Nikon is a Japanese multinational specialized in optic and imaging products. They are mostly known for the development of a wide range of camera going from amateur, semi-professional to professional models.
The Nikon D7200, launched in March 2015, is part of the Nikon D-series of digital SLR cameras. It’s a midrange and professional usage camera. Its affordable price of $1,329.99 makes it a great option for any amateur or semi-professional photographer and videographer.
Target Audience Segment
- 18-35 years
- College or University Degree
- Students/Office Workers
- Middle and upper class
- Single or newlywed, with no children
- Urban, small to large city
- Not very religious, open minded
- Tech savvy, hipster, outgoing, adventurous, energetic, traveler, with an interest for everything related to lifestyle
- “Photographer and videographer hobbyists, keen amateurs, semi-professionals“
- Brand loyalist
With this type of target audience, we are in the “Consideration”. The future customer made some research about semi-professional cameras, he looked at several reviews online and compared it to other products available on the market. He made the decision to purchase the Nikon D7200. He evaluated the price online and in store. His decision is almost done until some external factors made him doubt the transaction.
Financial disruptor is any matters related to personal, business or national financial considerations. It goes from the household revenue to a bankruptcy of a business to international or national bank crisis. These elements can prevent the purchase of a service or product.
The purchase depends on the professional status of the future customer. If they have a stable job or not, a full-time job or part-time job or are students. If they are students, even at College or University, the decision might be shared with the parents who could contribute to the purchase.
According to Statistics Canada, the average weekly revenue of someone in Canada in 2015 is $952.11. The Nikon D7200 is sold for $1,329.99 at Best Buy. It is almost a 2-week pay. For some people, this might be a reasonable price for a quality product however it can refrain the purchase for others. It depends on how someone evaluates the utility, the use and the returns. This camera has a certain cost, it can be a real investment.
This social or cultural disruptor is linked to the community and how people around us are thinking. An individual might feel the need to follow the general opinion shared by their peers in order to be accepted by them and maintain some sort of harmony in the community.
If everyone in the community raves about the Canon D70, the direct competitor of the Nikon D7200, the potential customer might be tempted to buy a Canon camera instead of Nikon. Even if they made their own researches online and the first option led them to Nikon. No one wants to feel different from their group. How could you exchange later when the characteristics and functions on Nikon might be different on Canon?
Personal Situational Factor
The members of the household may have a positive or negative impact on someone else purchase decision.
Students need to consider their parents. The audience in a relationship, need to take the others’ opinion in consideration because they are not alone in the purchase decision process. To one, it might be reasonable to buy the Nikon D7200, to the other it might be perceived as a waste of money. A single person would be more inclined to splurge themselves in the camera however other factors will still have an influence on the buying cycle.
Environmental Situational Factor
The environment, physical (geography) and digital (devices), has an impact during the purchase cycle. If a potential customer is on the street and sees an advertisement for the item, they might be more inclined to make a purchase. Or if an individual is hungry while walking on a street full of good smelling restaurants, incautiously the person can be influenced by its surrounding and decide to enter a restaurant rather than cook a meal at home. On the other hand, being in the store and suddenly checking the reviews online can be a deal breaker.
In the case of the Nikon camera, a physical advertisement, some reviews online or even an acquaintance suddenly writing about the product on social platforms can also have an influence on a future purchase.
In order to establish an influence marketing campaign, we need to find online who are the amateur photographers and videographers who are slowly growing professionally speaking. They are out there and showing their work either on a blog, a Flickr page or an Instagram account.
For example, an individual is starting to get his name out there by taking pictures during music concerts and then publishing his work online, building a community of other photographer amateurs and music lovers. This individual is a micro-influencer. He will demonstrate how everyone can be successful and push others to be more creative and professional in their work.