9th NOVEMBER 2009 PP 01-12 TO USE.e$S:Layout 1 4/11/09 10:48 Page 3
> > I N D U S T R Y
S O A P B O X
S N I P P E T S
GREYPRICING-
PROMOTIONSGONE
HOWCANWECOMPETE?
WILD!
Wow–wedon’tthinkwe’veever
hadsomanycashbackoffers,
SHAUN VINCENT, CANTERBURY CAMERA CENTRE. productgiveaways,promotions
andadvertisingcampaignstotell
MicroFourThirdsisthelatestand beingsoldbelowcostpricebysome theefforttotryandinformcustomers youabout!Suppliersreallyseem
greatestinnovationinourbeloved ofthe"bigboys"andthereasongiven ofthepitfallsofgreygoods,sowhy tobedoingtheirbesttogetyou
industryandIhopeonewitha isouroldfriend,thegreyimport. nottherestofoursuppliers?Hasit thecustom,somakethemostof
healthyfuture.Itoffersthekeen "Theyarereactingtogreypricing"is reallygottothestatewherebyit's everydealyoucangetyour
photographeraqualityalternative whatIwastoldtheotherday,"weare preferabletolosemoneythantolose handsonandbumpupyour
toluggingalarger,heavierDSLRkit awareofitandmeetingsarebeing asale?Ofcourseithas,butnotin sales!HappyearlyChristmas
around,andwiththeadventofthe held",blah,blah,blah.Noneofwhich ourlittleshop.Itwillbeinterestingto fromPixel.
OlympusEP-1andthePanasonic makesanydifferencetothevast seewhathappenswhenthe
GF-1anaspirationalpieceofkit majorityofourcustomerswhowould OlympusTVadvertisingstarts,no
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which,byrightsshouldseeusall lovetosupporttheirlocalshopbut doubtweshallbeencouragedto
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makeabitofmoneyastheearly wouldrathernotspendanextra stockupforallthesaleswecould
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adoptersbite.Nowforthebad hundredpoundstodoso.Asfaras make,butwhat'sthepointunlesswe
news.TheEP-1twinkitiscurrently I'maware,onlySigmaUKhavetaken cancompete? CONTACTS &
CREDITS
P R O M O T I O N S
EDITOR
“THEGREYISSUE”-OLYMPUSRESPONDS
LauraKnight
Tel:01323433701
l.knight@parkview-publishing.co.uk
EDITORIAL ASSISTANT
”Restassured,weareworkinghardon theUKtradefollowingdiscussionswith makingthisthemosttalkedabout
JulieEl’Roubi
thegreyissue,”DavidIvins,Directorof Tokyo. campaignformanyyears.
Tel:01323411601
julie.er@parkview-publishing.co.uk
ConsumerBusiness,OlympusImaging ”ItisinourintereststomaketheTV ”ThePenprovidesuswithaunique
&AudiotoldPixel.“Aseveryoneknows, campaignworkwellforyou,especially chancetooffercustomersagenuinely
PRODUCTION MANAGER
ClareFermor
greycomesandgoesasthecurrency asweseethePENcategoryandM4/3 newtechnologyinacrowdedmarket.
Tel:01323433700
fluctuates-amajorchallengeoverthe becomingamajorpartofthebusiness Asanindustrywehavetoembrace
clare@parkview-publishing.co.uk
last6months.Havingspokenatlength forallofus.TheadbreaksonITVon theserareopportunitiesand work
SUBSCRIPTIONS
toourlawyersweareintheprocessof Nov16thandwehaveputinplace togethertomakethemostofthem.Ican
JulieEl’Roubi
Tel:01323411601
pursuinganenforcementprogramme someattractiveoffersandnextday assureyouthatwithyoursupport
julie.er@parkview-publishing.co.uk
withidentifiedtradersandexpect deliveryviathekeydistributorssoyou Olympuswilldoeverythingitcanto
ADVERTISING
positiveresultsverysoon.AsofNov1st willbeabletoreacttodemandvery maximisethebenefitstothetraditional
LeeMansfield&SimonSkinner,
wehavealsointroducednewpricingto quickly.Wehaveinvestedheavilyin photobusiness.”
RobCollyer
Tel:01323411601
MANAGING DIRECTOR/
PUBLISHER
LeeMansfield
ParkViewHouse,19TheAvenue,
MONTHLY
Eastbourne,EastSussexBN213YD
Tel:01323411601
lee@pixelmagazine.co.uk
MARKETING DIRECTOR
NIGEL MCNAUGHT, UK DIRECTOR PMA,
SimonSkinner
DELIVERS HIS MONTHLY COMMENT
Tel:01323433707
simon.s@parkviewmedia.co.uk
Give them a Reason
MEDIA DIRECTOR
LindaGrace
Consumerconfidenceisreportedasbeingatitshighestlevel now,morethanever,it’samessageweneedtocontinueto
Tel:01323433704
for18months,andthiscanonlybegoodnewsforretailers plug. ACCOUNTS
inthisimportantpre-Christmasseason.Howeverthe TheCEOofAsdasaidearlierthisyearthatretailersshould
CarolineMorley
Tel:01323433703
improvementisslowandthelevelsarestillbelowthoseof notholdtheirbreathwaitingforthingstogobacktotheway caroline.m@parkview-publishing.co.uk
twoorthreeyearsago.Butitisencouraging. theywere.Theywon’t.Whatisneededinthisfragile
PRINTERS
Thesamesurveythatreportedtheserisingconsumer recoveryarenewproducts,newideasandlinked TheGhyllPrint,Heathfield,
confidencelevelsalsoidentifiedalargeincreaseinthose promotions.Newproductsleadtheconsumertothefun
EastSussex
reportingthattheirwork/lifebalancewastheirgreatest elementsoftheirhobby.Photoretailersandthephoto
Nopartofthismagazinemaybereproducedbyphotographic,electronicor
mechanicalmeansorstoredinaretrievalsystemorrepublishedinanyform,
withoutthewrittenpermissionofthepublishers.©2009
concern.Theywerehavingtoworkharderwithlongerhours industryhaveneverbeenshortofcreativeideas.Wehave
© Copyright2009Pixelmagazine
andtheirlifestylewassuffering. alwayspromotedthefunelementofphotography.Itstillisa
Isthisapointerforyourmarketingmessage?“Photography greatmessageandonethatcangoalongwaytorestoring
isFun”wasthetitleofabookletpublishedlastyearand thatwork/lifebalance.
For more information telephone Nigel McNaught at PMA on
01438 840 367 or email nmcnaught@pmai.org
PIXEL03
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