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 user 2008-07-24 at 11:19:10 am Views: 64
  • #20060

    Kodak Being Pushy In Best Buy
    Last year Kodak entered the consumer inkjet industry touting they could save consumers 50% off everything they printed. According to a Businessweek article, they planned to spend upwards of $300 million to launch their inkjet printer series, All-In-One (AIO).Even “The Donald” got in on the launch buzz with an episode of Celebrity Apprentice. Other than a few meetings in Rochester with Kodak’s research team, I’ve loosely followed the campaign. That is, until the customer-facing element of their campaign, far-from-loosely followed me around Best Buy this past weekend.Need a clearer picture? It seems Kodak’s campaign has salespeople key-pointed in Best Buy’s printer section. Makes sense, right? Best Buy has less hourly employees on the floor and Kodak gets direct, personal access to the consumer. Based on my recent experience … Kodak or Best Buy missed something in the execution.

    Imagine a salesperson pushing the current “Buy a Kodak printer, get $50 off a Kodak digital camera” promo, by clowning me, the customer, for having a 3-megapixel digital camera. Talk about a feel good conversation. But, at least for that brief moment, I didn’t have to hear again, “before you buy a printer, you should consider your costs for ink, Kodak will only cost you blah blah blah.” Regardless of which printer I was looking at, she was right there, in my ear. I’m thinking to myself — fall back, what makes you think I’m going to be pushed into a purchase.Random irritating saleslady aside, Kodak has a compelling value proposition – 50% savings on ink costs. Too bad, I couldn’t hear it over the salesperson’s pushy chatter.

    Kodak, be Reason-able:
    Train Best Buy salespeople. Spend time educating Best Buy salespeople about the benefits of your printers. As they work the printer section, they can speak to your products’ benefits. More importantly, your training sessions are a perfect time to hear what they are hearing from the customers and what they are finding, and liking in competing products (AKA: Focus group).

    From a customer perspective, I expect Best Buy employees to be subject matter experts who can help find the best product for me, regardless of brand. A woman walks up with a Kodak logo-emblazoned shirt on, I just can’t trust her opinion – too much obvious bias to ignore.Store within a store. Have a Kodak display showing off all your wares. There’s an Apple section in Best Buy, do the same thing with you brand. Place your digital cameras next to your printers, next to your digital frames, next to your customized photo books; bringing to life your brand essence – preserving memories for a lifetime.Become part of the ritual. When and where will consumers use your printers? Be THERE. Set up a kiosk at that idyllic, tourist picture spot … imagine the impression you create when I see how easy it is to pop out my memory card and print a picture with as good a quality as when I order online.