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Thread: NewTek marketing and publicity

  1. #1

    NewTek marketing and publicity

    Ok, NewTek really needs to get on the marketing ball....

    Just read another article about Autodesk Maya-2009. Again, it seems Autodesk is getting credited with creating stereoscopic rendering, when we've had that in Lightwave for a very long time.

    It's things like this that keeps LW below the radar in many cases...NewTek needs to start blowing it's own horn a bit louder...there was a time when people watched Lightwave because it was ahead in many ways..but with some less than spectacular releases and the almost non-exhistant marketing, no one is really looking anymore.

    Same thing with the VT, Tricaster, etc...

    So, lets see some ads and some real articles in trade magazines and on the web..start getting the name out there again and start tempting folks away from the Autodesk empire.

    Anyway, just my $.02
    Rob Depew
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  2. #2
    Almost newbie Cageman's Avatar
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    Yeah... I've read something similar to that. It's interesting that LW has had so many features for years that only LW-users seem to know about.

    Oh well...



    ........as some people working in Hollywood have said: LW is the best kept secret....

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  3. #3
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    ON the TriCaster side of things they were the number 1 story on Wired.com
    http://blog.wired.com/business/2008/...udio-in-a.html

  4. #4
    Cool about tricaster I'm more into the cg stuff and havent used the new VT or anything because I have to deal with AE and stuff like that..now if NewTek made a great compositing/fx package...hehe

    But, yeah..those little features that we (LW users) have taken for granted since the early days...I have constantly been unimpressed when freinds will say 'look what i can do in maya (or max)', and I just say..oh yeah, I've been able to do that for years..there are alot of everyday tools and features that are just now showing up in the bloated-overpriced 'high end' packages. To be sure, LW lacks some things...but if NT were to start pushing the things it does do wery well.... The renderer..LW's renderer (to me) is the fastest and most useful (without having to spend $$ on a 3rd party render)..as just an example.
    Rob Depew
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  5. #5
    Valiant NewTeKnight Matt's Avatar
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    I'm hoping v10 will turn things around.
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  6. #6
    Quote Originally Posted by Matt View Post
    I'm hoping v10 will turn things around.
    Agreed. I don't expect to see Lightwave as a serious competitor to a mega corporation like Autodesk but I would like to see Lightwave really taken seriously and seen as a professional application in the 3D industry.

  7. #7
    Valiant NewTeKnight Matt's Avatar
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    Quote Originally Posted by hrgiger View Post
    Agreed. I don't expect to see Lightwave as a serious competitor to a mega corporation like Autodesk but I would like to see Lightwave really taken seriously and seen as a professional application in the 3D industry.
    Exactly, I too get the feeling other 3D users look down their noses at us 'wavers.

    I don't know how it happened exactly, but LightWave appears to have become the Lada of the 3D world in some peoples eyes.

    Perfectly capable, secretly admired, yet no one wants to admit to using it!



    How do we shake the stigma? Simple, give the industry what they want in a _professional_ looking application.

    If the software is good enough, the marketing should take care of itself (or will certainly be easier!)
    UI / UX Designer @ NewTek
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  8. #8
    'regards pro looking'...well i think maya's u.i. always looked like a chad valley learning app..didn't do it any harm though did it! so i'm not so sure that just a U.I. makeover will help that much...

    but i think people DO like to see something DIFFERENT in a new version sometimes from an app's upgrade as 'perception' from non wavers usually goes like this>>

    non waver friend's usual comments>
    oh...err looks the same as lightwave 5.6 really and the second thing they ALWAYS ask...is it STILL 2 separate apps?

    it's hard to win people over to lightwave if they "think" it looks 10years old and hasn't basically moved on from being 2 separate apps due to memory limits on the amiga and 2 coders making it 2 apps in the 90's. [both have moved on in that dept as we all know]

    solve those 2 basic things and you might keep someone's attention into looking at and downloading the demo of lightwave 10 when it comes out.

    harsh words i know..i like lightwave and it was a good app to teach with for new users of 3d..were also going into a recession in 2009 and there's now a "gap" where xsi foundation once was to get people into it..if newtek can overhaul the look of lightwave and get the thing glued together into 1 app then they have a road in with brand new users and people adding another 3d app "if" there something unique to be gained from adding lightwave to say maya, xsi, zbrush etc..

    make lightwave 1 app that plays EXTREEEMLY well with zbrush making it almost transparent in using zbrush models wih ZERO hassle loading and setting up zbrush stuff and you have an app with "an edge".

    i'd love to see newtek talking to pixologic as both companies buck the trend and "do it their way" if they could get together and
    offer something outstanding compared to other workflows then we could see a resurgence with "the wave"
    Last edited by cresshead; 12-29-2008 at 09:28 PM.
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  9. #9
    Realistically, its not an issue of look, or what 3rd party apps it works directly with..Maya and zbrush dont play well together either. I'm not trying to start a discussion on what features we need, there are other threads for that. I'm addressing NewTek's visibility.

    Simply put, Lightwave has not had exposure, and thats what I'm talking about..Siggraph is fine, but what about the other 51 weeks of the year? The few magazines I've looked at recently have no real ads for LW, and there are no reviews, etc.. It used to be common practice for a developer to send a copy of their new app to reveiwers and such to generate interest and exposure.

    There are still alot of high end production companies that use LW for some high profile work, but no one knows about it because it's become a kind of pariah to say you use Lightwave...NewTek needs to change that..and it cant wait until LW10.

    Word of mouth works, and I can say that I've managed to create a few converts myself, but it's not enough.
    Rob Depew
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  10. #10
    re magazine adverts and reviews..i'm not sure "magazines" are where it's at in 2009..i don't buy mag's anymore for example except when there's a huge freeby on a disc.

    newtek have a hard road to tread thesedays with autodesk owning all the major players and so the college "way in" for learning and games and film studio's using autodesk products.

    bottomline> lightwave, cinema, modo, zbrush, houdini, 3dcoat, daz studio, carrara etc have to offer something "different" to the autodesk products be it as simple as a cheaper option to actual unique features and workflows that aid people in creating 3d based images and animations.

    to combat this situation newtek can and should use the internet..they have as you know one of the BEST live streaming studio setup on planet earth...[tricaster] and we live in a youtube/facebook/podcasting world thesedays so having a newtek 'channel'
    they could make good inroads also maybe add a model/scene retail shop based around the likes of turbosquid/daz could help with revenue streams..we have after all one of THE BEST forums available with a good userbase of talent.

    maybe lightwave 10 could be the RE launch of newtek for 3D...i'm hoping so anyhow!
    Last edited by cresshead; 12-29-2008 at 10:00 PM.
    stee+cat
    real name: steve gilbert
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    Q - How many polys?
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  11. #11
    Exposure is the key to generating the interest. The features and price are what actually sell the thing. Reviews help that process because people tend to research on major purchases. I know many professionals who still buy trade mags, just to see whats going on.
    Rob Depew
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  12. #12
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    Quote Originally Posted by Cageman View Post
    ........as some people working in Hollywood have said: LW is the best kept secret....

    LMAO

    Talk about a marketing strategy. How Ironic!

  13. #13
    I was seriously concerned with posting on this matter, mostly because I can come across as very arrogant with my opinion sometimes. To begin with I want to say that I do have big respect to the people at NewTek including there marketing team.

    Most posts in here and NewTek's marketing are missing the big picture.
    Its not about some fancy new feature, or if two or one app, a boot at a convention or print ads in right publication. All that is secondary, and not that its unimportant, its just not the most important thing.

    I am sorry to say but NewTek has not really a main marketing idea supported by a appropriate strategy.
    And that its main problem. Or if it had one its so week that its not visible.

    Guessable reason for that. NewTek started out way back it the days, where there was not much competition and just creating a good product was enough to be noticed.

    Unfortunately NewTek always under estimated the importance of marketing and branding. Overlooking where a big part of its marked really is. And is in jeopardy of getting old and boring. Being old and boring is probably not a problem if you are running a construction material supply company but a serious issue if you are catering a creative industry. I have not met a person under 25 years of age in a while that knew waht NewTek was. But they all knew who Autodesk and Maya was.


    Here a few suggestions:

    A. Get the kids. Unload a **** load of free stuff to all major visual design and FX schools and hook up every kid with a free app that expires 6 Months after school term is over. Sponsor school programs and make a deal in exchange that you can use what ever was created as a school project for marketing and showcase purposes.
    (Schools is where Autodesk is whooping you butt!) The kids from today are your customers of tomorrow. Even they don't make any $$$ now they are the once that will run companies tomorrow and have high profile jobs that will change the future of the industries as we know it.

    B. Don't fight fire with fire. Autodesk has both out most of your competition. Take advantage of the situation being a outcast. Take the role of the underdog and stick it to the man. Make it you marketing strategy to be the rebel, to be more affordable, more creative more independent, more power to the people. In days like this where everybody is loosing there corporate job and trying to reinvent there carrier. Being the the rebel and lead a revolution is the way to go.

    C. Create new stuff and be creative about it. Set up a creative lab with two sections. Tool/App Developers and Designers/Creatives. Start a program where you host a open source plug ins and app development, where its creations are free and use with no warranty and on you own risk. Adapt most of the good tools created for you apps that someone did as a personal project but neglected updating. In general keep the spirit of people that create tools out of the urge to do so up and kicking. Start a creative program where you get people to participate on projects you host, utilizing this as technique and tutorial showcase. Asign a new senior person every 6 months to run it. Don't make the same mistake all over trying to force people to be creative only within you product range!

    D. Make a fuzz about how your products go well with others. People want compatibility, and the reinsurance that your app works with what ever they are familiar with. Make sure your apps talk to other apps and keep all modules that do so up to date.

    E. Go Apple. You are the creator of one of the moist competitive 3D app on the Apple platform. Make sure people know about it. Apple used to have a market share of 3%, this days its U.S. market share is at 21% and growing. Don't snooze this opportunity away. Apple was always big with the creative industry, make sure every Apple store has your product and do frequent demos there.

    F. Expand your products. Make more small affordable apps that expend your market and the awareness of your existence. Rendition was a good move. Now do a LW Modeler Rendition bundle as a Photoshop special. Make a app that lets you exports open GL environments to After Effects and iPhone and sell it as stand alone, think cheep gaming engine. Small apps are easier to sell and if affordable they spread fast and substitute for marketing and create awareness beyond your usual clientele.

    G. Get International. Translate your apps and its manuals. The most spoken language on earth is not English! You are missing out on a big chunk, with the world being wired and visual imagining industries constantly expanding. Think Bolliwood, Russian and Asian film industries and so on.

    H. Keep Your existing customers happy. Listening is good, unfortunately by the time some one complains there is soup is cold its already to late. Foreseeing problems before they occur is better.

    I. Explore and Inspire. Explore the usability of your products beyond what you have foreseen as there function. Create showcases based on your findings.

    J. Re event your image, get cool and sexy. No one want to go to town with a teapot. Hire a advertising agency to help you rebrand and come up with a campaign if you don't have the $ get at least someone to consult you. Don't be cheep about it, it pays off.



    Peace. ///

  14. #14
    newtek need to keep their current users with a new version [lw10] but also look to get new users as well, now that xsi foundation is gone their main competition in their price bracket is the basic version of cinema4d and modo not really autodesk products [maya, max, xsi] , cinema studio bundle or houdini.

    to break the hold of autodesk in college and studio's [film, game] is near impossible so they need to come at their prospective new users and retaining their current users from a different angle...getting lightwave into cllege/uni is really a non starter...don't even bother, it's a waste of effort now that autodesk own that area.

    lightwave does well in the tv effects segment so play to that and other areas where fast workflows and smaller budgets look for lightwave for the answer.

    one of the main areas lightwave scores time and time again is it's renderer..and guess what..yeah newtek HAVE worked really heard on that, so they are getting stuff right as we speak..i still maintain that if newtek were to make lightwave 10 a single app they'd get a ton of interest from new and current 3d artists...without that major step happening i'd think many will not bother to upgrade to lw10 unless it does something new and is "stunning" and uncomparable to maya, max,cinema, houdini and xsi...

    getting 1 unified app is vital in my opinion...and a make over in the u.i. would help to push it into the limelite too.
    stee+cat
    real name: steve gilbert
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    Q - How many polys?
    A - All of them!

  15. #15
    My suggestion is always the same. stick to your strengths. Being #1 at rendering and effects is where LW should be. Right now i cant think of a single aspect of LW that is at the forefront of the industry (other than price).

    this is a problem.

    being cheap only means that you will attract the cheap crowd...

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