There’s a lot of press about how phones are hanging right in there with “real” cameras. And while sometimes this is true, for the most part, a Canon EOS R5 is still going to be much more capable than a cell phone. It’s just a shame that major camera brands’ marketing departments haven’t figured out how to show that.
Part of my job as an educator and a photography industry writer is to be on the receiving end of press kits that companies release. To the layperson, these are generally news “articles” from the company that makes the product, along with accompanying images, data, and videos that show off the product and/or what it can do.
While these “newsrooms,” as they are often called, from these companies are aimed at journalists, it’s quite possible that anyone from the public could stumble across these pages. Moreover, journalists are the public, and so wowing a journalist is a good way to get some earned media.
Which brings me to how badly the big two (Canon and Nikon) are bungling their product releases, at least as far as trying to get folks aware of what’s possible.
Big wall of text. A few token images of the camera that are what you’d find on the all-around views on the B&H photo page. For a camera billed for “creators,” there are no images or video created with the camera on the page. How is this going to get someone excited enough to want to explore these cameras?
By contrast, here’s what Apple does for its iPhone 14 Pro:
Bold, beautiful images of the phone. It looks downright glorious. Lots of photo and video samples to show what the phone is capable of.
Read that last part again: photo and video samples on what’s a press release for a phone. Apple is doing a better job of showing the imaging capabilities of its phones than Canon and Nikon are doing with their dedicated cameras that are certain to blow away any iPhone.
While I know that on the back-end, Nikon and Canon reps send large prints, posters, and specialists all over the country to authorized dealers and work hard to train sales folks to be knowledgeable about the company’s products, the reality is while foot traffic in stores is important, most consumers are going to get their information from online, and why not work to make that presentation better straight from the horse’s mouth? It’s good for enticing consumers to buy and journalists to write alike.
At the very least, if the camera companies want to enter the public’s consciousness through the media, they have to be doing a better marketing job than what they’ve been doing forever, or Apple will have made a convincing case that their phones can outshoot “real” cameras and the industry will further decline from where it is.