Re: [Leica] M Campaign

["Dan S" <dstate1@hotmail.com>]

I recieved a copy of this new campaign in the mail yesterday.  I have to 
agree that it is pretty bad.  Way to much space was burned up with insipid 
image building statments and shots of models.

In addition, the quality of some of the shots they used to represent the 
performance of their products was very poor.  The shot of the woman riding a 
Vespa may do more to stop Noctilux sales than the ridiculous price, and WHY 
would you use the shot of the Morgan?!?  It seems to have been shot through 
a softening filter!

My other comment is, WHO THE HELL IS GOING TO SEE THIS?

They don't have enough of an add campaing in major magazines to make this 
noticiable to people who don't already recognize the brand.  It is my guess 
that the majority of the people who will come in contact with this campaign 
already own or have owned Leica.  It which case they are preaching to the 
choir.

Leica IS on track by attaching themselves to some of the lengendary users of 
their products, but they need to spend more time pumping up the legends, and 
less time pumping up the image.

Best wishes
Dan States (self proclaimed marketing genius)


>
>Last night I was on a powerful enough computer to really get a good look at
>the M campaign brochure for the first time...and...sorry, folks, but from a
>marketing standpoint it made me want to gag.
>
>It is graphically wonderful. But that's all it is - a graphic designer and 
>a
>pedantic writer showing off.
>
>It's a campaign designed to turn the Leica M into the Rolex of photography,
>an expensive status symbol that one will need to display to be "with it."
>
>If this is an example of the new management at its marketing best, buy your
>M equipment while you can, because it's not going to be with us for 
>terribly
>much longer.
>
>Great looking brochure, though. ;-)
>
>

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