LAKEWOOD, Colo.—Artist Ben 3 Eagles, 52, got a point-and-shoot digital camera for Christmas but, months later, still hadn’t downloaded any photos to his computer.
Earlier this month, he and three other students with cameras made by Sony, Sanyo, Casio and Samsung attended a one-day beginner’s workshop on the basics of using digital cameras.
It was sponsored by Panasonic Lumix digital cameras.
In 20 cities across the U.S., Panasonic has launched the Digital Photo Academy, with one-day workshops limited to 15 people each. One benefit: to build its reputation not just as an electronics company but an imaging company, said Rich Campbell, vice president of imaging for Panasonic Consumer Electronics Co., based in Secaucus, N.J.
The goal is to get attendees, who pay anywhere from $50 to $150, to take better photographs, no matter what brand of camera they use, Campbell said.
“Do we want them to buy Panasonic? We’d love that. But we want them to feel good about what they take. That translates to a stronger relationship with the consumer. There’s a long-term value associated with that that is something you just can’t buy,” Campbell said.
Panasonic’s digital-camera sales have been rising, and it has about a 5 percent share of the global digital camera market, according to the research group IDC. It trails Canon Inc. (17 percent) and Nikon Corp. (8 percent) in market share.
Besides traditional ads, Panasonic has tried other warm, fuzzy ways to reach consumers, like sponsoring Fleet Week in New York City and the White House Easter egg roll.
“You’ve got 20,000 people on the lawn of the White House. They’re shocked, stunned, amazed that we’re willing to take their picture and print it out for free,” Campbell said.
Workshop attendees don’t have to own a Panasonic camera for the Digital Photo Academy. Although instructors often demonstrate lessons with Panasonic cameras, they insist they are not there to push products.
Lincoln Phillips, an instructor for workshops in Colorado, said photography allows people to keep family histories. “I’d hate to see that lost just because people are afraid of the technology,” he said.
Campbell would not disclose how many people have attended the workshops or their cost.
3 Eagles learned about his memory card and how to adjust picture quality at his workshop. He wanted to be able to e-mail photos of his artwork to contests and galleries.
The Longmont artist said he was grateful for the lesson.
“I don’t see it as a marketing or advertising thing. That’s not the way it comes across,” 3 Eagles said.
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