Canon uses multichannel marketing campaign to inform consumers about new product
Published September 29, 2010
Hoping to boost sales and generate exposure, Canon USA has launched a new multichannel marketing campaign. DMNews reports the initiative incorporates television, print and online elements as well as a sweepstakes.
Canon's marketing push promotes the new Canon HS Systems, which is a new feature of the PowerShot camera that can be used to improve image quality in dark places without the use of a flash. "[We want] to increase awareness and appeal of the HS System," Michelle Fernandez, the brand's marketing manager, told DMNews. "We want to showcase true consumer benefit and deliver on the promise of a good shot."
The camera company is placing display ads on consumer and tech websites, which will drive interested web users to a newly created microsite for the PowerShot. Additionally, print ads will appear in Parents magazine and Teen Vogue.
Consumers will also have a chance to win the camera every week between October 4 and October 31 if they opt to enter Canon's sweepstakes.
With the recession causing many consumers to budget their money, many brands are giving away free prizes to generate awareness. For instance, Visa recently launched a contest giving away free tickets to the 2011 Super Bowl.