New Product Preview S&F Lens Exchange Case 100AW

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.

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

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. “

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.

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

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 70-200mm 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.

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)

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.

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

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!

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

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

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)

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