A Wider Net

The folks at Picture Marketing have developed a great way to add value to an event while driving traffic to a website and gathering valuable survey data. How do they do that? They take your picture!

It’s a concept that has been well-proven in sports stadiums across America. You have your picture taken, for free, in a ballpark, and the photographer hands you a card with a web site address on it and an index code. Using the index code, you can find your photo among the thousands of other shutter-blessed attendees. The hope of finding a great keepsake memory drives people to these sites and once there, nothing is free.
The Picture Marketing folks take a different approach to corporate events. They send you sets of camera kits and you equip brand ambassadors to take the pictures. A branded website is built for people to visit and view their photos. In the process of accessing the photos, the visitors can be polled for information, given offers for merchandise, or invited to join an online community. In fact, one customer used Picture Marketing to drive traffic to an introNetwork site.

According to Picture Marketing’s website, the desire to download their own photos results in an attendee response rate of 50-80% which is outstanding. Companies have to be careful how this is used, so attendees don’t feel like they’re being pushed into buying something. Done right, this is a powerful way to connect an onsite experience with a follow-up online experience. I’m excited to have Picture Marketing here on Innovation Day to show us their process and their latest toys.