devils-advocate Posted September 6, 2009 Share #1 Posted September 6, 2009 Advertisement (gone after registration) The build-up to M9's release has been masterful. There is a maelstrom of demand and excitement, and their initial sales will soar. This is all very encouraging IF in fact this has been engineered in a series of planned leaks by viral marketting experts. It seems likely to me, because ever little morsel came at just the right interval, and none of them were traceable. This would mean that Leica really have their sh** together from a business standpoint in the modern age. That bodes well for their survival. The leak of the micros-site and brochure are probably true hack-jobs, but what do you think......all coincidental carefully engineered? I freely admit to having been emotionally manipulated by the unfolding rumours and leaks over the past month, but damn it's been fun! - N. Link to post Share on other sites More sharing options...
Advertisement Posted September 6, 2009 Posted September 6, 2009 Hi devils-advocate, Take a look here Most Brilliant Viral Marekting Ever?. I'm sure you'll find what you were looking for!
sps Posted September 6, 2009 Share #2 Posted September 6, 2009 Maybe they wanted to fine tune the product launch speaches by learning what our questions would be from the initial leaks (exposing weaknesses in the english marketing materials). They've eliminated the first go-round of Q&A and can make the initial impact all the more powerful. Then again with a 1000 person company I'm guessing their PR machine could anticipate most of the questions by rereading this forum. Link to post Share on other sites More sharing options...
diogenis Posted September 6, 2009 Share #3 Posted September 6, 2009 The marketing presentation was and is briliant! The product itself is groundbreaking: Leica now can brag of having the smallest and lightest cameras in the world in both 135 mm and MF. And if IQ is as one expects it to be, then it is the right product at the right time! Except the price, but you have to pay for excellence Link to post Share on other sites More sharing options...
johnbuckley Posted September 6, 2009 Share #4 Posted September 6, 2009 I think Leica has done a great job of getting its most loyal customers -- those here and on Rangefinder Forum, etc. -- in a frenzy waiting for the M9. Getting us in a frenzy waiting for the M8 was easy, as it was transformational: a digital M. This is different: an upgrade, not a new category product. And they've done a great job. But objectively, we'll only know how brilliant the marketing has been when we see how many of us actually go buy the camera ;-) And having for many years run the corporate communications department for two large companies, trust me, the leak of the brochure is not something they're happy about, not something they planned. It is something that, I guarantee you, ruined many a marketing manager's weekend. Though of course, they have to recognize the upside: it gave all of us something to focus on and obsess over, thus building anticipation for 9/9/9. JB Link to post Share on other sites More sharing options...
diogenis Posted September 6, 2009 Share #5 Posted September 6, 2009 Me at least, am expecting anxiously the real announcement to happen. I didnt mind that much about the brochure, and there is a chance of even more announcements or more details. I don't believe the brochure killed the event Link to post Share on other sites More sharing options...
etienne_werner Posted September 6, 2009 Share #6 Posted September 6, 2009 The only way they could top-off this marketing is by announcing a retail price lower than the rumors might have suggested . Regards, Etienne Link to post Share on other sites More sharing options...
Bo_Lorentzen Posted September 6, 2009 Share #7 Posted September 6, 2009 Advertisement (gone after registration) Yes, this must have been deliberate. people just don't leak that much stuff by accident. Only thing which can help them get a few more quick sales would be if they actually have managed to have product on hand at the store on Wednesday and are ready to take my cash after the launch. I bet if each store had 10 boxes they would be gone. naturally Etienne is right.. if the price is lower than expected.. that will cause a lot more people to pull the trigger quickly rather than wait. . Link to post Share on other sites More sharing options...
adan Posted September 6, 2009 Share #8 Posted September 6, 2009 Frankly, I've had the virus for a FF M digital all along - all Leica (or any other manufacturer) had to do to hook me was to make one. But yes, Leica has both a new marketing director and a new CEO (new since the M8 introduction) - and they seem to "get it". Link to post Share on other sites More sharing options...
delander † Posted September 6, 2009 Share #9 Posted September 6, 2009 I dont think the microsite leak was part of the plan. I base that on the fact that the admin here started deleting threads and the reasons he gave. They had a plan for building up to 9/9/9 which is still intact. I dont think the leak has had a detrimental effect, in fact probably the opposite. All those websites that are under NDA must be rather peeved about it however but it happens with a lot of brands these days. Jeff Link to post Share on other sites More sharing options...
adan Posted September 6, 2009 Share #10 Posted September 6, 2009 Yeah, I can almost feel Luminous-landscape and dpreview biting their tongues. Link to post Share on other sites More sharing options...
rosuna Posted September 6, 2009 Share #11 Posted September 6, 2009 The build-up to M9's release has been masterful. There is a maelstrom of demand and excitement, and their initial sales will soar. Only if the M9 is finally presented next Wednesday Seprember 9, and it is available in stores shortly after the presentation. Under those conditions, I agree. Link to post Share on other sites More sharing options...
gwelland Posted September 7, 2009 Share #12 Posted September 7, 2009 Yeah, I can almost feel Luminous-landscape and dpreview biting their tongues. I like the LL site and Michael Reichmann's contributions to the photography web landscape. Nice guy and I confess I'm a fan. However, I'm almost cringing at the thought of one of his contrite narratives about how he's avoided getting involved in the M9 leak debacles and 'high ground' ... I'm surprised Ken Rockwell hasn't cashed in all of this web activity yet! Link to post Share on other sites More sharing options...
zeitz Posted September 7, 2009 Share #13 Posted September 7, 2009 Michael promotes Sony DSLRs, Phase One MF, Epson Printers, and Macintosh Computers. Period. He is also on B&H's payrole. He'll take a swipe at any other product where he can fit it in. He says "I write about what I like". But he also likes to write about what he does not like, or get paid to say positive things about. He constantly whines about the price of the Nikon D3x, even though he has no intention of buying one instead of the Sony he is paid to use. He'll also complain about the price of the M9 and ignore the rest of the camera. Link to post Share on other sites More sharing options...
johnbuckley Posted September 7, 2009 Share #14 Posted September 7, 2009 Michael promotes Sony DSLRs, Phase One MF, Epson Printers, and Macintosh Computers. Period. He is also on B&H's payrole. He'll take a swipe at any other product where he can fit it in. He says "I write about what I like". But he also likes to write about what he does not like, or get paid to say positive things about. He constantly whines about the price of the Nikon D3x, even though he has no intention of buying one instead of the Sony he is paid to use. He'll also complain about the price of the M9 and ignore the rest of the camera. Maybe that's true. But when the M8 came out, he was initially pretty positive about it. My recollection is it was only when he went with a group to Antarctica, and the fellow with the M8 had a miserable time after his M8 got wet -- and was then unusable -- that he swung harshly against the M8. Link to post Share on other sites More sharing options...
gwelland Posted September 7, 2009 Share #15 Posted September 7, 2009 Michael promotes Sony DSLRs, Phase One MF, Epson Printers, and Macintosh Computers. Period. He is also on B&H's payrole. He'll take a swipe at any other product where he can fit it in. He says "I write about what I like". But he also likes to write about what he does not like, or get paid to say positive things about. He constantly whines about the price of the Nikon D3x, even though he has no intention of buying one instead of the Sony he is paid to use. He'll also complain about the price of the M9 and ignore the rest of the camera. I gather that you are not a fanof MR then? However, I think you'll find that you are 100% mistaken about MR's affiliation with vendors such as B&H and Sony. You may not like what he says or his biases but I really do believe that they reflect his own personal views and not paid endorsements. He has friends and favorites and is pretty open about stating those facts. You're probably right that he won't be much of a fan of the likely Leica pricing, although it's arguably no worse than other specialist MF camera and optics vendors. Link to post Share on other sites More sharing options...
colin_lam Posted September 7, 2009 Share #16 Posted September 7, 2009 I dont think the microsite leak was part of the plan. I base that on the fact that the admin here started deleting threads and the reasons he gave. They had a plan for building up to 9/9/9 which is still intact. I dont think the leak has had a detrimental effect, in fact probably the opposite. All those websites that are under NDA must be rather peeved about it however but it happens with a lot of brands these days. Jeff Even if the microsite leak was deliberate, Leica would still send out notice to the websites reminding them the NDA. They have to keep the proper rules-of-the-game. Otherwise in future signing a NDA would mean nothing at all. Just my 2 cents Link to post Share on other sites More sharing options...
luigi bertolotti Posted September 7, 2009 Share #17 Posted September 7, 2009 I think Leica has done a great job of getting its most loyal customers -- those here and on Rangefinder Forum, etc. -- in a frenzy waiting for the M9.... ...And having for many years run the corporate communications department for two large companies, trust me, the leak of the brochure is not something they're happy about, not something they planned. It is something that, I guarantee you, ruined many a marketing manager's weekend. Though of course, they have to recognize the upside: it gave all of us something to focus on and obsess over, thus building anticipation for 9/9/9. JB Just for chatting... what do you think about the leak of the brochure ? I mean, is it more probable is an insider's work or something related to the production process of the brochure, which of course involves exchange of docs with many outside actors ? Link to post Share on other sites More sharing options...
giordano Posted September 7, 2009 Share #18 Posted September 7, 2009 Even if the microsite leak was deliberate, Leica would still send out notice to the websites reminding them the NDA. They have to keep the proper rules-of-the-game. Otherwise in future signing a NDA would mean nothing at all. Just my 2 cents All the NDAs I've written and most if not all those I've signed cover confidential information that the first party provides to the second party. They don't require the second party to maintain confidentiality after the information becomes public - especially if it's the first party who makes it public. Of course there are fine lines. If the confidential information circulates as a rumour, confirming the rumour could violate the NDA. Link to post Share on other sites More sharing options...
batmobile Posted September 7, 2009 Share #19 Posted September 7, 2009 Good marketing, sure, but it won't count for much if the product is a let down. I really do hope they have pulled out the stops on this one and catered for serious users rather than just the fetishists! Link to post Share on other sites More sharing options...
luigi bertolotti Posted September 7, 2009 Share #20 Posted September 7, 2009 Good marketing, sure, but it won't count for much if the product is a let down. I really do hope they have pulled out the stops on this one and catered for serious users rather than just the fetishists! Fetishists cannot make a product succesful : even in the Leica world, they are a rather small group... ; if M9 will prove a well engineered, reliable, cleverly supported product, can be it attracts new "serious" users... but let's not forget it is anyway a RF camera, i.e., a camera that has objective limitations for many "general purpose" professionals. So, I don't expect it will regain a significant market share for Leica... but it will be sufficient if it will help Leica to stay afloat and indipendent as a Company. Link to post Share on other sites More sharing options...
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