Photobooks
minilab. In Germany the figure was only one third. So there is your answer.The German consumer was and is more used to having his prints taken away, even over the counter, and then processed off site before returning just as is often the case with photobooks.
“But wait a minute. In France the percentage of prints produced by high street sites was almost the same as in UK, and they now far outstrip us in photobooks, so it’s got nothing to do with on-site or off-site processing history.
“I am frequently surprised at the consumer’s perception of the market. For years the percentage of prints made on-line has been relatively static at around 10%. But if you ask a member of the public, especially one who uses on-line services, they will give you a figure that is many times that. Yet on-line has become, in many instances, the source of choice for photobook production.
“So why should that be? Is it easier? Not really, very similar
software packages exist online and supplied by retailers. Is it lower priced? Again, not really - different covers and sizes are available but the price ranges overlap. Is it more convenient to put together your own photobook in the comfort of your own home? Probably yes. So that does explain anything? No of course it doesn’t because the dynamics are exactly the same in Germany and France and they do more than we do and it’s not all on-line.
“So why is it? I’m not sure anyone
really knows the answer but what is readily apparent to me is that the in- store promotion of photobooks is certainly greater in some European countries than in UK.They do promote an awareness that we are not yet matching. But I do think we’re getting there. If you are going abroad this year at all, why not take the opportunity to wander into a minilab or three and see how they promote photobooks?
“And, you will see them change
their promotion regularly.We all know that photobooks are event orientated; a birthday party, a wedding, a summer
holiday, Christmas day and so on. So don’t leave the same photobook samples lying around all year, but ring the changes as the year progresses. Ultimately the growth of photobooks will come down to marketing, to promoting awareness. Are we fighting
a losing battle? No, I don’t think we are. If the other European countries can make it work then we can too. And I haven’t even started to talk about what they do in Australia and New Zealand to stimulate the market. Perhaps next time!"
Photo-Me Exclusive Photo-Me will soon be announcing the launch of their new revolutionary
and additional product within their range of Photobook Solutions.The concept has already been warmly welcomed by the key players in the photographic industry, and will be fully revealed at Photokina.The product is set to be the first kiosk in the world to produce "instant" pocket- size photo-albums in just a few minutes. For its first UK appearance,
Photo-Me will be revealing this stylish and innovative kiosk in October at
the Retail Imaging Show at the London Marriott Grosvenor Square. They invite all Pixel readers to bring their digital memory cards to the Photo-Me stand in order to produce the first Pocketbooks in the world! Be sure to make the most of this exclusive opportunity by registering for
your tickets for the Retail Imaging Show.A limited number are available FREE, normal price £15. For details, visit the Photo-Me stand at the Retail Imaging Show, October 22nd at the London Marriott Grosvenor Square.
“Ultimately, the growth of photobookswill come down to marketing. If other European countries canmake itwork then we can too!” NigelMcNaught, The PMA
Pixel Imaging Guide 19
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