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 # 379 |
Case Study |
| Pioneer
Large Screen TV Situation Pioneer Electronics is a primary developer of digital media for video as well as audio. They pioneered the use of laser discs in digital displays for industrial as well as home entertainment applications. They are the largest replicator of digital discs in any format. They also manufacture and market audio/video compoents that include large screen TVs. Problem How to use Pioneer audio/video components to inform, demonstrate and sell Pioneer components at the point of sale? Solution The
Best
Show In Town Promotion: The agency recommended, created and
produced
the first two interactive product demonstrations of components for
in-store
demonstrations on Pioneer Large Screen TVs. |
This
was clearly an example of where the medium, itself, was the message. At
the time, CDs did not have the high-compression capacity for video, but
LaserDiscs did. The strategy of selling large screen TVs and versatile
any-size format LaserDisc players to collectors of motion pictures on
high
quality LaserDiscs made a lot of sense strategically.
The first in-store demonstration disc promotion was so successful, Pioneer asked for another. The second promotion, The Best Show In Town Promotion was highly successful. Large Screen TV sales peaked to an all-time high at Pioneer Electronics. Annual sales for Pioneer's large screen TVs were reportedly up 18% over the previous year after the first in-store laser disc demonstrations were introduced, and Pioneer audio/video component sales sypathetic to home-theater customers were up by 23% for the year. Results Pioneer continues to use in-store demonstration discs to sell its full-featured line of audio and video components. Only now everything is produced on high-capacity DVDs. Also, four years after the first in-store laser discs were produced, the Pioneer Electronics appointed the agency its national agency of record for New Media Products. |