Paul Russell
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Hey, Jim, don't let it get you down. :grouphug:
The thing about PR is that it's often difficult to forecast what editors want to print.
All successful marketing is driven by true insights of the perceived needs of the people to whom you're marketing, not what the product is. You've got establish the needs and then find a way of telling your story so that the product fills the needs in a new and interesting way. In this case it's not finding the needs of the public, it's over-delivering on the needs of talentless hacks in order to get print/pixels.
It's true the local aspect comes first, as that approach sells papers/eyeballs. That's why with disasters you often see headlines like 'LOCAL FAMILY KILLED IN AIRCRASH/EARTHQUAKE/BLACK FRIDAY STAMPEDE', that sort of thing. So a 'Made in America Irvine' press release will work for the very local press, and a 'Made in California' press release will work for something like the Los Angeles Times, so long as there's something else in the story to make it compelling.
If I was Red and wanted to get into the LA Times, though, I would still push it harder. Something like 'Irvine Company's Innovations Are Democratising Cinema', or 'How a Local Company is Singlehandedly Creating a New Film Industry and Beating the Big Boys at the Same Time'. Something compelling with a bit of drama. I'm sure your PR agency could come up with something like that.
So a 'Made in America' PR release might work. But if you were aiming at the industry press or tech press, then you need something cool and guerrilla to make the jaundiced hacks step away from their junket buffets, jollies and perks for print - something that makes them sit up and take notice. If they're not already wowed by the '5K RAW/Scarlet Price Bracket' story then we have to hit them with something twisted and cool. Oakley was a hit because it became globally cool with the opinion leaders, so I take that as evidence that you already know how to do this. But Oakley was, for the sake of comparison, a consumer product where Red is not. But I bet that Red's innovations now are driving the consumer products of 2017 and beyond.
The question is 'How do we make Red cool to a bunch of people who are already in the pockets of Canon etc?'
It's clear that the web is working well for you within the existing fan base, judging by the way the attendees at the Scarlet launch were able to keep everyone informed when Red.com crashed, so you've got a good viral thing going. And the 'Shot on Red' logo is cooler than 'Intel Inside', so that will work well within the industry. The branding is very strong. And with your new aims of getting out of backorder the reputation will surely improve, but that will take time.
The day the first Scarlet was delivered to Tonaci was a PR opportunity missed, IMHO. First camera delivered within three weeks of ordering from RED? That was big news. The next event is the day you get out of backorder. This is worthy of a big party and press release. :thumbsup: Invite the press junket boys, have a big day and give them all a ride in your armoured car. Fit them out with Red branded clothes and badges, get them to meet Bill Paxton and Peter Jackson.
And if that doesn't work, get them drunk and film them in compromising circumstances with ladies of negotiable affection. :biggrinjester:
Please excuse my wild ramblings
The thing about PR is that it's often difficult to forecast what editors want to print.
All successful marketing is driven by true insights of the perceived needs of the people to whom you're marketing, not what the product is. You've got establish the needs and then find a way of telling your story so that the product fills the needs in a new and interesting way. In this case it's not finding the needs of the public, it's over-delivering on the needs of talentless hacks in order to get print/pixels.
It's true the local aspect comes first, as that approach sells papers/eyeballs. That's why with disasters you often see headlines like 'LOCAL FAMILY KILLED IN AIRCRASH/EARTHQUAKE/BLACK FRIDAY STAMPEDE', that sort of thing. So a 'Made in America Irvine' press release will work for the very local press, and a 'Made in California' press release will work for something like the Los Angeles Times, so long as there's something else in the story to make it compelling.
If I was Red and wanted to get into the LA Times, though, I would still push it harder. Something like 'Irvine Company's Innovations Are Democratising Cinema', or 'How a Local Company is Singlehandedly Creating a New Film Industry and Beating the Big Boys at the Same Time'. Something compelling with a bit of drama. I'm sure your PR agency could come up with something like that.
So a 'Made in America' PR release might work. But if you were aiming at the industry press or tech press, then you need something cool and guerrilla to make the jaundiced hacks step away from their junket buffets, jollies and perks for print - something that makes them sit up and take notice. If they're not already wowed by the '5K RAW/Scarlet Price Bracket' story then we have to hit them with something twisted and cool. Oakley was a hit because it became globally cool with the opinion leaders, so I take that as evidence that you already know how to do this. But Oakley was, for the sake of comparison, a consumer product where Red is not. But I bet that Red's innovations now are driving the consumer products of 2017 and beyond.
The question is 'How do we make Red cool to a bunch of people who are already in the pockets of Canon etc?'
It's clear that the web is working well for you within the existing fan base, judging by the way the attendees at the Scarlet launch were able to keep everyone informed when Red.com crashed, so you've got a good viral thing going. And the 'Shot on Red' logo is cooler than 'Intel Inside', so that will work well within the industry. The branding is very strong. And with your new aims of getting out of backorder the reputation will surely improve, but that will take time.
The day the first Scarlet was delivered to Tonaci was a PR opportunity missed, IMHO. First camera delivered within three weeks of ordering from RED? That was big news. The next event is the day you get out of backorder. This is worthy of a big party and press release. :thumbsup: Invite the press junket boys, have a big day and give them all a ride in your armoured car. Fit them out with Red branded clothes and badges, get them to meet Bill Paxton and Peter Jackson.
And if that doesn't work, get them drunk and film them in compromising circumstances with ladies of negotiable affection. :biggrinjester:
Please excuse my wild ramblings
)
)
