The Milestone Personal Demo Marketing Campaign

By: Brian Karas, Published on Oct 30, 2017

Waste of money or emarketing innovation?

In a program being heavily promoted on their social media channels Milestone is offering to take prospects through a customized one-on-one demo of their software.

We booked a demo with Milestone to see how they position their VMS, and what features they claim are most important in this segment. Inside, we examine Milestone's online demo tactics and analyze the potential effectiveness of the program.

***** ** ***** ** emarketing **********?

** * ******* ***** heavily ******** ** ***** social ***** ******** ********* is ******** ** **** ********* through * ********** ***-**-*** demo ** ***** ********.

** ****** * **** with ********* ** *** how **** ******** ***** VMS, *** **** ******** they ***** *** **** important ** **** *******. Inside, ** ******* *********'* ****** demo ******* *** ******* the ********* ************* ** the *******.

[***************]

Social ***** *****

********* *** **** *********** followers ****** ** ****** ****, ********** *** ******* frequently ** ***** ******** [**** no ****** *********] *** ******* *****.

 

**** ** ***** ***** and ****** *********** ** search ************* - "******* a ****** ** * haystack" ** ******** ** search.

Target ********

********* **** *** ******** used ** *** **** is ******** ** ****** users **** ***-*** ******* installations. **** *** ***** and *********** *** ********* demo **********, *** **** will ********* ********* ******* of *** ****** ********* on ***** ******** **** are ********** **. ********* also **** ** ***** that *** *** **** demos **** **** ***** for ********** ***** ** to *** *********** ********** partner, ** *** ******* is *** ******** ** drive ****** ***** ** any ***.

Booking * ****

*** ******* ******* ** fairly ***************, * *** form ******** ******** ******* information *** **** *** to specify ** *** *** an *** **** ** Partner. ***** ********** *** form, *** ** *********'* inside ***** ****** ********* contact ** ****** * time *** *** *******-***** demo. ********* **** **** have * ****** ** their ** ****** **** do ****** ***** *** the ***** ******** ******, and **** ********* ** 1-2 ***** **** *** day.

***** *** ***** ***-**-*** style, ***** *** ********* presenter **** ***** *** session **** ** ********* time *** *** ****. This ****** *** **** to ** ******** ** specific ********* ** *** potential ********, ** *******.

Demo ***** **** ******/******

***** ********* **** **** showing ******* ****** ************, according ** *********. *** company ***** **** **** have ***** *************** ** this ******, *** ******* to ********* ** **** ********** importance ******, ********* **** **** ***** in *** ******* ****** segment *** * *********** part ** ***** ******* benefits **** ******. 

** *** *******, *********'* Smart ****** [**** ** longer *********] *** ********** ** show ******* ** ****** for ******** ** * defined ****, ***** ***** by ******* *** ***** to ******* **** *** motion ****** ** ***:

*** ********** ** ***** Search ** **** ** relied ** *********'* ******-**** motion ********* ** ******** the ****-**** *** *** search. **** ***** **** camera-based ****** ********* ** not ********** **** ***** Search, *** **** *** results ** ***** ****** to ******* ****** ******** servers, ** *** ******** *********** ***. ****, **** *** require **** ********** ****** on **** ****** ** order ** ******** ***** motion ********* ****** ***** could ******* ****** *******.

******** **** **** ***** of ****** (***********) ***** segments ***** ******* ***** Search, *** **** ********* of ***** *** ************* Milestone *** *********** ** make ********* **** ******* video ******** ****** *** users.

Access ******* *********** ****

********* **** *********** *** access ******* *********** ********* in ******** (*** *** versions ***** **** *** **** *******). * **** **** of ****** ******* ****** can ** ********* ** a ********** ********* '******' style ***, ********* ***** reads **** *** ***** image, ******* *****, **** alarms *** ***** ****. A **** ***** **** can **** ** *****, indicating *** ****** ** doors. **** *** ****** control ***********, ***** *** link ******* ** ***** and ********* ****** **** live ***** ***** ** invalid **** ****, ** bookmark ***** **** * badge ** ******* ***** into * **** **** ********* inventory.

** *** **** **** clear **** *** ****** control *********** ******** ********** per-door *********.

Did *** ***** *****/*****

*** ************* *** *** cover ***** ** **** involved ** ******* ** the ****** ** ****** cameras. ****** ********* **** they *** **** ***** elements ** ********* ** the ****, ** ** not **** ** *** standard **** *******.

Benefits ** *********** 

***** **** ******* ** obviously ******** ** **** more ******** ********, ** Milestone's *******, ** ******** their ********** ******** ** the ***** **** ********* can **** **** ****** qualified *****. **** *** help ***** *********** ***** business **** ***********, ** they *** ****** **** spent ***** ******* ******* qualification *** ***** ******* Q&A ******** **** *********.

Less ********* *** ** ****** ******* ********* **** ***** *****

****** ***** *** ********* much ******* *** ****** to ******* **** ***** in-person ************** *** *********. While *** ****** **** loses **** ** *** ability ** **** * relationship **** *** ********, or **** **** ******** and ****** ***********, ** has *** ******* ** being **** ** ******* interest **** ***********. ********* that **** ** ****** reseller ********, ** ******** XProtect **** ** **********, can ******** ***** **** steps **** *** ****** doing *** ****. ** that *****, **** * Milestone ***** ***** ****** engages **** *** ******** they *** ** **** directly ** ********** ***-*****, budgets *** ********** *********, ***** optimizes their ****.

Cost ************* ** **** *******?

* ****** ** ******* go **** *** ****-************* of *** **** *******:

  • *** **** ** ***** spent ** ******* ********* to ******* * ****. To *** ****** **** they **** ** ******** social ***** *********, *** incremental **** ** ***. However, ** **** ***** on ****** ***** *********** (e.g.,******** ***********), **** ***** ***** somewhere ******* $** ** $50 **** ** *** someone ** **** ** for * ****.
  • *** **** ** ******* the ***-**-*** ****. ** would ******** **** ** $50+, ***** *** **** delivering *** **** *** associated ************** *****.
  • ********** ****: **** ** the *** ********. *** many ****** *** ****** these ***** **** *** a ********* ******? ** it ** **%, **** the **** *** ******* closed ** $*** ** $200 (*.*., *** ***** above / .* ***** rate) ***** ***** ** minimal **** *** * 16 ******* ******. *** if *** ***** **** is *%, *** **** per ******* ****** ** $1,000 ** $*,*** (*.*., the ***** *****  / .05 ***** ****). ** do *** **** *********'* close **** ** **** to *********.
  • ******* ***** *****: *** higher *** ***** *****, the ******* *** *********** costs (*.*., *********** *** demo *****) **** *** be ********. *** *********, it ** ** * mix ** **** **** is ****, *** **** channels, *** *** *********** that *** ******** **** ongoing **** ****. * key ****** ** *** low ** * ****** count ******** ********* **** give ***** ** ** a ***+ ****** ******** with * **** *********** of ****** *** **** allows *** *** **** marketing ****** **** ** camera, ***** ******** ****, customers.

** ******* *** ****** that **** ** ****** tried ** **** ******** is *** ***** **** and *** **** ** conversion ****. *******, ** Milestone ***** **** **** a ********** ******, ** could **** ****** ******* customers **** ********* ***** have ****** ******** *** cost ******* ** ******* for ****.

 

 

 

Vote / ****

Comments (13)

Are the leads getting to the integrators? Thats the question...

Not sure what you mean. Do you mean that the program may not be generating any leads, or that Milestone is generating leads, but sitting on them and not passing them to integrators?

I would ask the same question - do the leads get passed on to integrators to sell/install?  In the past I have received some leads from Milestone so I would suspect they would pass them forward.  Alternately, Milestone may consider them house accounts and keep internal but I could see the backlash on this in residential/SMB being substantial.

Is Milestone selling to SMB and Residential now?  

What do you mean by 'now'? They have always sold to those markets, maybe not their primary market in terms of overall licenses/revenue, but they have had SMB-level offerings for quite a while.

I guess I should have said - "Is Milestone focusing on SMB and Residential now?"

 

I guess I should have said - "Is Milestone focusing on SMB and Residential now?"

Milestone has tried to sell to everyone forever (roughly speaking). For example, they started giving away 8 channel VMS systems more than 7 years ago.

And Husky, first released 4 years ago, has primarily been an SMB play (though certainly more recently they have released higher channel appliances).

So I don't see it as them 'focusing' it 'now' as much as they have continuously tried to sell across the entire market from low to high.

They stated they will pass end-user leads on to integrators, which we covered in the report. I would doubt that Milestone would want to try and keep these kinds of leads as 'house accounts', does not seem likely to be worth all the potential trouble.

 

I voted 'effective'. This campaign would work on me if I were an end user or an integrator, I know that. 

If they have the right person doing the presentation, a solid example script and access to support for the "one off" questions this could be a much more efficient use of time for the integrator sales staff.

I voted ineffective.

It's a decent idea on paper - I just don't think it will have any real success for an industry veteran like Milestone.

This type of campaign is far better suited to smaller or less well-known VMS providers who need exposure to the market - something Milestone already has in spades.

Further, they already make their VMS free to those who wish to download and test it out... a method which doesn't come with any sales questions that seek to qualify them.  (same reason you might not want to get your show badge scanned at booths)

If the goal of the campaign was just brand messaging, then I would say that it probably helps them.

If the goal of the campaign was finding new customers, then I would say that it probably will not help them.

 

This type of campaign is far better suited to smaller or less well-known VMS providers who need exposure to the market - something Milestone already has in spades.

You can never have too many spades; don’t pass them to your competition:)

This will be very effective.  The greatest scalability issue in security products is scheduling a time to demonstrate the product.  In VMS, these have historically been heavily weighted to face to face meetings.  This requires setting a time, a person driving or flying to the potential customer, setting up cameras, NVR, and VMS, and being with the customer for 60-180 minutes.  In terms of sales, this is a highly unscalable model if the goal is to reach as many customers as possible in as short of a time as possible.  If a manufacturer can get a greater number of prospects to view a demonstration remotely at one time, then the opportunities and revenue creation can and should be greater.  Key large customers will always demand face to face, but the greatest volume of customers are those that are 16 cameras and below.  Seeing each of them individually is impractical. 

Read this IPVM report for free.

This article is part of IPVM's 6,435 reports, 865 tests and is only available to members. To get a one-time preview of our work, enter your work email to access the full article.

Already a member? Login here | Join now

Related Reports

Disruptive Free Lead Generation Added To IPVM on May 15, 2020
IPVM has added lead generation for sellers, for free, disrupting the...
IPVM To Disrupt Trade Shows With Launch of Online Shows on Mar 17, 2020
IPVM is launching Online Shows, a series of ongoing events that allow sellers...
Use Access Control Logs To Constrain Coronavirus on Apr 09, 2020
Access control users have included capabilities that are not commonly used...
Startup Solink $17 Million USD Fund Raise Expands To Mass Market on Jun 24, 2020
Solink has raised ~$17 million USD, a sizeable round for the company that...
SAFR Presents AI Facial Recognition on May 18, 2020
SAFR presented its AI facial recognition at the April 2020 IPVM New Products...
ISS Presents Face As A Credential and UVSS on Apr 30, 2020
ISS presented its security platform, including access control integration,...
Avigilon Open Analytics Tested on Apr 16, 2020
After years of effectively closed analytics, Avigilon decided in late 2018 to...
Deep Sentinel Presents Crime Response For Business on Jun 11, 2020
Deep Sentinel presented its anti-intrusion and live response for home and...
Faked Coronavirus Fever Detection, Athena Used Hikvision; Responds - Selling NDAA Compliant Cameras, Pledging 50% Of Profits to Victims on Mar 24, 2020
US company, Athena Security, faked its coronavirus fever detection marketing,...
Cisco Meraki Unlocks IP Cameras With RTSP Tested on Jul 06, 2020
Meraki opened up its cameras to 3rd party NVRs/VMSes by offering RTSP...
NetApp Video Surveillance Profile on Mar 09, 2020
NetApp is increasing its efforts in video surveillance and told IPVM...
Anyvision Presents AI Facial Recognition and Mask Detection on Jun 08, 2020
AnyVision presented its AI facial recognition and mask detection at the May...
Trueface Presents AI Face Recognition, Mask and Temperature Detection on Jun 10, 2020
Trueface presented its AI facial recognition, mask and temperature detection...
AndroVideo Presents Edge AI Face Recognition Cameras on Jun 26, 2020
AndroVideo presented its AI at the edge face recognition cameras at the May...
VergeSense Presents People Tracking Sensor on Jun 04, 2020
VergeSense presented its people tracking sensor and social distancing...

Recent Reports

VSaaS Will Hurt Integrators on Aug 06, 2020
VSaaS will hurt integrators, there is no question about that. How much...
Dogs For Coronavirus Screening Examined on Aug 06, 2020
While thermal temperature screening is the surveillance industry's most...
ADT Slides Back, Disappointing Results, Poor Commercial Performance on Aug 06, 2020
While ADT had an incredible start to the week, driven by the Google...
AHJ / Authority Having Jurisdiction Tutorial on Aug 06, 2020
One of the most powerful yet often underappreciated characters in all of the...
SIA Coaches Sellers on NDAA 889B Blacklist Workarounds on Aug 05, 2020
Last month SIA demanded that NDAA 899B "must be delayed". Now that they have...
ADI Returns To Growth, Back To 'Pre-COVID Levels' on Aug 05, 2020
While ADI was hit hard in April, with revenue declining 21%, the company's...
Exposing Fever Tablet Suppliers and 40+ Relabelers on Aug 05, 2020
IPVM has found 40+ USA and EU companies relabeling fever tablets designed,...
Indian Government Restricts PRC Manufacturers From Public Projects on Aug 04, 2020
In a move that mirrors the U.S. government’s ban on Dahua and Hikvision...
Directory of 201 "Fever" Camera Suppliers on Aug 04, 2020
This directory provides a list of "Fever" scanning thermal camera providers...
Face Masks Increase Face Recognition Errors Says NIST on Aug 04, 2020
COVID-19 has led to widespread facemask use, which as IPVM testing has shown...
Dahua Loses Australian Medical Device Approval on Aug 04, 2020
Dahua has cancelled its medical device registration after "discussions" with...
Google Invests in ADT, ADT Stock Soars on Aug 03, 2020
Google has announced a $450 million investment in the Florida-based security...
US Startup Fever Inspect Examined on Aug 03, 2020
Undoubtedly late to fever cameras, this US company, Fever Inspect, led by a...
Motorola Solutions Acquires Pelco on Aug 03, 2020
Motorola Solutions has acquired Pelco, pledging to bring blue back and make...
False: Verkada: "If You Want To Remote View Your Cameras You Need To Punch Holes In Your Firewall" on Jul 31, 2020
Verkada falsely declared to “3,000+ customers”, “300 school districts”, and...