New beginnings: opportunities re-inspire attendees at PMA Australia 2007 Imaging Technology Expo.

More than 16,000 Australians (and Kiwis) can't be wrong--imaging is alive and well Down Under. The PMA Australia 2007 Imaging Technology Expo, May 3-6, broke attendance records as visitors crowded the Melbourne Exposition Centre in Melbourne, Victoria.

Expo excitement

This year

was the first of hopefully many conferences under the overall PMA banner. Prior year shows had been managed by the Photo Industry Council of Australia (PICA) with educational sessions by PMA. Now all aspects are under the direction of PMA, which passed its maiden voyage with flying colors. The event brought together professional photographers, educators, scrapbookers, and custom picture framers.

"PMA re-inspired me. Overall, the mood of the conference was confidence," said Chris Wilkinson, CEO of Photo Plus Holdings, Wellington, New Zealand. "People who attended were the winners of the industry. They were being re-inspired by the new services kiosks can deliver."

John Ralph, CEO of John Ralph's Camera House, Erina, New South Wales, Australia, felt: "It is the interaction with the people that makes the difference in this show for me. I like to hear how other people are doing it better.

"The [DIMA] Emerging Technologies Day is most valuable, as it gives a summary of what has come from PMA 07 in March and gives a direction for us to explore in the next 12 months," Ralph noted.

"Direction, energy, and insights" were what Rahim Nasab of Digital City in Wynyard, New South Wales, got from the Melbourne events. "My team came back with full energy and heaps of ideas. I think the show proved the imaging industry has passed all turbulences and has now stabilized itself.

"Imaging will not disappear from the market because of the CE or IT industries. The imaging industry will grow by adding side services, not changing direction," Nasab explained. "We will not see a revolutionary change, but we will see great improvement and interaction with other devices. The printing business will be the focus of some radical changes, and big players will fight for market share worldwide."

Similar feelings came from PMA Trustee-at-Large Sina Clayton of Camera Action House in Melbourne, Victoria. "There is renewed hope this is not a 'dead industry,'" she said. "We have already taken back key points we will use as a blueprint for our business model."

Public puil

A tradition of the Australian shows has been to have industry-only days and then open the trade show to the general public. Some industry attendees have been critical of this practice, as it can make the trade show aisles somewhat crowded. Paul Clayton of Camera Action Camera House in Melbourne reminded those critics: "The consumer who buys the products really pays everyone's salary. We should hope every consumer who attends feels the excitement of what we sell."

Opening to the public also gave manufacturers a higher return on their booth setup costs. The local newspaper ran a 20-page color insert about the show, which was supported by manufacturers as well as local retailer advertising.

Another benefit to the public attendance was the ability to host a world-class show of professional and amateur photographic work. Included this year for the first time was a photo display of multiple digital frames showing work from hundreds of local Flickr (www .flickr.com) members, who were solicited to show their images by Glynn Lavender of Camera Action Camera House in Melbourne. (Check out Lavender's photos at Flickr. His ID is "R1 User.") The enjoyment of photography was evident to all who attended.

The show opened to the public on Saturday, May 5. "I'm very pleased to say, by Saturday afternoon, sales picked up quite markedly. We have no doubt this was a direct result of the public attendance at the show," said Peter Michael of Michaels in Melbourne, whose store is one block from the Claytons' store.

Industry support

Richard "Robbo" Robertson, South Melbourne, Victoria, seen as the Ted's Camera Stores ambassador, was awarded a PMA Australia Distinguished Service Award. During his remarks accepting the award, Robertson referred to his mentor, the late Ron Evans, who warned him, "You can never be successful in an unsuccessful industry." Robertson has taken these words to heart and supported PMA; PICA, and other industry initiatives at every opportunity.

Ted's Camera employee Susan Giles was awarded the Australia Young Achiever of the Year Award. The Young Achiever program offers younger people in the industry a chance to hone their skills while being recognized as developing leaders. Each Australian state recognizes a state champion, and then the national winner is chosen. A trip to the international PMA show is given as a grand prize to the national winner. As an extra bonus, Ted's makes a corporate commitment that any Ted's employee who wins will have costs paid for a traveling companion to go with the winner to the United States.

Giles works in the Ted's Camera Store in Adelaide, South Australia. She won the state championship last year, when the national title went to Nathan Berting of Dalby Color Innovations, Dalby, Queensland. Giles didn't accept not being the national winner; instead, she met with her manager and asked for additional training and education. She was given the opportunity to work in other Ted's Camera locations and received further education. She returned this year to the Young Achiever competition and swept the top prize.

Travis Adams of Photo Barn, Pakenham was the 2006 Victoria Young Achiever. Adams and Berting did a presentation for attendees on "How Is Your Retail Space Viewed by Customers," reminding the audience what they already know, but may not always practice: "Don't judge customers by their dress, age, or appearance." They shared insights into how they and their "mates" were treated when they attempted to make purchases with money in their pockets; but were rebuffed by retailers who didn't appreciate their dress.

Another candid speaker who didn't pull punches was Peter James Ryan, sponsored by Canon Australia, in the DIMA Day "Top Ten Retailing Trends." Ryan discussed "attributes that matter," which are more important than how customers "feel" about retailers. "I can feel good about the retailer," explained Ryan, "and not shop there if they aren't exceptional in one or more of the following: access, experience, price, product range, or service."

He told attendees photography and image capture are aesthetically driven, yet "many photo retailers look like crap." Ryan suggested customers will follow retailers who are "nutbag evangelists" for new ideas, technologies, or concepts.

Mike Walsh of media consulting company Tomorrow spoke at the General Session, "Exploring the Future of Media" sponsored by Fujifilm Australia Pty. Ltd. Walsh challenged retailers to reset their thinking for the future. Forthcoming technologies do not build on current societal norms. He told attendees they should future proof their businesses by first exploring the future of media.

Look to the Internet "naturals," he said. They pay real money for virtual items. They know people around the world intimately, but not in person. Their social identity is built through contact with total strangers. They show their affiliation toward groups, people, companies, and brands--all virtually. The idea of "Internet everywhere" changes our relationship to the world, Walsh explained. More consumers are creating public content and there is more personalized production overall. Walsh noted independent retailers need to rethink the power of physical space.

Kiosks also clearly received heavy attention from attendees. Phil Gresham of Fotofast digifoto, Brisbane, Queensland, is well known for his advertising: "18 kiosks--no waiting." Gresham now believes that message is too egotistical and has changed his messaging to "Fotofast is your friendly photo place."

The tenor of the convention was upbeat and positive. Most attendees expressed confidence and enthusiasm for the promises new digital services and equipment bring to the industry. It is still, however, a time of change and adjustment.

"We all have to be uncomfortable--that's the business we're in today," noted Rob Tolmie, R & C Consulting Pty. Ltd. of North Tamborine, Queensland. "When people get comfortable, that's when I worry."

Mote on the PMA Austtella Expo

For more information on award winners, event highlights, and educational sessions from the PMA Australia 2007 Imaging Technology Expo, check out www, pmai.org/austrella2007. At this site, you can also read Peter James Ryan's "Top Ten Retailing Trends," as well as the notes from "Exploring the Future of Media" with Mike Walsh.