Thoughts on Vegas marketing

j-hopman wrote on 8/14/2023, 4:05 AM

Okay, here goes. I need to get this off my chest. I will stay as constructive as I can, I love this software and want to see it succeed.

So I just saw the new commercial for Vegas 21 on their webpage (https://www.vegascreativesoftware.com/fileadmin/user_upload/products/vegas_pro/21/videos/overview/i_eb4eef/vegas-overview-hero-video-int.mp4), and it got me thinking.

As a loyal user and fan, I feel a bit deflated. First of, the ad itself. It gives me such a deja vu vibe. Dancers spinning, actors smiling at screens - we've seen this many times before, not just from Vegas but from the industry. "Editing feels like dancing", I'm not sure that message really is enough to attract newcomers. The real heart of Vegas Pro, the actual UI, the nuts and bolts that make it shine, makes brief and quick appearances. It's like they're kind of ashamed of showing it off. And unfortunately, like previous years commercials, I'm left wondering if its even made in Vegas at all. The UI looks like After Effects.

While the ad feels like 85% dancers and 15% Vegas, my issue goes beyond just this commercial though. It's the whole approach. Every year, a new major version rolls out with a shiny, generic new commercial, and then.... silence. Crickets. Until the next big release. Meanwhile, look around at what others are doing. Davinci, Filmora, even smartphone apps like Inshot are rocking the scene with influencers, year-round engagement, community vibes, and loads of expertise sharing. They're creating trust, building connections, and really showing us what their software can do (not just some basic cuts for a TV commercial, we all know the potential of Vegas is beyond this).

But Vegas? They drop a once-a-year ad that feels like it's not even made in Vegas, with some paid actors talking about how much they love it and then go radio silent. For us longtime users we just feel a bit alone and disconnected from this software. I don't want to just rag on Vegas here, I love the software, and I know many of you do too. But let's face it: the marketing game has changed, and Vegas needs to step up and join the party. Let the community in, showcase real actual users with their work and solutions (not paid actors in front of a screen). Go beyond the annual launch-and-leave strategy. Engage with us, inspire us, keep the conversation going - and help us realize just how powerful the software is. It can do so much more than just cuts and fades, just look at the stuff happening in this forum alone. Show us the real program not just some rehearsed, polished performance.

We believe in Vegas Pro, we know what it can do. It's time for Vegas to join 2023 on the marketing side. Skip the generic outdated TV commercials (I mean, does this really even get them new users?). I hope this doesn't come off too strong, I just feel strongly about getting the message out about Vegas, I've used it for years and really feel like it still has a place in this world. I also understand that the developers arent doing the marketing themselves, it's the company who owns them. Hopefully we're just seeing the tip of the iceberg and that there is more coming. This is all on the marketing side though, as I've said many times - I love the software and the new features introduced are really great, especially adjustment events which is a major upgrade to the editing possibilities imo.

Comments

Sjef-Verpaalen wrote on 8/14/2023, 4:24 AM

I agree with this statement. I also love working with Vegas.I uploaded V20 only a couple of weeks ago and now again V21 is already there. I paid again about € 100, but I don't see any major differences, but maybe I have to experience more. Thanks for your opinion, its worth talking about this subject.

lan-mLMC wrote on 8/14/2023, 5:29 AM

Magix/Vegas doesn't hire tutorial makers, so it can't post a fancy tutorial video every week like Hitfilm does. https://www.youtube.com/@FXhome/videos

I think it's all down to money.

Dexcon wrote on 8/14/2023, 5:43 AM

... post a fancy tutorial video every week like Hitfilm does.

I think that should be, "... like HitFilm used to do". The latest HitFilm tutorials on YT were uploaded 8 months ago. If I recall correctly, somebody mentioned on the forum a few moinths ago that the original HitFilm staff who did all of those HitFilm tutorials over the years have left HitFilm since the company was taken over by Artlist. And the HitFilm forum has gone as well (a forum link is still there on HitFilm's website but nobody's home).

RogerS wrote on 8/14/2023, 9:38 AM

I'm not sure who the people in the video are but if the filmmakers actually use VEGAS I'd feel more positive about it. Maybe there will be a more robust social media and influencer-strategy going forward with people who really use the program and can show what it can do!

fr0sty wrote on 8/14/2023, 9:51 AM

Some very valid points made. I too agree that marketing should focus more on the app itself, unless on flashy video content of random actors dancing.

I want to see people making films, I want to see people doing special effects, I want to see people collaborating on edits, I want to see people using Vegas as a DAW. I want to see people creating motion graphics. I want to see music videos being edited, not shot. I want to see TV commercials being edited. I want to see text and lower thirds being added. Show me what the product can do, not what the film crew creating the material that is going to be edited can do. We all know what a film crew does. We work with them every day. We don't need to see all of that crap.

pnglover wrote on 8/14/2023, 11:02 AM

Very well put @fr0sty

Blaque wrote on 8/14/2023, 11:15 AM

Some very valid points made. I too agree that marketing should focus more on the app itself, unless on flashy video content of random actors dancing.

I want to see people making films, I want to see people doing special effects, I want to see people collaborating on edits, I want to see people using Vegas as a DAW. I want to see people creating motion graphics. I want to see music videos being edited, not shot. I want to see TV commercials being edited. I want to see text and lower thirds being added. Show me what the product can do, not what the film crew creating the material that is going to be edited can do. We all know what a film crew does. We work with them every day. We don't need to see all of that crap.

Wow! The best statement to ever be made in the history of video editing forums on the topic of video editor marketing, in my honest opinion.

Thank You! @fr0sty

VEGASDerek wrote on 8/14/2023, 11:18 AM

I have passed on the thoughts made in this thread. I would agree with many of the comments here. I believe we do have some more content specific stuff coming in the future. My understanding is that we have a large set of marketing material that is in the works right now to highlight VP 21 and its features. I am hopeful that it all comes to fruition because, as an engineer for VEGAS, I would love to see my team's efforts truly displayed in an effective way to bring in new users.

DMT3 wrote on 8/14/2023, 11:26 AM

I would have to add my two cents. Since Vegas is a trade software, marketing needs to show the tools, the effects, not just faces cut to fast music, which you are not the only people to do this type of marketing. I want to see interface, screen shots, etc. This can be done in an entertaining short form way with links to longer versions/how to videos. I have been a long time user of Vegas (back to Sonic Days) and it is the best software for the independent editor. I have used Avid, Final Cut, and Premiere and just find Vegas strengths outweigh any bells and whistles the others offer.

VEGASDerek wrote on 8/14/2023, 11:27 AM

And sure enough, here is Gary with some thoughts on VP 21:

Howard-Vigorita wrote on 8/14/2023, 12:04 PM

I'm occasionally active in Zcam and Canon forums which are populated almost exclusively by pro film makers. More than half are Resolve users. But I'm one of the few that have ever mentioned Vegas. The only interest I ever stirred up there was when vp19 came out and I shared it's BRAW and ProResRaw capabilities that were publicly announced as beta. Unfortunately Vegas BRAW has still not made it to official release and has not been updated to support v2 used by the Video Assist 12G. And ProResRaw used in the Atomos Ninja V was removed from Vegas midway through vp19 updates. I have a sense that neither I nor Vegas will regain our credibility with that crowd till those things get back on track.

Regarding the promo, I was doing audio and video for stage musicals for about three years until the pandemic hit and Vegas' intuitive multicam capabilities were always great for rendering dancers creatively from every which angle. Nothing much new there but it's about time Vegas was promoted for that market.

Former user wrote on 8/14/2023, 9:06 PM

I would have to add my two cents. Since Vegas is a trade software, marketing needs to show the tools, the effects, not just faces cut to fast music, which you are not the only people to do this type of marketing. I want to see interface, screen shots, etc. This can be done in an entertaining short form way with links to longer versions/how to videos.

And the long version doesn't necessarily have to promote to non Vegas users the same way, it can be mainly for existing Vegas users, the way Black Magic does for Resolve. Example 18.1 release, this is so dull it could be used as a sleep aid, but I watched it all because I"m a Resolve user. Same would apply for Vegas users wanting to watch something that may not be interesting to non Vegas users.

It would be good to have such a Vegas version for every release and be able to look back on them the same way one looks back on version and release history texts, although don't make it as boring as this. These videos can also help YouTubers with making shortened entertaining versions of the major features that will reach a much larger audience

Seb-o wrote on 8/14/2023, 10:32 PM

I'm glad people agree with me here, I posted a few hours ago the same ideas. This seems to be the German /Euro marketing team. Nothing, per se, wrong with that, but for the American market, and Vegas IS an American bred product, I think more of a USA flair would be on point. Magix' Samplitude, same thing, though that is a German product, the German voiceover, speaking English with heavy accent, is not hitting home. Maybe if the fräuleins were a bit more Uschi Obermaier.. and a bit less Meagan Rapinoe.

Yelandkeil wrote on 8/15/2023, 1:52 AM

I do have the meaning opposite.
Though at the very beginning I misunderstood that some dancer(in) could be an activist with political trend.

But then I see it's up-and-coming young people who will promote their contemporary joining and enjoying VEGAS.

Long time VEGAS user used to be digging the depth especially details of new functions.
Yet marketing (to new/young customers) needs concise and pithy, the 4 points enough:

all-in-one timeline
smart workflow
optimal colors in every event
light and camera along post-vfx

Yelandkeil wrote on 8/15/2023, 2:00 AM

Gary's words are important for us old birds, in the other hand, young people don't care about the old leader.

As I like classical music and they rocknroll.

bitman wrote on 8/15/2023, 2:41 AM

Gary's words are important for us old birds, in the other hand, young people don't care about the old leader.

As I like classical music and they rocknroll.

Rock and roll is a genre of popular music that evolved in the United States during the late 1940s and early 1950s.

Not sure young people are in to that anymore 😀

bitman wrote on 8/15/2023, 2:52 AM

@Seb-o and @j-hopman I could not agree more, as an engineer myself I cannot find myself in these promo's.

And on to stay on the subject of dancing imagery, I do not like the Vegas 21 arty farty splash screen of a cameraman filming someone's shoelaces while he is doing fancy hand and arm gestures.

Is there a way to customize the splash screen with your own choosing? - there you go, another new feature you can add!

RogerS wrote on 8/15/2023, 3:22 AM

The camera's pointing upwards, isn't it?

Yelandkeil wrote on 8/15/2023, 3:33 AM

Gary's words are important for us old birds, in the other hand, young people don't care about the old leader.

As I like classical music and they rocknroll.

Rock and roll is a genre of popular music that evolved in the United States during the late 1940s and early 1950s.

Not sure young people are in to that anymore 😀

That's just an example.

I'm over 60, still try to understand the 2nd even 3rd generation behind me. And mostly appreciation.
Only, no Techno!

I was the very one against the splash screen, now accepted.

paul-marshall wrote on 8/15/2023, 3:40 AM

Is there a way to customize the loading image with your own choosing? - there you go, another new feature you can add!

I agree - I dislike the splash screen. Bring back the blue stripes!

MikeS wrote on 8/15/2023, 3:49 AM

I agree - I dislike the splash screen. Bring back the blue stripes!

I second this!

j-hopman wrote on 8/15/2023, 8:41 AM

@fr0sty and @DMT3 Thanks I could not have worded this better myself. I think you could have written the initial post better than me.

@Yelandkeil I get your point about the dancing ad not being aimed at us hardcore users. It's obvious that the video is casting a wide net, but I don't think we should underestimate newcomers either. They're not looking to be sold on editing as a whole or a vague feeling of "editing in Vegas feels like dancing/spinning". They're likely finding Vegas because they want to go one step beyond just basic cuts on their smartphone or whatever, and they probably think the competition (like Adobe) is overkill in terms of pricing/other. That's why I think an engaging and clear view into the UI of Vegas and its actual features (both new and old), is very very relevant for newcomers as well.

I think generally focusing less on the metaphorical "feeling" of editing and show us more of "why" it feels good to edit in Vegas is the way to go, it can even be combined with the right editing/storytelling. And also give us strong examples of how powerful it is. I feel this is kind of lacking in their shiny new ad. Again, I don't mean to be negative - but yes - is this even made in Vegas? If it is, why not show us? Give us some expert insights and knowledge for how it was created, how it was graded, the ins and outs. As @fr0sty pointed out, why waste so much time on everything that's happening before the actual editing in an ad made to show off a video editing software.

I did watch the video of Gary. He's good in front of the camera and really gives a bright outlook on the future of Vegas. I like the B-roll they're showing here to, more energetic and "Vegas as we know it."

VEGASDerek wrote on 8/15/2023, 9:32 AM

Let me first just say that feedback like this is actually something that gives me very positive feelings about our application and our current customer base. It shows how much our customers really want to see VEGAS thrive.

Feedback like this is appreciated and I can promise you that it is not being ignored. We are seeing comments like this pop up all over different VEGAS social media accounts since the release of VP 21. We have an expanded marketing team that is working hard to push VEGAS Pro forward. VEGAS is now the focused product in the entire Magix portfolio and I believe the marketing efforts will soon reflect that. To defend the current VP21 marketing, some decisions about VP21 were made very late in the development cycle and the production of marketing materials was delayed because of it. (And it did not help that some of us decided we needed to push the release of VP 21 one work earlier than we had originally planned.) The reality is, the content that has been produced was done very quickly, and I think quite well. (We didn't even have a splash screen for the application until 2 weeks ago!) The main criticism right now is specifically the type of marketing material, and that is understandable. The marketing team is not ignoring this feedback and I would expect, in the future, a good combination of content based promotion as well as the more flashy, wide-reaching sort of content like the advertisement with the dancers.

john_dennis wrote on 8/15/2023, 9:48 AM

I love Rock and Roll

Put another dime in the juke box, baby