Service Turns Photo Ops Into Promos

Share this content: is offering a photo-based Web service called Smart Picture for Events.

The service takes aim at event marketers and can be used as an ad-targeting tool or an e-mail list builder.

Participating marketers receive a secured, private-label Web page hosted by Marketers must then hire a photographer who will take photos of event attendees and give them a company-labeled badge.

The badge will include the marketer's URL and a number that the attendees can key into a search engine at the site to view their photos. Marketers can offer attendees one or several photos from the event and can target ads as they see fit.

ImageID clients can send text e-mails in advance to notify registered attendees of the photo possibility. Marketers also can use the badges to drive attendees to the site to opt in for future promotions.

Abby Greenley, spokeswoman for ImageID Ltd., New York, said Smart Picture for Events could also be used as a customer loyalty feature or as a branding tool for a Web site's sponsors.

On the back end, ImageID uploads the photographs with its Smart Picture technology, which also sorts the photos according to person or organization. The technology uses digital imaging and algorithms to perform these duties.

The Professional Convention Management Association and the New Jersey Nets professional basketball team are two early clients.

The Nets began employing a photographer at its home games at the Continental Airlines Arena in East Rutherford, NJ, last week to take pictures of fans. Greenley said the Nets are using the service to increase fan loyalty and drive traffic to the team's content site,

Pricing for the service varies according to marketers' needs. A package including 500 photographs, two separate e-mail send-outs and other marketing benefits will cost at least $1,399.

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