Digital Life Expo - A reflection of a passionate industry

Those in photography industry have come up against significant hurdles in past year, having to adapt to a changing retail environment and altering business models due to increased competition from "the big guys." But according to organisers of the Digital Life Expo, recent difficulties haven't dampened any spirits - with many pointing to the major success of the event as evidence.

According to the PMA's director of Australian activities, Peter Rose, the atmosphere on the floor of the Digital Life Expo was the best he's ever seen, which he attributes to the many hands-on demonstrations by experts.

"Suppliers arranged their stands to entertain and educate both the public and the trade in a way not seen before," Rose told www.connectedaustralia.com.

"I believe we are all now aware that the value of this event has gone well beyond a "trade show" to an event that allows suppliers to truly showcase their products in the best way possible," he added.

PICA executive director Paul Curtis agreed with Rose, saying all exhibitors reported they felt the show was an enormous success.

"Particularly gratifying were the huge crowds that attended each of the three special educational theatres. The content that was delivered was of enormous help in getting consumers to understand connectivity features and how to make better use of new technology features to enhance their lifestyles," Curtis told www.connectedaustralia.com.

Survey proves satisfaction

According to Rose, 88% of suppliers surveyed after the show said they were "satisfied or very satisfied" with their involvement, which then carried through to increased sales in retail stores that were partnered with the consumer promotion of the show.

"Melbourne retailers are reporting a boost in sales as a direct result of the show," Curtis said. The real proof, according to Rose, lies in the numbers of attendees.

"To achieve a 20,000 plus attendance figure is very satisfying especially in light of the tough retail environment," Rose said.

"However it's not just numbers. The quality of attendees (they either had to register on line or visit one of our retail partners or pay $20 at the door) was commented on by many suppliers. They were there it seems to either learn more about the product they had purchased or to upgrade," he added.

Consumer education to be the focus in 2011

Curtis told www.connectedaustralia.com that a planning meeting for the 2011 event is being held next week. "It is likely to look at ways of developing the consumer education aspects of the show," he said.

Rose said that PICA has been given permission to fully support the 2011 show, with marketing arrangements and floor plans to be considered in the coming weeks.

" We will continue the trend of entertainment and education on the exhibition floor to ensure it is a "must attend" event for suppliers, trade and consumers," he said.

The co-operative nature of the event ensures that all profits generated flow back to the industry, and Rose believes that this arrangement will mean the event has longevity.

"It is also clear that our future events need to continue showcasing "convergence" products in the imaging area. Consumers are looking for a "one stop" solution and is probably why we saw several leading CE exhibitors really "raising the bar" in the quality and size of their displays," Rose said.