"What's New in Creative Photo Products" presentation from PMA 2015 in Las Vegas, Nev.

1. What's New in Creative Photo
Products!
Tech East, LVCC, South Hall 2
PMA5 - 9-10 a.m.
Gary Pageau
InfoCircle LLC

2. What are creative products?
“Gifts?”
“Photo merchandise?”
“Photo decor?”
Photo courtesy: Mediaclip

3. 3
Consumer photo book
market
0
150
300
450
600
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
In millions of U.S. dollars
Source: PMA International

4. 4
Decor market
drivers• Majority of wall decor is pre-printed art
from licensed sources
• Personalized photos on wall art is
fastest growing segment, driven by:
• Greater quality
• Lower costs
• Greater availability
• More service options
• Primarily B-to-C but retail making impact
• CVS, Costco - two-day ship to store
• WalMart, Walgreen - on-site
fulfillment
Source: InfoCircle LLC; industry
sources

5. 5
Market overview
The U.S. Wall Decor
market is $22 billion and
growing
Source: InfoCircle LLC; InfoTrends;
industry sources
The U.S. consumer canvas market is
nearly 5 million units
-Growing at 15% a year-

6. 6
Consumer Canvas Growth
0.
1.75
3.5
5.25
7.
8.75
2012 2013 2014 2015 2016 2017
Millions of units

7. Commercial
applications
Large-scale images
used in:
• Restaurants
• Hospitals
• Day-care centers
• Health care clinics
• Specialty retail
Source: InfoCircle LLC; industry
sources

8. Custom
products/services
0
450
900
1350
1800
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
In millions of U.S. dollars
Source: PMA International

9. 9
What’s hot?
» Think lifestyle, not production
» “Printing” is last century.
» “Making” is today.
» You don’t have customers, you have makers.

10. 10
“Life” cycle vs. product cycle
» Custom iPhone covers were hot, until iPhone 5
came out and people wanted to show off gold
and silver finish.
» Android designs vary widely, so stocking
covers may be difficult.
» Consider “skins” instead.

11. 11
Lifestyle products
» May have regional or local preferences.
» Listen to customers, not vendors.
» Triple-fold photo cards may work in some
markets; know yours.

12. 12
Platforms matter
» Websites/desktop software - Suited for complicated
products - phonebooks and cards.
» Editing, typing, layouts
» Mobile/tablet - Suited for working with fewer images with
lightweight needs.
» Kiosk/retail - Ideal for suggestive selling; less ideal for photo
books.

13. 13
Platforms matter
» Look at your analytics and order by platform.
» Analytics show traffic, but order-by-platform shows
sales volume.
» Some platforms, like Mac, have a relatively small share
of visitors, but a higher buy rate.
» Fill gaps - What categories (like ready-made frames) can
you promote, that chain stores are abandoning?

14. 14
Consider other influences
» One retailer reports photo magnets are hot.
Reason?
» They are simple; everyone understands them.
» Magnets are easy to make.
» Current appliance designs suitable to showcase
photo magnets.

15. 15
Not all “mobile” are equal
» Android - More difficult to upload multiple
photos.
» Apple - Print orders tend to be twice as large.

16. 16
No “hero” products
» Digital choice means a nearly impossible
number of choices.
» Key for retailers is to understand merchandise
and selection, not production.
» Quality is equal, so no longer a differentiator.

17. 17
Thank you
Gary Pageau
gary@theinfocircle.com