“Any publicity is good publicity” is a common marketing maxim. For businesses, however, all publicity is not created equally. The most trivial gimmicks can often create strong brand associations and recognition. Free giveaways like KFC’s recent free meal offering created untold demand and buzz for their new grilled chicken. Other times corporate logos or persona’s create instant brand awareness such as the Apple logo or Ronald McDonald. Most, if not all, printing companies do not instantly conjure up such strong associations and brand loyalty. During Print09, a few companies extended their brands in some unorthodox ways.
Kodak associated itself with cutting edge technology by creating hi-tech, interactive displays. Anyone at the show could touch items that were streaming by on the “Wall of Innovation” to get more information about that particular Kodak technology. Print samples with embedded RFID tags Byte Tags could also be thrown onto Microsoft Surface tables to learn about the processes used to create the sample. By employing such technology, Kodak was sending a strong message that this ain’t your grandpa’s camera company.
Taking a relatively low-tech approach, Agfa printed cardboard cutouts of standing groups of people. The cutouts were printed the company’s Dotrix inkjet packaging printer. Booth staff would move the audience around throughout the day and even wave to passerby’s. This creative display accomplished three marketing tasks in a clever way: simulating a large audience in the booth – a busy booth attracts more people, showing off their inkjet technology, and getting show attendees to talk about Agfa’s “people” (especially the creepy guy that looked back at you).
Going for pure entertainment value, Xerox hired a local U2 cover band and a Michael Jackson dance tribute group to perform during the show. Although neither act had any direct link to Xerox equipment, both performing groups drew large crowds. Attendees who passed by and paused to watch, even if they were not interested in Xerox products, will remember they were in the Xerox booth for years to come.
Print09 taught us that there are many ways to engage with potential customers and that at some point mind share could translate into market share.
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