Photo Imaging Council of Australia Research-Strategy-Action

27/6/02


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Table of Contents

Photo Imaging Council of Australia Research-Strategy-Action

Key challenges

Situation analysis

Ultimate communications objective

Key issues from research

Broad issues your research highlights

2 over-arching tasks for communication

A caveat

A caveat

13 recommendations for industry communications

Born of insights at a number of levels

Diverse applications

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process to product evolution

2. retrieve the human dimension

The human dimension

3. recruit a new generation

4. just add water

5. demystify digital

take computers out of the equation

focus on digital delivering the basics

6. use technological seduction

high-end targeting

7. some moments should be forever

8. anticipation or instant gratification?

9. draw upon the power of touch

10. liberate creativity via digital

thus inspire creative trade-up

11. normalise photography

12. promote �boy scout� photography

13. the dichotomy of digital

13 strategic recommendations

Idea-stretch: some quick examples

Recruit a new generation via �play�

Everyday photos

Be prepared

Anticipation

In summary

In summary

Photo Imaging Council of Australia Research-Strategy-Action

Author: Karen Lyle

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