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 (15): PRO Members only. Login. or Join.

Related Reports

Hikvision Chinese Government Owner CETHIK Exposed on Nov 20, 2017
Hikvision deceives about its Chinese government ownership. Contrary to their claims about 'independence' and simply having 'shareholders' that are...
Dahua Forbes 'Next Web Crisis' Vulnerability Dispute on Nov 16, 2017
The buffer overflow vulnerability in Dahua products is not in dispute, in fact we covered it when it was first published. What is in dispute is...
Hikvision China Criticizes The WSJ on Nov 15, 2017
Hikvision, through the Chinese government's authoritative news service, has criticized the WSJ investigation into Hikvision. In this...
WSJ Investigates Hikvision on Nov 13, 2017
The Wall Street Journal (WSJ) has released a detailed investigation into Hikvision's government ownership and cybersecurity problems, hitting the...
Honeywell Crowdfunding Bombs on Nov 08, 2017
100,000+ employees and $40,000,000,000 in annual revenue. That's Honeywell. ~200 backers and ~$67,000 in funding in a week. That's Honeywell...
Dahua USA Removes Head of Marketing on Nov 06, 2017
Dahua USA's marketing and just their overall business organization has been a mess. These guys could not sell life jackets on the Titanic. But,...
Ingram Micro: The Blind Lead The Blind on Nov 02, 2017
Ingram Micro, as a huge as they are overall, with $40+ billion in annual sales, has never been a force in physical security, despite, or perhaps...
The Milestone Personal Demo Marketing Campaign 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...
Hikvision Admits Backdoor 'PR Issue' on Oct 24, 2017
Hikvision is admitting a problem. The backdoor itself is evidently not the problem for them. The problem, according to Hikvision, is a public...
Long Time Industry Exec Leads New Security Franchise Offering on Oct 12, 2017
John Nemerofsky previously built and sold a $150 million dollar integration business, and then was VP of Niscayah from its spinout of Securitas,...

Most Recent Industry Reports

Camera Multi-Streaming Usage on Nov 22, 2017
IP cameras typically support multiple streams, allowing a single camera to transmit multiple streams at different resolutions, frame rates and even...
Law Breaking Longse Enters USA on Nov 22, 2017
Longse has established itself as world class, at least in spamming the industry, ripping off Milestone and Video Insight as well as Hikvision. But...
Amazon Key In-Home Package Delivery Examined on Nov 21, 2017
Interesting idea or invitation for criminals to rob you? Amazon's recent announcement of Key, a service that will help manage visitors, welcoming...
Top Maglock Provider Warns Against Using Maglocks on Nov 21, 2017
Do not buy my company's product. It sounds strange indeed, but a senior Allegion consultant stated that maglocks should not be used in common...
CBR vs VBR vs MBR - Surveillance Streaming on Nov 21, 2017
How you stream video has a major impact on quality and bandwidth. And it is not simply CODEC choice (e.g., H.264 vs H.265). Regardless of the...
Hikvision Chinese Government Owner CETHIK Exposed on Nov 20, 2017
Hikvision deceives about its Chinese government ownership. Contrary to their claims about 'independence' and simply having 'shareholders' that are...
Dahua Hard-Coded Credentials Vulnerability on Nov 20, 2017
A newly discovered Dahua backdoor is described by the researcher discovering it as: not the result of an accidental logic error or poor...
Panasonic Unified Surveillance Strategy Analyzed on Nov 17, 2017
Panasonic is now a "Unified Surveillance" offering, as their ASIS 2017 booth proclaimed: Looking to make a comeback in the security industry,...
Amazon Cloud Cam Is Poor (Tested) on Nov 17, 2017
Retail behemoth Amazon has entered the surveillance market with the Amazon Cloud Cam, the eyes of its just-announced Amazon Key delivery...
Nest Secure Alarm System Tested on Nov 16, 2017
Google's expansion continues, this time into home security with their Nest subsidiary's move into alarm systems. They paid more than a...

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