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Emma's Diary - part 2 of 1 2

Published 01/08/2009

David Castle, MD at Lifecycle Marketing (parent company of Emma's Diary) tells Imagemaker:

"This is a fantastic opportunity to create a national network of portrait photographers in the UK. This initiative opens up new and exciting opportunities for photographers nationwide.

Our research clearly shows that there's a lot of decisionmaking going in during late pregnancy so it's crucial that photographers act early on what is after all a once in a lifetime moment. We are delighted to be working with the SWPP - a most impressive industry body with a huge membership and a really useful website."

Emma's Diary has been building a body of research work in the baby sector for years, and now, says Castle, "We know exactly what Mums want from professional photographers. The key to success in the baby market is to market your brand or product early.

Pregnancy is when the thinking and decisions are made." He went on: "And we know that the chief reason for not planning to have professional pictures taken is simply the perception that it is too expensive.

Our survey showed that 71% of mums-to-be planned to take their own amateur photographs of the bump at an average 4.4 months into the pregnancy.

And 20% would consider professionally taken bump shots. We all have a great opportunity to capitalise on this market. Parents will choose products and brands which market at the right time in the right way, are easy to access and provide good value for money.

The bottom line here is this. 56% of pregnant women think about having professional pictures taken of their baby. One in five thinks about having professional pictures of their bump. So far only 6% have done so. What an opportunity for us all." "Mums told us that their worst experience in pregnancy and childbirth was the pain. The best experience was meeting the baby.

We have a golden opportunity to add a new dimension to that greatest experience by capturing it for her in a long-lasting and totally priceless way." Chris Kay at Loxley Colour, the preferred prolab for the new scheme adds: "This is a fresh look at this aspect of portrait photography. We work very closely both with the SWPP and with Barrett & Coe and we will be producing exclusive products for this Emma's Diary scheme in coming months."

The SWPP will be promoting the new Emma's Diary scheme at road shows and events throughout the year. If you want to know more about this exciting new 'bump start' scheme right now, just call us.

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1st Published 01/08/2009
last update 09/12/2022 14:53:47

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