PMA Australia Digital Expo breaks attendance record

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

The dealer drive to distribute free entry tickets to their customers was supported by a new social media campaign provided by Sunpro Games. Leading up to the show, more than 1,000 pre-registrations were created. Twitter, Facebook, YouTube and blog upload activity also was conducted from the show floor throughout the event.

A group of retailers worked together to sponsor a special Digital Expo bus to transport attendees to and from the convention center. Brightly painted in show livery, the free bus service was heavily patronized and gave the show extra prominence in the key traffic area of Melbourne. “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, the largest single photo specialty outlet in Australia. “We have done that conservatively, and we believe the show generated a 26 percent increase in sales during the three days of the show.”

The Photography Boot Camp educational program had 483 delegates attending the sessions.

The Digital Expo featured more than 100 major photo and digital companies from Australia and overseas, showcasing the latest photo gear and new product solutions. The PMA Australia 2011 event is scheduled for June 23-26 in Sydney.