EXCLUSIVE: Several digital camera vendors who are behind a brand new ‘Digital Show’ that will be held at Melbourne Convention & Exhibition Centre, 25th to 27th May 2012, are set to take on retailers directly by selling goods from the show floor to consumers. Some vendors like Apple and Samsung have been asked to establish vendor retail stores at the event.
According to the executive director of the Photo Imaging Council of Australia Paul Curtis the vendors who make up the board of PICA include the likes of HP, Canon, Pentax, Fuji, Nikon and Epson have already discussed the consequences of a backlash from retailers selling digital cameras and related digital products.
Curtis said that PICA has already approached both Samsung and Apple about the show and the concept of them up a retail environment on a show floor.
Curtis told ChannelNews that a “major change in direction” was essential after the perceived failure of last year’s PMA show that saw several vendors miss the show with others questioning whether they would invest in a new show in 2012.
“This is a brand new show with a brand new approach. We will do things differently” said Curtis.
“With the new show we are trying to grow the total size of the show” he added.
When asked whether vendors behind the show were prepared to take on a backlash from the likes of Harvey Norman management Curtis said “Yes, I suspect that if brands do decide to sell on the show floor they will get a call from the likes of Harvey Norman management. We are not going to tell the brands what to do, this is what a retailer would do” he said.
He added “This is a show where there will be no restrictions. All we want to do is have an event that appeals to consumers. We are going to deliver an event that is different from past events we are looking at Q code marketing as well as having some big attractions that draw crowds. We have already spoken to Apple and Samsung about the show and the setting up of vendor retail stores on the show floor “.
Curtis also named several other vendors off the record.
PICA president Dave Marshall said “At a planning meeting last May, the PICA board formed a very clear vision of the changes that needed to be made to the annual industry show for the future.
“A formal vote of PICA at an annual general meeting to be held on November 22nd is still required to put all the plans into effect, but we are now confident that the board’s recommendations for a number of sweeping changes will have the full support of the membership.”
PICA said that they looking to expand their organisation and support for the Digital Show by working with vendors and distributors who sell tablets, smart TVs, smart phones, software and accessory products.
Marshall said that the adoption of a new constitution will allow different circles of membership to be introduced to support and compliment other existing trade associations.
Marshall said “We have bedded down our show planning for 2012. Named The Digital Show, the event will be held at the Melbourne Convention & Exhibition Centre, 25th to 27th May. It will introduce a new era of collaboration between exhibiting companies and us as show promoters. This will ensure that the best possible brand management image is projected to consumers.