In January, during the PMA 2015 Conferences, Gabrielle Mullinax of Fullerton Photo became president of PMA – where in the past month, a new CEO has been installed and a new management company has been hired to help create fresh growth and opportunities for PMA and its members. In this episode of the PMA Podcast, Gaby talks about the recent developments, and all the changes yet to come, in creating the new PMA. Listen or download at www.pmapodcast.org, or use the player below.
In Monday’s Official Business Session, held as part of the PMA 2015 Conferences, outgoing PMA President Bill Eklund spoke on the recent “bold moves” made by the PMA Board of Directors. He said:
I woke up last year, the morning of my acceptance speech as I was to be nominated President of the Photo Marketing Association International. I thought, Wow, what the heck have I done? Why did I step up to this awesome position at this difficult time in the photo imaging industry? What’s the future? A train of emotions hit me in the face.
The questions that struck me that day, 364 days ago, were, “Why am I a PMA member?” “Why is anyone a PMA member these days?” and “Ultimately, what makes PMA relevant to its members?”
Relevancy. Over the next few months, I asked and listened. Early on, I set up a Relevancy Committee on the Executive Board to study what relevancy PMA has to its members. The committee had difficulty coming up with answers, other than the convention, the great networking that happens here, and the trade show. But is this enough reason to be a PMA member? My struggle went on.
In the mean time, PMA struggled too. We cut costs. We downsized the staff several times. And it became difficult to run the old organization’s infrastructure with the smaller staff and deliver the services we once did. Your volunteer PMA Executive Board had run out of ideas, and we were lost in the wilderness of cost management. In a recent accounting review, PMA’s accountant issued a concern about PMA’s financial situation. On top of all that, we lost our vision — and our overworked staff had no time to work on it either.
Many of us in the room have experienced a similar situation in the last several years. You are probably sitting here today because you changed your business model. You probably attended PMA last year and I’d bet you picked up an idea or two that helped you hang in there. Some of us are hanging on. But some of us are flourishing! Some of us have seen opportunities and have had the wherewithal to fight back and change and grow again. It’s time that PMA made some changes to its business model, too.
Still seeking answers on PMA’s viability, I was introduced to Georgia McCabe. Georgia has quite a resume in the digital photo industry. She has worked with IBM, Kodak, and served as FujiFilm’s first female Sr. Vice President and General Manager. Recently Georgia has been the digital imaging industry’s go-to social media marketing expert. She showed interest in helping PMA — and your PMA Board seized the opportunity to get her input.
Last October, just over two months ago, Georgia agreed to dig into PMA. She signed an NDA and we opened up our financials, our membership list, our struggles and our soul, so she could dissect them and help us find relevancy. Through this process, Georgia uncovered problems — but most importantly, she spotted opportunities. Not just opportunities,but ideas, paradigm shifts, and new markets that were not on my radar at all. In fact, she was so excited and eager to attack these opportunities that I was blown away.
Today, I am “stoked” about the future possibilities of PMA. By the end of her research, I knew we had to have Georgia on our PMA team. Your PMA Board quickly decided to make several bold moves and revitalize your PMA with new leadership and new ideas, led by Georgia McCabe. And should you decide to elect Gaby Mullinax as PMA’s next President at tomorrow’s election, we can deliver a one-two punch that should get the attention of the world of photography and imaging. Many of us in this room are second-, third- or even fourth-generation PMA members. But this is not your grandfather’s PMA anymore.
Bold move number one: Georgia McCabe was hired as PMA’s new CEO and Executive Director just few days ago. She has jumped into the fire and is busy changing things up. I think you’ll see some changes here during this conference. And I can’t wait to see your faces a year from now.
Bold move number two: PMA has hired Coulter, an association management company. Utilizing a highly skilled management team will help PMA deliver more services to the members, while cutting redundant costs. With Coulter’s manpower, we will have the depth of staff PMA once had, at a fraction of the cost. You’ll see a re-energized look, a new, useable website and member benefits only a large organization can supply. In addition, the management tools available to the Board to help manage the organization will be second to none. A management company also frees up our Executive Director to manage our vision, and not day to day operations.
Bold move number three: PMA needs to change our By-Laws. We need to be more inclusive and allow members from other sectors of the photo industry on our Boards. With input and leadership from experienced and connected Board members, we can see each other’s needs. A more diverse Board will have more have a say in governing their association. This is a motion we will be voting on tomorrow morning.
Bold move number four: The election of PMA’s first woman president, Gaby Mullinax, if you vote for her tomorrow morning. Personally, I don’t look at the sex of the leader. I look at the capability, the vision and the drive. At this point in time, I can’t think of a better candidate to lead the imaging industry into the next 90 years.
The easy thing to do would have been to maintain the status quo, downsize the staff again, reduce our services even more and eventually fade away. However, your PMA Board is making these bold moves to give this organization its best chance to not only survive, but flourish. And thank God, Georgia is willing to take a chance, with a fresh outlook on things, and revitalize PMA for the future.
Colby Jubenville says being unique, agile and fast is paramount to your success in business. The co-author of “Zebras and Cheetahs,” he has suggestions to help you rethink your approach to being unique. This episode of the PMA Podcast features Jubenville on the McCurry Marketing Idea Exchange. Listen and discover that just as every zebra has unique stripe patterns, every successful business can use its strengths and collective passion to be unique. On January 4, 2014, spend some time with both Colby Jubenville and Bill McCurry at the Official Business Session during the PMA 2015 Conferences at Bally’s Las Vegas. Get ready to kick start your business to move at cheetah speed with agility to respond to whatever 2015 holds for your organization.
I’m excited to announce that we will be launching the new PMA Podcast in September!
The PMA Podcast is the podcast for anyone whose business revolves around imaging and pictures. We’ll cover topics like increasing sales, new imaging technology, the latest in picture framing, business management tips, advances in photo output, high volume photography, and much more. Designed for members of PMA and its international community of imaging associations — AIE, DIMA, NAPET, PPFA, PSPA, and SPAA — the PMA Podcast is your weekly source of information to help you grow your business.
If you’re a fan of the DIMAcast or the AIE Imaging Executive podcast, you’ll find all the great content you’re used to — including our friend Bill McCurry‘s monthly McCurry Marketing Idea Exchange podcast and transcripts — and lots more, now all in one place, on the PMA Podcast.
Look for the first episode on September 8, followed by a great new interview every week.
The Board of Directors of PMA has refined the PMA mission statement and set new objectives for member services, resources, and support. The new mission statement, which expands on the previous mission, “Promote the growth of the imaging industry,” now details specific areas of focus:
“Evolve the imaging business community worldwide by promoting innovation, marketing, technology, and passion for photography.”
The refined mission statement arose from the work of a committee comprised of key industry members: Gaby Mullinax of Fullerton Photographics in Fullerton, Calif.; Marsha Phillips of F-11 Photographic Supplies in Bozeman, Mont.; Jerry Sullivan of Precision Camera in Austin, Texas; and chaired by PMA past-president Allen Showalter of King Photo/Showalter Imaging Group in Harrisonburg, Va.
Along with the refined mission statement come a number of plans for new, additional ways to help PMA members grow their businesses and to advance the industry as a whole.
Included are the continuation of the consumer facing Big Photo Show in various formats; the development of a Big Photo Show kit, which would help photo retailers host their own Big Photo Show events in their local markets; continued support and development of certifications; social media programs for members; additional promotion of National Photo Month and the establishment of a National Photo Store Day; continued legal support; and ongoing work with other industry groups to help market and promote revenue generating aspects of photography.
“Our mission and focus must be clear and targeted to the industry needs of today. We recognize that the basic motivation in our industry is the passion for photography. Photography is not going away because technology has caused a paradigm shift; in fact, the passion is stronger than ever, because it’s more convenient to capture and share images than ever before in human history,” said PMA President Bill Eklund of Sharp Photo & Portrait, Eau Claire, Wis. “PMA, as the industry’s worldwide photo association, needs to help its members evolve by promoting innovation and technology; providing networking events like the PMA Conferences and PMA@CES to help our members with idea sharing and marketing their products and services; and fueling consumer passion for photography with information and education events like the Big Photo Show. We are excited to unveil our refined mission statement, and to offer these new and expanded resources and tools to our members.”
Have some great ideas or strategies to share? Here’s the chance to do so! PMA has extended the deadline for applications for DIMA 2015 and 2015 PMA@CES Conference speakers until July 15. Proposed topics should fall in one of the following categories: retail strategy, photo publishing, consumer video, camera phone imaging, social media, or professional imaging.
Interested speakers can complete the application form available at https://pma.informz.net/survistapro/sn.asp?gid=A0155F8F-4E08-4765-9D5D-4BC80387DFA1 by June 30, 2014. Questions? Email Jeff Frazine at email@example.com.
DIMA 2015, part of the PMA 2015 Conferences, will be held Jan. 4-5, 2015 at Bally’s Las Vegas. The 2015 PMA@CES Conference is Jan. 6-8, 2015, at Las Vegas Convention Center – South Hall, Las Vegas, Nev.