Avid Technology has announced plans for a pan-European tour between May and October 2002 – ‘Experience Avid|naked’.
The tour’s a central part of the company’s revised marketing strategy. It consists of a series of two- or three-day events tailored for each local market’s needs.
Avid plans to offer seminars, discussions, hands-on training sessions, plus a chance to take a look at its product range. The company will introduce new products this year, aimed at the high-end broadcasting, new media, and entry-level consumer markets.
“We chose the ‘Experience Avid|naked’ theme to reflect our ‘no-nonsense’ communication strategy,” said Graham Sharp, VP of European sales and operations. “Our aim is to show customers that we really are an open and responsive organisation ready to discuss and tackle head-on any issues they may have.”
He continued: “I look at Apple, with Final Cut Pro, and Adobe, with Premiere, and think, ‘I want a piece of that market’.” It’s a challenge, Sharp explained: “Avid’s turnover is exceeded by Apple’s marketing spend”.
New products possible at NAB Avid is expected to roll out hardware and software products designed to penetrate this market at NAB 2002. It’s likely the company will leverage its existing Express DV products, developing marketing strategies to bring them into different areas – consumer, new media and entry-level markets, said Sharp.
Such products will eventually support Mac OS X (and Windows XP), and offer a range of video-editing and composition features with a Media Composer-like front-end.
Potential tour attendees will be able to register for the event on Avid’s Web site, though this page is not yet active. The first event takes place May 14 in Berlin, Germany. A UK event is scheduled for the week commencing June 24.