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photo shots of  People in Wallpapered backgrounds can add value
Contents <ul><li>Background </li></ul><ul><ul><li>How do wallpaper brands promote? </li></ul></ul><ul><ul><li>Consumers ch...
How do wallpaper brands promote?  <ul><li>Participate in trade shows & exhibitions (major spending)  </li></ul><ul><ul><li...
Consumers choice process <ul><li>Currently optimal way to buy wallpaper is </li></ul><ul><ul><li>Dive into market – visit ...
Promoting wallpaper online <ul><li>Perspectives </li></ul><ul><ul><li>Like drills are bought to make holes, wallpaper is b...
Some tech details  <ul><li>Limitations </li></ul><ul><ul><li>Background swap  </li></ul></ul><ul><ul><ul><li>Shadows can b...
The only current solution <ul><li>How are wallpaper sites organized today? </li></ul><ul><ul><li>Real interior photo shots...
Proposed options <ul><li>Simplest – wallpapers in exchange for photos </li></ul><ul><ul><li>Wallpaper Brand provides wallp...
Our assets <ul><li>15+ years experience in marketing </li></ul><ul><ul><li>Promotion, retail support, CRM & web, events, o...
Our Team’s Experience in DIY sector <ul><li>Bosch power tools </li></ul><ul><ul><li>Shop-in-shops and Demonstrations in 20...
Links <ul><li>Our main photographers  </li></ul><ul><ul><li>иван кайдаш -  http://ivankaydash.com/  ( http://johniek.livej...
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Wallpapers

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Transcript of "Wallpapers"

  1. 1. photo shots of People in Wallpapered backgrounds can add value
  2. 2. Contents <ul><li>Background </li></ul><ul><ul><li>How do wallpaper brands promote? </li></ul></ul><ul><ul><li>Consumers choice process </li></ul></ul><ul><li>Main </li></ul><ul><ul><li>Promoting wallpaper online </li></ul></ul><ul><ul><li>Some tech details </li></ul></ul><ul><ul><li>The only current solution </li></ul></ul><ul><ul><li>Proposed options </li></ul></ul><ul><li>Endnotes </li></ul><ul><ul><li>Our assets </li></ul></ul><ul><ul><li>Our Team’s Experience in DIY sector </li></ul></ul><ul><ul><li>Links </li></ul></ul>
  3. 3. How do wallpaper brands promote? <ul><li>Participate in trade shows & exhibitions (major spending) </li></ul><ul><ul><li>Keep prices product quality steady & prices competitive to motivate dealers </li></ul></ul><ul><ul><li>Train dealers </li></ul></ul><ul><li>Work with retail </li></ul><ul><ul><li>Support branded retail and shop-in-shops </li></ul></ul><ul><ul><li>Provide samples & sample books </li></ul></ul><ul><ul><li>Educate & rarely additionally motivate sales staff </li></ul></ul><ul><li>PR </li></ul><ul><ul><li>Provide press releases on new collections </li></ul></ul><ul><ul><li>Rarely sponsor some interior design contests </li></ul></ul><ul><ul><li>Rarely place paid articles </li></ul></ul><ul><ul><li>Rarely organize some events </li></ul></ul><ul><li>Work with designers (is this more relevant for more premium brands distributed by Ampir Décor & alike?) </li></ul><ul><ul><li>Organize local master-classes of your top designers </li></ul></ul><ul><ul><li>Co-sponsor interior design events </li></ul></ul><ul><ul><li>Sponsor educational programmes in design high schools </li></ul></ul>
  4. 4. Consumers choice process <ul><li>Currently optimal way to buy wallpaper is </li></ul><ul><ul><li>Dive into market – visit some wallpaper shops, look at displays and talk to sales assistants </li></ul></ul><ul><ul><ul><li>Decide on price-quality segment (limit producers choice) </li></ul></ul></ul><ul><ul><ul><li>Decide on preferred wallpaper style/s </li></ul></ul></ul><ul><ul><li>Go online to producers’ or dealers’ websites </li></ul></ul><ul><ul><ul><li>Choose particular SKU/s based on patterns and colours optimal for one’s room </li></ul></ul></ul><ul><ul><ul><li>Choose an outlet with optimal price for particular SKU/s (call the outlets) </li></ul></ul></ul><ul><li>This way is impacted by </li></ul><ul><ul><li>Time limits </li></ul></ul><ul><ul><ul><li>which vary from “in great hurry – this is ok - I’m buying it” to “oh, I can’t choose from so much beauty” </li></ul></ul></ul><ul><ul><li>Out-of-stocks (OOS) </li></ul></ul><ul><ul><ul><li>“ I want only this SKU” – “But it’s from last year collection and they don’t produce it anymore – why don’t you try this – it’s very similar” </li></ul></ul></ul>
  5. 5. Promoting wallpaper online <ul><li>Perspectives </li></ul><ul><ul><li>Like drills are bought to make holes, wallpaper is bought to make interiors </li></ul></ul><ul><ul><li>Internet capacity of conveying interiors in maximum variety is greater than of any other media </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>Automatic generation of virtual environments is not an option </li></ul></ul><ul><ul><ul><li>Current quality is low </li></ul></ul></ul><ul><ul><ul><li>Every increase in detail in drive costs exponentially </li></ul></ul></ul><ul><ul><ul><li>People get used to every new level of detail quickly and ask for more </li></ul></ul></ul><ul><ul><li>Internet is smallest format & interior is the largest </li></ul></ul><ul><ul><ul><li>Websites will never convey “interior around me” experience realistically </li></ul></ul></ul><ul><ul><li>Internet doesn’t provide the tactile feeling </li></ul></ul><ul><ul><li>Computers have their own “desktop wallpapers” </li></ul></ul><ul><ul><ul><li>SEO challenge – need searches like “wallpapers for walls” </li></ul></ul></ul><ul><ul><ul><li>Highly available low-quality desktop wallpapers devalue interior wallpapers for internet audience </li></ul></ul></ul>
  6. 6. Some tech details <ul><li>Limitations </li></ul><ul><ul><li>Background swap </li></ul></ul><ul><ul><ul><li>Shadows can be extracted but still semi-manually only </li></ul></ul></ul><ul><ul><ul><li>Color reflections from backgrounds forward are impossible to recreate </li></ul></ul></ul><ul><ul><li>Background patterns are very difficult to simplify automatically </li></ul></ul><ul><ul><ul><li>In most cases you get some clatter </li></ul></ul></ul><ul><ul><li>Scaling can’t be done without rendering simplification </li></ul></ul><ul><ul><li>3D-rotation is even more comple </li></ul></ul><ul><li>Additional evidence </li></ul><ul><ul><li>Everything can be drawn in Photoshop ® today, b ut photo industry only flourishes </li></ul></ul><ul><ul><li>It’s much cheaper to make the right photo initially than recreate it in Photoshop ® </li></ul></ul>
  7. 7. The only current solution <ul><li>How are wallpaper sites organized today? </li></ul><ul><ul><li>Real interior photo shots on first pages </li></ul></ul><ul><ul><li>Scans/images of ~1sq.m.->4sq.cm. of patterns of all collections </li></ul></ul><ul><ul><li>Sometimes virtual rooms </li></ul></ul><ul><ul><ul><li>like tapetenshop.de or wallpaper.ru/room.php </li></ul></ul></ul><ul><li>What is missing? Or what can be improved? </li></ul><ul><ul><li>Interiors are built for people => the best way to convey wallpapered backgrounds is shoot people against them </li></ul></ul><ul><ul><li>People photos are stories => and the best way to sell any product is to tell a story </li></ul></ul><ul><li>The solution is </li></ul><ul><ul><li>Provide much more people photos in wallpapered backgrounds! </li></ul></ul><ul><li>How can this be done cost-efficiently? </li></ul><ul><ul><li>Partner with a large enough photo studio </li></ul></ul><ul><ul><li>Get substantial scale effect and share costs </li></ul></ul>
  8. 8. Proposed options <ul><li>Simplest – wallpapers in exchange for photos </li></ul><ul><ul><li>Wallpaper Brand provides wallpapers of major collections on 3m*1.4m*10mm Alcan’s Foam-X® Sheet s </li></ul></ul><ul><ul><ul><li>50sets * 2sheets * € 50 = € 5k + wallpapers </li></ul></ul></ul><ul><ul><li>Agency provides photos of people on wallpapered backgrounds worth € 5k+ </li></ul></ul><ul><ul><ul><li>The number may vary depending on photographer & model qualification - up to 500 units </li></ul></ul></ul><ul><ul><ul><li>Including retouching & official rights from photographers & models </li></ul></ul></ul><ul><ul><li>Wallpaper Brand distributes the photos on their dealers websites </li></ul></ul><ul><li>Advanced – create a brand’s creative outpost </li></ul><ul><ul><li>Share photo studio & show room - at 42 Dm.Ulyanova </li></ul></ul><ul><ul><ul><li>Cheap rent close to Expostroy, Profsoyoznaya & 2 Kashirsky Dvors </li></ul></ul></ul><ul><ul><ul><li>360m2 for € 5-8k monthly (depending on location inside the building) </li></ul></ul></ul><ul><ul><ul><li>Ex printing house but with creative environment – professional photo, filming & music studios, internet start-ups </li></ul></ul></ul><ul><ul><li>Brand’s name in project name, shared promotion </li></ul></ul><ul><ul><li>High-quality online broadcasting (reality-show) is possible </li></ul></ul><ul><ul><ul><li>Due to our investment into 1Gbs direct channel to M9 (<1ms delay) </li></ul></ul></ul>
  9. 9. Our assets <ul><li>15+ years experience in marketing </li></ul><ul><ul><li>Promotion, retail support, CRM & web, events, outdoor, web </li></ul></ul><ul><ul><li>Top Russian photo agency for models market, one of the largest photo studios in Moscow </li></ul></ul><ul><ul><li>Client list with P&G, Mars, Pepsi, Nestle, SunInbev & almost all other major world brands </li></ul></ul><ul><li>Investments in IT </li></ul><ul><ul><li>$1mln+ investment in Maayan - the largest Israeli technology incubator </li></ul></ul><ul><ul><li>Major internet provider in Leninsky prospect Moscow region - proc.ru (1000+ clients) </li></ul></ul><ul><ul><li>Investments in several web start-ups glavbilet.ru, bestfaces.ru + several in development </li></ul></ul>
  10. 10. Our Team’s Experience in DIY sector <ul><li>Bosch power tools </li></ul><ul><ul><li>Shop-in-shops and Demonstrations in 20 major Moscow DIY retailers => sales up 10+ times </li></ul></ul><ul><ul><li>Club Bosch integrated retail motivation and consumer loyalty scheme in 90 Russian cities => sales up 15%+, increase Bosch personnel control, gather market data </li></ul></ul><ul><ul><li>Retail & wholesale database building, market research </li></ul></ul><ul><li>Bostik (Quelyd wall paper applications ) </li></ul><ul><ul><li>Send-and-win promo (with “a guaranteed prize from France”) => got 200%+ responses to market average </li></ul></ul><ul><ul><li>Retail merchandising & motivation in 7 major cities </li></ul></ul>
  11. 11. Links <ul><li>Our main photographers </li></ul><ul><ul><li>иван кайдаш - http://ivankaydash.com/  ( http://johniek.livejournal.com/ ) </li></ul></ul><ul><ul><li>егор васильев -  http://www.egorvasilyev.ru/  ( http://gosh87.livejournal.com ) </li></ul></ul><ul><ul><li>вова гайда -  http://vladimirgayda.ru/ </li></ul></ul><ul><ul><li>djameel -  http://djameeln-v.blogspot.com/ </li></ul></ul><ul><ul><li>дима пирожников -  http://pirog-pirojok.livejournal.com/ </li></ul></ul><ul><ul><li>ира воротынцева -  http://vorotyntseva.blogspot.com/ </li></ul></ul><ul><ul><li>полина холодова -  http://polek.livejournal.com/ </li></ul></ul><ul><ul><li>аня кузнецова -  http://flying-on-wings.livejournal.com/ ,  http://vkontakte.ru/id76207051 </li></ul></ul><ul><ul><li>инга огурцова -  http://vkontakte.ru/id1705816 </li></ul></ul><ul><ul><li>илья петрусенко -  http://www.fashionbank.ru/photographers/user/50689.html </li></ul></ul><ul><ul><li>илья мартынов -  http://www.fashionbank.ru/photographers/user/79834.html </li></ul></ul><ul><li>Studio photo </li></ul><ul><ul><li>http://views.artze.ru/ </li></ul></ul><ul><li>Links on wallpaper market we used </li></ul><ul><ul><li>http://www.vira.ru/exp/reviews/res_oboi.html </li></ul></ul><ul><ul><li>http://www.kommersant.ru/doc/1108291 </li></ul></ul><ul><ul><li>http://www.remhouse.spb.ru/oboi02.shtml </li></ul></ul>
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