Kodak, Out of the Dark (Room)
Eastman Kodak's Jeffrey W
Eastman Kodak's Jeffrey W
Eastman Kodak’s Jeffrey W. Hayzlett doesn’t mince his words when he discusses the 128-year-old’s company changing business model and marketing approach.
As the sale of digital cameras took off, Kodak saw the revenue from film sales slide.
So, the company had to reinvent itself.
In one major change in its product lineup, Kodak sells a photo printer with low cost ink refills that cost $9.99 per cartridge (black) and $14.99 (five-color) compared to the higher prices for rivals’ products.
To promote its EasyShare printers, Kodak cut a deal to sponsor and be featured on NBC’s “The Celebrity Apprentice.” During the episode, teams of celebrity contestants were charged with creating a Kodak mobile printing station in New York City promoting Kodak’s printer lineup. “We put the Kodak Moment experiment into action on the sidewalks of New York,” said Hayzlett, Kodak chief business development officer, during the keynote speech today at ad:tech SF.
Sales of the printer doubled the week after the episode aired, according to Hayzlett.
“My job inside within the company is to create tension. To get people to the edge of the table, not go over the edge,” said Hayzlett, who estimates that at least 10 percent of Kodak’s advertising budget is allocated to online initiatives.
Kodak also recently launched an online video, which features Vincent Pastore (better known as Sal “Big Pussy” Bonpensiero from “The Sopranos” feeding a Kodak rival’s printer to the fish.
Hayzlett especially liked a headline about that video. It reads: “Big Pussy Beats The Shit Out of a Printer in the Name of Low Ink Prices.”
“I would love to write that headline, but I cannot,” he said. “This is great. This is f*cking awesome,” said Hayzlett.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article