PMA's Digital Life Expo a huge success

This year’s Digital Life Expo in Australia set a record total registration figure, as more than 23,000 attendees flocked to the photography exposition.

“It was a fantastic result,” says PMA Australia Director Peter Rose. “While we are still in the process of auditing and checking the figures, we know that we have well and truly broken the 20,000 barrier.”

Increased dealer support and bigger advertising investments in radio, television, press and social media resulted in long but fast moving queues of hobbyists at the Melbourne Convention and Exhibition Centre during this last weekend, PMA reports.

Dealer support reached new records with photo supplements in both metropolitan papers and radio and television advertising driving consumers into photo stores to collect a free entry pass.

Sunpro Games provided a new social media campaign that increased dealer distribution of free entry tickets to their customers: more than 1000 pre-registrations were created.

Dealers report a profitable show: “As retail sales can vary quite significantly, we needed to put a little “science” into determining the sales that resulted from the show,” says Peter Michael of Michaels. “We have done that conservatively, and we believe that the show generated a 26 percent increase in sales for the 3 days of the show.”

Initiatives by major Elizabeth Street retailers to run free buses to and from their shops to the show, and other retailers providing free, branded, passes to the show made sure that their companies were associated with the event and will therefore see the flow on benefits generated by the show.