By Patrick Avenell
The next stage of Canon's 'No One Sees It Like You' marketing campaign is a promotion to encourage consumers to only purchase their DSLRs, compact system cameras and point-and-shoots from authorise resellers. The impetus behind this campaign is the revenue lost to overseas online traders when consumers choose grey importers over retailers such as Harvey Norman, Camera House and JB Hi-Fi.
An example of the New South Wales creative. States will have creative featuring local retailers.
This latest step in Canon's campaign to promote local retailers and discourage offshore purchasing comes after changes to the company's warranty and the abandoning of RRPs. Several leading retailers have complained to Current.com.au, however, that major camera suppliers are still not doing enough to create price parity, which is widely regarded as the only way to deter the public from turning to grey importers for a discount.
“We’re making every effort to grow the local market and are investing heavily in retail partnerships to drive growth by offering consumers a great imaging experience and fantastic value, " said Canon Australia's director of consumer imaging, Jason McLean “This year alone we've invested millions to help authorised retailers offer very competitive pricing and we’re actively making consumers aware that the value locally has never been so good.”
This promotion will be running for seven weeks, McLean said, and forms part of the most expensive media activity in Canon Australia's history.
“At a time of significant market change we’re making bold moves to achieve market growth in Australia from which we all benefit,” he said. “With the best range, the unique ability to offer consumers the complete imaging experience from capture to output, and very competitive local pricing, Canon and our partners are well positioned to grow in 2013.”