Savvy Marketers Announce Before Shows

Author: John Honovich, Published on Sep 04, 2012

The message still remains: Want to know who the savvy marketers are? Check who announces products and moves before the show. For example, in the last 24 hours, both Axis and Milestone made two significant announcements. [Update: Milestone has done it again in 2013, scheduling their Arcus announcement earlier to get attention all to itself.]

Now ask yourself, why would two of the biggest brands in the industry start making announcements so early? Shouldn't they wait like the mass of the industry and announce on the first day of the show? Couldn't these, of all surveillance companies, get the word out even against dozens of other releases?

What these companies realize is that announcing early has two powerful benefits:

  • Doing it early gives people time to read and hear about it before the show while they are in their offices and at home; instead of when they are on the road or rushing to meetings at a show
  • Doing it first reduces the level of competing voices and makes it easier for them to get the spotlight.

Whether or not your love or hate these Axis and Milestone announcements from a business or technology standpoint, from a purely marketing perspective, it is a smart move.

Orthodoxy dies hard. In the old days, before the Internet, releasing at the show had no downsides plus symbolic meaning. Now, waiting to the show means virtually no one will read or hear about it unless they go to your booth. Which is ironic because if they had announced early, they'd have a lot more people interested to go to their booth and talk about their new thing.

Comments : PRO Members only. Login. or Join.

Related Reports on Marketing

ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...
Axis: "No One Wants To Buy A Camera" on Nov 09, 2018
Axis has, in its own description, made a bold declaration: The industry is changing so rapidly that the following statement might seem bold but...
Wyze Explosive Growth Disrupting Consumer IP Camera Market on Oct 30, 2018
Wyze, a company founded only in 2017, is poised to disrupt the consumer IP camera market by combining American marketing and Chinese manufacturing...
IPVM Launches Best New Product Awards on Oct 25, 2018
IPVM is launching its own Best New Video Surveillance Product Awards in 2019. The goal is to provide the industry with a legitimate program, based...
Geutebruck Company Profile on Oct 22, 2018
Geutebrück has been in business for nearly 50 years, but they are not well known within the US surveillance market. In this report, we profile...
Knightscope Winning Investors, Struggling With Growth on Oct 16, 2018
While Knightscope's new financials show the company only winning 11 new customers in the past 12 months, the company continues to win new...
Huawei Admits AI "Bubble" on Oct 16, 2018
A fascinating article from the Chinese government's Global Times: Huawei’s AI ambition to reshape industries. While the Global Times talks about...
Amazon Touts Home Security Market Disruption on Oct 15, 2018
Amazon is coming for ADT and all of home security. Indeed, Amazon is advertising this as, in their own words, calling home security a: Inside...
ASIS GSX 2018 Mixed Manufacturer Reviews With Declining Overall Attendance on Oct 02, 2018
ASIS GSX 2018 show drew 9% fewer total registrants, however, it gained 15% more paid registrations, according to ASIS. In this note, we look...
The Robolliance is Dead on Oct 01, 2018
The Robolliance has died. Formed 2 years ago to fanfare, the robots-focused marketing machine is no more, having slipped quietly away sometime...

Most Recent Industry Reports

Openpath Access Control Tested on Nov 20, 2018
Big investment in access startups is uncommon, but Openpath has recently attracted $20 million doing just that. The company has limited security...
No GDPR Penalties For UK Swann 'Spying Hack' on Nov 20, 2018
The UK’s data protection agency has closed its investigation into Infinova-owned Swann Security UK, the ICO confirmed to IPVM, deciding to take “no...
Milestone Disrupts Milestone With Arcules on Nov 19, 2018
Milestone is now competing against... Milestone's own spinout Arcules. New IPVM testing shows that Arcules has incorporated a substantial amount...
Pressure Mounts Against Dahua and Hikvision Xinjiang Business on Nov 19, 2018
Pressure is mounting against Hikvision, Dahua, and other companies operating in Xinjiang as an international outcry brews against the Chinese...
Arcules Cloud VMS Tested on Nov 19, 2018
Arcules is a big bet, or as they describe themselves a 'bold company', spun out and backed by Milestone and Canon.  But how good is Arcules cloud...
'Sticker' Surveillance Camera Developed (CSEM Witness) on Nov 16, 2018
The Swiss Center for Electronics and Microtechnology (CSEM) has announced what it calls the: world’s first fully autonomous camera that can be...
ISC East 2018 Mini-Show Final Report on Nov 16, 2018
This is our second (updated) and final show report from ISC East. ISC East, by its own admission, is not a national or international show, billed...
Facial Detection Tested on Nov 16, 2018
Facial detection and recognition are increasingly offered by video surveillance manufacturers. Facial detection detects faces in an image/video...
Throughtek P2P/Cloud Solution Profile on Nov 15, 2018
Many IoT manufacturers either do not have the capabilities or the interest to develop their own cloud management software for their devices....
ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...

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