Avid

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.

Challenges

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

Benefits

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

Solution

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