Brand Tone

Knowledgeable & Authoritative, Passionate & Enthusiastic, Traditional & Reputable, Community-Focused, Helpful & Customer-Oriented

Brand Values

• •Expertise & Knowledge: Prided themselves on staff expertise and providing in-depth product knowledge.
• •Customer Service & Care: Aimed for a high level of customer service and satisfaction.
• •Comprehensive Range: Known for having an enormous range and depth of stock.
• •Heritage & Longevity: Emphasized their long history and multi-generational family ownership.
• •Community Engagement: Actively involved in the photographic community through services and support.

Best Practices

• •Prioritize Staff Training: Continuously invest in product knowledge and customer service skills for all team members to maintain the "expert advice" reputation.
• •Showcase Heritage: Regularly incorporate the store's long history and family-run aspect into marketing messages and in-store storytelling to reinforce tradition and trust.
• •Foster Community: Continue to host workshops, events, and maintain an active, engaging presence on relevant social media platforms, encouraging user-generated content and interaction.
• •Emphasize In-Store Experience: Highlight the benefits of a physical store, such as hands-on product interaction, immediate expert advice, and community connection, which differentiate from online-only retailers.
• •Maintain a Passionate Voice: Ensure all communications, from website copy to social media posts, reflect a genuine enthusiasm for photography and a desire to help customers achieve their creative goals.

Social Perception

Michaels Camera & Video was widely regarded as an iconic Melbourne institution and a mecca for photographers. It was perceived as a place with a vast selection of gear and expert staff who were passionate about photography. The camera museum was a unique and respected feature. Its closure was met with sadness and nostalgia by the community, highlighting its importance. Customers appreciated the specialized knowledge and the ability to handle products, something often missing in online retail.

Copy Examples

• •Headline: Your Vision, Our Expertise. For Over 100 Years. Body: At Michaels, we don't just sell cameras; we share your passion. Our family has been helping Melbourne capture its moments since 1916. Come in and experience the difference that generations of knowledge make.
• •Headline: More Than a Store, It's a Community. Body: From your first DSLR to professional setups, Michaels is with you every step of the way. Join our workshops, explore our renowned camera museum, and connect with fellow photography lovers. We're proud to be Melbourne's photographic heart.
• •Headline: The Widest Range, The Deepest Knowledge. Body: Looking for that specific lens or the latest in video tech? With Australia's largest single-store stockholding, if it's about photography, you'll likely find it here – along with expert advice you can trust.
• •Headline: Capture It Right. We'll Show You How. Body: Our 'Understanding Your New Camera' classes are just one way we ensure you get the most from your gear. At Michaels, service doesn't end at the sale. It's about empowering your creativity.
• •Social Media Post (announcing a new product): ✨ Just landed at Michaels! ✨ The revolutionary [New Camera Model] is here. Our team has been putting it through its paces, and we're blown away by its [Key Feature]. Swing by our Elizabeth St store for a hands-on demo and let our experts show you why this is a game-changer! #MelbournePhotography #NewGear #MichaelsCamera #ExpertAdvice