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Pioneer Bolsters Its AV Specialist Brand Position
Strategic Marketing Communications Leverage Partnerships with Creative Professional Community
Atlanta, CEDIA Booth #3009 9/10/2009
Pioneer Electronics (USA) Inc. today introduces a strategic marketing approach aimed at the Company’s retail, dealer, distributor and consumer audiences conveying Pioneer®’s core mission to engineer superior audio and video products to create the best possible home theater experiences. Illustrated in Pioneer’s new initiative and dynamic marketing tools are its longstanding collaborations with THX™ and AIR Studios® engineers, as well as today’s leading creative visionaries. CEDIA attendees will be among the first to experience the initial phase of this communications strategy that includes an exclusive short film in its newly renovated sound demonstration room at booth #3009.
“Our new marketing initiative is designed to provide a greater understanding of Pioneer’s engineering efforts, including the exciting work with THX and AIR Studios to develop home theater equipment that becomes virtually transparent while revealing a faithful reproduction of digital entertainment and media,” said Russ Johnston, executive vice president of home entertainment business solutions group at Pioneer Electronics (USA) Inc. “These collaborations form the crux of our new communications, which are highlighted in interactive, informational resources designed to benefit our partners and appeal to our customers.”
New Marketing Tools Educate and Entertain
- Consumer Website: Pioneer’s corporate website features a dedicated consumer section letting visitors “Get Closer” to today’s entertainment professionals as well as creative visionaries from AIR Studios and THX. Pioneer engineering expertise and longstanding relationships with AIR Studios and THX give visitors a greater understanding and appreciation of these artists’ inspirations, learn about their passion for home theater as well as the importance superior technology plays in painting a pure representation of their art
- Dealer Training and Support Website: This new dealer community resource lets dealers, distributors and national retailers find timely and relevant Pioneer brand, HE category and model specific information anytime and from any location. Visitors can search the database for educational videos, product quizzes, gain access to Pioneer national trainers, research news and relevant industry trends, discuss topics on forums, obtain product support documentation, sell sheets, and custom installation codes and command protocol
- Retail Demonstration Content: Expanding the reach of its storefront communications, Pioneer has created a series of videos that delve into the working relationships between Pioneer, creative professionals, AIR Studios and THX. For potential customers on the retail sales floor, these videos serve to illustrate the Pioneer and Elite brands to while also highlighting Pioneer’s full spectrum of audio and video product offerings that is currently unmatched by any manufacturer
“By collaborating directly with creative professionals from a variety of production disciplines, we came to understand that our home theater equipment must accurately translate even the small nuances of sound and video to convey the purity of a movie or musical artist’s original vision to our audiences,” explains Johnston. “We work to further solidify our engineering advancements by achieving THX and AIR Studios certification, which notify entertainment enthusiasts that Pioneer products strive to recreate a piece of film or music soundtrack as it was originally produced in the studio.”
Known worldwide for setting movie theater audio performance standards, as well as for judging multi-channel sound quality, THX has emerged as the industry reference for testing and certifying home theater audio products. With THX’s stringent and technology neutral requirements, Pioneer engineers continually reference these specifications to deliver the highest level of product performance and give home audiences confidence they are experiencing reference-class playback that recreates the cinematic intent.
Pioneer’s ongoing alliance with THX has fostered more than 100 THX-certified A/V receivers – more than any other consumer electronics company. In addition, Pioneer is the only consumer electronics manufacturer to offer a full lineup of THX Certified audio and video products with the recent certification of its Elite® BDP-09FD Flagship Blu-ray Disc® player and Select2™ certification of its Elite EX Series in-wall speakers.
Pioneer and AIR Studios Bring Studio-Level Audio Home
Founded more than 70 years ago as a high performance speaker company, Pioneer recognized that it held a similar enthusiasm with world renowned musical recording facility, AIR Studios. The two entertainment companies are now embarking on the tenth year of an exclusive partnership, working together to develop technology that authentically translates the musical experience to bring studio-level entertainment to today’s home audiences. This shared commitment has resulted in ongoing co-development, design and tuning of numerous Air Studio certified reference-class home theater products and high-end components, including Pioneer’s TAD professional speakers, Elite EX speaker line as well as its complete line of A/V Receivers.
It all began with a passion for music that Pioneer founder Nozomu Matsumoto hoped to share with the world. He started Pioneer in 1938 as a specialty speaker company, building products out of his garage. Today, Pioneer’s Home Entertainment and Business Solutions Group continues Matsumoto's enthusiasm, developing award-winning audio and video home theater products including A/V receivers, Blu-ray Disc® and DVD players, and speakers. Long-standing partnerships and collaborations with the creative community have provided Pioneer unique insight in its quest to capture the purity of a movie or musical artist’s original vision into its broad range of home entertainment products. The company’s brands include Pioneer® and Elite®. More details can be found at www.pioneerelectronics.com.
PIONEER, the PIONEER logo and the ELITE logo are registered trademarks of the Pioneer Corporation.
THX is a trademark of THX Ltd. which may be registered in some jurisdictions. All rights reserved.
BLU-RAY DISC is a registered trademark of Sony Corporation.
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