我要学摄影：PICA_CLEMENGER.ppt

photo imaging council of australia research-strategy-action,tuesday 25th june 2002,key challenges,to maintain and build strong and enduring growth within the industry. to use future brand and retail communications to drive this growth. to incorporate key research learnings into these communications.,situation analysis,advertising,your brief to us,ultimate communications objective,2-pronged .,future-proof fortunes of entire industry wholesale, retail equipment & processing,key issues from research,lack of motivation manifesting itself as never remember camera, no time, inconvenient motivate people lack of expertise bad photos, unused camera features build expertise lack of occasion less accepted/ traditional opportunities create opportunities,broad issues your research highlights,industry catch 22 safeguard tradition: film champion innovation: digital cultural antipathy photography is not a national past-time,2 over-arching tasks for communication,a caveat,what follows are recommendations solely based on your consumer research insights it revealed & thoughts it spawned but truly great advertising is not lead by consumers,a caveat,great advertising ideas & campaigns are built around brand truths interpreted & communicated to connect with & motivate consumers understand consumers, but stay true to yourself,13 recommendations for industry communications,born of insights at a number of levels,photography: the process & the product,diverse applications,1. exploit the photography life-cycle,child play shots of everything,youth social lubricant schools / parties,young adult documentation / exploration events & travel,family duty / capture firsts & hols,empty nester memories / connection family & hols,process to product evolution,child: play empower youngsters, encourage parents to see role: an educational toy youth: social lubricant alongside booze, dance, mobile phones, video games young adult: documentation & exploration an ever-growing lifestage, defined by me - keep the full story, not just the edited version family: duty & capture reinstate & redefine role of the family album empty nester: memories & connection lifes too short: live & share every moment tap into the needs & opportunities of each segment,2. retrieve the human dimension,“digital is focused on technology not output” cameras (still & video) all tending towards technology, design & fashion as raison dtre opportunity to go back to basics the fundamental human & social value of photography the power & magic of the photo,show the true value of taking a photo & looking at a photo,the human dimension,3. recruit a new generation,relative size of the younger cohort may be shrinking, but their absolute numbers are swelling a new generation of consumers not growing up in a camera orientated culture a down-to-earth, unpretentious, outdoors culture but a hi-tech era challenge is to engage them on their terms give photography a role in their world demonstrate digital photography as social technology,4. just add water,digital may be where the news is, but 56% of cameras owned are point & shoot most peoples ideal camera is convenient & easy to use especially true for women & youth suggesting a type of photo they want to take: an unplanned, spontaneous one this is the essence of many of the greatest photos “just add the moment” celebrate simplicity,5. demystify digital,computers & digital are inextricably entwined telecomms convergence will further blur boundaries & see other brands encroaching on your turf fine for the techno-savvy young & gadget guys scary for others do i need a computer?, i can barely find the scroll bar current digital camera ownership only at 4% drive take-up of digital & processing of digital images isolate digital from computers,take computers out of the equation,focus on benefits of taking digital photos immediate viewing empowerment via selection/deletion ensure high quality large memory focus on benefits of commercial processing optimisation: creative editing quality: highest grade paper value: we print the ones you want - no waste,focus on digital delivering the basics,ease of use 21% of people want automatic features & easy to use cameras quality of performance 34% prioritise great photos digital becomes a better camera not a form of telecommunication,6. use technological seduction,men more likely than women to have slr men are more likely to nominate performance, automatic functions, other features & ability to be creative as important fuel replacement of back of drawer camera a trade-up strategy a multi-camera household strategy (help consumers segment their own usage occasions),high-end targeting,for slr: celebrate the art of photography - thus recruit & further inspire functional creatives for digital: celebrate its flexibility - its application for work & play, the prolific end-points of one photo showcase technical features & performance of slr & digital cameras,7. some moments should be forever,what would you grab in a fire? your photos what are you most upset about when you lose your wallet? your photos it is these photos - the ones you cant stand the thought of losing that you should print paper - timeless technology,8. anticipation or instant gratification?,anticipation of getting the photos back is hugely enjoyable “are they going to be good? thats part of the game” as is seeing a polaroid appear digital is immediate but commercial processing can add another element dial up the pleasure of anticipating & getting photos,9. draw upon the power of touch,the end-game may be for a card, album, pin-board, fridge, wallet, frames or wall increase perceived specialness of prints via tactility imagine a world where you can look, but not touch,10. liberate creativity via digital,potential to turn cautious photographers snap happy via no waste, high volume aspect of digital by freeing people from a commitment each time they press the button we have potential to excite them about broader opportunities via commercial processing, offer creative clinics & creative services - build discernment give people creative licence,thus inspire creative trade-up,i can be really creative with it: 55% probably does a lot more than i know: 53% and desire to learn more .,11. normalise photography,“traditional” photo opportunities: firsts, weddings, parties, overseas holidays, births diminishing due to sociocultural forces erode specialness & drive / provide an alibi for everyday photo-worthy moments challenge a perceived “appropriateness of occasion” & de-stigmatise being seen with camera see opportunity where others dont,12. promote boy scout photography,widen photo occasions amongst younger target (18-24 year olds) tapping into the “i wish id brought my camera” & “you had to be there” scenario their best days & nights are often unplanned take photos now youll thank yourself for it later (true value of photos only emerges much later, in hindsight) dont miss out & dont regret anything,13. the dichotomy of digital,digital is schizophrenic a latter-day polaroid (instantaneous, part of the moment, a social lubricant) playful, naughty, fun state-of-the art technology (considered, controlled, high quality) grown up, sensible, discerning showcase this flexibility & duality,13 strategic recommendations,1. exploit the photography life-cycle: role of process & product 2. retrieve the human dimension: the emotional value of photos 3. recruit a new generation via digital (b4 telecomms/ audio brands do) 4. keep it simple: just add water = just add the moment 5. demystify digital: isolate cameras from computers 6. use technology (slr & digital) to seduce 7. timeless moments, timeless technology = paper 8. anticipation v. instant gratification = which do you want? 9. draw upon the tactility of photos: the power of touch 10. liberate creativity via digital 11. normalise photography - take quintessential aussie life & add a camera 12. promote be prepared photography 13. celebrate the dichotomy of digital: some photos for now & for you, some forever & for everyone!,idea-stretch: some quick examples,recruit a new generation via play,tapping into role of photography of consumer sub-segment kids photo competition - based on more lateral, but everyday, challenges e.g. pics of something funny, something in the sky, something sad, something new,everyday photos,broaden photo occasions send us pic of you in new just jeans outfit - voucher for next purchase,be prepared,get carrying a camera to be second nature have special photo bunny (bloke in suit!) released in various towns across australia you have to spot him & send in photograph to win $,anticipation,drive processing via the in-store experience currently this is largely a non issue for consumers as it doesnt have a role in the overall photographic experience yet looking at photos immediately, in-s