2. New Product Preview S&F Lens Exchange Case 100AW

3. S&F Lens Exchange Case 100AW
The “S&F Lens Exchange 100AW” extends the S&F Series™ to offer the pro photographer a compact lens case that temporarily expands to hold a second lens, allowing for easy and safe swap of lenses.

4. Product Positioning Target Demographics: Pro Photographer
Gender: 60% Male to 40% Female
Age: 40+
Positioning:
The “S&F Lens Exchange 100AW” extends the S&F Series™ to offer the pro photographer a compact lens case that temporarily expands to hold a second lens, allowing for easy and safe swap of lenses.
Target Channels:
Photo Specialty
Online
Colors:
Black
Price:
MAP (USD)
List (USD)
$34.95
$59.99

5. Target Consumer Professional Photographers Journalist Sports Events
“This lens case is sheer genius. Every time you try to change a lens without a place to set anything down you always do the juggling act of putting one lens in the crook of your elbow while you put the new one on and then put away the old one… Rather than needing two lens cases this one gives you temporarily a second case during the exchange process. Then close it up and you are back to one lens case. “
“The expandable design works perfectly, with the zipper pull being easy to open and a button snap at the back of the case for added security to ensure that the bag doesn't open while you work. Another welcome feature is the sliplock tab for those who don't want to use the shoulder strap. I've found that it works especially well, keeping it right were I need it to swap out lenses. The all weather cover is also a breeze to put on, a good thing if you suddenly get stuck in bad weather. “

6. 3 Key Selling Points Patent pending Lens Exchange™ feature
Bag temporarily expands to hold a second lens allowing for easy and safe swap of lenses.
Eliminates need for a second lens case, saving space and adding freedom of movement
Wide-grip zipper handle
Quick and easy access to main compartment
SlipLock™ belt attachment
Fit on your belt, or connect with any S&F Series™ product.

7. Other Key Features Two spacious mesh pockets
For lens caps, body caps or filters
Built in All Weather AW Cover™
Provides a premium feature that protects gear from the elements
Secure metal snap closure
Additional security
Shoulder strap included
Additional wearing option
Durable, moisture-resistant outer fabric
Long lasting, quality bag

8. S&F Lens Exchange Case 100AW & 200AW Suggested Gear Configurations
Primary Configuration 100AW:
Standard Zoom lens and Ultra-wide Zoom lens
Common exchange lenses:
Nikon:  14-24mm f/2.8 and the 24-70mm f/2.8 w/ hood reversed
Canon: 16-35mm f/2.8 and the 24-70mm f/2.8 w/ hood reversed
Primary Configuration 200AW:
Up to a mm lens f/2.8 (such as Nikon® or Canon® lenses
When the S&F Lens Exchange Cases 100AW and 200AW are used together,
the photographer can carry glass from 14 or 16mm - 200mm at 2.8.

9. S&F Lens Exchange Case 100AW Packaging
Regional hang tag
(same format and text as Lens Exchange 200)
Product features
(same format and text as Lens Exchange 200)
Complete S&F Series
(transitioned from secondary hang tag, to be included in main hang tag)

10. Shoulder Strap (how it’s packed)
S&F Lens Exchange Case 100AW
Packing & Merchandising
Packaging Placement
Shoulder Strap (how it’s packed)
Backer Card
Attachment point
Hang Tag
Packaging for S&F Lens Exchange Case 100 will be the same as the S&F Lens Exchange Case 200 with the exception of S&F tag will be eliminated as a secondary hang tag, and included in the main hang tag.
Shoulder strap packed inside bag and fastened with black twist tie and tagged at the left zipper tape.

11. S&F Lens Exchange Case 100AW & 200AW Merchandising Support
13.5 cm
13.5 cm
Shown hanging on slatwall peg with packaging attached.
Measurements are taken from hook to base of pack. Hook is 4cm from upper slat.
33 cm
38.75 cm

12. Increase sell through by merchandising in both places!
S&F Lens Exchange Case 100AW & 200AW
Merchandising Support
There are two homes for this product at every retailer
With S&F Series
With Lens Cases
Increase sell through by merchandising in both places!

13. S&F Lens Exchange Case 100AW Marketing Support
Print Materials:
Product Ad (3 sizes)
Press Release
Lifestyle Sell Sheet
S&F™ How to Guide
Web :
Slider
S&F™ New Product Landing Page
Web Banner Ad
Imagery:
Product Video
“How to Guide” Video
Studio Imagery
LPIA
Social Media
Pro videos
Pro testimonials
Day in the life video
***New marketing assets will feature both 100 and 200 and replace all 200 assets

14. S&F Series “How to Guide”
Develop an easy to digest “How to Guide” to educate about use of the S&F series.
Show end user how to choose the right series components
Utilize personality profiles to offer recommended kits
Example: not final
Example: not final

15. S&F Lens Exchange Case 100AW & 200AW Product Dimensions
Weight:
0.5 kg (without packaging)
1.0 lb (without packaging)
Interior:
12 x 10.5 x 24 (cm)
4.7 x 4.1 x 9.4 (in)
Exterior:
13.5 x 14 x 26.5 (cm)
5.3 x 5.5 x 10.4 (in)
Lens Exchange Case 100AW
Weight:
0.4 kg (without packaging)
0.9 lb (without packaging)
Interior:
11.0 W 11.0 D 17.0 H (cm)
4.3 W 4.3 D 6.7 H (in)
Exterior:
14.0 W 14.0 D 19.5 H (cm)
5.5 W 5.5 D 7.7 H (in)

16. ThinkTank Modular Component System
S&F Lens Exchange Case 100AW
Competitive Products
$59
$49
$39
$29
Shown at CES 2012
New!
ThinkTank Modular Component System
LensDrop
$39.75
M-Rock
648-Joshua Tree
$40
Lowpro S&F Series
Lens Exchange 100
$34
Modular Systems
Tamrac
M.A.S.
Lens Case - Large
$17.95