A couple years ago Kodak (my former employer — too many years ago) decided to get into the printer business. To compete with established players like HP, Canon and Espson, Kodak decided to come out with lower priced ink. The company has had a slow start — although 2009 saw them double market share, they are still only at 2% share. The article and video describe the company’s latest efforts. “Kodak printer ads remind consumers of lower ink costs,” USA Today, November 30, 2009.
This is a funny little YouTube video that I plan to show on the last day of class — after apologizing for taking all semester to teach them something they might have learned in less than two minutes.
One nice thing about those category lists over in that right hand column — I can see areas that need more coverage — like B2B. It is much easier to find articles about consumer marketing. This blog post, “B2B Social Media Marketing: Branding or Lead Generation?” from the Modern B2B Marketing blog is a short post that looks at the changing buyer and evolving market trends with respect to media. There is growing interest in social media among B2B firms.
Best Buy is one of the most innovative retailers around in its use of social media. They are always experimenting. In “What Best Buy Learned About Service as Marketing and Empowering Employees“AdAge, November 24, 2009 (subscription may be required), we hear how the company has found a creative way to use Twitter. I still question the value of Twitter to most marketers — I guess it depends on your target market. What do you think about Twitter? Should marketers be using it?
This is the viral army of 2,200 Best Buy employees who answer questions and solve customer problems via the customer-care channel we know as Twitter. Self described as “a collective force of Best Buy tech pros offering tech advice in Tweet form,” the program has nearly 15,000 “followers” and it’s growing. Think Apple Genius Bar but without the physical counter.
I really like this Toyota commercial. It is entertaining but also makes a clear point about Toyota’s hybrid engines. The ad simplifies and demonstrates benefits for a pretty complex topic. It would make a great complement to the very popular video case on the Toyota Prius (in our books’ video package). The video goes well in the Product chapters. After showing the video, which describes new product development for the Prius, a professor might ask how this product could be advertised. After some discussion, the ad below might be shown.