"Best Buy is in love with us right now. The vibe is dead-on!"
Director of Marketing, Consumer Division
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Opportunity
Pinnacle Systems is the worldwide leader in video editing solutions for the consumer, prosumer and broadcast markets. With an extremely strong push toward the lower/mass market end of the market, Pinnacle introduced eight brand-new products into the "Big Box" chain retail channel. Pinnacle needed to establish brand name dominance among consumers who were not familiar with the existing high end product reputation.
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Solution
Consumer demand through both the Studio and a new EZ product line were driven through user-experience creative motifs. The messaging strategy emphasized "next-generation functionality" combined with "ease of use" for "Soccer Moms". The advertising campaigns employed nationwide and regional print, online, instore media channels, endcaps, and Co-op programs. An engaging look and feel was tailored for retail outlets including Best Buy and Circuit City.
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Results
- Quarterly sales boosts each quarter
- Strongest sales growth company-wide
- Co-op programs with Best Buy & Circuit City
- Sold into Walmart, Costco, and Sam's Club
- Instore media with Best Buy
- National print buys, including USA Today
- Cross promotions with Stuff, Rolling Stone
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SCOPE
| Company |
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Pinnacle Systems |
| Industry |
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Consumer, Technology, Hardware, Software, Products, Emerging Market, Nationwide, Reseller Program, Media |
| Discipline |
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Brand Identity, Packaging & POP, Interactive/Multimedia, Channel Programs, Video/Film, Advertising, Print, Online, Messaging, Strategy, Corporate Identity, Ads |
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