LEXMARK PARTNERS WITH CIRCUIT CITY / NEW INKJET ADV CAMPAIGN

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LEXMARK PARTNERS WITH CIRCUIT CITY / NEW INKJET ADV CAMPAIGN

 user 2008-08-19 at 5:15:46 pm Views: 65
  • #20349

    http://www.kentucky.com/101/story/493501.html
    Lexmark partners with Circuit City in new ad campaign
    Lexmark
    International has partnered with retailer Circuit City to pitch its
    newest wireless inkjet printers in an offbeat television advertising
    campaign.Ads airing on cable networks throughout August tout the
    benefit of being cord-free, as a family plays on its laptops but finds
    itself tangled in the mess of cords needed to print.”We come in as the
    perfect solution to liberate you from that, to break the chains from
    the printers,“ said José Chacon, a Lexmark senior manager of brand
    marketing who helped develop the ad.The campaign focuses around the
    company’s home and student inkjet printer products, said Todd Hamblin,
    vice president of sales and marketing for the company’s inkjet
    division.Other elements of the campaign include placements in Circuit
    City’s weekly newspaper circulars, mentions on circuitcity.com, and
    highly visible in-store displays, Hamblin said.

    The TV ads,
    which promote a $30 discount on Lexmark wireless printers at Circuit
    City, began Aug. 10 and will run for three weeks. They’re airing on
    cable networks including USA, TBS, TNT, the Discovery Channel and the
    Weather Channel.Hamblin said the company has also purchased some spots
    locally in Lexington.”That’s something that every time we do a major
    initiative like this, we buy some local airtime to continue to support
    our local community,“ he said.

    Coping with cartridges
    Speaking
    of wireless, Chief Financial Officer John Gamble Jr. addressed the
    issue of dwindling ink cartridge sales and the expected impact from
    wireless printers during a recent investor conference call.Gamble told
    listeners to a July 25 call hosted by FTN Midwest that the company
    thinks its ink cartridge revenue has dropped steeply because of its
    decision to lower its installed base of printers by pulling out of
    underperforming areas.The company has pulled out of 20 percent of its
    sales and then 30 percent of its remaining sales since 2006, as it
    seeks to stop selling printers to people who don’t print enough.

    Its
    decision to focus on products like all-in-ones, which feature copying,
    scanning and sometimes faxing features, as well as wireless printers,
    ”should result in higher usage per placement,“ Gamble said.”We think
    the trend should be that as we do better and better in placing a higher
    and higher percentage of wireless and higher-end product and
    business-class product that our overall usage should improve,“ he said