Marketing SFP. Your suggestions!?

King of Snake · Post by **King of Snake** » Sat Jan 31, 2004 9:48 am

As stated by Frank in the reloaded thread over in the announcements forum:

Marketing SFP is extremely hard as we found again and again. It is not mainstream and it follows a rather complex idea. It requires experience (problem awareness) to really be understood. Try to explain SFP in your simplest words to the average Guitar Center employee - he will have no clue what you are talking about. Just by what it IS it has a niche profile. Try to build a US marketing campaign ("short attention span" compatible) on this basis - good luck! Ideas and help are much appreciated, really....

I was thinking, a lot of people here have expressed their dissatisfaction with CW overall marketing. But Creamware is no more, and the new CWA may be a chance to improve things. We as a community might be able to help CW out here by providing in this thread suggestions, idea's etc. to make more people take notice of CWA and SFP. Remember: more people buying Pulsars means more money for CWA means more and better new tools for us!

So all you budding marketing experts, fire away, and let's try to keep it on-topic!

PS. maybe this should be a sticky topic, but it depends on how many people are interested of course.

[ This Message was edited by: King of Snake on 2004-01-31 10:03 ]

astroman · Post by **astroman** » Sat Jan 31, 2004 11:38 am

the main point in marketing is that you're focused on your target group - what do they expect ?
How do they define their own success with (possibly) using your product ?
Give them that feeling, that's all. Period.

What Frank mentions is the problem when you are technically brilliant, full of ideas, you do it from the heart etc - that this is of few concern to a certain 'majority' of customers.
You have to position your own knowledge and enthusiasm behind the expectations of your 'audience' - and that is difficult in fact.

Creamware's stuff isn't a product for the masses, like the SoundBlaster - as well as it's not intended for only for a handful of top end studios.
So you cannot rely on standard 101 sales strategies.

Imho it's extremely important to develope a brand consciousness, like Apple once did with the 'computer for the rest of us' - sorry, just got no better example

At least a small step in that direction is already achieved by something like this forum

but we need more connections between successful productions and the use of SFP

my 2 cents, Tom

Shayne White · Post by **Shayne White** » Sat Jan 31, 2004 12:30 pm

I have an idea. There is a huge community of snobs who only use VST plugins. It might be wise for CWA to develop a few plugins for VST/DX/AU/RTAS just to get them known in the mass market, for a lot of people would never pay the slightest attention to CW before. Once CWA's name is out there, SFP and Noah might gain more recognition.

They don't have to port MiniMax or anything like that, but perhaps just some high-end audio effects?

Just a thought,

Shayne

valis · Post by **valis** » Sat Jan 31, 2004 2:48 pm

- Upgrade the website to be more competitive in the online marketplace. I think that the way they handle registration and keys isn't too bad programmatically, although I do suspect they could get some IT consulting to tweak their sql/mysql db for their forums and speed things up quite a bit. What I really mean tho is the 'image' side of the website, which is a large part of what marketing is. The look is rather subdued compared to what the product can do and compared even to what modern SFP and its newer devices look like. I do appreciate the lack of flash however

- Increase presence within the US market. I realize that the products Creamware makes are a bit more complex than the average hobbyist/small studio is looking for, there's still quite a large market of users who would appreciate the power of the product and just don't know about it. I managed to get a Pulsar1 with the first little push into the USA and have stuck with it but most of the people I used to know have long moved on since they vanished from the shops and magazines here stateside. Noah making it into Electronic Musician is a good start, and I noticed the amount of reviews that Pulsars and Powerpulsars were showing up in from the Uk rags lately, but more of this stateside (and even the occasional advertisement!) wouldn't be a bad thing.

- Don't abandon what they have already done to get the word-of-mouth that they have gotten to date. In Creamware's marketing they have several different spheres (layers) to appeal to, and word of mouth comprises an important part of your core/loyal userbase (us!). I suspect most of 'us' are of the opinion that nothing as flexible as my Creamware cards and that the sounds I get are competitive with anything else I am hearing from software or hardware in the same bracket of the market (pricewise) and its that enthusiasm that does provoke us to tell others about Creamware's products. However, encapsulating all that into simple ads and reviews can definately be a challenge so there I suspect they have their work cut out for them. Whether your Creamware cards are only a small portion of your setup (Hans Zimmer's studio for example) or the centerpiece of a small studio Creamware cards are a nexus of audio & midi connectivity & processing. The popularity of software products like reaktor and absynth give good credence to the idea that not all users are after a 'band-in-a-box' solution with a whirly hat.

R-type · Post by **R-type** » Sat Jan 31, 2004 3:43 pm

Do a Pulsar with Cubase SX 2.0 bundle. If you could get the price to $999 USD it might work.

Sort of piggy back on Cubase's distribution channel.

MCCY · Post by **MCCY** » Sat Jan 31, 2004 4:27 pm

As it's been said in another thread:

Make SDK (oups. editing: Maybe I mean Scope DP... Hm. SDK is the complicated thing, isn't it? Did I get it all wrong??? I'd like to be able to stick atoms together, build my own devices thats what I mean; but it would be great, to see more atoms+devices appear from developers that are experts in programming)available for a low price. This is what's it all about with SFP:

Building your personal audio environment and using other free shared devices.

I think this was a reason for everybody here to buy pulsar or scope or luna... To get all those special plugins (with superior audio-quality) that no other company has for free!

It would make everyone want to be part of this community - being part of something very special. Just think about the positive effect for this world

! Creamware will get many users and money and will make the world a better place this way ;o).

=> Creamware = an ideology = freaky = absolutely professional

I remember the first marketing artikles from creamware in germany years ago: Some sharcs swimming around in water ... many humor in this picture (too difficult to explain in my english).

When reading about all the possibilities I thought: "Man, this is absolutely cool. Highendequipement with endless possibilities spiced up with humor." I got my first pulsar card + A16 for all the money that I had at that moment: To be part of that freakshow.

I'll never regret that

Martin

[ This Message was edited by: MCCYRANO on 2004-01-31 17:15 ]

King of Snake · Post by **King of Snake** » Sat Jan 31, 2004 4:40 pm

I think a strong web presence and regular product reviews in magazines are important. I bought my pulsar I based mostly on the review in Future Music at the time. The complete functionality of SFP may be hard to market, but the concept itself is simple: a high-quality all-in-one solution. If Propellerheads can do it with Reason, why should CW be able to do it with SFP? (although Reason seems to be more of a "fashion item" at the moment

)
Well okay, Reason and SFP aren't quite comparable, but they both offer a sort of "digital studio". Reason is also quite complex when you look at the full featureset but still everybody seems to know about it, or has at least heard the name. Maybe some lessons to be learnt there?

huffcw · Post by **huffcw** » Sat Jan 31, 2004 5:09 pm

I posted this in the other thread...

On the marketing - I agree that SFP goes too deep for many potential users to really grasp and understand. I think it would help if there were two modes for SFP... basic and advanced.

I know XTC is suppose to be the basic mode - but I would rather see a mode that works like the Noah synth, but runs off the DSP cards.

It would be more restrictive than the current "advanced" SFP mode (the same way Noah is more restrictive), but would allow many people who do not need the more advanced features to get up and running quicker. This would make it more geared toward the musician that just wants to plugin and go, rather than the studio professional.

Also, if this basic, more restrictive mode allowed for an even more stable system, that would be a great side effect.

I believe making things more simple would allow the system to open up to a much larger audience that wants access to the great synths and effects, but wants it without any learning curve - a plug in and go system.

Combine this with the USB 2.0/Firewire box mentioned earlier - and I could see many musicians getting on board. They could have a huge variety of very portable synths and effects to take with them (laptop + Pulsar box + controller keyboard) to play out without too much fuss.

ernest@303.nu · Post by **ernest@303.nu** » Sat Jan 31, 2004 7:51 pm

Marketing SFP is extremely hard as we found again and again. It is not mainstream and it follows a rather complex idea. It requires experience (problem awareness) to really be understood. Try to explain SFP in your simplest words to the average Guitar Center employee - he will have no clue what you are talking about. Just by what it IS it has a niche profile. Try to build a US marketing campaign ("short attention span" compatible) on this basis - good luck! Ideas and help are much appreciated, really....

Creamware should start by emphasizing one of the key features (imo) of SFP on their website and ads: the environment, which allows users to freely connect and daisy-chain any plug-in, synth, mixer, or wav/ASIO audio software from whatever company, with anything they want in a total-recall and midi-controllable environment. There isn't even a single picture of an SFP project in any of their brochures or on their website!!!??!
For me, seeing this freely configurable environment at a friends studio was one of the main features for goin' the Creamy Way

Maybe a Macromedia flash-demo of setting up a couple of projects in various situations could show the users the potential and the benefits over other hardware solutions (especially when showing a project that is very useful but wouldn't be possible with any other soundcard or native recording software)

kensuguro · Post by **kensuguro** » Sat Jan 31, 2004 10:16 pm

I think it may also be a good idea to band together with other small DSP card dealers (like cameleon) and have a joint funded campaign that brings "dsp power" into public awareness. That may be the first step. To say that "it's not software, and it's not hardware. It's HYBRID." The whole DSP market can reap harvest from such a campaign.

The problem is that many users probably don't know what DSP based boards can do. So, that's bringing the technical aspects into spot.

On the other hand, you can use the powerful community as a tool. Not too many instruments have a strong community as SFP, and this really sets it apart from anything else. So it might be like, "SFP.. welcome home" or "meet your own kind" type of slogan. I think the word "community" is a bit easier to bite into than "DSP superiority".

[ This Message was edited by: kensuguro on 2004-01-31 22:20 ]

scary808 · Post by **scary808** » Sat Jan 31, 2004 10:21 pm

Maybe a Macromedia flash-demo of setting up a couple of projects in various situations could show the users the potential and the benefits over other hardware solutions (especially when showing a project that is very useful but wouldn't be possible with any other soundcard or native recording software)

That's an excellent idea! Install kiosks with an SFP system or an interactive demonstration. Maybe even have CDROMs or DVDs with that same demo that you could take home & pop into your computer. Integrate that somehow with the CW enthusiasts promo idea & have regional represenatives set up demos where potential buyers could come & try out SFP.

soul-synthesis · Post by **soul-synthesis** » Sun Feb 01, 2004 12:56 am

ok i'll have a crack at this.

1. improve the web site. 1st priority get faster pipes for hosting the site. Since it's a "new" company, a new design needs to be created - something fresh, dynamic, streamlined, 2004 style! Regular updates, more interviews, more audio samples, more graphical examples. new FAST forum!! CWA to host planet Z!!?!?

2. Increased market exposure through music tech. magazines, web sites around the world. Regular workshops conducted by shops around the world - hook with give aways, prizes on day etc)

3. CWA to concentrate on handling direct sales via an online shop. Allows customers to cut the middleman. Better price regulation, cheaper prices? No more "delays" with cowboy stores/distributors who dont have any bloody stock - Buy direct from CWA, no more hassles!!

4. Regular specials, not just at XMAS. Perhaps quarterly specials? Regular "Recommend a friend to a CWA product" type specials

- Let the 30,000 users do the "marketing", rewards may include free plugins or "credit" points for the next CWA product purchase.

5. Regular competitions conducted by CWA - win CWA stuff eg. hardware, plugins etc.

6. Better support/communication network. Enquires or technical support to be replied to ASAP (eg. emails - within 24hrs).

hmmm..anything else? let me think....

[ This Message was edited by: soul-synthesis on 2004-02-01 01:02 ]

soul-synthesis · Post by **soul-synthesis** » Sun Feb 01, 2004 12:59 am

oh yeah as someone else mentioned...

7. Partnerships with other companies. eg. bundle audio card with sequencer software? steinberg, cakewalk etc? Allows both companies to share "markets"

Shayne White · Post by **Shayne White** » Sun Feb 01, 2004 2:04 am

If they did a bundle with Emagic they'd have to finish the OS X software first.

coc999 · Post by **coc999** » Sun Feb 01, 2004 5:53 am

Develloping only a software version of a pulsar synth compatible with mac osx and that could be installed as a protools plug could open you lot of studios environement .Digidesign studios will never change for a pulsar board but could buy this kind of quality products.
I don't have any idea about the price of this kind of devellopement but there is a big market to "target ".

[ This Message was edited by: coc999 on 2004-02-01 05:55 ]

ernest@303.nu · Post by **ernest@303.nu** » Sun Feb 01, 2004 6:41 am

On 2004-02-01 00:56, soul-synthesis wrote:
ok i'll have a crack at this.

1. improve the web site. 1st priority get faster pipes for hosting the site. Since it's a "new" company, a new design needs to be created - something fresh, dynamic, streamlined, 2004 style! Regular updates, more interviews, more audio samples, more graphical examples. new FAST forum!!

Maybe some kind of SFP-like interface/design for the website would be cool?

I can imagine an interesting website design using some of the graphical components of SFP (and this could be possible without using flash) - although I can understand Creamware isn't about to spill 10.000 euro on website redesign in their current financial situation...
but they should most definitely improve the informational value of the website. (how does Creamware expect potential customers to understand how SFP works and what it can do to their studio, without even explaining and showing the unique interface??!)

Spirit · Post by **Spirit** » Sun Feb 01, 2004 7:36 am

A good website is definitely vital IMHO.

I would start at the beginning and state very clearly and simply what CW has for sale and what it can do.

For example, it should be a big link on the homepage to say that:

- CWA sells soundcards
- these cards include bundled synths & effects
- you can use the cards for mastering
- they have flexible routing for all sorts of different audio and studio work
- it integrates smoothly with all sorts of sequencers

Back this up with *LOTS* of screenshots. Shots of the GUIs, shots of the routing screen, shots of effects, mastering tools etc

Consider a few Flash prentations running through the routing options. This is complex so would benfit from animation and speaking commentry.

Also include *LOTS* of good MP3 demos. Some would be of individual synths. others highlight effects, and some full songs written only on CW gear. The Planet-Z community good probably provide most of these !

In fact I think the lure of a few good plug-ins as prizes might get some excellent sales and promotional material made for you by Planet Z members. Surely this will be much cheaper for you than paying real money for commercial creation, or wasting your programmers time with web stuff.

Forget the CWA forums. Direct people to the "unofficial" Planet-Z site and offer only phone / email support. Instead use the time gained by dumping the forum to more regularly update the website with new MP3s, screenshots, news, FAQs and tips.

Every month on the front have a different featured plugin, maybe with a discount special, extra MP3 demos, or a free bank of sounds.

King of Snake · Post by **King of Snake** » Sun Feb 01, 2004 8:26 am

On 2004-01-31 19:51, ernest@303.nu wrote:
Creamware should start by emphasizing one of the key features (imo) of SFP on their website and ads: the environment, which allows users to freely connect and daisy-chain any plug-in, synth, mixer, or wav/ASIO audio software from whatever company, with anything they want in a total-recall and midi-controllable environment. There isn't even a single picture of an SFP project in any of their brochures or on their website!!!??!
For me, seeing this freely configurable environment at a friends studio was one of the main features for goin' the Creamy Way

Maybe a Macromedia flash-demo of setting up a couple of projects in various situations could show the users the potential and the benefits over other hardware solutions (especially when showing a project that is very useful but wouldn't be possible with any other soundcard or native recording software)

Good one! I was thinking of this myself when I heard people talking about CW's website. I thought "well what could they put on the website that would make things easier to understand?" Well, even though some people may hate Flash, it would be a neat way to actually show the way SFP works. Even just screenshots wouldn't do it justice so an animated flash demo would be much better (maybe even interactive).

Some other website suggestions:
-easier way to find technical and support information. Especially the support database seems clumsy and hidden too deep in the website.

-I think the products overview focuses too much on different products (cards) instead of the common factor: SFP
You sort of get the idea that it's all different systems while in fact it's only one system with different amounts of DSP. This should be more clear from the website (and also in other advertising)

-better sound examples for the instruments. A lot of peope have complained that the sound examples are either too cheesy and/or use too many effects or instruments at the same time so the basic sound can't really be heard.

-longer demo time!! The 60 minute demo versions are ridiculous and you really can't expect people to buy >E200,- plugins based on some mp3's and 60 minutes of demo time. A non time-limited demo with an intermittend silence, or *ping* would be much better, but otherwise give people at least a few days to try out the instrument!
(this also goes for 3rd part developers, I've seen plugins with 5 minutes demo time!

)

virtualstudio · Post by **virtualstudio** » Sun Feb 01, 2004 8:53 am

hi people,

for the most I agree with you're Ideas on how to market a great product like SFP
the only thing I wouldn't like to see PLANETZ become a tool of CWA and loosing its independence state, now you can have some constructive criticism on what's going on at CW.

I do agree with you that their website could do with some more interactive "gadgets"
some more speed and more information.

Also the training for dealers could be something to work on
for example the shop where I buy my CW stuff doesn't know much about it.
the thing they do know is that there were some money problems with CW and that's why they don't have any NOAH in stock !!!

Terranova-Amsterdam

[ This Message was edited by: virtualstudio on 2004-02-01 09:05 ]

at0m · Post by **at0m** » Sun Feb 01, 2004 9:22 am

yeah, Ernest. I loved the Flash tour that Akai used to provide for their S5/6000. It showed all there was to it on the real thing, without any hardware. Much more fun than downloading and reading the manual and specs.

Or how about an SFP demo that works without the hardware? To see (and maybe even create) an SFP project, with its devices, IO, routing and modular could give a lot of people a good idea of what it's like to work with SFP. For sound demo's they can always listen to some mp3's...