Friday, November 4th at The Paramount studios in Los Angeles, Canon launched it’s newest product the C300. As a Canon 7d owner and longtime industry film and photo freelancer, I was excited to receive an invite from Canon to be at the product debut for a hands on demonstration. Canon captured more than photos and film they captured their audience. Canon got alot of the publicity event elements right but professionals say they missed the mark with their product. Regardless, Canon knows how to put on a good show and get people talking.
This post isn’t about covering the specifications on this product, only a brief analysis of the publicity element, so if you are interested in reading more about the camera specs check out this blog:
Canon delivered hundreds of passes to the product launch event to Media production facilities and notable film/video individuals around the country. By sending out invitations, to those movers and shakers in the film and video industry, Canon focused on the group they felt was their target audience. Focus is a key factor in determining your user group, and how the product will affect workflow. In this case filmmakers looking for a cinematic style optioned camera with easy maneuverability.
Location of the launch event was a key factor in setting the right mood for the aim of this product, namely filmmakers. Holding the event at Paramount Studios in Los Angeles, the film capital of the world made a bold statement to the community that Canon is opening its market to a new type of filmmaker whose budget is around the 20k area. Obviously, location is great way to shift your audiences thought process about your product. The average person knows Canon as a photography company as well as their dominance in HDSLR arena but this announcement gets people to see the company in multiple aspects.
Another vital aspect of this event launch was the hands on product demonstration and cross promotion effort. Canon had more than a generous amount of different models available in different configurations to suit a variety of filmmaking situations. We all know how important it is to be able to hold the product in hand and get first hand knowledge of what we like about the product and what it can really do. Now here is where the product can really affect the consumers and make or break the appeal for the intended audience. After the product reaches the consumer’s hand, its really out of your control the direction opinions will take. All you can do is set the stage to give the target market access to get the word out, and they will decide whether it meets their needs. Canon definitely excelled in this department and collaborated with numerous related film and photographic companies to provide the best possible user experience. One company on hand that collaborated with Canon was Red Rock. Each representative was very knowledgeable not only with their company’s product but the host company’s product as well.
Social media played a huge impact in information being rapidly deployed the minute it was unveiled. As always there is always more than one opinion about whether a product is good or whether a product is bad. Nothing can be all things to all people. But like the saying says, sometimes any coverage is better than no coverage. Twitter, Facebook and their website all offered information about the product and its future.
The climax however of Canon’s publicity event was the Full cinematic screening of several films made on the new camera before it made its debut to the general public. You can view some of the released films here at the following links
Canon, indeed made their mark again by capturing more than just photos and film. They captured the audience they felt was their target market. Isn’t that what we all want to do? Start capturing your audience. And if you need help, don’t hesitate to call. I’m here to help you make your dream visible.