In recent photography news, (here, for example) we heard that that along with a few other names Nikon will likely not attend Photokina in 2020. For those of you kids who may never have heard of Photokina before, it’s a photo industry convention that is held every two years in Germany.
If you’re tempted to shout/cry that the sky is falling and Nikon is doomed, I’ve got two things to say: firstly, don’t worry, despite all the financial stuff in the news too, your Nikno cameras aren’t going anywhere. Nikon isn’t doomed, actually, it’s photography conferences in general that are actually in (a little bit of) decline.
It is the old-school camera industry marketing tactics that are really in trouble here.
For example, PMA, which was a similar type of trade show/convention in Las Vegas, made like the Beatles and disbanded sometime in 2014 or 2015, I believe. I mention PMA because Nikon also bailed on PMA (Vegas?) preemptively too, when the writing was on the wall, if I recall. (Correct me if I’m wrong!)
But I digress. Here’s the 2nd thing I have to say:
Conventions Are Not The Best Way To Reach Customers Anymore
Dear Nikon,
Here’s an idea: take all that money you’re going to save by not attending a big trade show next year, and put it towards something that the current and future generations of photographers (customers) will ACTUALLY NOTICE: Host your own small event(s), a la “Kando Trip”. Invite your Ambassadors, heck, shamelessly invite a bunch of “influencers” etc too.
More importantly, allow even more photographers to attend, so they can mingle with the ambassadors and influencers, and create lots of “content” using your latest gear.
Lastly, offer a diverse range of workshop classes, from creativity to business to environmental and social issues. Why? Because simply put, it seems to be working for Sony.
May The Influence Be With You
Okay, now let’s “unpack” that bold, at least eye-rolling if not controversial statement. First, a few disclaimers: For one thing, I don’t even like the whole idea of “influencers”, let alone the idea of having them never having to pay for trips and things everywhere they go. Honestly, I avoid most of that type of content, because, you know, the FOMO is real.
Let’s be totally truthful here, though: Marketing is marketing. Promotion is how a company survives, and it’s always a moving target; every decade can be totally different from the last. And, like it or not, as we commence the 2020 decade, “influence” in many different forms is going to be the foremost marketing tactic.
I like to think that we’re all smart enough to see a duck if it looks like one and quacks like one. So, I don’t know about you, but I’m OK with the idea of a future powered by influencer marketing, instead of (or in addition to) traditional ad campaigns and trade shows…
On that note, I’ll tactlessly choose now to mention that I actually attended “Kando Trip 3.0” this year. I was totally surprised by the atmosphere of it all, the amazing people I met, and the things I was able to learn. I’ll save that story for another day, but suffice it to say that I totally expected it to be a kool-aid-drinking party, but it was the exact opposite- It was an amazing opportunity for personal creative growth and education.
One last disclaimer- I’m not a Sony owner, I don’t have any Sony cameras or lenses in my permanent collection. (Yet!) I’ve been a Nikon owner for nearly 20 years. Currently, I just enjoy figuring out how to use new camera gear. Everybody loves a challenge; my 2019 challenge was/is mastering all three of the top full-frame mirrorless systems so that I could give the fairest opinions on all of them to you, our readers.
Nikon School Is Great, Though Not Modern Enough?
Indeed, Nikon already has a very robust “Nikon School” workshop system, and it’s a very respectable learning environment that is likely very worth the investment to attendees. (I haven’t attended, I’m just going based on general opinion, and having met many people who’ve attended a workshop.)
They also host some press+influencer events, too, for their most important camera announcements. (Canon also does this, by the way; SLR Lounge attended the press release of the EOS R, and we were able to give feedback on the camera directly to their engineers, and chat candidly with their upper management!
Unfortunately, neither traditional workshops, nor traditional press events or trade shows, are the best way to reach the vast majority of future customers, let alone convince them to buy cameras and lenses.
Marketing And Social Media Got Married A Long Time Ago
Many of us might not have attended the party, or even gotten an invitation, but social media and marketing got together many years ago.
In fact, the worlds of both online and direct marketing have changed drastically in the last decade, and they’ve done it at such a pace that the traditional tactics of marketing and education have not been able to keep up with.
The best way to sell cameras these days is to actually connect with the entire photography community, on a personal (or quasi-personal) level, through direct contact and through the vloggers and influencers. Then, take it one step further and actually help them improve their craft, expand their creativity, and gain technical mastery or grow their business, etc.
It sounds crazy to suggest that reaching (potentially) 200,000 people at a large trade show might be less advantageous to a global corporation, versus connecting with a mere ~200 photographers. But, if you don’t think “just” 200 photographers aren’t a powerful global asset, then you haven’t noticed just how much “influence” there is going around these days. A couple of hundred influencers can easily reach millions of eyes and ears. (Again, it seems to be working for Sony!)
This isn’t meant to be a Sony ad, so I’ll stop there. I’ll save my Kando Trip story for another day. I’m not exclusively a Sony fan, as I said earlier; I’m a fan of all camera systems, and I’m an even bigger fan of healthy competition in any market because that is what gets the best final products to consumers, at the best prices.
Do “they” have many of the best cameras and lenses around right now? Yes, you’d have to be blind not to see it. But I’m still in love with Nikon cameras in general, and I am also really excited about what Canon is doing these days too. It’s just a very exciting time to be a photographer and a gear nerd!
So, let’s get one thing straight- without great products, marketing is a sham. We don’t need to discuss that, although I’m sure some fankid can’t resist chiming in with “Sony isn’t doing well because of marketing hype, you idiot, they’re doing well because they make great cameras.” To that, I say, it will absolutely take BOTH.
(If you still don’t believe me, just ask Sony about Betamax.)
Can you Join A “Tribe” Without having to “Drink The Kool-Aid”?
You’ve probably already heard the term “tribe” used in describing viral marketing tactics and other such things. But, can you be a part of that tribe vibe, without becoming blind to any shortcomings, drawbacks, or the basic facts of the matter?
Of course you can; how gullible do you think you are? Have a little more confidence in your ability to discern, and process information, folks.
I am a strong supporter of disclosure, of course, because flat-out lying to readers or viewers, or even intentionally allowing them to assume something unspoken but incorrect, is a great way to lose all credibility when your audience does eventually find out who is paying your bills.
However, I’m also a huge supporter of, “know thy enemy competition.” Also, I’m a fan of predicting the future, just because it’s fun to see if predictions come true.
On that note, I predict that each of the three big mirrorless camera systems will be highly competitive and desirable within just a year or two. There’s only a few features left to add to existing Nikon (and Canon) camera bodies for them to be competitive (enough) with the current feature/specs leader.
Nikon could definitely use some more visibility, though, since they’re not serving the exotic, exciting f/1.2 primes and f/2 zooms that Canon’s RF mount is getting, and they’re not yet as feature-packed and high-performance as Sony’s A7-series and A9-series bodies are.
But, what Nikon does have going for them is a smartly designed, well-made new system, with a huge mount diameter that will make all sorts of incredible lenses possible in the future, from the ultra-sharp “modest” glass that we’re seeing right now in the f/1.8 primes and f/4 zooms, to the exotic f/2.8 zooms and f/1.2 primes. (f/2 ultra-wide zoom too, please!)
What is lacking is, that word-of-mouth marketing that Nikon used to benefit from back in the day when you actually went into a camera store and held all the cameras before deciding which one to buy. In those days, Nikon did great, because they made great cameras that were a delight to use for both beginners and pros alike.
So now, I think Nikon will do great if they can simply get enough visibility for their impressive Z-series bodies and lenses. Traditional marketing methods simply can’t capture and convey the personal experience of whether a camera feels effortless to use, or is highly frustrating.
But, vloggers, Instagram stories, and content from gear reviews to tutorials made in those formats CAN get that message across.
I know this may have been another one of my big, dumb, foot-in-mouth ideas, but I’m truly curious to hear YOUR take on the subject. What do YOU think about the current situation, with all of the significant changes to things like social media and press/marketing strategies, and how it relates to the future of large corporations in highly competitive markets, not just photography but anywhere?
I’m genuinely interested to know if other people think this is all just out-of-touch nonsense, if I just don’t know what I’m talking about, …or if this could actually be the future way that all large brands ensure their future profits and stability?
Take care, and travel safe!
-Matt
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I understand the social media tribal effect, but nothing speaks louder than the equipment “producing the goods”…
If the chatter about the gear is genuine, and the gear lives up to that chatter expectation, then the gear will succeed, and sell well because “produces the goods” for the photographers who use that gear.
Having been a Canon shooter for 19 years, I grew attached to the brand, it was comfortable for me, and it “produced the goods” for me. *I still receive their mailings and read Canon Rumours etc, because I am keen to see them do well…. However, if you scrutinise all their hype advertising, it is embarrassing to see their ambassadors extolling the virtues of their mirrorless gear which they would like the public to believe delivered “all the goods”, while knowing that there was better equipment in the market. If you actually look at the actual features of that mirrorless gear, while knowing the features of the now, benchmark standard SONY gear, there are many glaring shortfalls, and downsides of the current Canon mirrorless gear, that you start to question the professional integrity of those ambassadors for bald-headedly sprouting how great the Canon gear is so great, when you know that their gear has to operate with adaptors etc, and has only half the features and capabilities of the current benchmark standard in the industry…
No, I don’t get anything from SONY to promote their brand….. I am a photographer who spends my hard-earned bucks on the gear that delivers what I need, and I have to say that the SONY gear does it for me, which is my reason for switching over from Canon in 2017…
Do I think that SONY are great marketers? … I think that they are innovative in their strategy in the USA, but elsewhere, such as in Africa, I think they have completely missed the mark for a bunch of sound business-related reasons. But hey, who am I to tell the mighty SONY brand executives how to run their business….I am just a discerning photographer who uses the equipment which suits my personal needs.
Marketing, which ever way you use it, is merely an invitation to look and try….. But it’s the nitty gritty “goods that are delivered”, that decide if that brand will make profits or fail….
Hello, Matt,
I have read your article with great attention. I myself think Nikon would benefit a lot by gaining visibility on social networks. The fact that they have entered the hybrid segment represents a real opportunity for the company and is in line with the smartphones’ era. Today, all those who make photography, do so in an artistic process, of self-expression, with the desire to progress with their material. Connected to an application, a hybrid like Nikon’s Z50 allows the customer to take advantage of both systems: the camera’s unparalleled image quality and the ability to share their pictures instantly with a smartphone.
You mention various times the importance of marketing within this context. Although the Z-50 presents many assets, it is impossible to overlook the threats of this new camera model, in an ultra-competitive environment.
I would be curious to hear your feedback on strategic leads, from a promotional point of view, that Nikon could use to generate more growth and thus increase sales volumes for this new product.
Many thanks,
Anna
If I read you correctly, what you seem to be saying is who can market the best, and very little about the equipment and what it does…?
I shoot wildlife and was a loyal Canon shooter for 19 years, and had all the big big Canon guns to help me capture the images which I wanted….
But after reading about the technical specifications of SONY’s A9, I figured that if that camera was indeed what they were alleging, then I had to test one out for myself. So I took my 1DX MKii / 200mm-400mm f4+built in 1.4x TC along with this funny little SONY toy ( A9i / 70mm-200mm f2.8 GM +2xTC *I couldn’t source their 100mm-400mm at that time) and put both rigs through their paces on the 2017 annual Carmine Bee-eater breeding/nesting phenomenon on the Zambezi River.
I have allocated 6 days at that Carmine Bee-eater breeding site, but after about 15 minutes with my good old Canon rig with which was an awesome piece of engineering which I loved and had much success, my arms ached from swinging it around, and I had very little to show for my troubles. *It should be said that any photographer who attempts to shoot Carmine Bee-eaters on the wing, is delighted if they can achieve 5-6 decent sharp images out of about 500 frames.
I then picked up this new SONY rig and because it was so light, I could swing it around for much longer periods. But what really blew my socks off was the actual results which revealed themselves as I scrolled through my shots. What I saw, literally shocked me !
After six days, and hundreds of sharp images of Carmines with and without insects in their bills; a 32 image sequence of an aerial bird fight between two males; a bunch of images of birds hijacking insects from other birds; birds flying directly at me so all I had was a thin line at which to aim/focus, and birds scooping insects at ground level with a mottled, grassy background, I was totally convinced that this new equipment was exactly what could deliver images which I had previously been unable to achieve.
On my return to South Africa, I packed up every single piece of Canon DSLR equipment, Canon lenses, flash etc and sent them off to my photographic supplier with whom I have had a wonderful relationship for many years, and ordered another SONY A9 and anA7Riii, a SONY 100mm-400mm G Master , 24mm-70mm f2.8 GM, 90mm f2.8 G….
I have been shooting SONY mirrorless FF Alpha bodies ( 1 x A9i, 1x A9ii and A7Riv ) and have added a 400mm f2.8) and without a shadow of a doubt, I know I made the right decision and have the results to prove to myself that I was correct to follow the equipment brand which enables me to capture images which previously had escaped me….
No, I am not sponsored. I pay for all my kit myself….
So, IMHO, for my part, I use what delivers what I want and need…. I guess the articles which I originally read about the new equipment raised my interest, but my choice was made purely on what I found for myself.
I see brands advertising their new lenses and bodies etc, but if those don’t have the features that I need, I won’t use them…
So is it about “marketing”, or is it about “delivering the goods?”
Hi @@Nkanyezi:disqus thanks for your comment! You’re right, the equation here is DEFINITELY about delivering results, and not just marketing “hype”. Without a solid product, marketing can only get you so far.
However, when all products are solid competitors with at leas a few selling points, how a product is perceived by the masses definitely starts to matter a lot more.
I have loads of other articles coming about how much I love the A9, haha, especially now that it has been updated with wildlife eye AF! It’s truly incredible.
Then again, it’s also important to avoid comparing apples and oranges, when talking about reasons to switch gear. While to me the A9’s autofocus system is indeed revolutionary, it’d be silly to compare a Canon 200-400+1.4x against a Sony 70-200, and talk about how much more portable and versatile the 70-200 was. It’d be much more useful to compare the Sony 200-600, of course, as I’m sure you’d agree. And even then, the Canon is in my opinion an even higher-end beast. It also bears mentioning that as Sony announces lightweight “big guns” like their own 400 2.8, Canon also announces new lenses that are also much lighter than their predecessors, and Nikon has some PF lenses like the 500mm f/5.6 that are just impossibly lightweight, while we’re on the topic.
To me? The bottom line is that Nikon and Canon’s lens arsenals are still quite robust in that “big gun” arena, and it’s likely that both will have flagship mirrorless action sports cameras to compete better with the A9 in, say, a year or two. At that point, Sony had better also have a whole lot more big gun lenses out, because the playing field will be a lot more level.
Either way, again like I said, I agree with you that the A9 is a peerless camera in the action sports realm, for both its portability and autofocus prowess. But, I do really look forward to seeing what Canon and Nikon have up their sleeves, because it would be silly to assume they’re just sleeping on this…
@AstroLandscapes Some facts… The 70mm-200mm f2.8GM +2x TC produced quality images as high as my 200mm-400mmf4… I now have the 400mm f2.8 and if you compare apples with apples against the Canon 400mm f2.8 the SONY G Master comes out on top… The internal focussing mechanism is quicker, the lens is better balanced (Internal elements have been re-arranged for better balance etc… I now also shoot the SONY 100mm-400mm GM, and I have a 1.4x TC permanently attached… Compared to my old Canon 100mm-400 MKii which couldn’t take a TC, the sharpness is superior to the Canon lens…
While I really do wish that CANIKON would bring out something to compete favourably with the even the A9i and A7Riii, they are far off the level of competing one an equal footing, and yet the A9ii and A7Riv have leap-frogged even higher, using technology and firmware that CANIKON have not got to yet…. Can CANIKON really catch up to that kind of technology and advancement in a year or so? Remember the A9ii and A7Riv have jumped above the A9i and A7Riii already, and CANIKON haven’t yet reached those levels…
My fervent hope is that CANIKON do hurry up and start competing on a one-to-one like-for-like basis because the industry and public needs healthy competition…. But the problem with the traditional photographically rooted brands such as CANIKON, is that they still have one eye on their old legacy glass, and are trying desperately to placate their loyal customers who have so much invested in that old glass… Take the new 1DX MKiii… No matter how you dress it up, it is still a DSLR body designed to continue using old-fashioned glass (Not knocking their old glass… Its great, B-U-T… It is already lagging behind the bespoke mirrorless designed glass)….
Don’t forget SONY’s market cap is about $ 64 Billion, Canon $ 31 Billion and NIKON about $17 Billion…. They are traditionally an electronics company with a pioneering history, and lead the world in sensor development, and they have the cash to spend on R+D….
I don’t work for SONY, nor do I get any sponsorship from them or anyone else…. I am just another photographer who tries to arm myself with the best tools to help me get my job done….
Resistance to change, is the biggest thief of advancement…..
Thanks for the healthy debate, and keep up the great work :-)
You definitely said it best, in the end: “resistance to change is the biggest thief of advancement…”
Thanks for sharing your info about each of those lenses. I do agree that any lens that is quite a few years newer than another can always be expected to perform better, (such as the new-ish Sony 100-400) …and sometimes even same-generation optics turn out better due to the smart design of one versus the other. (Such as with the newest 400mm f/2.8’s from each brand.)
Still, I’d argue that if you want to compare a Sony 70-200 + 2X against a Canon 200-400, you should probably also mention how the Canon 70-200 + 2X handles, too. Again, always at least mention apples and apples, even if what you have in-hand is an orange. ;-)
Personally, I actually am surprised that Sony didn’t go full-body with the A9 mk2; I almost expected them to make a camera that had a permanent vertical grip. It would, of course, still have been a bit lighter and smaller than a Canon 1DX or a Nikon D5, but I personally think that many action sports photographers really prefer the balance of a vertical gripped body especially when shooting with decently large lenses, even the kits as portable as a 70-200+2X, or a lightweight 400 2.8. But, that’s just what I’ve heard from the few sports/wildlife photographers I’ve talked to, and my own personal preference, that’s not a sweeping poll or general consensus…
Thanks for the input. If I compare the SONY 70mm-200mm f2.8 GM to the Canon 70mm-200mmf2.8 MKI… My Sony is sharper… For the record, My Sony 100mm-400mm GM is built to take a 1.4x TC and also a 2x TC, whereas that could not work on the Canon 100mm-400mm.
Once you get used to no vertical grip ( especially with the A7Riv and the A9ii ) any photographer that prefers a large “brick” in their hands, IMHO is being retrogressive…. :-)
At the end of the day comparing a 1DX MKii or even what we think the 1DX MKiii may be when it eventually come out to a SONY A9i or the A9ii is like comparing a VW Beetle to a Mercedes Benze S Class…. Not even a comparison…..
If CANIKON don’t get their act together, mirrorless will get so far ahead that catch-up will be impossible….. But i certainly hope not, because we need healthy competition… Thanks for the debate. Have a great day :-)
I think if you shoot a lot of vertical shots, the vertical grip is extremely necessary, you can really injure your wrist by not holding a larger setup correctly for 10-12+ hours a day… Having said that, all Sony needs to do is put out a really solid, well-connected/sealed A9ii aftermarket grip, and they’re fine, I guess.
I don’t buy that car comparison for one minute, though. The 1Dx3 (and the 1Dx2, for most sports photographers who haven’t yet tried the A9’s AF system) …are very much a high-performance, cutting-edge option. Nikon’s D5 might have slightly better 3-D tracking, but generally speaking, the AF system of the 1DX series has been absolutely a “race car”… The A9 is just a self-driving race car, LOL.
100% agree. I consume Way too much Youtube and just thinking of what each photo youtuber uses, it’s either a Sony a7iii, Canon Eos R, or a Panasonic GH5. I think only Matt Granger uses the new Nikon mirrorless, and he used to go by “That Nikon Guy”. It’s kind of telling. People look up to these personalities and want to mimic them. As I researched jumping to the a7iii, I completely forgot about Nikon unless I was in a camera store. Right now, it seems like Youtube is all about the new S1 cameras, is EOS R good enough for the crazy lenses, and a bunch of Sony love. Nikon is really missing out on that segment and I think it’s probably hurting their business because of it.
That’s a good point, but it can also be a two-edged sword. I’m not a fan of “personalities” so shamelessly promoting a bunch of gear that the average consumer could never afford, say for example all the Youtubers who shoot their vlogs with a 1DXii, just because it (was) the only full-frame body to offer 4K 60p video. I really love to see the personalities who use “average” gear, and make amazing results. I think those folks are the most inspirational.
Fortunately, one thing that Nikon is really good at is, making affordable gear that competes strongly with other high-priced options. The build quality of the Z6, and the quality and performance of their f/4 zooms and f/1.8 mirrorless primes, shows just how committed they are to the mid-priced segment of photography.
Unlike others, I don’t forecast doomsday for any camera brand just yet. I just think that social media has dramatically changed marketing strategies over the last 10+ years, and some companies are taking the ball and running with it more than others…