Relationship | A letter from Fujifilm Canada

Relationships are complex. You have to work hard at them.
Yesterday I received the following letter from Fujifilm Canada:

Dear X100 Consumer,
We would like to take this opportunity to thank you for being one of the first people to purchase and register your Fujifilm X100 Digital Camera.

To show our appreciation, we would like to offer you a complimentary 16x20 Photo Canvas valued at $89.99 so that you can proudly showcase your photos to friends and family. See below for complete instructions on how to redeem your free gift.

We also know how important your camera is to you and we want to ensure you receive outstanding customer service and technical support. With that in mind, we have created our exclusive X100 Professional Serice Program described below.

Once again thank you for choosing Fujifilm, and we look forward to you sharing your experiences with us at

Greg Poole
Vice President, Imaging Division
Fujifilm Canada Inc.
Your decision to own the X100, the Professional’s Choice, deserves Professional Service.

In the event you require service for your X100, we are dedicated to providing both simple and immediate service to ensure your peace of mind. FinePix X100 Professional Service includes:

- 2 hour e-mail and phone support response during normal business hours
- 2 business day turnaround on any X100 repair
- Free shipping to Fujifilm to service your X100
- Loaner unit program (if necessary)

Now, I’m as cynical as the next guy — probably more so than the average person — but gosh darnit if this didn’t make me feel a tiny bit special. And you know what? I don’t think there’s anything wrong with that.

Above all I think this shows Fujifilm know they have something worth cultivating with the X100. They’re also probably very much aware that most professionals aren’t using Fujifilm cameras as part of their day’s work (lenses are another story but the brand isn’t necessarily visible) and this might be a first direct contact for many of us with their company. So far, between the timely and worthwhile firmware updates and this letter, I have to say I’m impressed.

Yes, it’s marketing. But it’s SMART marketing. Apple smart — the kind that adds a glow around a company’s product.

When you have guys like Zack Arias saying thing like: “The Fuji x100 is the greatest digital camera ever made and may just be the greatest camera I have ever owned. You’ll have a hard damn time convincing me otherwise.

I mean, seriously. For free. Wow.

Fujifilm have the equivalent of a killer app on their hands and they seem intent on not blowing it. This bodes very well for the future of this line and for photographers everywhere.

So… which picture should I choose for that 16x20? Decisions, decisions…


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