Polaroid ressurection

02Jun09

I think it was over a year ago when Polaroid announced it would stop producing their instant development film. It immedatly popped into my mind that this was an opportunity to see Chris Andersons’ Long Tail in action.

Although the lion’s share of the market has been replaced by cheap digital camera’s, this is a classic product for communities. Based on nothing more than my gut feeling, I’ll bet you that there is are many communities of Polaroid lovers out there (besides the guys selling roses in the streets of course), willing to spend money on their beloved film.There is just something magic about waving those little pictures around and see them instantly develop.

The digital revolution has swept a way the mass market appeal of the Polaroid, mainly because it is far more expensive. Nevertheless, in its slipstream it has created room for the Polaroid as a niche product, focused on zealous users. If the people at Polaroid had been smart about it, they would still be making money on the films. It just requires a new perspective. Although the market may be smaller, it is definitly interesting enough to continue production in a smaller (i.e. more efficient) way.

That’s exactly what Florian Kaps must have thought when he heard the news. Together with former Polaroid employees he is currently trying to revive an old factory in Enschede, The Netherlands. They have managed to get hold of the factories old film production machines so the are on their way to success. However, the complex chemicals needed for the films Polaroid camera’s use are hard to obtain as the production facilities for these chemicals have also been shut down. However, I am sure Mr. Kaps and his friends will succeed, solely based on their love for the product.

I am sure they will be able to find their niche in the market if they succeed in finding and marketing to the existing communities of Polaroid lovers out there, and if Mr. Kaps needs help marketing the products: Get in touch, I volunteer!

Through: NY times.com

Filed under: marketing, technology   |  2 Comments
Tags: marketing, polaroid, long tail, chris anderson, digital, cameras, instant film, discontinued, niche product, florian kaps, enschede, communities