This document outlines various marketing campaigns and trade show efforts led by Martijn Peeters for Olympus Netherlands and Kamera Express. It describes numerous trade shows and promotional events from 2006-2011 aimed at introducing new products like the Olympus PEN, building brand awareness, and generating sales. Events included elaborate booth designs at trade shows featuring fashion shows, artists, and models. Unconventional promotions like "Pimp Your Camera" and a camera throwing contest generated media attention. Training initiatives like the PEN Academy educated store sales staff. The document indicates most efforts were successful based on metrics like media value, dealer attendance, and increased product sales and market share.

1. Martijn Peeters Marketing Manager Consumer Division Olympus Netherlands January 2006 – October 2010

2. Consumer- & tradeshows Miscelanious marketing

3. What: Olympus stand Where: Foto-3-daagse (tradeshow) Nieuwegein When: 2008 Purpose: Introduce line-up and special DAKAR KIT Result: Outstanding booth with dessert / DAKAR touch

4. A real DAKAR BOWLER on the booth, sand on the floor, a dakar movie and Tim Coronel (Dakar driver) made the experience complete

5. What: Olympus stand Where: Foto-3-daagse (tradeshow) Nieuwegein When: 2009 Purpose: Promote PEN and creativity (ART / Magic filters) Result: Museum booth with all (Olympus) masterpieces

6. The PEN was photoshopped in all 7 “masterpieces” as an extra attention grabber

7. What: Olympus stand Where: ZOOM EXPERIENCE – Utrecht (15k visitors) When: 2007 Purpose: Promote underwater photography & € 100,- cashback promotion on E-510 camera Result: Hi-tech booth with DSLR and Compact side

8. What: Olympus stand Where: ZOOM EXPERIENCE - Utrecht When: 2008 Purpose: Attract visitors to Olympus stand to promote the products Result: 200m2 booth with catwalk and 20+ models

9. A fashionshow sponsored by Pepe Jeans/ Humberto and Muchacho Malo. 20+ models, 2 graffitti artists and a popular DJ playing all day made the Olympus booth one of the most attractive of the ZOOM EXPERIENCE

10. What: Olympus stand Where: ZOOM EXPERIENCE - Utrecht When: 2009 Purpose: Attract visitors to Olympus stand to promote the E-System (DSLR camera’s) Result: 200m2 booth with catwalk and 20+ models

11. A fashionshow sponsored by Mexx / Sussies and Cowboys Belt. 20+ models, a jazz band playing all day made the Olympus booth AGAIN one of the most attractive of the ZOOM EXPERIENCE

12. Consumer- & tradeshows Miscelanious marketing

13. What: PIMP YOUR CAMERA Where: Various locations When: 2006 Purpose: Guerillia PR – position Olympus as hip & young via tattooïng your camera (Henk Schiffmacher) Result: 20+ clippings / costs € 30k - gross media value € 300k

14. Henk Schiffmacher is Hollands most famous tattoo artist and nowadays a well known painter as well. Bringing Henk to a store causes a rouse immediately. Press love him (and he’s not shy in return)!

15. What: Camerawerpen (camera throwing contest) Where: Hoofdddorp When: August Purpose: Guerillia PR – attract attention for tough camera Result: 20+ clippings / gross media value € x

16. The challenge was to come up with a sales promotion which made the press with a budget of max € 1000,- Everybody entering the camera throwing championship got a discount on buying a new camera, as they had to throw their own… (trade-in promotion) Best result 70+ meters!!!

17. What: Olympus µ-850SW commercial Where: Masos des Pals (Spain) When: April 2008 (broadcasted in May – June 2008) Purpose: Create commercial to promote the µ-850 / tough camera with extreme low budget Result: 20 / 25 sec commercial and increase in M/S from 5% to 15% in valuerange > € 200 - < € 300,-

18. The total budget for production of the commercial was €40k… we managed! All is produced at extreme low-costs – although the end result doesn’t show this at all. The final commercial with the making off as well was send out to dealers on DVD. Click link below to see commercial: http://www.youtube.com/watch?v=U1MYqBninZo

19. What: Olympus PEN introduction Where: Fabrique - Utrecht When: June 2009 Purpose: Dealerintrodution Olympus PEN Result: 250+ dealers at event with ehtousisam

20. The introduction of the PEN is the biggest for Olympus in years. The dealer event was aimed at awareness fun and experience! See the youtube clip for the comments of dealers / attendees. Click link below for an impression: http://www.youtube.com/watch?v=UECBzdoD85g

21. What: PEN Tour Where: Various locations in NL (3 months) When: July – Oct 2009 Purpose: Promote PEN to end-users outside the photo-shops / subscribe to Lend-a-PEN promo Result: 2000+ consumers interested / 400+ camera’s “lent to consumers” /

22. The introduction of the PEN is the biggest for Olympus in years. Without ATL we had to come up with another way to get consumers to the stores. LEND-A-PEN consumers were able to try the PEN for a day (pick-up at dealerside)

23. What: PEN Academy Where: Zoeterwoude (Olympus NL) When: May 2010 Purpose: Train in-store sales staff on selling PEN Result: 400+ attendes / 84% of attendees has gained better knowledge and is selling more

24. The PEN academy was aimed at increasing affection for the PEN concept. Seeing is believing. 400+ countersalesmen have experienced the power of the PEN in various photo experience settings with models (Graffitti / Catwalk / Strobist / Light graffitti) 84% of attendees became more enthusiastic about the PEN!

25. Martijn Peeters Marketing Manager Kamera Express October 2010 – present

26. What: Kamera Express stand Where: ZOOM EXPERIENCE - Utrecht When: November 2010 Purpose: Generatesales and attractvisitors, re-load the Kamera-express image Result: 200m2boothwithcatwalk and 20+ models

27. A fashionshowsponsoredby Mexx A booth built out of EURO-PALLETS foranunique, hip look&feel The biggeststaff – 70+ peopleincl make-up, models, sales-staff, suppliers Once more one of the most attractive stands of the ZOOM EXPERIENCE

28. What: Kamera Express stand Where: ZOOM CAMPUS - Nieuwegein When: October 2011 Purpose: Generatesales, enforceKamera-Express brand Result: 105m2boothwith35 meter long counter

29. 35 meter long counter, 7.5 meter high visual as back wall, 9kW light, 26 personsstaff and a huge volume in products made this a verysuccessfulleventfor Kamera Express All promotionswerecommunicated via a 20 page brochure, which is made in house.