3marketeers | Creative | Case Study: Pinnacle Systems


"Sweet!"
Director of Marketing, Consumer Division
 

Opportunity

Pinnacle Systems introduced eight brand-new products into the consumer software market. The target markets covered a broad base ranging from "Home User" to "Prosumer." Pinnacle needed to establish brand name dominance and wanted to stimulate sales in "big box" retail.
 

Solution

Consumer demand throughout the product line was driven through the creative motifs. The messaging strategy emphasized "next-generation functionality", "stability", and "ease of use" for "Soccer Moms". The advertising campaign employed a diverse mix of media channels, and a refined, engaging look in packaging was tailored for retail outlets including Walmart, Costco, and Sam's Club.
 

Results

Quarterly sales boosts each period since agency was retained. Consumer division of Pinnacle has seen the strongest sales growth company-wide.
 

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