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Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
Canon brief
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Canon brief

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Driven by an interest in learning/practicing the different roles of agency life, I was challenged by a planner to address an issue of a brand I admire. As a photographer who has always shot Canon, I …

Driven by an interest in learning/practicing the different roles of agency life, I was challenged by a planner to address an issue of a brand I admire. As a photographer who has always shot Canon, I chose to address the declining sales in compact cameras due to the rise in smartphone technology.

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  • 1. Driven by an interest in learning/practicing the different rolesof agency life, I was challenged by a planner to address anissue of a brand I admire:Canon faces declining sales in compact camerasdue to rising technology in smartphonesThis is a brief [in progress] of how Canon can capitalize onthe popularity of smartphone photography. Enjoy! -Kellock Canon: Fighting for the Love of Photography S ta r t D at e : J a n ua r y 2 0 13
  • 2. Canon: Fighting for the LoveTAKE THE NEXT STEPDRIVE CONSUMER SALES BY TARGETING USERS OF MOBILE APPSCREATE STRONG BRAND CONNECTION WITH NEW CONSUMERSGET A CAMERA IN THE CONSUMERS HAND PRESENTATION DIALOGUE 1. FLOODGATES ARE OPEN THANKS TO SOCIAL NETWORKS LIKE INSTAGRAM WHERE THE VALUE OF A GOOD PHOTO HAS SKYROCKETED. USERS HAVE ALSO BEEN PRIMED TO PHOTOGRAPHY AND THE ART OF CAPTURING A MOMENT AND SHARING IT. NOW WE WANT THEM, AND THEY WILL NATURALLY, WANT MORE. 2. THIS IS A MATURE INDUSTRY WHERE MOST BUYERS (PAST, PRESENT, FUTURE) ARE EITHER UPGRADING OR ADDING A 2ND TO THE HOUSEHOLD. IF WE CREATE CONNECTION WITH THEM NOW, IT MEANS FUTURE SALES DOWN THE ROAD 3. STARK DIFFERENCE BETWEEN A PHONE IN YOUR HAND AND A CAMERA IN YOUR HAND, WE WANT THEM TO FEEL THE RUBBERIZED GRIP, THE TITANIUM BODY. CREATES LASTING SENSATION. HARD TO IGNORE
  • 3. Canon: Fighting for the LoveISSUEIMAGING TECHNOLOGY IN SMART PHONES IS IMPROVING, WHILE THE SALES OF COMPACT CAMERAS ARE DECREASING PRESENTATION COPY BIGGER QUESTION, ARE THEY LOSING REVELANCE? INDUSTRY WIDE CAMERA SALES SAW 25% DROP B/W AUGUST ‘11-’12 CONSUMERS TAKING PICTURES WITH PHONES INCREASED 10% (NPD) BOTTOM LINE IS SMARTPHONES ARE TAKING COMPACT CAMERAS BY A STORM ARE SMART PHONES THE COMPETITION?
  • 4. Canon: Fighting for the LoveMARKET TRENDVOLUME OF SALES v. VALUE OF SALES PRESENTATION DIALOGUE 1. RESEARCH/REPORTS INDICATE THAT WHILE THE NUMBER OF CAMERAS SOLD HAVE DROPPED OVER THE YEARS, THE REVENUE FROM CAMERAS HAS REMAINED STEADY (GFK RESEARCH) (CANON POSTED INCREASED DSLR DEMAND Q2 , DROP IN Q3, EXPECTED INCREASE DEMAND FOR Q4, ENGADGET) CANON ANNUAL REVIEW REPORTED GROWTH IN SALES IN DSLR CAMERAS DESPITE SETBACKS FROM ‘11 DUE TO THAI FLOODS 2. WE INTERPRET THIS TO MEAN LESS PEOPLE ARE BUYING MORE EXPENSIVE CAMERAS. THERE SEEMS TO BE A SHIFT IN INTEREST TOWARDS A BETTER PRODUCT. A BETTER PHOTO. 3. FITS THE MOLD OF OUR TARGET AUDIENCE…MILLENNIALS SMART PHONES ARE THE LAUNCH PAD
  • 5. Canon: Fighting for the Love PRESENTATION DIALOGUE • 75% OF WORKFORCE IN 2025 • 74% REPORT INFLUENCE ON PURCHASE DECISIONS OF OTHERS • ONLY KNOW WORLD WITH INTERNET/SMART PHONES. UNDERSTAND SOCIAL CURRENCY OF GOOD PHOTOSTHE TARGETMILLENIALS | AGES: 18-33 | A GENERATION THIRSTING FOR VALIDATION THROUGH THE LENS OF SOCIAL NETWORKSBIG | INFLUENTIAL | DIGITALLY UNIQUE
  • 6. Canon: Fighting for the LovePERSONA: THE RESTLESSFOLLOWING THEIR HEARTS IS APPROPRIATE THAN FOLLOWING FOOTSTEPSTHEY DESIRE EMOTION RATHER THAN CONVENTIONWILLING TO PAY A PREMIUM FOR A HIGHER QUALITY GOOD PRESENTATION DIALOGUE • SHOP BOUTIQUE OVER MACYS, TRAVEL GUATEMALA OVER CABO, DRINK LA COLUMBE OVER STARBUCKS
  • 7. Canon: Fighting for the Love PRESENTATION DIALOGUE • PHOTOS ON SOCIAL NETWORKS TOO OFTEN SINK IN NEWS FEED QUICKSAND • FOR A TARGET LOOKING TO EXPRESS HUGELY INFLUENTIAL MOMENTS, CAN BE LET DOWN • CAMERA CAN JUSTIFY SPEAK TO MOMENTSPERSONAS: THE RESTLESSDEMOGRAPHICALLY, OUR TARGET HAS THE MEANS AND DESIRE TO EXPLOREPSYCHOGRAPHICALLY, THEY’RE SEEKING FOR SOMETHING MORE THAN A HASHTAGTHEY’LL NEVER FULLY BE ABLE TO COMMUNICATE THE EXPERIENCE THEY HAD, BUT A PHOTO JUST MIGHT
  • 8. Canon: Fighting for the LovePERSONAS: THE EXPECTINGON THE VERGE OF WELCOMING SOMEONE NEW TO THEIR LIVESAN ANTICIPATED MOMENT PRESENTATION DIALOGUE • TRANSFORMATIONAL MOMENT THAT BRINGS PEOPLE, BEYOND THOSE DIRECTLY INVOLVED, TOGETHER • WANT TO FEEL THE SAME TINGLES OF THAT MOMENT 30 YEARS LATER
  • 9. Canon: Fighting for the LovePERSONAS: THE EXPECTINGBECAUSE THIS PERSON DESERVES MORE PIXELS THIS PERSON DESERVES MORE: TIME, ATTENTION, EFFORT, PIXELS
  • 10. Canon: Fighting for the LoveINSIGHT A PHOTO ON YOUR PHONE IS AN ACT OF DISENGAGEMENT (PHONE=REACTION) v. (CAMERA=ACTION)1. A PHOTO ON YOUR CAMERA IS AN ACT OF COMMITMENT DIFFERENCE IN EXPECTATION GENERATION WHO WOULD RATHER BE SEEN AS UNIQUE THAN A SHEEP SMARTPHONE OFFERS ABILITY TO IMMEDIATELY SHARE EVEN THE MOST MUNDANE, BUT IS LIMITED TO THE IMMEDIATE2. PHOTO IS LOST TO THE NEWSFEED QUICKSAND BECOMES IRRELEVANT MOMENTARILY IN SCHOOL, WORK, RELATIONSHIPS, ETC THE OBJECTIVE IS NOT TO ERR PHOTOGRAPHY IS ABOUT MISTAKES AND LEARNING, BECOMING BETTER3. LIFE IS ALSO ABOUT MAKING MISTAKES AND LEARNING, BECOMING BETTER
  • 11. Canon: Fighting for the LoveBrand ValueYOUR LIFE IS DEFINED BY YOUR PERSPECTIVE PRESENTATION DIALOGUE STYLE IS IDENTITY. THE WAY YOU PUT THINGS TOGETHER. THE WAY YOU JUXTAPOSE THINGS. THE FOCUS OF YOUR PHOTO. STYLE IS A TRAIT DEVELOPED OVER TIME, NOT AS A REACTION. LIVE THROUGH YOUR OWN LENS
  • 12. Canon: Fighting for the LoveBRAND VALUE: VALUE OF THE MOMENT JUSTIFIES BETTER TECHNOLOGY PRESENTATION DIALOGUE THESE AREN’T JUST EXTRA TOYS, EXTRA RINGS ON YOUR FINGER. THIS IS THE TECHNOLOGY THAT SEPARATES A MEMORY FROM BEING ANOTHER SO-SO PHOTO, TO ONE THAT SPEAKS VOLUMES.
  • 13. Canon: Fighting for the LoveSTRATEGY STATEMENTSMART PHONES HAVE SPARKED AN INTEREST IN PHOTOGRAPHY AMONGST MILLENIALSSMART PHONES HAVE ALSO DILUTED THE ART AND VALUE OF “PHOTOGRAPHY” WE WANT TO CELEBRATE THE INTEREST, WHILE (LIGHTLY ) CONDEMNING THE DILUTION
  • 14. Canon: Fighting for the LoveSTRATEGY: CELEBRATE THE INTERESTIDEAS FOR CREATIVE EXECUTIONBROADCAST: CHRONICLE PROGRESS FROM PHONE TO CAMERAPRINT:DIGITAL INTERACTIVE: GEOTAG CHALLENGE (FILM OPPORTUNITY AS WELL)SOCIAL MEDIA: PRESENTATION DIALOGUE DIGITAL INTERACTIVE: PEOPLE CAN UPLOAD THEIR GEOTAGGED PHONE PICS. CHALLENGING OTHERS TO GO/FIND THAT PLACE, NEAR OR FAR, AND TAKE SAME PICTURE BUT WITH CANON. CONNECT PEOPLE WITH SIMILAR INTERESTS, SIMILAR TRAVELS, SIMILAR EXPERIENCES AND A REASON/DESIRE TO RETURN. FB INTEGRATION E.G. NYC CITY HALL SUBWAY STATION, BASE OF MOUNTAIN AT SNOWBIRD, FIRST DATE RESTAURANT, VENICE BEACH OUTDOOR GYM, CA-1 COULD ADD SCVNGR GAMIFICATION ASPECTS TO WEBSITE
  • 15. Canon: Fighting for the LoveSTRATEGY: CONDEMN THE DILUTIONIDEAS FOR CREATIVE EXECUTIONSOCIAL MEDIA: #WATEREDDOWN PRESENTATION DIALOGUE THESE DAYS, THERE ARE BLOGS ABOUT EVERYTHING , FROM MITT ROMNEY’S STRAY HAIR TO PHOTOBOMBS TO MOCHA ART. PEOPLE SEEM TO ENJOY RIDICULING WHAT OTHER PEOPLE UPLOAD. #WATEREDDOWN IS A SIMPLE WEBSITE AND GUERILLA INSTAGRAM CAMPAIGN WHERE WE ENCOURAGE PEOPLE TO HASHTAG IN THE COMMENTS OF THEIR FRIENDS MUNDANE EVERYDAY PHOTOS (THAT PEOPLE SHOULD JUST BE LIVING) AS #WATEREDDOWN. THOSE TAGGED PHOTOS WOULD THEN BE UPLOADED TO THE WATERED DOWN PAGE. BY DOING A SOCIAL MEDIA CAMPAIGN, WE TIP TOE AROUND BROADCAST (WE DON’T WANT TO ALIENATE SMARTPHONE USERS! THEY’RE FUTURE SALES), BUT WE ACKNOWLEDGE THE ISSUE AT HAND, WHILE PROVOKING USERS TO STEP THEIR GAME UP. AND PEOPLE CAN MAKE FUN OF THE STUPID SHIT PEOPLE PUT UP
  • 16. Canon: Fighting for the LovePROPOSITIONOUR GENERATION CRAVES VALUE, DEMANDS THE UNIQUE, AND ADMIRES PASSIONTHIS IS A UNIQUE MOMENT–TRAVEL, MARRIAGE, ART–OUR TARGET IS LOOKING FOR APPROPRIATE MEDIUM TO CAPTURE/HONOR THE SIGNIFICANCECANON CAN DO THIS WITH THE MARKET SMARTPHONES HAVE CREATED
  • 17. Canon: Fighting for the LoveCREATIVE DIALOGUE: COLLECTED FROM STRANGERS, PHOTOGRAPHERS, AND FRIENDS“THE IDEA IS TO GET IT OUT OF YOURSELF, TO COMMUNICATE THOUGHTS AND OPINIONS, TO MAKE PEOPLE FEELLESS CRAZY, LESS ALONE.” “OUR WORK [WHAT WE TAKE PHOTOS OF] CHANGES AS WE DO, AS DO OUR INTERESTS, AND ABILITY TO UNDERSTAND PEOPLE”“A STILL IMAGE HAS THE ABILITY TO MOVE. YOUR HEART. YOUR MIND” “I’M THRILLED WHEN I KNOW I CAPTURED SOMETHING THAT CAN TEACH ME ABOUT MYSELF AND THE OTHER PEOPLE IN MY LIFE.”“PICTURES REVEAL THE MINDSET OF SOMEONE, THEIR SENSATION” “IT HELPS ME UNDERSTAND RELATIONSHIPS BETWEEN PEOPLE”
  • 18. Isat a as ak A of a dmo n ta tk s o b t trs s p r . n f nh me t h t a e y u ys r r ea dy us yt y u s l “ e ,hs s mo a l. u p i n o a o o ref H y ti i me rbe s , ” A dte igo s Y uo e y u e e a draieta n h n t rw . o p n o r y s n e l h t z te emo ns a tT e emo ns tyw t y ua d hs me t ls. h s me t sa i o n hs e kv lme . e a s e e to g te aesi p oo , p a ou s B c u e v n h u h h y r tl h ts l te si h v tea it t mo ey u h y tl a e h bly o v o . l i T mo ey u h at o v o r e r. T mo ey u mid o v or n.T e eaetemo ns o ’ fa a dh n i y u f s hs r h me t y ul rme n a g n o r i t l r a at n. h mo ns h t i tk y ub c t ta p rme tT e me t ta w l a e o a k o h t l e e iga teci . h mo ns h t e i t d f e v nn t h lfT e me t ta b gn o ei f n w yy uaeh r, n w a y uh v t s y h o r ee a d h t o a e o a . Lv tr u hy u o nln ie h o g o r w e s

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