interesting thoughts from John and others wrt marketing. I also remember the marketing campaign focused on the size advantage like the first ad above. I also remember walking jnto my local camera store and the EM5 was tiny yet super capable sitting next to all the big plastic DSLR blobs…the only other camera i looked at was some version of Nex series which also was tiny…the Olympus‘ looks and IBIS won me over…at the time no other competitor had that mix of features and it really made Olympus stand out…incidentally i was at same camera store last week and their shelves are full of mirrorless stuff from Fuji to Panny toOlympus to Canon, Nikon, and of course Sony…the Olympus stuff just does not stand out like it did…They need something like the ‘shot on iPhone’ campaign. But adapted and down scaled to suit the smaller target audience than basically everyone on the planet.
Incidentally, what piqued my interest in the system, being a Nikon DX user previously, were the full page adverts for the original E-M5 I saw in the photography press I was consuming around 2013/14. I eventually got myself an E-M10 to scratch an itch and the rest, as they say, is history.
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Incidentally their marketing budget (and many other things) comes from their SG&A line on their financial statements, and that is one area that has been targeted for reductions by Olympus in 2020, not sure what OMDS will do with their marketing budget though moving fwd. In a lot of cases the mktg ‘story’ targets the segment that the manufacturer wants to go after or has a heavy focus on areas/features where they have a distinct advantage…will be interesting to see what ads OMDS chooses to run or if they choose not to run any, that will also be telling of what their mktg budget is…btw its REALLY expensive to run nationwide or global campaigns, and in a lot of cases that money could have been allocated to other things (R&D…)