| Premiumization (market-driven-value-added) is a sales | | | | redesign existing portrait products using software? |
| booster. By redesigning your most profitable | | | | As more of the Gen-X baby boomers become |
| photographic products you can increase long term | | | | 'portrait inactive' because of age, the portrait industry |
| profits. Madison Ave. marketers firmly believe there is | | | | as a whole must closely monitor and solicit new |
| no product that cannot benefit from bold, brilliant | | | | product ideas from the Gen-Y photographer just to |
| redesign efforts. For most studios digital technology | | | | maintain market share. Right now most portrait |
| has only created efficiencies (chip vs. negative), but a | | | | consumers are Gen-Y brides and high school seniors. |
| 'portrait' has remained for the majority of | | | | Photographers over the age of 30 should take heed |
| photographers the same traditional 'portrait.' Very | | | | because software will lead the way to new Gen-Y |
| little premiumization has occurred so far. Redesign is | | | | photographic products. Think of 'realism' as a starting |
| not the photographer doing his or her own retouching | | | | point when designing Gen-Y products that |
| or corrective art work. This is only a redistribution of | | | | accentuates personal experiences. |
| labor from the professional photo lab back to the | | | | The use of Painter software is not a fad, but a |
| portrait studio. The end result is that the professional | | | | growing trend. As software continues to evolve |
| photographer has even less time to innovate and | | | | requiring skill and knowledge, professional |
| create. The fact is, portrait photography is in a rut. | | | | photographers and photo labs will be able to create |
| Take this test -- When was the last time a bride or | | | | exciting new products to excite consumers. Art is |
| high school senior said WOW at your studio? | | | | always in demand. Studios must begin now to |
| The question now becomes, what to do about it. | | | | transform their images into works of art for those |
| First, we all must recognize that the 20-something | | | | more discerning upper middle class customers. Your |
| Gen-Y adult will set new standards for product | | | | customers must say, "Wow, I must have this!" And |
| definition as both consumer and professional | | | | they can only get such portrait products from you. In |
| photographer. That is a given. Madison Ave. also | | | | the days of film photographers searched for the Holy |
| believes that product premiumization is not going | | | | Grail called the 'million dollar pose', soon photographers |
| away any time soon. For retailers it is a fact of life. | | | | will be searching for the 'million dollar art form.' Best |
| The question is how will Gen-Y photographers | | | | to get started now! |