Victorian retailers in expo campaign mode

Victorian specialist photo retailers have given “enthusiastic support” to the dealer advertising campaign promoting next month’s PMA Digital Life Expo. Under the new scheme, dealers have been offered cooperative advertising arrangements with a variety of media , including radio, television, bus sides and outdoor.

“If a dealer has found a particular area of advertising that works strongly for their business, we will try and work with them in that particular area,” PMA director Peter Rose said.

The aim of the advertising campaign is to drive consumers into retailer stores to get a free $20 entry pass to visit the show, to be held at the Melbourne Exhibition and Convention Centre, June 4-6.

Ted’s Cameras managing director Richard Robertson, commented: “Wherever we hold the annual show, retailers in the metropolitan area show a boost in sales generated by the media publicity and indeed the exhibition itself.Offering our customers a free pass valued at $20 will be of real benefit to our business.”

This year’s advertising budget has been more than doubled and PMA expects the cooperative advertising deal being offered will also double the reach of the campaign. In a addition to a full promotional kit, stores are also being offered VIP show entry badges which can be personalised with the store’s name.

Exhibition almost a sell-out

Exhibition space at the Digital Life Expo is almost a sell-out with now 98% of space, according to Rose.

“We always thought that bringing the show together in the height of the global financial crisis was always going to be a bit of a challenge. However, the response has more than well and truly exceeded our expectations,” he said.

“It just goes to show how tough this industry is and how well it can survive assaults on all fronts. “Even more exciting are the plans for their stands being submitted by the organisers.

The designs are imaginative and there is little doubt that this will be one of the best shows yet,” he said.