Re: [Leica] How you can give your image that professional touch

[Donal Philby <donalphilby@earthlink.net>]

>Pascal wrote:
> 
> >>Has anyone seen the R8 advertisement in the English version
> >of Leica
> >>Fotografie International?>>>>>>>>>
> 
> Bill Larsen responded:
> >When I first read the ad copy, my thought was this is terrible. When I
> >read it again, my thought was this is horrible. Yet another reading, my
> >thought was they have lost their corporate mind.

We've been through this before.  To recap: Leica feels their major
market is the rich amateurs.  See my earlier post of camera store not
wanting Pro clientele--they don't spend enough money.  Amateurs buy a
bunch, trade it in, buy more, etc.  Bucks.  

Maybe they are right.  But of course with ads like this, they are doing
self fulfillment of expectations.  Most of the pros I know have no idea
of what Leica is all about except price.  THEY see the line as a line
for dilettantes.  Especially the Rs.  I'll bet most pros have never
taken a photo with a Leica.  

Do you see Leica ads in the NPPA bulletin?  Or the ASMP bulletin?  Do
you see Leica reps at professional conferences?  How much does that tell
you about their attitude toward pros?  They won't even tell pros about
the gear.  They create ads with no meat.  Just sugar coating.  The deep
irony is that all they have to do to expand their market is to tell the
truth.  Give the facts.

Maybe it is arrogance, a disdane for those who actually use the
equipment on a daily basis like (gasp!) tools.  

Maybe they have fallen victim to one of the biggest falicies of
advertising.  No facts, no figures, no concrete examples of how the
systems can earn their keep.  No, they just want to "pique" the readers'
interest so they'll call for more information.  

But they almost never do.

As for blaming the agency, most companies get the agency they deserve.

donal
- -- 
Donal Philby
San Diego
www.donalphilby.com