Ever since Steve Jobs' carefully orchestrated product reveals, I remain curious how hifi companies adapt the recipe for their own YouTube versions. Here are three Zu members intro'ing their new DWX monitor.
Their approach is unscripted, conversational and casual. It's likely both to appeal to their core audience which tends not to be the tweaky audiophile; and a reflection on Sean Casey's preference to design and build rather than dress up (for) marketing. For their reveal of the new 360 model, Linn went down a very different path. In places I actually thought that AI might had raided a few rave reviews to help with the script's many ambitious claims getting wrapped in shiny verbiage. Clearly Linn's marketing department aims at a different core audience than Zu.
For an example of how to say absolutely nothing specific like politics, the same day had this: "Decades of innovation and customer-centric research have resulted in the Signature Pure headphones that meet the needs of today's consumers. At Munich High-End, experience the pinnacle of audio performance and affordability in one groundbreaking package. Ultrasone, a brand renowned for its superior audio performance, is proud to introduce the Signature Pure headphones. These headphones result from extensive market research and a deep understanding of our customers' needs. Our commitment to providing exceptional value for money has been a hallmark of our brand for decades and the Signature Pure headphones are no exception. In-depth market research provided a thorough understanding of our customers' audio preferences and pain points; a focus on affordability and accessibility without sacrificing sound quality; and a customer-centric approach to product development that has led to exceptional innovation. Unmatched value for money, unparalleled sound quality rivaling even the most expensive headphones on the market and elegant design and superior craftsmanship reflect our commitment to excellence. Affordable pricing ensures accessibility without sacrificing quality. A legacy of Innovation builds upon a rich history of success and innovation in the audio industry, consistently exceeding expectations of high-quality products and craftsmanship and embracing innovative technology while honoring traditional craftsmanship…"
Three different approaches presumably reflect three very different company cultures. If we blitzed them in a blender, would we end up with the audio reveal of the century? If not, what's missing still? If hifi's various brands hope to improve consumer awareness and reach, couldn't we cull from Apple's expertly scripted playbook on how to launch a new product in an overcrowded market, generate excitement and verbalize concise takeaways? I think these are valid questions still looking for serious answers. Just the other day Magico invested deeper into professional marketing. They hired Jeff Fritz previously of the SoundStage! Network as new brand ambassador in charge of social media content, a bi-monthly magazine and participating in select trade-show and dealer presentations. Marketing and communication tend to be areas of specialized expertise. They're more foreign to engineering and builder types yet demand every bit as much attention, craft, graft and skill. Just winging it no longer flies; at least not very far. Certainly not all companies have the funds to create a Fritz-type position. But for marketing to be on message and succinctly so demands to first identify what one's message to the customer ought to be. What exactly makes any given product unique and desirable? If this were as easy as it sounds, I'd not get as many mediocre press releases as I do. It's why today's header ends in a question mark. I firmly believe that there's an art to a proper product launch. I just don't think that we as an industry are anywhere near to having mastered it yet. But the clock is ticking…
