O.K. I’m a geezer and I need media help. My friend has invented, patented and is making an all-new security-type camera. It’s small, no moving parts, hi-res undistorted 180* view, works in stupid low light, etc. A revolutionary yet tested product…that no one knows about.
He has asked my advice on how to market/promote this thing…and I think he’s thinking YouTube, Twitter, Facebook etc. It’s being used in several big museums, so he can send a salesman to every facility on the planet to show off the recordings, but that might take a while.
What would be a Straight Dope-quality stroke of genius for him?
Other than, of course, a 180* ultra-low-light cat video.
Marketing 101. If it’s being used by museums, a direct mail campaign to all the large museums in the US. Once you start generating some revenue, think about some print ads or trade shows.
I dunno crap about marketing, but I am interested in the product. Does he have a website where one could peruse the product, see pictures of it, videos of how it works, pricing, etc.? That is my primary method of finding things. I like good websites with lots of relevant info and prices. Nothing turns me off faster than an unwillingness to display your prices to force me to call you. I do not want to be on your call list for all eternity because I once inquired about your product. Give me as much data as possible online and preferably a way I can order the product online. I may never talk to you, but you could end up making lots of money off me.
What about the cat video? You want to see the product, you have to know about it to go see it. I think he needs to produce an image/images that make people wonder “how did they do that.”
That’s pretty cool. Is there any kind of security industry trade association he could contact (or is already part of)? I’m thinking something along the lines of CES, but more tailored to the security/surveillance business.
Definitely a press release if he hasn’t done so already. Distribute using PRNewswire or BusinessWire. Cost is around $1.5k. There are other low cost options out there, but I wouldn’t recommend 99% of them.
After it’s sent out, “pitch” the press release to security publications like: Corporate Security, eWeek Security Watch, Security, Security Products. These magazines eat up new product releases for things like this. All you have to do is write a nice email introducing the product (two or three sentences that quickly and accurately describe the product and why it is unique) and include the text of the press release at the bottom.
This could all be done in-house, but depending on how much capital he has he might want to think about contracting this work out to a professional.
He might also consider having a case study written about one of his current clients. It should showcase the advantages to the system and any tangible benefits. This would be something like “I saved money using this system because I no longer have to keep all my lights on at night just for the security cameras.” (example only, not sure if that’s true) He can then use the case study for magazine articles, or give to potential customers to boost his credibility.
Just saw that you posted with a link to the website while I was writing my previous post. Looks like they’ve already done some initial PR work. I will try follow up later today with some more in-depth ideas for your friend.
That Cash Counting Room video is pretty neat. I like that you have one recording with the three detail views and the over-all scene, automatically time synched.
O.K. We’re all in agreement it’s truly cool stuff. He has one that will do 200* at .03 lux and 15fps, which means you can see people moving on both sides of a fence when it’s so dark you can’t see your hands, with no IR. The original one was designed to be a picture window in a Bradley Armored Personnel Carrier. Which eliminates the argument over who has to open the door when they’re shooting at you.
What I’m looking for is the “Aha” circumstance…which I’m referring to as “the Cat Video” since no one will be buying a Superbowl ad for this stuff… that causes this product to come to the attention of and be of interest to a layman end user - like “Doctor” - who will then call his installer or his kid and get one for his house, office, hangar, garage, cabin, warehouse, etc. The Security Professionals are seriously committed to low-res, narrow view, motorized PTZ cameras in heated cases that give you results like what you see on TV of a 7-11 or bank stickup… in the same sense that Detroit stuck with 5000# V8s until Europe/Japan beat them to death with 1.6 liter 4 cylinders. At 7 megs, you can blow a still from this thing up into a small poster and the camera is the size of a light switch. And, oh by the way, a lot of installers get paid on percentage - like an architect - so there’s no huge advantage for them to sell a single 180* camera with no moving parts and a single CAT 5 wire that will replace 3 or 4 of the standard cameras that need conduit, an electrician and maintenance.
Help me be a hero here. What’s the image, situation, circumstance that would snap your head around and make you notice the product? I want to get to the end user. I’m assuming the “new school” way to do that is on the internet, as everything else is so costly. What’s my move? Thanks.
If you’re selling gold, have fiber optics in your building and you want it all, you hot-swap T drives daily. Normal people either compress the stream, drop the frame rate or run an analytics program with perimeter and motion sensors and it records nothing until someone starts doing something you are interested in. Sort of like an old-school phone machine. No blinking light, nothing happened, no recording. Hard drive lasts a year.
If you’re really curious, the specs are at www.scallopimaging.com. Also check out a randomly selected analytics program http://lighthausvci.com/ (no affiliation) to see the astonishing stuff you can do with a good digital camera’s input.
I think a few of us have already given some ideas but if you didn’t see my ideas in previous posts:
Think about what sets your camera apart from others. Is it price? size? resolution? Now who would see that difference as a benefit for what they do? Companies, individuals, people wanting dashboard cams?
Look at getting a booth at an ASIS International Conference. Take note of the feedback you get both positive (“I really like …”) and negative (“I wish it could …”)
Saint Cad, thanks for the effort. Brainstorming and trade show booths are already seen to. See you at ISC West, end of March. We want the end user. You, if possible. How can I use the INTERNET to do that?
You just did. If Saint Cad turns you down you could send me one, free of charge and I will friend you on Facebook; then watch the orders start rolling in and rake in the cash!
Seriously, how much (ballpark) for a single 180 camera that I would set up myself? $10K? $5K? More? Less? I think we realize that bleeding edge does not equal cheap.
If he has some money, hire a Search Engine Optimization company to do some internet marketing for him. They can be expensive but they do know what they’re doing.
If not, get some books on Search Engine Optimization (SEO) and/or check out Web sites on the subject and do it yourselves.
Why is a high-tech security camera appealing to the average homeowner? Beyond the “gee-whiz that’s cool” factor, what’s going to compel someone to spend hundreds (thousands?) on this device? What need does it fill?
Your “cat video” has to answer that. It has to identify the itch your product will cure.
Is it to catch his wife cheating, or his kid sneaking out at night, or a neighbor borrowing lawn tools? I think as a marketing pitch, you have to identify the need… not just show how cool the product is.
