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我要学摄影:PICA_CLEMENGER
Photo Imaging Council of AustraliaResearch-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 Ultimate communications objective 2-pronged ... 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 Diverse applications 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 life’s 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, desi
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