CI2 and Cubase AI5 - Product Guide 11 of 31 Steinberg Media Technologies GmbH – July 2009
plus a new product page. The Flash banner calls attention to
the campaign’s motto. As for the product page, it underlines
the most important features first, presenting a very modern
and young page layout including many visuals, such as
animated screen captures and tutorial videos.
In conjunction with promo film and web appearance, further
marketing supports may also be expected. On one side the
print campaign which consists of three follow up
advertisements, starting with a teaser that pulls the
customers attention and forces him to read the full page and
not just turn over the page, finally leading him to be
interested in the product and visiting our website. The follow
up advertisements are more related to the product features
and illustrate the benefits of using CI2. On the other hand, a
sales guide to provide product information and point-of-sale
material like an original sized and shaped brochure of CI2 will
be available, both of which will help to maximize sales output.
From Steinberg headquarters, Public Relations are in touch
with media contacts throughout Europe and will be keeping
them informed for the duration of the campaign. Here we are
looking for support in maintaining and expanding our
consumer contacts. To round it off, the artist team situated in
Hamburg will be taking care of product pricing and ordering
as well as running a personal hotline, working in close
cooperation with a number of international artists to provide
vibe and word-of-mouth propaganda throughout the music
scene about the release.
Through an elaborate product presentation, CI2 will generate
huge interest by new customers, existing customers, the
press and the music industry in general. The presentation
shall communicate the simplicity and easiness that CI2 and
Cubase AI 5 are providing as a start up recording solution.
PR actions
! Press release to magazines and Steinberg website
! Full PR support with reviews in all leading MI
magazines and some special interest magazines
! Competitions in MI magazines
! User contest with YouTube style tutorial content
Marketing actions
! Special web coverage with Flash intro site
! New product page on the Steinberg website
! Print ads
! Print brochure
! This product guide and Sales guide
! Presentation / Image video
! Tutorial videos in YouTube style
! POS material TBD
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