KODAK ZOOMS IN ON WOMEN

  • 05 02 2016 429716a-cig-clearchoice-banner-902x177
  • banner-01-26-17b
  • ink-direct-banner-902-x-177-v-1-2-big-banner-03-23-2017
  • Print
  • 4toner4
  • 536716a_green_sweep_web_banner_902x17712
  • cartridgewebsite-com-big-banner-02-09-07-2016
  • mse-big-banner-new-03-17-2016-416716a-tonernews-web-banner-mse-212
  • 2toner1-2
  • futor_902x177v7-tonernew
  • 161213_banner_futorag_902x177px
Share

KODAK ZOOMS IN ON WOMEN

 user 2009-04-21 at 11:20:05 am Views: 46
  • #21890
    http://www.adweek.com/aw/content_display/news/media/e3if46ca983d59bcb8f49fc5934468905a9
    Kodak Zooms In on Women
    To advertise its printer and ink business, the company targets females in their 40
    Print, online and TV spots drive consumers to printandprosper.com.

    NEW
    YORK Kodak is using an arsenal of national media properties anchored by
    assets under the recently formed Women@NBCU banner to drive a value
    message for its fledgling printer and ink business.

    The new
    campaign, which directly challenges some of the leading competitors in
    the field, uses a combination of branded integrations on properties
    including Bravo, Oxygen and iVillage, and, to a lesser degree,
    Nickelodeon. Print, online and TV spots drive viewers to a Web site,
    printandprosper.com, where users can compare ink prices with those from
    brands including HP, Epson, Canon, Lexmark and Brother. Those companies
    either declined comment or didn’t return calls seeking comment on the
    Kodak campaign.

    Leslie Dance, vp, brand marketing and
    communication at Kodak, said the company is targeting “ultra-high
    burners.” Internally, said Dance, Kodak marketers profiled the
    consumers they’re after as female, “40, feisty and facing frugality.”
    These women, she added, are usually a family’s “memory keeper.”

    Market
    research, Dance said, also showed that “by far the largest consumer
    dissatisfaction with home printers is the cost of ink.”Deutsch, the
    Interpublic shop that won the estimated $40-50 million media account
    (printer and ink) last November, approached NBCU about anchoring the TV
    portion of the campaign around the  Women@NBCU properties.