POLAROID CAMERAS 1971 DEALER PROMO FILM

[Music] hello everybody thank you for coming today we're going to talk about one of your favorite topics of conversation the Polaroid salesman where do I get my hands on him I'll pull a his Lloyd first let us examine the Polaroid salesman as he really is [Music] now let us look at the Polaroid salesman as he sees himself [Music] yes indeed now let us see how his boss views him as his wife sees him and last but not least let us examine the Polaroid salesman as you see him why this last image what has this clean-cut American youth done to deserve this reputation is it really him or is it some of the policies of a company he represents that give him this image let's try to find out why this clean-cut American company has such a bad reputation with you dealers let's actually ask a dealer in fact hi I'm from The Wall Street Journal and I'd like to ask you some questions mr. dealer about Polaroid ok what is it you like about Polaroid well they have an outstanding product instant pictures that the public wants and they know how to advertise and sell it what don't you like about Polaroid oh well now let me tell you to begin with I can never see a Polaroid salesman when I want to see him he comes when he wants to drop in not when I want to talk to him and I can't make a buck on the line because there's so much price pressure from all of etana do you know I actually have to pay the freight on all Polaroid merchandise it comes in here and another thing that discount a copy service is unreal and they never listen I don't even attend a tradeshow but they care about what we think and that's not all I can tell you more I get slips to me good evening I'm Maurice swindle Sales Manager for Polaroid yes this little drama is true we've been listening to what you've been saying about Polaroid and our methods of doing business with you listening hard we want you to know that we are aware of your problems in fact we have solicited your ideas in a survey of a very large number of dealers in recent months many different types of dealers with varied issues on their minds we know that no matter what kind of a dealer you are you share one common problem that's the problem of profitability it seems tougher each year to make money and each year the cost of doing business are on the increase our plan is to help in both of these areas let me tell you something about focus 71 we're going to give you the same powerful combination of sales elements we have given you in the past unusual new products and powerful compelling advertising these are the ingredients that have built a new 500 million dollar instant photographic market for all of us we know you want us to continue this successful formula there will be an added element as well in 1971 improving your profits first you told us we were the only major manufacturer who doesn't prepay Freight on shipments of merchandise freight costs are going up but starting today we will have a prepaid Freight program second you told us that we don't call enough spend enough time working with you at Chipman our field sales manager as expanding the size of our sales force by nearly 50% in 1971 furthermore we are creating a larger service staff at our distribution service centers which will give you additional and more personalized help and we are planning a different kind of sales coverage what is really at the heart of the profit problem obviously its price pressure from discounting our line has been a favorite of mass merchandisers all over the country we have a unique product everybody wants to own it we have massive advertising that's the combination for the dealer who is looking for price leadership we know that you want us to build even greater consumer demand for our products but it's not good for you or for us if our products become unprofitable let's talk first about our advertising philosophy in the past we have had lots of national advertising that emphasize suggested list prices remember those headlines 1995 for the swinger 29.95 for the color pack - we found that that kind of advertising has encouraged some dealers to shoot at the price we're not going to stop emphasizing price levels in our national ads but we are going to concentrate on consumer benefits and camera features remember color pack 3 the version of color pack 2 with extra features and the higher suggested list price this camera received no national advertising yes little price pressure in most markets we plan to have other camera models like this later in 1971 now let me run quickly through some other features of this year's dealer program every one of them is aimed at problems and designed specifically to increase your profits we're also going to bring dealer margins on camera cases and albums up to industry standards we're going to increase dealer margins on our copy service business up to 40% and then we'll show you how to build this business we're going to increase dealer margins on our camera repair business we'll also give you a $1 servicing fee for each warranty camera that you handle well these changes help make your life easier at the counter we hope that they will next and perhaps of greatest interest to you will offer a retail incentive profit program it will give you the opportunity to make about 5% more on the new folding packed cameras but you the dealer must make the program work throughout 1971 we will spell out all of the points of these as well as other programs most will be available by photo Expo time that as you know is in April well we hope to see all of you again now here in summary does focus 71 first prepaid Freight second more personal attention through increased sales coverage third national advertising that concentrates on camera features and benefits fourth more sell up camera models for you to work with fifth increased dealer margins on accessories sixth increased margins on copy service seventh more assistance in the service areas an eighth a new profit program for folding cameras now all these programs help you make money well this too much to change polarize image with you I'll have to wait and say will you look at our representatives and a different light well only time will tell hey wait a minute back up one that's better I'll settle for him now let's talk about the Polaroid products you're going to be selling here to tell you about them is an old associate of ours one of America's most successful professional photographers mr. dick Richards you know it's a pleasure for me to be part of this Polaroid presentation I've been working with dwell Dana Burbank for it well six years on Polaroid that's just about 12 major campaigns I've made the polaroid pictures with just about every ad during that period swinger pictures big swinger pictures pack camera pictures by the hundreds thousands yeah thousands I suppose every camera Polar's ever brought out I've had the opportunity of using first well I work a lot in my New York studio but take most of the polaroid pictures on location I go the places people really love to take pictures at parks features fairs playgrounds backyards living rooms schools and I shoot the kind of pictures that people want to take the simple shots with no tricks no special angles the shots that record the moment in life they probably most want to remember oh I do a lot of work for other clients and have a lot of fun doing it I work for General Motors Volkswagen Pensacola BF Goodrich but I really get a kick out of Polaroid I say that it keeps me in touch with what's going on a photography I have a lot of fun doing other pictures but Polaroids are immediate to me I use the same cameras in the same film the amateurs use with no extra gimmicks I try produce pictures if every ammeter would like to take himself not too slick really not professional looking just good funny pictures that means something to everybody I guess I guy I didn't really mean to make a speech I guess I did come here I want to show you something great this is something great this is Lucy this is something else that's great this is Polaroid's newest camera it's called the 450 I've been using it to the past few weeks making pictures for the new introductory campaign it's gonna be a fantastic it's gonna be a big campaign but let's look at this it looks familiar doesn't it you can see the electronic eye electronic shutter development rangefinder and viewfinder electronic development timing here this this is one of the best features poleward ever introduced it saved me many times what's new this is what's new see the shoe mount here I'm gonna clip on this flash but that's what's do you see it's called focus flash and it's terrific you plug in the connected cord and then they add the flash cute what a flash cute this is the new GE high power cube it has more than twice the light of conventional flash cubes and entirely new technology it was invented in cooperation with Polaroids engineers specifically for this flash system figure the power to times brighter standard cubes there's the first advantage flash cube convenience for Polaroids folding pack line for shots one after the other the second great advantage is the power of the cube as you will see it will take great flash shots as far as 10 feet away now let me show you the heart of the system see these little louvers here as I focus the camera they open and close the camera for a close shot the louvers close focus for a longer shot they open let me show you Lucy I'm gonna take a picture of you from three and a half feet ordinarily you risk burning out your subjects face from this close and in this case that would be a shame now while that shot is developing I'm going to go to the other extreme let's go everybody come on to a group shot come on what fun come on get in there smile smile come on Ava smile now look we're ten feet away this is gonna be a hell of a demonstration small right yeah laughs laughs laughs go go go that's good come on smile that's great hear the beep let's look at the close-up hold it terrific it's beautiful there really is terrific really look at this soft modeling the light incredible through a flash picture these louvers put the right amount of light on her face I focus the camera that camera focus the flash ten feet away and will be just beautiful it you'll see Asuza feet try that with many other flash cubes that's terrific I love this I really love it that's focus flashed a system that produces the most beautiful flash cube pictures I've ever seen and these are the pictures you're going to get with Polaroids new for hundreds for new cameras sensational I think that come on come on over here let's go I've got something else to show you isn't it something this is my old portrait killer a deer dog isn't it a monster but it makes beautiful portraits you know the secret of portrait RV is this enormous focally prevents a kind of distortion usually get the normal focal length lens you know what I mean nose to big forehead to wide draw too long we go through all sorts of problems to get decent portrait we can't take a studio camera long here's what we do go back and take my knee pause here's my knee con rigged for portraits this 300 millimeter lens costs approximately well I guess two or three hundred dollars the whole combination is around seven or eight hundred dollars the weighs about 6 pounds well five downs it has just never been a weight to get a studio quality portrait without a mountain of expensive equipment until now take a look at this you know what this is I didn't either when I first saw it I thought it might be a young portable 35 millimeter slide projector its Polaroids new big shot and I haven't had so much fun with anything in years it takes only one kind of picture the kind most people want most big beautiful undistorted color portraits in just one minute there are no exposure settings and it uses a magic you and there are no batteries and the camera at all there's a big diffuser that gives soft beautiful light from the flash you focus with your feet really just forgive me that's right Sally come on over come on you just move up to your subject make them smile ha ha ha and take their picture wine the 60-second timer on the back Sally I want you to see us well as buzzy let me tell you some other things about this wild camera it's white made of plastic no controls no exposure settings no distance settings absolutely foolproof Sally even you could use this camera and look what it does what a shot it's really decent suspense yep it's really dude here's how you try it I'll let you try to guess the price my first guess was around $40 list if your guests around $40 you're wrong too let's peel the shot that's terrific what a portrait no huge studio cameras no thousand-dollar lens combination the big shot and the advertised price is under $20 thank you for the privilege of telling you about Polaroid's new cameras the spring I think they're dynamite and I'm having a ball using them making the picture for their introduction campaign hope to see you again 1971 is gonna be a big busy exciting year and we're going to make it a profitable year for you with new sales policies that focus on profitability with a new line of cameras the polaroid for hundreds with focused flash with the incredible new Big Shot portrait camera for 1995 and with a generous application of advertising money to make Polaroid instant photography even more popular and desirable than it has been in years past exactly what do you mean by a generous application of advertising money well in 1971 Polaroid will spend 22 million five hundred thousand dollars on advertising by far the largest advertising budget in Polaroid history and how will you spend this generous sum on ads and commercials like these for the 400s and the exciting new focused flash the flash cubed and the camera some shots burn out everyone some shots leave everybody in the dark no more introducing focused flash on the new Polaroid 400 land cameras these lures automatically focus the flash as you focus the camera soft flattering light up close ideal lights as far back as 10 feet from the new GE high power cube focused flash the latest idea from Polaroid [Music] Polaroid's new focused flash ends burnouts ends blackouts only on Polaroid's new for hundreds Polaroid announces focused flash Polaroid's new for hundreds and focused flash [Music] these ads will appear in newspapers throughout the country and every issue of life look and The Reader's Digest flash flops versus focused flash focused flash no more no less before-and-after focused flash and at our biggest television effort for any product Perry Kobo will be doing commercials like this nice that's what you get when you're focused flash focus a camera not a flash this flash is focused it's automatic when you focus the camera hold it gang hey we'll see that in a minute if you're a flash shots ever come out too light or too dark look at the new Polaroid land cameras with focus flash now there's a flash of intelligence all through the spring there will be ads like these focused flash not luck where are they now right this focus of the flash and it's automatic when you focused a new Polaroid 400 land cameras focus flash with a new GE high-power flash cue daddy says flash shots are always too light or too dark so that's the daddy until I'm told her I sent you the flattering light of focused flash only on Polaroids new for hundreds see some light left in there I didn't you see the louvers these louvers only let out the light that you need and it's automatic when you focus Polaroids new land cameras if your Flash aughts are too dark or light try Polaroids focus flash well geez high-power cute there will be special ads for the top-of-the-line Polaroid corporation's magic number the 450 we've brought out the best in us will be in just about every issue of Time Newsweek National Geographic and magazines like Esquire New Yorker US News and Sports Illustrated as well it's easier to tell you what it doesn't have in May and June will emphasize the 400s as gift with Brenda Vaccaro look at 364 days a year he pays the bills and he worries and for this he gets one day called Father's Day now that ought to be worth something kind of nice the no Polaroid 450 Land camera with focus flash and a beep to boot watch when you focus the camera to focus the flash it's automatic just the right light enclose her way back Polaroid just came out with this idea and there are four cameras to choose from wedding gifts graduation gifts wide even get married just to get one huh will single out dad in this newspaper air then we'll run a gift selection ad in every major magazine as well as in more than 100 newspapers give what no one has ever given before one of the cameras no one is ever given before is big shot but in May that'll change Polaroid introduces the big shot an amazing close-up camera under $20 it only takes the kind of picture you want most this ad will appear in all the big books life look digest as well as in special women's magazines like McCall's meanwhile on television more Brenda you know what this is oh you know what this is this is the new Polaroid big shot all right made this camera just for close-up portraits almost all face look just like this now that's really the kind of color picture you want and most cameras won't do that but now you can get it in just one minute it's so simple it's almost impossible to goof in fact you focus with your feet just walking close until the two faces in the window roll one and shoot now are you ready for the price under $20 isn't that terrific I'd have paid under forty four this is just the start of something big a lot of money big ads in newspapers magazines on radio network television our biggest spring campaign ever nice flash shot hmm I just used part of the light would you nope these loopers focus the flash it's automatic when you focus the camera Hey see this in a minute if your flash shots ever come out too light or too dark look at the new Polaroid 400 land cameras with focused Flash Focus flash knows just how far to go and that's what our advertising will look like in the spring of 1971 you'll have a lot going for you new Polaroid sales policies focused on your profitability new products the great new 402 focused flash Big Shot twenty two million five hundred thousand dollars worth of advertising Perry Como Brenda Vaccaro new Polaroid salesman knocking on your door and above all the continuing magic of Polaroid instant picture [Music] [Applause]