Snapfish readies first ATL marketing push
Snapfish, the online photo printing service owned by HP, is set to leverage its parent company’s marketing budget to help educate consumers about the “simplicity” of its offering and claim a bigger share of the £1.2bn market.
The company wants to encourage consumers to trial its more creative packages, such as making storybooks or greetings cards with their images, rather than just printing photographs individually.
Snapfish is currently in discussions with HP to integrate its service into printers and also intends to embark on its first European above the line advertising campaign in the coming months.
Currently the bulk of Snapfish’s marketing is focused on SEO to promote its 50 free prints offer and via affiliate promotions with brands such as McDonald’s, The Daily Mail and O2.
The company will continue its current marketing strategy of engaging with bloggers and using social media to push the more creative – and higher margin – elements of its service.
Snapfish is looking to be available on more mobile devices and allow users to upload photos from more social networks to make it easier for consumers to build and share their creations.
Nicola Anderson, Snapfish’s regional manager for Northern Europe, says: “The key for us is to be authentic and hopefully we can leverage HP’s values of trustworthiness and heritage to educate consumers that it is easy to be creative with us and create something beautiful they will want to keep.”
Snapfish claims it has the biggest share of the £1.2bn Western European photo printing market, ahead of its closest rival Photobox, although it does not publish detailed figures.
The company’s core audience is currently mums, although Anderson says it is starting to see growth in an older market.
She adds: “Our biggest growth opportunity is silver surfers who have the money, the time and the grandchildren – all the elements to really make the most of what we have to offer.”