Fake Journalist, Fanatic Marketer - MxInstaller

Author: John Honovich, Published on Mar 07, 2013

This may be the future of manufacturer marketing. Each day, the once dominant manufacturer marketing machine is further drowned out by the rise of the Internet. PR hacks continue to send out boring press releases, hoping that more than a few friends will read them or that a trade magazine will copy them for literally just a few more. The model is failing, but we see a solution on the horizon.

While Mobotix continues to fade away, yet another one of their innovations may prove to be a template for future rival's success. If you have not seen MxInstaller, I urge you to take a look. He claims to be a 'journalist' but a particularly curious one. Here is a sample of the reporting done:

Can you believe this? MxInstaller boasts, "I am so astounded ... I wanted to acknowledge the technology and development team by putting on a suit." Now, journalists are rolling in their graves but if you are a marketer, this is absolute gold -- A video testimonial by a 'journalist'!

That's not an outlier. MxInstaller has absolutely crushed it on YouTube - with over 500,000 video views and more than 2,300 subscribers [Update 2015: now over 1.5 million views and more than 7,000 subscribers] - a massive amount for the surveillance market. The videos routinely are top search results for high traffic terms, including one video over 100,000 views and another on "How an IP Camera System Works" with over 80,000 [Update 2015: nearly 400,000 now].

What's so brilliant is that the videos are technical enough to not be seen as pure PR gibberish but simultaneously warped around Mobotix's atypical approach. While many manufacturers have blogs, typically they are written by entry level marketing people, who know nothing about surveillance. And trade magazine editors are not that much better. Most anyone can see through that. However, MxInstaller knows enough to sound intelligent especially to those not familiar with the domain - a very valuable marketing asset.

Other Manufacturers?

This could work great for other manufacturers. Find a loyal integrator, offer to pay $10,000 a month and tell them to go online and advocate the manufacturer's products. Blog posts, videos, tweets, forum comments and more - a daily stream of favorable coverage and a growing archive of technically powered propaganda, far more effective than a PR person or marketing associate copying and pasting canned press releases or writing SEO spam.

The future is exciting. MxInstaller started it, but we could easily see others - the ArecontVision Repairman, the Avigilon Fanboi, the Milestone BigThinker and more.

1 report cite this report:

Claimed: All Surveillance Manufacturers Are Proprietary on Nov 12, 2014
Are all surveillance manufacturers proprietary? Is proprietary a good thing? Mobotix's magazine, MxInstaller, makes that case. In this note, we...
Comments (14) : PRO Members only. Login. or Join.

Related Reports

Ambitious Mobile Access Startup: Openpath on May 24, 2018
This team sold their last startup for hundreds of millions of dollars, now they have started Openpath to become a rare access control small...
Amazon's "Dangerous New Face Recognition Technology" Says ACLU on May 23, 2018
The ACLU has caused a stir, with a new report Amazon Teams Up With Law Enforcement to Deploy Dangerous New Face Recognition Technology,...
Hikvision Source Code Transparency Center Examined on May 14, 2018
Following criticism of Hikvision's Chinese government ownership and Hikvision's IP camera backdoor, the company has responded with a series of...
March Networks Targets Cannabis Market on May 10, 2018
Will the next March Networks customer appreciation event be held a steakhouse or at a Taco Bell at 2 am? Can March sell the types of systems to the...
Bad Research Plus Lazy Reporting - SSI And 'Global Market Insights' Examined on May 07, 2018
If you wonder why there is so much obviously wrong information online (factually, not simply disagreeing on opinions), this is a great example of...
Integrators Divided On Website Importance to Business (Statistics) on May 04, 2018
Are websites important? Still quite a number of integrators have no websites.  New IPVM statistics show that nearly half of all integrators find a...
The Yolo Bro And The Death of Journalism on Apr 24, 2018
There's an old quote: The job of the newspaper is to comfort the afflicted and afflict the comfortable Unfortunately, the opposite is more...
Rare Video Surveillance Fundraising - Verkada $15 Million on Apr 19, 2018
Fundraising in video surveillance (and the broader physical security market) has been poor recently. Highlights are few and far in between...
'Best In Show' Fails on Apr 19, 2018
ISC West's "Best In Show" has failed. For more than a decade, it has become increasingly irrelevant as the selections exhibit a cartoon level...
Best and Worst ISC West 2018 on Apr 16, 2018
ISC West 2018 had strong attendance, modest overall new products, and a surge in Artificial Intelligence marketing. First, here are 20+...

Most Recent Industry Reports

BREAKING: US House Passes Bill Banning Gov Use of Dahua and Hikvision on May 24, 2018
Today, the US House of Representatives has passed H.R. 5515, a bill that includes a ban on the US government's use of Dahua and Hikvision. This...
Hanwha Wisenet X Analytics and VMD Test on May 24, 2018
Continuing our updated testing of camera analytics, we tested Hanwha's Wisenet X analytics for over two weeks in multiple scenes, indoors and out,...
Ambitious Mobile Access Startup: Openpath on May 24, 2018
This team sold their last startup for hundreds of millions of dollars, now they have started Openpath to become a rare access control small...
Amazon's "Dangerous New Face Recognition Technology" Says ACLU on May 23, 2018
The ACLU has caused a stir, with a new report Amazon Teams Up With Law Enforcement to Deploy Dangerous New Face Recognition Technology,...
Software Only VMS vs NVR Appliances on May 23, 2018
Should you buy your own PC/server and load VMS software on it or get a turnkey appliance (both hardware and software, e.g., NVR, Hybrid DVR) from a...
Buy Arecont: Top Bid $10 Million Cash on May 22, 2018
Last year, Arecont had a deal for a purchase price of $170 million (see Failed Arecont China Acquisition). This year, Arecont has a deal for a...
Installing Box Cameras Indoors Tutorial on May 22, 2018
This tutorial starts our physical installation for video surveillance series, starting with Box Cameras, one of the oldest and most basic types....
The Hikvision Smart Classroom Behavior Management System on May 22, 2018
Hikvision's rapidly growing offering of analytics, which we most recently examined with Hikvision's ethnic minority analytics, is now going into...
Dahua Intrusion Analytics And VMD Tested (Poorly) on May 21, 2018
Dahua ships basic analytics on practically all their cameras, ranging from low cost to high end. To see how these analytics work in real world...
Exacq Improving Technical Support, Responding To Integrator Complaints on May 21, 2018
Exacq had been a long-term favorite of integrators, but since their 2014 Tyco acquisition, Exacq has fallen in IPVM integrator studies (though...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact