As a newcomer to the low-priced video production category, Panasonic needed to differentiate itself from the competition and give the consumer a compelling reason to choose a Panasonic Mini-DV camera.

Our research revealed that this target audience aspires to greater things, and they want a video camcorder that can help them get there. Our communication strategy became "Finally, a Mini-DV camcorder that's priced like a consumer model, but shoots like a pro." Three mediums were used to communicate the message: Print advertising in enthusiast publications, Direct Mail with a strong promotion offer and focused messaging on the Internet.

Response rate to the direct mail program was 7.5%, exceeding the industry's average for a comparable mailing. Requests for more information tabulated to a 63% qualified lead response rate. Assuming a conservative lead-to-sale conversion rate, ROI is expected to exceed program projects.

Reaching Panasonic's specific demographic required the use of a targeted media strategy. Mass consumer media such as television and radio did not fit the overall marketing communications strategy and were not used.

This print ad introduced Panasonic's new Mini-DV Camera as a low-priced professional alternative to other models.

Specific pages for the company's Web site were designed to be consistent with the Mini-DV camera campaign's overall look and feel.

Mouse Pad
Targeting the digital video customer, a mouse pad consistent with the campaign was created and distributed at industry trade shows and retail outlets.

After defining specific campaign objectives, the Panasonic team determined that a partnership component was not required to help reach overall marketing communications goals.

Regular communications with the team's East Coast-based public relations expert solidified an integrated, consistent message throughout the campaign.