Avid was one of the first to make professional editing of video and audio available on desktops. Turnover was under $1m when Orlando started working with them in Europe and the company had just one director and his P.A. based in Monaco. Market penetration at that time was very low.
★ To make Avid the most distinguished brand in non-linear editing ★ To launch the brand in the UK ★ To assist the wider European operations including establishing country offices in France, Germany, Italy etc. ★ Maximize publicity through PR
★ Sales over the ambitious target ★ Reduced cost of advertising – over £1 million pounds sterling worth of editorial space valued against equivalent advertising one year alone ★ Avid undertook no display advertising in this period ★ Increased effectiveness of key executive time through specialised knowledge ★ Development of strategically important relationships especially with client base ★ Support to R&D by fostering relationships with beta test sites and information providers ★ Support to recruitment
★ A three year PR campaign running up to and including the flotation of Avid on the US market ★ The turnover rose to over $100 million worldwide ★ UK sales doubled in each subsequent half year ★ Subsidiary sales offices were opened in four European territories and each followed similar sales patterns ★ Sales consistently exceeded the aggressive targets, by a marked degree
Area of critical contribution
★ Increase in market share