snapshot_en_20090701

SnapShot02/2009 www.vitecgroup.it / [email protected]

Vitec People

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Nearly one year has passed since the driving force of world growth suddenly stopped. Firms now find themselves in a position where they have to address reduced production capacities and the need to limit costs and investments. And it is precisely in times like these that we must find the strength and motivation to accept the change and rethink our strategies and way of working, in order to address the challenges that await us and start growing again soon, and stronger than ever.

On the next pages of Snapshot, I am reporting the message of Marco Pezzana, the new manager Imaging Supports, who speaks of market trends and the personal qualities necessary for obtaining ambitious results. Being formidable like a determined team, and a good local partner, has allowed Kata to achieve success in a difficult market like the Chinese market.

The many novelties also for the distribution sector include Bogen Cafè. Lastly, take a look at the Staging Systems section, as always full of winning creations in the world of show business and events.We are looking ahead with confidence. We are working well, but there’s still much to do. Our brands, products, distribution and production bases are strong, and there are still lots of opportunities to seize. So let’s do it!

Index

In the Vitec People section, we introduce Eduardo Peña, the new Operations Manager of Staging Systems Americas, and through him, we get to know better the Tomcat Mexico company. Tomcat Mexico is a significant manufacturing entity of Staging Systems, particularly in relation to the prospects for business development in the American continent. Recently, there has been important news which we hear directly from the mouth of Eduardo Peña.

Eduardo, there have been numerous changes concerning Tomcat Mexico. The plant, for example, has moved to a new location.

In January 2009, the new Tomcat Mexico plant was launched in Guadalajara, now situated in the Parque Industrial Technologic III, a high quality and extremely well-organised industrial complex created for the logistics and manufacturing business.

You were appointed recently. When did you join Tomcat?I was appointed Operations Manager at the end of January 2009. For the first few months, I concentrated on the start-up of the plant and I’m gradually taking on responsibility for the current manufacturing business in Texas as well.

What will you bring to the Staging Systems Americas team? With my entry into the Staging Systems Americas Team, I will bring professionality and great dedication to the job in order to tackle the changes taking place.

What do you think to the working group you have come across?It’s a team with huge experience in different areas of expertise, and this will allow us to fulfil the difficult goals expected of us.

All that remains for us to say is good luck with the business to Eduardo and to all his colleagues at Tomcat in Mexico.

Ideasand people

SnapshotNewsletter by

Imaging & Staging Division

project coordinatorsElisa Cuman

Orietta Rosso

TextFrancesco Pessa

> Staging Systems

> Staging Systems

> Customer focus

> Imaging KATA

> Imaging Distribution

> CSR

The newsletter of the Imaging & Staging Division | 02

As the leading international trade fair, Prolight + Sound brings together the event and communications technology, audio-visual production and entertainment to create the world's biggest meeting place for the sector. For four days in Frankfurt am Main Prolight + Sound is the meeting place for exhibitors, trade visitors, dealers and professional users from all over the world to discover the latest technical developments, products and all-embracing services. The 2009 edition taking place from 1st to 4th April has ended with a very pleasing set of results. The trade fair managed to increase the number of visitors and exhibitors. Some 34,000 visitors from all over the world came to Frankfurt to find out about the latest products and services in the sector, which were presented by 850 exhibitors from 42 different countries.

Tomcat exhibited two of their historical products that were recently updated, such as the Stacking and the Swing Wings trusses presented with some accessories. The Tomcat Tower was also shown to complete the range of products. We perceived quite a big interest in these products too.

Finally, one corner was devoted to the new SSE product, MyT. MyT is a non-branded huge truss with exceptional dimensions: 5m length, 85cm breadth and about 450kg. It was used for the new Depeche Mode’s tour, Vasco Rossi’s tour 2008, and for the MSC Crociere Theatre-Hangar in Naples. It is so strong and sturdy that, even with the highest loads, there is practically no bending of the truss over the whole span.

The trade show ended very successfully. In spite of the economic crisis, we were pleasantly surprised by the good atmosphere and the large numbers of visitors. We enjoyed a very busy trade show, seeing more people than expected and experiencing massive interest in our newly launched products. ProLight was important as a strategic indicator to the general mood and economic environment.The situation was much better than we anticipated, so we are cautiously optimistic that this will be reflected in the coming months.

At this year’s edition the brands Litec, Manfrotto Lighting Supports and Tomcat Europe shared the same booth in Hall 9.0 D37. They proposed a totally renewed stand, which was very much appreciated by the visitors. It was conceived as a bunch of metal-like splinters reminding of a primordial forest, a return to origins and primeval emotions. In the centre of the stand there was a welcome area where people could relax and exchange ideas before a drink or a cup of coffee. All around stood the corners of the brands with a selection of the novelties and most interesting products. On the booth a “Spritz hour” was organised in pure Italian style, where dozens and dozens of people took part in every evening.

Litec showed its brand new truss RF40, the update of the Chain Hoist EXE-Lodestar and the roof systems. A demonstration area was also run to illustrate the use of Litecad, a user-friendly design program specifically written for managing LITEC products, to all wanting a closer and more in-depth look.

Manfrotto showed 2 Black Magic that were demonstrated as well as the black range of lighting supports and accessories for the entertainment market. Quite a lot of visitors stopped and lingered before these products asking for some information.

Staging Systems: ProLight+Sound 09

Staging Systems: Brilliant Stages

Tomcat


Brilliant Stages in the Pink ‘Funhouse’American bad-girl Pink kicked off her fifth album tour, Funhouse, in Belgium in February this year, touring Europe before finishing the first leg of her worldwide tour at London’s O2 Arena in early May. Brilliant Stages provided the spectacular staging from the ambitious designs of Mark Fisher of Stufish and, with lighting and show direction by Baz Halpin, the show was destined to be fast paced and exciting from the start. Stufish’s Nicoline Refsing, who had worked with Brilliant Stages on Take That’s Beautiful World tour in 2008, contacted Brilliant Stages’ Tony Bowern in December 08 with the brief to prepare all for shipment by the end of January. Brilliant Stages was able to design and build the set in just over a month in readiness for the tour’s departure in early February. The set is based on a 1930’s funfair for which Brilliant Stages constructed a large, back walkway edged with safety chains. Two metal slides lead from the walkway to the stage, forming a significant part of the choreography for the performers, along with zigzag access steps on either side for which the Brilliant Stages team had to calculate the intricate

and precise angles. Video screens, supplied by XL Video, are located towards the back of the stage and supported by picture frames which were also the work of Brilliant Stages. In the foreground, three risers are designed to look like ‘Waltzers’. The rails and waltzer edges were then powder-coated and distressed to create that old fashioned Waltzers-style. The fairground artwork also continued on to the floor vinyl and out along the walkway to the B stage, into which Brilliant Stages inserted two trapdoor-style decks. These were manually operated and lifted up to reveal a water tank into which Pink is lowered on a trapeze.

Brilliant Stages then created the huge heart shaped bed with leopard-skin base on which much of the choreography takes place, decorating the headboard with psychedelic Scana-chrome artwork, and also supplied the unusual chaise longue. The Funhouse tour continues to Australia from late May through to August before returning to Europe in September and running through until late December.

TOMCAT’s 2009 WorkshopsIn February 2009 a team of world-class instructors and about 70 participants from all over the United States and Canada traveled to Midland, Texas to attend TOMCAT’s Hoist and Truss workshop and Rigging and Truss workshop. The Hoist and Truss workshop featured the disassembly and reassembly of a one ton Lodestar as well as a Prostar with Dave Carmack of Columbus McKinnon. Dave Sowa of TOMCAT USA led a discussion on control systems and also coached an advanced troubleshooting session along with CM’s Dave Carmack. Instruction was rounded out by Dana Bartholomew of Fisher Technical Services, Inc. who gave instruction and demonstrations on automation.

G. Anthony Phillips, of RigRider Rigging Services and ETCP certified rigger and instructor taught safe rigging practices and principles while Morgan Neff of Mine Safety Appliances gave instruction on fall protection practices and equipment. Participants also had a full day on a custom TOMCAT ground support system with these two instructors for some hands-on instruction and demonstrations.

Both workshops included a full day of truss instruction with TOMCAT USA’s Will Todd. The class included beginning and advanced concepts in truss usage, including: grid design, applying loads, ground support system considerations, structural design concepts, inspection techniques. The instruction culminated with one of the most popular features of the workshop: live destruction of truss.

In addition to four days of highly informative classes, the students were treated to dinner each night – concluding with the ever-popular “factory night” at TOMCAT USA featuring tours, demonstrations and a graduation ceremony.

Wicked Defies Gravity with TOMCAT Wicked, one of the most popular Broadway musicals, is based on the acclaimed novel by Gregory Maguire that re-imagined the stories and characters created by L. Frank Baum in "The Wonderful Wizard of Oz". Earlier this year TOMCAT USA completed work on equipment for the second national tour of Wicked which begins this month in Ft. Myers, Florida. This equipment included three overhead electric trusses, six TOMCAT Dance Towers for stage left and right as well as a Cyc Tower for stage left and right. Two of the overhead electric trusses are customized versions of TOMCAT’s award winning Swing Wing Truss. They were modified to match the specific needs of the show. The third electric is a custom fabricated length of medium duty spigoted truss with a center lamp bar. Along with the spans of Swing Wing Truss, TOMCAT custom designed and fabricated the Dance Towers to meet the needs of the production. All equipment was powder coated black prior to shipping. This tour of Wicked will continue with stops in Birmingham, Alabama, Jacksonville, Florida, Norfolk, Virginia, Indianapolis, Indiana and Memphis, Tennessee. Additional cities will be announced in the future.TOMCAT is proud to continue its tradition of providing equipment for some of the hottest Broadway tours.

TOMCAT Launches New Product Line – (core)TOMCAT has recently introduced a new product line of truss, (core). This product line initially consists of 12” X 12”, 12” X 18”, and 20.5” X 20.5” box truss. The focus behind (core) was to develop a stronger, slightly lighter and ultimately less expensive box truss based on market demands. “With so many customers being hit hard by the economy as well as other demands, we set out to develop a less expensive product,” stated General Manger, Stefano Rosellini. “What we discovered in the process was that we could also make the product 24% stronger – adding a great deal more value for the customer,” added Rosellini.

The first offering in the product range is (core)12. TOMCAT has essentially taken conventional 12" X 12" light duty box truss and modified the components to provide a more efficient truss – at a more efficient price. At only 60lbs for a 10’ section, able to sustain 1040 lbs total UDL over a 40’ span (a 200 lb increase over conventional light duty) and at a price of $390.00 per 10' section, (core)12 offers a considerably stronger option at an unbeatable price. It is light duty stripped to the core.

Other sizes and accessories are being developed to complete the (core) product range and are expected to be available by June 2009. TOMCAT truss products meet ANSI E1.2-2006.


11CLIENTECLIENTE

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didi mercatomercato

33INNOVAZIONEINNOVAZIONE““ cheche fafa la la differenzadifferenza ””

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44RISULTATIRISULTATIimplementazioneimplementazione

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Dear colleagues,

I want to share with you some reflections following my initial three months within the firm.First of all, I would like to thank everyone who, over the weeks, has patiently shared with me their knowledge of the business, introducing to me products, clients, market information, management tools and all the indispensable information required to enter into the life of the firm.The enthusiasm and collaborative spirit with which you have welcomed me is, to say the least, exceptional and this has facilitated and accelerated my approach to the world of Imaging: thank you so much!Secondly, I would like to focus on the more significant challenges which we must face in the coming months in order to relaunch the growth path of the firm in a market which, since 2008, has been deeply altered.The economic recession has not only slowed down sales within a short period, but it has also in fact contributed to accelerating a process of change in the market which will presumably accompany us through the coming years.I refer in particular to the sales of digital cameras (DSLR) which, in past years, has represented the driving factor in the growth of our business. Professional and advanced amateur photographers in fact have, in a relatively short period of time, replaced their analogue equipment with digital equipment and in this process of “modernization” they have often also purchased new accessories, among them, tripods and new generation photographic bags.The most recent market analyses show two extremely significant factors of change:

1 – the process of modernization of cameras in the Professional and advanced Amateurs sectors is almost at completion and with it, the purchase of new accessories which we have witnessed over the past five years;2 – a new sector of consumers made up of photography beginners is instead venturing into the market, with a growing number of amateurs, pushed on by the popularity of digital photography on social networking portals (Facebook, etc.) as well as the simplicity of use of the new DSLR cameras, which are ever more accessible in terms of price. They are replacing their pocket cameras with higher standard DSLR equipment.

Both the factors mentioned above come together to keep our market active, but also expose us to more intense competition.In order to maintain significant growth rates in the professional and amateur market, in fact, we must continue to invest in product innovation, creating new tripods with cutting edge functionality and design in order to win new shares of the market over the competition; on the other hand, to gain new amateur consumers, we must create extremely practical and functional products, designed specifically for the most popular DSLR models and devised to be marketed through mass distribution channels such as the web and the big electronic chain stores (Mediaworld, Euronics, etc.).

In order to meet these goals and challenges, it is necessary to work even harder than we already are to bring new innovation, at contained costs, and to manage to communicate the benefits of our products in a more efficient way (packaging, press, merchandising) to consumers who may be less expert and competent but who have significant purchasing power.

Reaching these goals will require extreme focus, speed of execution and in-depth knowledge of the needs of these new consumers.

In order to reach these goals, we have recently announced a reorganisation of the Marketing, Sales, and Research and Development departments aimed at taking the client to the centre of every activity, at reinforcing our market presence with particular attention to emerging economies (China, Russia, etc.), as well as guaranteeing maximum professionality and knowledge in all fields of activity in which the company works.We will work together throughout these months, inspired by eight leading principles which we see as critical to obtaining the ambitious results we are all aiming for.I will focus more on explaining in more detail the significance of our “wheel of success” in the coming editions of Snapshot. For now, I close, wishing everyone a great job and good luck with the coming challenges.

Marco Pezzana Managing Director Business Unit Imaging Support

1. Client2. Market Experts3. Innovation “which makes the difference”4. Results – implementation5. Speed of execution6. Team7. Improvement – continuous8. Passion

Customer focus: "the wheel of success"


This May the Kata team visited Beijing and Shanghai markets and were amazed to whiteness first hand the market penetration.The presence at the dealers was wide spread and dedicated Kata areas were beautifully laid out and very dominant within the stores.In addition to this a fantastic Kata Flagship store was opened in one of the two Shanghai photo malls.

This is the very first Kata super store in the world and it is an incredible achievement!

Designed in the true Kata image and spirit is sports a full Kata display of products and is staffed by trained kata sales personnel.

It's aim is not to sell but to educate and the customers who stop by receive the full attention they deserve and leave to purchase the product of their choice from one of the next door kata dealers.

May 7th-10th P&E (the largest photo show in China) took place and for the first time there was a Kata booth to visit. It was a very impressive presence and amongst all the bag booths the Kata booth lead the way.

And the sign of success that really knocked the Kata team of their feet was the number of Kata copies that have popped up in so short a time. When you are chosen to be copied it means that you must be doing something right...

Publicity campaigns are still one of the most creative ways of introducing our products and brands to end consumers. Our publicity is dedicated to the most important products we launch and it represents an emotional way of speaking with consumers, with a higher impact. It attracts their attention directly to the most emotive parts, with the aim of impressing on their minds, but even moreso in their hearts, the brand and the product in way that prompts their desire to know more and to look for further information in sales outlets, catalogues or on the web. This is what publicity does: it makes people fall in love with our products, it makes sparks fly! These are the most recent campaigns launched by our brands:

Communicate through publicity: the face of ‘Imaging Supports’ in magazines

MANFROTTO M-Y The M-Y family communication is aimed at the younger generations of photographers: students and kids who use a DSLR but who want to take a step forward in order to reach a higher level of creativity. With this campaign we want to communicate to them that the Manfrotto M-Y tripods are not only “Proven Professionals” but are also more “cool” and trendy than the competition.

GITZO BASALTWith a strong impact campaign, which breaks away from the total black of the basic Gitzo communication, the Basalt Collection is introduced using the colours which dominate the new product design: lava orange, and the black of basalt rock. The images of a volcanic eruption in the background and the long trail of lava bring back the origins of the material which makes the Gitzo Basalt Collection stand out; it jumps out from the page with its highly innovative and emotive design.

LONG JOHN SILVER AVENGERA campaign which is reminiscent of a cinema poster, it introduces Long John Silver Junior, the new creation of the Avenger family. Continuing the communicative style of its big brother (Long John Silver), the campaign introduces detailed technical data which underlines the product potential but without losing the emotional appeal which is at the heart of every publicity campaign.

In November 2008 Kata’s Photo Video line launched in China via SHANGAI EXCEL OPTICAL LTD. And in only a few short months great achievements have been accomplished.

The brand is already starting to gain high valued recognition in the Chinese market, professional photographers and local heroes have started to use Kata and a special "Kata Chinese Adventure" collected a group of privileged professionals, equipped them with Kata and took the out into Sichuan & Qinghai province for an unforgettable adventure.

Imaging KATA


Snapshot Input June BIDE Shows and exhibitions: Nikon Solutions in Cologne, May,15.+ 16.

Last year Nikon Germany started a successful event concept with a lot of workshops in a great event area in the heart of cologne. Additionally Nikon Service, Nikon NPS and some very premier partners did an small exhibition of equipment that the international photographers, booked for the workshops, used. More than 8.000 people joined the two days so it was the right place for Bogen Imaging to go. This time there was even more press work and visibility for this event so that more people got registered for the shows and workshops. Bogen Germany had 2 very successful days presenting the whole range of premier equipment for the high end amateurs that joined the show.

CE3P School program

Litepanels Micro test Gitzo head and tripod handling

Sensor cleaning session with Visible Artic Butterfly

CE3P School program

Litepanels Micro test Gitzo head and tripod handling

Sensor cleaning session with Visible Artic Butterfly

Bogen Imaging France ‘s Appointment :

ESEC Cinematographic school

Program of the 1/2 dayPresentation of all the equipment ( Manfrotto, Gitzo, Kata, Photoflex …)Handling of the materiel by students /workshopsContests . Selection of thebest films .Prize giving

News from Bogen UK

Bogen Imaging UK have had another busy period, breaking into several new publications and also gaining an important presence at some of the world’s top sporting events!

Gitzo and National Geographic seize the day!In a great example of thinking outside the box and opening up the brand to a whole new and affluent audience product manager Andy Bennett got the travel bug and went for a cruise!

First he secured a prime ad position for National Geographic’s new Walkabout in Thomas Cook’s in-flight magazine which reaches about 2.8 million ‘eyes’ and then built on that relationship by running the new Gitzo Ocean Traveler in the summer issue of Thomas Cook’s ‘CRUISE’ magazine (inside front cover!). For good measure he also got excellent coverage for National Geographic’s Earth Explorer bags – the magazine is sent directly to 100,000 homes, to people who qualify to be on the mailing list by taking at least two

cruises over a three year period.

Working closely with web marketing & content manager Kevin Price there is also a ‘Win an Ocean Traveler worth £800’ competition running in the main magazine and also the e-zine, with a link to a contest page on the BIUK website, promoting the brand and gaining valuable data capture and demonstrating BIUK’s ‘joined up’ approach to offline and online marketing!.

Manfrotto ready for cricket seasonIn another example of reaching out to new audiences Manfrotto product manager Vic Solomon has secured an advertising deal to have Manfrotto banners at some top cricket matches this summer! At several key England v Australia cricket matches, watched by millions of Sky SportsTV viewers, large Manfrotto banners will be positioned in prime locations within the ground! This is a great way to link the Manfrotto brand with another key demographic and is all part of BIUK’s marketing strategy.

Manfrotto gets into top gear!Manfrotto also got involved with a slightly faster paced sport when BIUK sold a range of tripods, heads and accessories to Formula 1 Management Ltd for use at the recent Monaco Grand Prix, won by England’s Jenson Button!

This was another case of great brand exposure at one of the world’s top sporting events and also saw the selected products being tested with the Canon 5D MKII.

Bogen Germania in Cologne for Nikon Solutions

Last year, Nikon Germania set up, in an area at the heart of Cologne, a very successful event concept, during the course of which many workshops were conducted. In addition, Nikon Service, Nikon NPS and many other partners of primary importance, organised a small display of the equipment used by the international photographers who were invited to the workshop. More than 8,000 people attended over those two days, the 15 and 16 May. Given the high level of participation, Bogen’s involvement was definitely a positive move.This year’s event enjoyed an even greater level of visibility than the previous year, thanks also to excellent promotion through the press, and this ensured that many more people signed up to the workshops and shows. Seminars were held by big names such as Jens Brueggemann, Robin Preston, Joe McNally and many others.

Bogen Germania recorded a great success in this show and introduced the whole range of its equipment.

Bogen France: training initiative

Bogen France has devised and arranged a series of extremely interesting initiatives with the aim of communicating and transmitting information and exchanging ideas. These projects become a fundamental means of contact and communication, which is even more important in difficult periods like the one currently being experienced.Bogen France has concentrated its resources on training, creating photographic communities on the Internet in order to widen the visibility of the brand, creating short training videos on the web, as informative tools, and hosting local exhibitions and open days to get as close as possible to the end consumer. Training is one of our missions. We propose, through interactive and recreational means, to lay bare all the advantages which can be obtained from the use of accessories, and obviously also our own products.

These exchanges, and the sharing of information, allow various types of consumers (amateurs, professionals or student photographers) to find truly technical and useable solutions for their shoots.

On this premise, and based on the principals of interactivity and enjoyment, an educational course was organised in Paris with the aim of promoting and diffusing photographic culture. In May, the Bogen team trained students in photography and cine-video, introducing all the possibilities and performance provided by the accessories and reciprocally sharing experiences.The course programme provided for: presentation of the products, both of the group’s brand and other brands (Manfrotto, Gitzo, Kata, Photoflex, Litepanels, Sekonic, Visibledust etc.); manual use of the materials by the students; a practical photography test with different subjects (fashion, still life, product images); then a genuine contest, with selection of the best photos and a final prize-giving. It was definitely a very useful initiative, in which we noted the interest of the participating students.

News Imaging Distribution


CSR

Bogen CaféInvesting in the image makers of tomorrow…

Welcome to the Bogen Café…Bogen Café is a unique lecture and workshop offered to college students that inspires, as well as explores, imaging topics in a situational environment rarely discovered within the confines of a classroom. It is part lecture, hands-on shooting, and portfolio reviews.

The program takes a look at how to use digital technology to its advantage; and through a series of demo shoots, students get to use a variety of different lighting and camera techniques in order to achieve, or refine, their image.

Developed by Bogen Imaging US, this event showcases the company’s commitment to education and its investment in the image makers of tomorrow. Each school, college, or university visited receives a generous donation in photographic equipment.

The program highlights a comprehensive range of equipment that includes Manfrotto and Gitzo tripods, heads, and accessories, Kata Bags and Cases, Avenger Lighting Solutions, Metz Flashes, Gossen Lightmeters, Elinchrom Location and Studio Flash Systems, and Lastolite Backgrounds and Lighting Control Systems.

Bogen Café US has also teamed up with world-class advertising and commercial photographer Will Crockett. Will and the Bogen Café team kick off the program with an inspirational evening lecture at the college or university that is open to the entire student body, as well as the local photographic community and general public. The next day consists of a hands-on shooting session especially designed for the students at the participating institution. Here they get to work with all the equipment and replicate the lighting setups they saw the night before and learn how to create portfolio grade images. Lastly, students have an opportunity to receive one-on-one portfolio reviews with Will Crockett.

The Bogen Café program also goes a couple of steps further with an additional special program at a participating dealer. This is open to everyone, including professionals, semi-professionals, amateurs, and hobbyists! Presented is a seminar covering off camera flash, and attendees learn how to create great light using the simplest of tools and techniques. Non-students also have an opportunity to purchase equipment following the seminar at special rates, whereas Café students reapthe full benefit of the program with extra special student discount pricing.

Attendance has been so successful during these tours that Bogen Café US is currently drawing between 350-450 people at the combined programs.

For two years now, this dynamic presentation has been carving out its own trail in the educational field; and its success is leading to the creation of Bogen Café programs in other parts of the world.

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