Kodak has always been synonymous with quality picture taking, but now the brand is aiming to be associated with affordability as well. The company’s newest campaign incorporates TV spots on Bravo, Oxygen and Nickelodeon along with print and internet advertising, to compel viewers to visit their new website printandprosper.com to compare ink prices against their competitors. While price comparison has been around for ages, there is no time like the recession to bring this idea of a quality product at an affordable price back to the forefront again. It's also a great way to reinforce brand loyalty amongst household decision makers: women.
The largest complaint from consumers has always been the high cost of ink, so Kodak is targeting consumers who would typically scrapbook or use more ink with a publicity campaign that focuses on Kodak's more cost-friendly products. Kodak took part in the formation of Women@NBCU – where they will integrate their products in a variety of ways, such as on BravoTV.com and Oxygen.com’s Obsessed “hot list.” By targeting savvy women (whether budget-minded or not), the company may be on their way to increasing sales as early results have been positive.
What do you think of Kodak's product integration and PR strategy?
Photo Credit: CameraTown.com
Posted by Brian Ericson on May 1, 2009 8:21 AM
| Permalink
