- This topic has 0 replies, 1 voice, and was last updated 9 years, 9 months ago by
.
-
Posts
-
http://www.kentucky.com/2010/04/26/1239618/cute-lexmark-ad-campaign-praised.html
LEXMARK’s NEW TV AD ,THE INK MONSTER
CLICK IN THIS LINK TO SEE VIDEO
http://www.youtube.com/watch?v=ugV6ACiyNjkLATEST YOUTUBE LEXMARK NEWS
CLICK IN THIS LINK TO SEE VIDEO
http://www.youtube.com/lexmarknewsThis week, Lexmark International will wrap up an extensive
marketing campaign that has attracted attention and acclaim for a cute
approach to ink costs.The campaign features “ink monsters,” aggressive
little buggers made of dripping ink who like to reach into purses and
steal money. The ads, appearing on television and online, promote
Lexmark’s newest inkjet printers, which feature a $4.99 ink cartridge
that prints 500 pages.In an industry that typically has “bland
advertising,” Lexmark was aiming for a cute message that “when we went
on air, we would immediately hit home,” said Jose Chacon, director of
North America marketing for Lexmark’s inkjet division.The company’s
campaign came out of research that shows that “the No. 1 pain point for
small businesses who use a lot of ink is the cost of that ink,”
spokeswoman Kathy Hillyard said. The $4.99 cartridge that is advertised
can be used in Lexmark’s new Platinum, Pinnacle and Prestige
touch-screen all-in-one inkjets, which are aimed at small businesses and
home office users, and other high-use customers.Chacon said the
company came up with three campaign concepts, and the ink monsters “was
the one that had an emotional reaction to it.”Charles LeCompte,
president of industry tracker Lyra Research, said he thinks the ad
campaign, which ends May 1, has been effective.”People love it,” he
said. “You don’t see many interesting printer-industry campaigns.”LeCompte
said one area of concern, though, is that the $4.99 cartridges are
available only on three high-end models.”I think if they really want it
to be effective, they may have to expand the ink availability to other
models downstream,” he said. “I bet they’re pretty reluctant to, though,
because there’s obviously a profitability issue if they do.”The
campaign has included 15-second and 30-second television ads, primarily
on cable, including CNN, Fox News, History and the USA Network. The ads
have appeared to a lesser extent on the major networks, including time
during the NCAA basketball tournament on CBS. The campaign, which is
only in the United States, also features ads on the Web sites of
publications including PC World, PC Magazine and CNET.The company
declined to disclose the overall marketing costs of the campaign.
- You must be logged in to reply to this topic.