Upload
julia-eckart
View
24
Download
1
Embed Size (px)
Citation preview
Regional Backgrounds: Twin Cities
Julia Eckart
A bit about me…
2012 2013 2014
Now
The ProjectMinneapolis
Bokeh
Day & Dusk
Huh? Bokeh?
No, not that...this!
Merriam Webster: the blurred quality or effect seen in
the out-of-focus portion of a photograph taken with a
narrow depth of field <Good bokeh is smooth and
pleasing, whereas bad bokeh produces a jagged and
discordant effect.
Why?“Don’t find customers for
your products, find products
for your customers.”
-Seth Godin
Why?Give more choice in addition
to what the customer
normally buys
i.e. Head & Shoulders program
How?
Flyer
Proof sheet
MyLifetouch.com
Emails
The Proud Minnesotan The “Unconventional” The UrbaniteReturning Customers
Who’s the customer?
The Current Options: Urban
The Current Options: Urban
The Current Options: Urban
The Current Options: Natural
The Current Options: Text
From Vision to Product
Step 1Take (many) photos on location
-Assistant
Step 2Review images
select best of the bunch
Step 3Perform some photoshop magic
-Layering
The Transformation
I get by with a little help from . . .
Before
The Transformation
I get by with a little help from . . .
After
Survey Respondents: 136
Demographics Cont.
The Response“. . .take a look at all of the fun Minnesota themed
clothing/slogans that are out there now…Twins
stadium. . . iconic image of the lakes…St Paul?
Lake Minnetonka would be great for those
in the western suburbs.”
“I would like to be able to pick a local sports color background
and would like my children to wear their favorite jersey and
possibly bring a prop (i.e. football, pom poms, etc.)”
“We've never had a spring photo option but this is an interesting option.”
“I love them all!!”
“Beautiful photography!”
“Love this idea!”
“They look nice! I'd buy.”
“
”
“I would think the Minnesota graphic would be a hit with kids learning about states.”
“Make them available for fall.”
“...would love to see options for us at HALE/FIELD schools!”
The Response
Rankings
TOP 4
Rankings
Rankings
Rankings
Rankings 50/50!
Rankings 50/50!
15%
“I like the idea, but think that in the current form is a
bit overpowering.”
73%
“It's too blended with the background waterfall.”
“Since my kids live in Minneapolis, I'd prefer it to say
Minneapolis.”
“I like it, but grandmas and grandpas in Wisconsin would
be reminded that they aren't close to their grandchild.”
“I personally wouldn't buy an image with the state name
across the image, but I do not find it distasteful.”
“I like the text and would like the option to order both.”
Text vs. No Text
29%
Text vs. No Text
“Both feel like a vacation photo or postcard.”
“I like the idea, but think that in the current form is
a bit overpowering.”
57%
“I dislike the text when it is around a child's head - it
is distracting.”
“It would depend on the purpose of the picture (who
I was sending it to).”
“Again, I personally wouldn't buy an image with the
state name across the image, but I do not find it
distasteful - it's just not my thing.”
Post cards? (Not a Bad Idea!)
“Both feel like a vacation photo or postcard”
“It looks like a postcard, not really a portrait I'd buy.”
“It's ok, but it looks like something you would buy if you were visiting Minnesota.”
“I like it, but grandmas and
grandpas in Wisconsin would
be reminded that they aren't
close to their grandchild.”
“It would depend on the purpose of
the picture (who I was sending it to).”
“It's ok, but I can't
think of why I would
buy a state photo…”
Likelihood to Purchase...In place of the current Spring Program offerings
34%
18%
48%
21%
38%
40%Likely or certain
Uncertain
Unlikely
Likely or certain
Uncertain
Unlikely
In addition to the current Spring Program offerings
Likelihood to Purchase...
42%
said that they would be likely or certain to purchase in addition to current spring program offerings, and least likely out of all ages to say they absolutely wouldn’t.
of respondents ages 45+
44%
said that they would be likely or certain to purchase in place of current spring program offerings
+ Most decisive group
of respondents ages 25-34
Urban residents 16% more likely than other
respondents to purchase in place of the current
spring program offerings.
Suburban and small town/rural residents 10% more
likely to purchase in addition to the current spring
program offerings than urban respondents.
Likelihood to Purchase...
Hoped Outcomes Moving Forward Recap
Questions?
Thank you!