Canon fights smartphone threat with biggest sales promotion push

Canon Ixus: camera manufacturer readies sales drive
Canon Ixus: camera manufacturer readies sales drive

Canon is ploughing £4.5m into its marketing activity in the run up to Christmas to support the launch of its biggest-ever investment in a discounting campaign.

The consumer electronics firm is hoping to stimulate demand in the camera market with a £3m dedicated investment in sales promotion, created in response to the rise in smartphone sales which has impacted on the compact camera market.

Susie Donaldson, Canon UK & Ireland marketing director, said the company made a "conscious decision" to invest so heavily in November and December after cutting back all marketing investment in the first half of the year when its supply chain was hit by the Japanese earthquake.

The discount campaign is offering cashback of up to £50 on its EOS digital SLR cameras, IXUS and PowerShot compact cameras, Legria HD camcorders and Pixma printers.

Television, print and digital activity created by Dentsu, will support the products included in the promotional offering.

Straplines include "photos will never be the same again" and "adventure starts here".

Canon is also launching a pan-European tie-up with Harry Potter in an attempt to make printing a creative exercise rather than purely functional.

Buyers of Pixma printers will be sent a DVD full of printable Harry Potter images.

Follow Matthew Chapman on Twitter at @mattchapmanUK

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