This would be my marketing strategy for the K-01, and this is coming from a guy who really has no reason to buy one. . .
First, establish the market that you're targeting. The P&S upgrader is probably the largest market.
Think like a P&S upgrader --
1. Wants better IQ -- stress that the K-01 uses the same sensor as the IQ class-leading flagship of the Pentax DSLR line, the K-5
2. Wants to be able to shoot in lower light with better quality -- show an indoor scene shot at ISO 10000 and compare it to one shot at ISO 400/800 from a P&S. Stress ISO 25600 vs 6400, the numbers look like a lot bigger difference than the 2 stops reality.
3. Wants Automatic functions. An initial photo with the K-01 and all the lenses in the current K mount system was a good start (I don't recall if they included all the F and FA series lenses, but they should), but to be effective at all, a contrast has to be drawn with the competition. Show this pic side-by-side with NEX, OLY, Panny, and NX MILC systems with all their system lenses that will allow fully auto shooting with their bodies (AF being stressed). The pic of the K-01 and lenses alone means nothing by itself to a P&S shooter unfamiliar with camera systems.
Then show a pic with the K-01 and every K mount lens you can get your hands on (get outrageous and include all of the MF super teles) and label it as all the lenses that will be stabilized on the K-01 without needing any adapter. I think the visual impact would be impressive. Minimal text is needed, just explain the concept.
4. Wants future upgrade path whether it's really realistic or not. Show a pic with the K-01 with all the current K mount system lenses, flashes, etc., then a pic of a K-5 with the same lenses, then contrast this with separate shots of NEX, OLY, Panny, and NX with all their respective system lenses, and pics with their current DSLR body from each of the mfgs and all the MILC system lenses that will migrate with the shooter to a current DSLR system, which of course would be pics of the lonely DSLR bodies by themselves, if indeed there are any DSLR bodies to be shown. Keep the text minimal, just enough to explain what you're contrasting.
Pentax has a big advantage for the P&S upgrader -- a full line of AF lenses -- all stabilized and not needing adapters that limit functionality. The previous upgrade path was to a DSLR, but now you're offering an intermediate step in camera sophistication -- considerably better IQ (with a 13x bigger sensor that can almost shoot in the dark --ISO 12800-25600!
) with the same interface and shooting style as they're used to. People do not want to be limited when they're choosing a product, even if they never really take advantage of the choices that are available. Stress the relative limitations of the competition in fully automatic lens selection. Tout the future upgrade path to a DSLR because that's the perception that the public has anyway. Play on the suggestion that if someone's looking to step up from a P&S now, that they will eventually want to make the ultimate upgrade to a DSLR, and the advantages that a common lens system will yield at that time. Illustrate the competitions inability to offer anything close to this.
Pentax has a unique concept. It can be sold, but needs to be explained in a quick and easily understood way -- pictures of the contrasts that illustrate the concept is the best way, IMO. A few photographs would go a long way. . .
Scott