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.

In one video, 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

Hikvision Favorability Results 2019 on Mar 18, 2019
Hikvision favorability results declined significantly in IPVM's 2019 study of 200+ integrators. While in 2017 Hikvision's favorability was...
Network Optix Favorability Results 2019 on Mar 11, 2019
Network Optix is arguably the last new VMS. Founded in 2010, more than a decade after most client/server VMS offerings, the company has become a...
BCDVideo Expansion And Switch From HP To Dell Examined on Mar 11, 2019
BCDVideo says they have more than tripled revenue in the past 5 years and are continuing to grow, powered most recently by switching their lead...
Genetec Declares "Lead With Synergis" Access Control on Mar 04, 2019
Genetec started with and is best known for its video management software. However, the company is now imploring its partners to lead with Synergis,...
BluB0x Company Profile on Feb 20, 2019
BluB0x has doubled in revenue every year since its founding in 2013, according to CEO Patrick Barry. We originally reported on them in 2015. At the...
Ubiquiti Favorability Results 2019 on Feb 18, 2019
Ubiquiti has quietly grown into a $1+ billion annual revenue company, with offerings across wireless, wireline network and video surveillance (see...
ADT And 'The Defenders' Silent About Massive Complaints on Feb 14, 2019
ADT's largest dealer, "The Defenders" has been the subject of a massive number of complaints over many years and many forums, most recently a CBS...
Solink Raises $12 Million - Company Profile on Feb 12, 2019
Most industry professionals have never heard of Solink, a company whose tagline is: It's time to revolutionize the way business uses...
Milestone Drops Hikvision From Elite Partners on Feb 11, 2019
Milestone has quietly dropped Hikvision from their 'Elite Partners', less than 3 years after adding the Chinese government-owned...
ADT And SimpliSafe Super Bowl LIII Ads Criticized on Feb 04, 2019
Super Bowl ads are incredibly expensive, running $5+ million this year, but two of the security industry's most controversial companies ran ads...

Most Recent Industry Reports

IBM / Genetec Surveillance System Investigated Over Philippines Human Rights Abuses on Mar 22, 2019
A lengthy investigation into an IBM video surveillance project in the Philippines, raising concerns IBM helped local police conduct a bloody...
Eagle Eye Favorability Results 2019 on Mar 21, 2019
Eagle Eye has been the biggest spender in the cloud VMS market including (via their owner) acquiring Brivo for $50 million and CameraManager from...
Large Hospital Security End User Interview on Mar 21, 2019
This large single-state healthcare system consists of many hospitals, and hundreds of health parks, private practices, urgent care facilities, and...
Silicon Valley Cybersecurity Insurance Startup Coalition Profile on Mar 20, 2019
Many industry people believe cybersecurity insurance is not worth it, as the voting and debate in our Cybersecurity Insurance For Security...
Covert IP Camera Shootout - Axis, Hanwha, Hikvision, March, Vivotek on Mar 20, 2019
Covert cameras were one of the last holdout areas for analog cameras. However, in the past few years, IP / HD covert cameras have become...
Top Metrics For Ensuring Integrator Profitability - Statistics on Mar 20, 2019
How do integrators ensure the profitability of their projects? As part of our profitability study, 100+ integrators answered the following...
Avigilon Launches 'Renewed Products Program' on Mar 19, 2019
There are lots of 'pre-owned' cars but pre-owned IP cameras? While such programs are common in other industries, in video surveillance, they are...
Genetec Security Center 5.8 Tested on Mar 19, 2019
Genetec has released Version 5.8. This comes after a wait of more than a year that caused frustrations for many Genetec partners. Our previous...
Retired Mercury President Returns As Open Options President on Mar 18, 2019
Open Options experienced major changes in 2018, including being acquired by ACRE and losing its President and General Manager, John Berman who...

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