The Non-Obvious Insights Blog. Non-Obvious Insights
The Non-Obvious Insights Blog.

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

Ritz Camera Puts Carmen Electra Behind the Lens

I2m_carmenelectra In a promotion for charity announced yesterday and noted on the Cancer Blog, Ritz Camera will partner with Carmen Electra to promote two new printing services, standard square print sizes of 5" and 6", and the ability to also get large prints in 1 hour (previously unavailable).  Aside from the interesting partnership with Head for Hollywood (a charity granting "magical experiences for children who have brain cancer"), the promotion also promises to take a celebrity more known for being in front of the camera and putting her behind the lens.  Carmen Electra is positioned as a "vibrant celebrity and photographer" – an interesting leap for a celebrity known for her seductive photo shoots and line of strip tease aerobics videos.  For some time now, Ritz and their offline competitors have focused on trying to capture a segment of the digital photo printing market that is increasingly turning online due to price incentives and ease of use.  Using Carmen Electra’s sex appeal and including a charity seems like a winning combination for Ritz Camera.  Unfortunately, the problem in their strategy lies not in the campaign, but in what it drives people to.  Their website (RitzPix) remains substandard in it’s usability, design and functionality.  Ultimately, Ritz Camera is a brand that needs to appeal to multiple generations of family users with differing levels of skill online.  The site has a cluttered interface, too many steps, confusing ordering process, no easy uploading tool, and limited abilities to edit photos for things like red-eye reduction or recropping (which most online competitors offer).  These barriers will keep all but those users who desperately need prints within an hour from using the site.  As much as I would love to see this promotion result in many charity dollars to donate to Head for Hollywood, the more likely outcome will be a lesson for Ritz Camera on just how important the quality of the user interface for RitzPix is to making marketing campaigns like this a success.

2 thoughts on “Ritz Camera Puts Carmen Electra Behind the Lens”

  1. Pingback: Camera Lenses

Leave a Comment

The Non-Obvious Insights Newsletter. Non-Obvious Insights
Layer 97
The Non-Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

Newsletter Subscribe

All Books

#1 WSJ & USA Today Bestselling Author

Rohit is the author of 10 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

Contact

About You

What Are You Contacting Us About*:

Your Message