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Client's Business Problem:
Sony Electronics developed a kiosk-sized system, the PictureStation, which develops high-quality prints from digital cameras at attractive price points. This is a breakthrough for the photo enthusiast that enjoys the convenience of digital, but is frustrated by the lack of a "real" picture from a digital camera. While the usage of the PictureStation was high among some consumers, Sony saw an opportunity to create additional awareness with a local PR campaign, particularly in two key markets, Oregon and Las Vegas. Further, Sony planned to re-purpose the media coverage in sales material for other photo specialty store owners as they continued the nationwide rollout of PictureStation systems.
Communication Objectives:
- Establish the PictureStation system as the leading photofinishing device for consumers
- Drive consumer adoption of the PictureStation systems in local markets
- Demonstrate the attractive economics of PictureStation installations for photo specialty store retailers
- Kick-off Sony's PR campaign at Photo Marketing Association International 2003 in the local media (Las Vegas)
Target Audience:
- Consumers (Oregon & Las Vegas)
- Photo industry professionals/PMA show attendees (Las Vegas)
Strategy:
- Not everyone is an expert: Many consumers still haven't figured out how to take really great pictures. For broadcast media, offer local photo professionals as a resource for how to make the most from your digital camera.
- Not everyone is an Internet user: For family and friends that aren't online, it's next to impossible to share digital photos. The PictureStation broadens the audience for your snapshots.
- Demo, demo, demo: Invite the media to try out the machine to see what it's really capable of. The proof is in the picture quality.
- Make it real: Local retailers from The Shutterbug (Oregon) and Cashman Photo (Las Vegas) were able to talk specifically about how consumers used the system and how the PictureStation was a boost to their business. Colorful anecdotes about repeat PictureStation end users showed how this machine has changed the face of digital photography.
Results:
- Wayne Thompson, a freelance writer for The Oregonian, wrote a 250 word review of the PictureStation. The article was fair and balanced and clearly endorsed the PictureStation over the competing device from FujiFilm.
- The PictureStation was featured in a five minute segment on Oregon's #1 morning television show, AM Northwest, where the local Sony customer clearly delivered key messaging points on the PictureStation. Sony digital cameras were prominently featured as well. Sony's local customer from The Shutterbug was amazed at the increased traffic his stores saw as a result of the television segment.
- Al Gibes (a.k.a. the "Online Guy"), the pre-eminent business and technology columnist for the leading Las Vegas daily, the Review-Journal, spent over an hour testing the PictureStation's features and functionality. The result was a 450 word feature on the PictureStation as the Review-Journal's lead business story. The article clearly endorsed the PictureStation over alternatives. In addition, the article ran the first day of the PMA show. Al also attended a VIP dinner sponsored by Sony later that day and gained additional awareness of the company's digital photography strategy.
- Good Morning Las Vegas, the #1 rated morning television program in Las Vegas, ran two five minute segments featuring Sony's local customer from Cashman Photo. Both features revolved around the PictureStation and Sony's suite of digital photography products. The television segments also ran on the first day of the PMA show.
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