[ITALY] As the first step of its 2001 expansion strategy, the global event
photography company, e-photomail.com, opened their doors to Italy this week,
bringing a unique viral marketing model to dot-coms as well as brick and
mortar businesses across the Mediterranean peninsula.
“Our strategy has always been to grow internally and expand geographically
through sound business fundamentals,” said e-photomail Managing Director,
Andy Nobbs. “Beginning with a London base, we have, in recent months,
established our presence not only in the United Kingdom and Ireland, but
Australia, New Zealand, South Africa, France, Germany, Spain, and now
Italy.”
Listed as one of the “hot start-ups” of 2000 by Europe’s Internet trade
publication, Tornado Insider, e-photomail uses photography, real-world
events, and the Internet as a distribution channel to provide a viral
branding/marketing engine that is firing-up the attention of marketing
directors and PR agencies around the globe.
“Our team of professional, young digital photographers capture the passion
of fans, guests and spectators at premier national and international
sporting, cultural, music and social events,” explains co-founder Stephen
Ostrer. “These personal and unique ‘we were there’ photo-memories are
uploaded directly to our Web site using the distribution power of the
Internet to deliver a deep-reach viral audience for the event organizer,
owner or sponsor.”
“The individuals photographed access the site and search for their images
using unique information contained in an e-photomail location card. Once
they have viewed a thumbnail and watermarked version of the photo on the
site they are able to send sponsored images free of charge to friends and
family around the world.”
e-photomail’s services provide a number of branding and marketing aspects.
Fans, guests and spectators, for example, can be driven to a sponsor’s
website to access photographs. Each image also contains the sponsor’s logo
and a brief message. When individuals click on a photograph, a pop-up window
with the sponsor’s message or other data gathering information can also be
added.
“This, however, is merely the beginning,” explains Nobbs. “The overwhelming
viral marketing aspects of our service is what draws clients like MSN,
Aberdeen Asset Management, Kronenbourg 1664, and Axa Sun Life.”
When one examines the viral figures, it is easy to understand why such
national brands are lured into the digital photo world. Kronenbourg 1664
contracted e-photomail to run a year long campaign photographing guests at
their ‘Passion Parties’ held in pubs all over the U.K. E-mail photos are then
offered to guests for free.
“We have had an excellent response to the Kronenbourg 1664 campaign over the
past 5 months with over 70 percent of all the branded photos taken,” says
co-founder Stephen Ostrer. “We estimate that this has delivered a large
viral audience exposure to a dynamic cutting edge brand who understands its
market.”
E-photomail’s business partners include such companies as Hewlett Packard,
Octagon Sports Marketing, Internet consultancy Proteus Ventures, and the
pre-eminent global sports photographic agency, Allsports. Eastman Kodak has
also established a series of joint initiatives with e-photomail to bring
added value to the customers of both companies.
In recent months the company has covered such events as the Rugby League
World Cup 2000, Heinekin European Cup, UEFA Champions League, ODI Cricket
Series in South Africa, the America’s Cup in New Zealand, Running of the
Bulls in Spain, the Belin Love Festival, and the Mardi Gras in Sydney,
Australia.
“We are now positioning our new office for Italian sports, holidays, and
events like Carnival in Venice,” said Nobbs.
