3marketeers | Creative | Case Study: Pinnacle Systems


"Best Buy is in love with us right now. The vibe is dead-on!"
Director of Marketing, Consumer Division
 

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.
 

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.
 

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
 

SCOPE

Company  >  Pinnacle Systems
Industry  >  Consumer, Technology, Hardware, Software, Products, Emerging Market, Nationwide, Reseller Program, Media
Discipline  >  Brand Identity, Packaging & POP, Interactive/Multimedia, Channel Programs, Video/Film, Advertising, Print, Online, Messaging, Strategy, Corporate Identity, Ads