We're not saying that those little disposable cameras you can buy for $3.49 are fully reusable, and that if you tore off the wrapper and bent a paper clip just the right way, you could pop out the film and have a perfectly great little camera, all for $3.49. Nope. We're not suggesting that these cameras, which often say on their labels that parts will be "recycled," will get new wrappers after you turn them in and be resold, again and again. We have no idea. We think bottled water is a good idea too.
The point is when the market changes and your product or service gets hammered -- in this case, film cameras socked by digital tech -- a savvy marketer can always reposition. Consumers love convenience, and if you can't reach them on innovation, the next step down Maslow's pyramid is the need to fill.
These cameras are also a great study in using point-of-sale signage to sell in the absence of other ad media.
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