take better pictures and make tangible printed products.
So, by aiming at Gen X and Y moms, the expectation is . . . you guessed it . . . increased sales, because children and family are “strong drivers” for investment in all things photographic. On top of that, these mums have the disposable income.
This “life is crazy” theme is an interesting one. The IIPI says the theme “taps mom’s feeling that life is racing by. The campaign reminds them that they need to stop, enjoy, capture, and hold on to the wonderful (crazy) moments of their lives (their children’s lives).
In addition to the artwork, the digital kit includes some limited content to educate these moms about what they need to take better photos, and do more with them – print and make photo products.
There’s a strong social media component to the campaign, as might be expected.
Delightfully, the toolkit lets you extend the concept to other audiences – “life is cool” and “life is amazing” are just two of the suggestions.
Interested? Contact Karly Davis at the Consumer Electronics Association.
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