B2C Case Study: Vistek

As one of Canada’s larger photography chains, Vistek communicates to its audience online much like as other photography stores, manufacturers and magazines. It’s all about making sales, not engaging with photographers.

Vistek’s social media presence is barely visible on its website. An RSS feed logo beside the word “Blog” and an 180× 80 pixel ad for its YouTube channel are all that exist. Missing are the Facebook and Twitter logos, which many other photography websites leave for the bottom of the page with the sitemap, terms of use and copyright information—must-have pieces of little importance.

vistek-blog-banner-fw_

The blog URL http://prophotoblog.ca does not include “Vistek”, which is a missed branding opportunity. The majority of posts read like advertisements promoting products, complete with bulleted specifications, prices and quotes from the manufactures. Upcoming Events are Vistek seminars and tradeshows it will attend; there is nothing outside of Vistek. The “Tips and Tricks” section includes links to products being sold. None of these engages the community.

Vistek continues its sales pitching on its Twitter and Facebook pages. It has 5,352 Twitter followers (following 1,118) with 1,328 likes and 7,350 Facebook page likes. The only engagement is encouraging followers to visit the Vistek booth at various tradeshows.

Vistek’s YouTube page has a series of how-to, product promotion and speaker videos from a recent tradeshow. Community engagement has resulted in two comments from four years ago and visitors liking 11 of the 74 videos.

There is so much more Vistek could do to communicate with photographers. An “Ask an Expert” call for questions would not only position Vistek as an expert but also encourage followers to answer each other’s questions. Offering a $50 gift card as a prize in a monthly photography contest would not only have followers submitting images but also voting for their favourites. Vistek staff could periodically post photos with common novice errors and ask followers to provide constructive criticism, which could generate discussion and help photographers analyse their own images more critically.

Vistek could probably increase sales if it softened its sales pitch.

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