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This
year Kodak says that it disrupted the inkjet market with a
value proposition that went against the industry's well-established
business model of selling low-cost printers and expensive,
high-margin ink.
In
a new marketing approach for Kodak, the partnership with The
Apprentice demonstrates how the company is expanding
its reach and educating audiences - such as entrepreneurs,
small office and home office owners - on how they can benefit
from the savings opportunity created by Kodak's AiO Printing
System.
Kodak
chief business development officer VP Jeff Hayzlett says,
"The very essence of The Apprentice is about proving
your team has a stronger value proposition than the competition,
and our integration with the show provides a new way for us
to give customers a deeper understanding
of how we have removed the biggest barrier to printing - high-cost
ink."
To kick off and extend this new marketing campaign beginning
with The Celebrity Apprentice, Kodak has also developed
a microsite with engaging information and activities. The
site highlights the Kodak AiO printers featured on the episode,
providing visitors with a chance to win a printer signed by
Donald Trump.
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