Compiled by Patrick Avenell
Canon Australia has launched a new $13 million marketing campaign for its digital imaging solutions, built around the new tagline "No One Sees It Like You". We fired a few questions off to Canon to find out more about this campaign. We asked for no buzzwords in the response but we'll publish them anyway (answers provided by Canon director – consumer imaging, Jason McLean):
Is this the end of ‘Inspires to achieve more’?
“No One Sees It Like You” is our new external brand message and will be used in all points of consumer communication as well as areas such as production printing. Through this, Canon shows how people can do more to value and express their unique perspectives through our end-to-end imaging suite and related tools and experiences.
How important are major marketing programs to attracting consumers to purchase cameras from authorised retailers?
All of our campaigns and experiences aim to inspire and help consumers get more from their imaging, and together with our retail partnerships these have proven very successful in driving local growth. Like other elements of our market support activity, our programs help focus attention on Canon locally and create opportunities for retailers to add value to the consumer.
In addition to marketing what other initiatives does Canon have to help retailers sell high value imaging products?
We have a close relationship with our partners and work with them collaboratively to understand and cater to consumer needs to learn, create, grow and connect. This includes use of Canon content for their own programs, ability to sell Canon services and the opportunity to use our platforms to promote offers. Our focus is to add value to the local consumer experience and we’re active in discussions with retail partners looking to do this in their stores.
Does Canon still that enough is being done to educate consumers on the broad range of features in DSLR cameras?
The untapped source of demand and growth in the category is in helping consumers take full advantage of their imaging experience. Quality image capture is the critical starting point for doing more with images later on, but many consumers do not understand the inherent quality advantage of DSLR over other options. The broader opportunity, though, is in understanding and catering to the complete imaging experience, not just one category in isolation.
Whose job is it to educate consumers – the supplier? The retailer? The consumer themselves?
The key to success for the our industry is to maximise the imaging experience for consumers. It’s a job for all of us. The opportunity is clear, but the question is whether people are focussed on it and playing their part.
Learn more about the new campaign at this Canon Australia microsite.