Camera Electronic Endorse New Camera From Flapoflex

The biggest news this season is the industry-shaking announcement of the team-up of Camera Electronic with Flapoflex Corporation...and the introduction of the Flapoflex Mini camera.

Here are the first images of the camera after it was handed out by Howard Frank. Let us walk you through the features:

1. Pure non-digital operation. Sharp eyes will spot the film rapid rewind crank and fast-wind lever. No more worries about charging batteries and corrupting memory cards with the Flapoflex.

2. Solid-state viewfinder system. We have not seen a viewfinder window this solid in years.

3. Compact dimensions. Micro 4/3, eat your heart out...

4. Helpful permanent branding on the lens cap and body.

5. Permanent lens cap. never lose it again.

6. Flash-free pentaprism.

7. Patented DeepSqueeze padding on all grippable surfaces. No finger strain.

8. Fashionable white/black/grey colours.

When people ask you what the Flapoflex Mini can do, we respond with " What can't it do? " While they are answering this we make a run for it.

Flapoflex did...

New Leica Cabinet Installed In Murray Street - Revolutionary Unique Design

Which is a blatant lie. It's a Leica Boutique cabinet - it looks the same as the Leica Boutique cabinet in the Stirling Street store. Which looks the same as the Leica Boutique cabinets in Tokyo, Singapore, Sydney, and probably every other major city in the world. Black MDF cabinet, red interior, red dot on top.

Leica are smart people - and I am not talking just about the cameras and lenses and binoculars...they are smart with their branding. They realised early on that they had a name that was worth putting on a banner and were careful to cut the banner the same size for everywhere and put it on the same pole. As a business strategy it is akin to a national government deciding on a flag and making sure that it is seen everywhere. It re-enforces loyalty, and in this case it re-enforces the sort of loyalty that the customers actually want to pay for.

Brilliant.

Of course, each manufacturer has a characteristic colour combination, and you'll see that used in advertising and signage. The more adventurous ones have a bright colour that attracts the eye so that people snap to their displays in the shops. These days, they can repeat the hue on their packaging so that every discarded box becomes a free billboard. If they are bold they can make a logo physically bigger on the packaging or...gasp...on the product itself.

It can backfire...think back to the Minolta logo when it got all arty in the 1990's and people were hard pressed to figure out what it actually was...and that also meant that they were confused as to who Minolta were*. You can surrender to the blandishments of the design department a little too early.

It can be too conservative - harking back to the design styles of the film eras can be dangerous too. There is a major maker that has several logos in operation right now dealing with different divisions of their overall company that could look at this aspect - some of the brand presentation looks decidedly 1970's. It might be argued that the division of business that they are dealing with also harks back to the 1970's so the buyers of the goods would not be influenced by a modern logo. Perhaps this is the case, but I am glad to see that they have adopted a far more stylish nameplate for their newer cameras and lenses.

But they did not choose a bright colour combination. It will remain to be seen if their presentation can grab the casual shopper's eye.

Well, back to the Leica Boutique. The Murray Street shop walls are now complete and the stock that you see in there will be designed to appeal to the high-end buyer. I noted that the titanium M kit was there this week. Pick one up on the way home from the office...And there are no end of lenses that will be making an appearance.

One particularly attractive bit was on the island display - and you need not spend the annual budget of Brazil to buy it. If you are a Leica shooter treat yourself to an oversize shutter release button in one of a number of styles. They screw into the shutter button as it currently exists and make for smooth and comfortable shooting. I use one on a camera when I am doing waist-level shots at car show. I press it with my thumb and the shots are rock-steady.

* To be fair, a lot of people couldn't stop themselves from calling it " Minololta ".

Branding And SEO In The Nieuw Werrldde Orddrurre

" Hello? Hello? Is this the executive director of Google? This is Crispian van Astralle - Pleine of Nieuw Werrldde Phautaugrafickts Studieaux. I wish to complain about your search engine.

Neither of my clients can find me on their computer. I have told them my name several times on my mobile phone and you still do not display me at the top of the list of professional photographic legends. We have been established for jus months and this sort of thing is holding back what might be a multi-billion dollar business. It's just not good enough.

Unless this changes before lunch I am going to take it to the highest authorities. We do all we can to  make it easy for you people and we expect you to do the rest. "

And that, folks is that. We all want to be us. We all want to be unique. Identically unique in some cases - like teenagers...

We want to have our business seen as unique - fair enough in a difficult market - but we need to remember that to be seen, we need to be found. Laboured spellings based upon trendy phonics are fine for band posters in summer concerts. The cleverness is no more wasted than the readers...but it is different if you are trying to sell a studio.

Lots of names are already taken. You won't be allowed to register yourself as Kodak or Leica or The Royal Australian Regiment. Calling yourself the Caltex Studio because there are all those signs on the petrol stations around town already will not succeed - Caltex has more lawyers on speed dial that you have had hot dinners.

Try to think up your new business name in the morning, when you have had coffee. Leaving it until after Happy Hour risks the sort of flights of fancy that end up never being heard of again - names that are so impossibly clever that no-one succeeds in finding them. Make no mistake - people are impatient. Three pages into Google and they couldn't give a damn - they'll hire another photographer.

If in doubt - use your own name with the appellation " Photographer" added. Even if you aren't now you might be one day. But it is no fair using someone else's photo on your card...

Fishing For Hobbyists - Niche Picking Need Not Be Nit Picking

I'm in two minds whether to be ambivalent here. Should I post this idea on this blog site or on my own personal blog that is written in the comfort of my old darkroom? I can say meaner things at home and unlike work, there a chocolate biscuits freely available. But right now my readership for the thing hrhoa.wordpress.com   - " Here All Week" - is still smaller than the entire reach of this blog and its associated Facebook account, so this is a better audience. Here goes.

Get yourself a group of geeks.

No, not necessarily the pencil-necked ones with  pockets full of pens and minds full of "Dr. Who". I mean get yourself a specialist group of enthusiasts who share a common interest and a focused outlook on life. And soak them for all you can.

The dyed-in-the-wool enthusiast hobbyist collector pest is just the person you want to team up with - if they have a collection of anything that they have found, bought, or made, they are going to want glorious pictures of it - and that means they are going to need you to gloriously provide them.

You may have to steel yourself when you meet them - they can be focused to the point of mania - and you must be careful to treat their obsession with dignity and understanding and serious interest. You can wipe the thin trickle of blood and CSF from your ears after a couple of hours of listening to them, but try to engage them early on with the idea that THEIR precious is YOUR precious. And that YOU can make it all look wonderful, and safe, and noble. Never mind that they collect jam tins - photograph the jam tins as if they were Fabergé eggs.

Toy cars, toy trains, quilts, teapots, kittens, coins, stamps, flowers, bees, horses, defunct farm oil engines,....there are enthusiasts for everything and they can be sold your services if you are prepared to sell. Brand yourself if you must - I must say I never did care for the smell of singed hair - market yourself wherever they will let you stick a bill, and go wherever the geeks meet. Buy geek magazines and learn a few of the cant phrases - an occasional tech term half mumbled with a wise nod can make you an expert, as long as you are neared to the door than your listener.

The world is really your oyster. If are allergic to shellfish or are keeping kosher this may not be quite so appealing, but do try to go out their and find your niche market. Find it early and sell it hard. And remember if you have been out and spent a day at the Knitting And Crochet Fayre you can always come home and drink.