Savvy Marketers Announce Before Shows

By: 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 : Members only. Login. or Join.

Related Reports

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 raised $12 million last year. How fast have they grown? What do they...
Video Surveillance 101 Course on Feb 20, 2020
IPVM is adding a 2-Day Video Surveillance 101 course, designed to help those new to the industry to quickly understand the most important terms,...
Proxy Raises $42 Million on Mar 17, 2020
Startup Proxy has raised $42 million, an astounding amount for the access control market. For background, see our Proxy access control...
Directory of 95 Video Surveillance Startups on May 20, 2020
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly...
NetApp Video Surveillance Profile on Mar 09, 2020
NetApp is increasing its efforts in video surveillance and told IPVM surveillance storage is the fastest-growing segment of its $6+ billion...
Mobiqam Presents Battery Powered & Quick Setup Video Surveillance on Jun 12, 2020
Mobiqam presented its battery-powered, quick setup video surveillance system at the May 2020 IPVM Startups show. A 30-minute video from...
Dahua Smart Motion Detection Camera Tested on Mar 03, 2020
Dahua has introduced Smart Motion Detection, AI-based VMD, claiming to use an advanced algorithm to differentiate human and vehicular shapes within...
Ivy League Grads Present Percepta Shoplifting Detection on Jun 17, 2020
Ivy League graduates of the University of Pennsylvania presented their startup Percepta at the May 2020 IPVM Startups show. Inside this...
Milestone Launches Multiple Cloud Solutions on Feb 18, 2020
Milestone is going to the cloud, becoming one of the last prominent VMSes to do so. Milestone is clearly late but how competitive do these new...
SenseB4 Presents Cloud Network Device Monitoring on Jun 09, 2020
SenseB4 presented its cybersecurity and network health monitoring products at the April 2020 IPVM New Products show. Inside this report: A...

Most Recent Industry Reports

ZeroEyes Presents Firearm Detection Video Analytics on Jul 09, 2020
ZeroEyes presented its Firearm detection Video Analytics system at the May 2020 IPVM Startups show. A 30-minute video from ZeroEyes...
Clinton Public View Monitor (PVM) Mask Detection Tested on Jul 09, 2020
Face mask detection, or more specifically not wearing one, is expanding amidst the pandemic. Clinton Electronics has added this capability to their...
These Florida Real Estate Agents Are Now Selling "SafeCheck USA" Temperature Detectors on Jul 09, 2020
The "Kakon Brothers", William and Nathan, are self-described "south Florida Power Agents specializing in Luxury Real Estate" who "have closed over...
Avigilon ACC Cloud Tested on Jul 08, 2020
Avigilon merged Blue and ACC, adding VSaaS features to its on-premise VMS, offering remote video and health monitoring that was previously limited...
Hikvision's India Dominance Faces Threat on Jul 08, 2020
While Hikvision has become a dominant video surveillance provider in India, recent tension between the governments of India and the PRC is...
The US Fight Over Facial Recognition Explained on Jul 08, 2020
The controversy around facial recognition has grown significantly in 2020, with Congress members and activists speaking out against it while video...
Sperry West / Alibaba Tablet Temperature Measurement Tested on Jul 07, 2020
In April, we ordered a ~$500 temperature tablet from Alibaba. We set it to the side while doing 18 other temperature screening tests but, after...
Facial Recognition: Weak Sales, Anti Regulation, No Favorite, Says Security Integrators on Jul 07, 2020
While facial recognition has gained greater prominence, a new IPVM study of security systems integrators shows weak sales, opposition to...
Video Surveillance 101 Book Released on Jul 07, 2020
IPVM's unique introduction to video surveillance series is now available as a 145-page eBook. Designed for managers, salespeople, and engineers new...
Startup Duranc Presents AI VSaaS on Jul 06, 2020
Duranc presented its system at the May 2020 IPVM Startups show. A 30-minute video from Duranc including IPVM Q&A Background on the...