RE: [Leica] M Campaign

[Rob Schneider-Laura Tully <robslaurat@earthlink.net>]

Regarding putting M's in the hands of young "users," don't Hasselblad,
Bronica, and Mamiya all have a discount purchase plan for full-time
students of art and photography?  And these are deep discounts as I
recall.  If Leica wants to cultivate new users, couldn't the M6 be
promoted as the same kind of artistic tool (better, some might say) as
a top-end MF camera?  And if the M6 is an artistic tool, wouldn't a
brochure full of images like the ones in the old "Leica Magic Moments"
catalog/brochure be more evocative than one containing birthday party
pix and grab shots of girls on scooters.  Or is the point of the
current campaign simply, "Consider this, doctor, you can take pictures
of your family this Thanksgiving with the same camera that captured a
Viet Cong killer getting his brains blown out.  Your little girl and
her turkey drumstick will now be part of the grand heritage of classic
photojournalism! And the camera is really expensive and looks swell,
too."

> Date: Tue, 9 Nov 1999 20:23:20 -0000
> From: "B. D. Colen"
> Subject: RE: [Leica] M Campaign
>
> Mark - The idea isn't just to put out something "glitzy," but to do
> something useful. Promotion for promotion's sake is a waste of money. Leica
> has to figure out what they want to sell, who they want to sell it to, and
> then how to promote it to that audience.
>
> B. D.
>