Think like Kodak who has just announced its new ‘Print and Prosper’ marketing campaign.
The premise is simple: Kodak printers use cheaper ink without sacrificing quality, so they cost less to use. As almost everyone knows, cartridges are the not-so-hidden cost that lets HP, Lexmark, Brother, and the other manufacturers push down the price of the printer…and then recoup everything, and more, through ink usage over time.
The beauty of Kodak’s strategy is that it requires no explanation, and declares that there will be no surprises. It simply highlights today’s harsh economic climate and offers people a solution to help them save money. This says lots about the authenticity of its brand, as well as its relevance.
It’s supported with an online calculator to figure out how much money you’d save and by asking details about the printer you’re currently using. So it’s also a smart approach to gathering data!