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The Complete Picture Inspiration center at PMA 2006
Dennis Hissink : January 18th 2006 - 16:58 CET
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PMAThe Complete Picture Inspiration center at PMA 2006 : The PMA 2006 International Convention and Trade Show will feature The Complete Picture inspiration center, a showcase of hands-on lifestyle experiences designed specifically for the most powerful target market, Jennifer, the Gen-X Mom. This concept store, to be located on the PMA 2006 show floor, will provide photo imaging industry members retail solutions, organized into comprehensive collections called "inspiration centers." These centers focus on the core areas of how she (Jennifer) interacts and engages with images. Sponsoring companies involved in The Complete Picture include HP, Lucidiom, Mitsubishi Digital Electronics, Panasonic, Whitech Software Solutions and PMA.
The Complete Picture Inspiration center at PMA 2006PMA 2006 - Consumer profile
"PMA is constantly looking for ways to help improve the business of its members," according to PMA Consultant Dr. Glenn Omura, who has played a key role in the planning of the inspiration center. "At the heart of business success is understanding your market. The focus on Jennifer comes from the realization that she is the power buyer in the imaging mass market. Jennifer is a mom with young children, and we have always known that moms are in charge when it comes to archiving family images."

PMA 2006 International Convention and Trade Show
Jennifer is part of the so-called "Generation X." Generation X is comprised of individuals born between 1961 and 1981, and has been the focus of many industry and market studies. PMA is capitalizing on this basic research as well as our own primary photo and digital imaging research. For example, compared to younger or older moms, women with no children, and men, Jennifer is most likely to own a digital camera, to buy a new digital camera in the near future, make paper prints, use online photo services, and use self-service kiosks. PMA refers to her as "Jennifer" (after Gen X), and due to the fact that Jennifer is one of the most popular names of this generation.

PMA show - Complete Picture store
Every design and merchandising decision in The Complete Picture store is correlated with Jennifer's lifestyle. Key lifestyle areas are variations of social networking, preserving family values, and being practical and creative on a limited budget.

PMA 2006 trade show - Capture and Poster image
"We've overlaid these dimensions on the imaging chain; that is, capturing, editing, preserving, and sharing images," said Omura. "For example, for capturing, we have the Performance Inspiration Center that shows impressively large, high-resolution poster images of children's action photos. Then we show her what kind of equipment she needs to get these same results. The idea is to show desirable results and then show her how The Complete Picture store has the simple solution to get these results."

PMA International Convention 2006 - Image solutions
Inspiration centers are designed to delight, surprise and enhance the retail experience for Jennifer, by allowing her to discover solutions for problems she does not realize can be solved. Ultimately, the retailer will understand her needs and desires, then provide services to earn her trust and purchase potential.

Complete picture at PMA 2006
The Complete Picture will feature the following five inspiration centers, each illustrating a specific "killer app." Preserving is devoted to the preservation of memories for display on walls, in albums and on screen. Creating is geared to products and services centered on "doing more" with your pictures. This is a solutions center for digital scrapbooking, scrapbooking, photo calendars, website posting and output from a variety of media types. Connecting is the place for younger consumers looking for ways to interact with, share or personalize their photo imaging experience. Celebrating is centered on picture-taking occasions. The focus is on pre-packaged solutions, such as kit rentals and event kits, as well as seasonal activities. This could also include gift items. Performance is dedicated to those customers who demand the best performing high-end products and services. This is not tech for the sake of tech, but tech to make life better.

Orange County Convention Center
"A challenge in any industry is to convert theory and creativity into tangible reality," said Omura. "We can bring speakers and pictures into our seminars, but being able to walk into a prototype retailing environment creates a higher level of understanding, discussion, and inspiration. We hope this will lead to greater business success as members take what they see in Orlando and adapt the ideas to fit their local market and competitive situation." Imaging at its most innovative is the theme for PMA 2006, the world's largest annual international photo imaging convention and trade show, which will take place at the Orange County Convention Center, West Building, Orlando, Florida.

About PMA
PMA is the trade association of photo imaging retailers and processors worldwide. The main goal of PMA is to help more than 20,000 members, in 100-plus countries, expand their consumer, commercial and industrial markets and increase their profitability. As a non-profit organization for more than 80 years, any success enjoyed by PMA in its endeavors directly benefits the industry, as it allows PMA to provide additional services and activities for members. With international headquarters located in Jackson, Michigan, PMA has branch offices in Washington, D.C.; Rosebery, New South Wales, Australia; São Paulo, Brazil; Ancaster, Ontario, Canada; Prague, Czech Republic; Welwyn, England; Vanves, France; Munich, Germany; Milan, Italy; Mexico City, Mexico; Auckland, New Zealand; and Moscow, Russia.

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