Kodak Inks a New DRTV Blockbuster1 May, 2008 By: Thomas Haire Response
Rick Allen says the wildly successful long-form campaign for the company's new EasyShare printer is just the first of many direct response initiatives to come for the nation's longest-lasting photography brand.
Partnerships a Key to Success
While Allen lauds his cohorts at Kodak, he also gives credit to the campaign's agency partners and vendors. "We asked our agency at Kaplan Thaler to become an infomercial expert," he says. "So they went out and hired a consultant, Lynn Hamlin, who had 20 years in the DRTV business. They also brought in MayhewBreen, which has tons of expertise in DRTV production."
He says that the team at Kaplan Thaler listened when he asked them to focus only on what would make this campaign work from a sales perspective and also credits them for pulling together testimonials and identifying comedian and TV star Caroline Rhea as the host. "Caroline did a tremendous job," Allen says. "She was super to work with. Before the shoot, we sent her the product and she jumped right in, using it at home. When she came in to shoot the show, she was already an EasyShare convert, and she maintained that enthusiasm during the two-day shoot."
Allen credits the media buying team at Euro RSCG Edge's San Diego office with doing "a phenomenal job of helping us set the offer and test." He adds, "They monitored all the tests, offers and networks, and really optimized our buys to drive an outstanding acceleration rate for the campaign from the first to last week."
On the back end, Web marketing agency Livemercial and teleservices partner LiveOps also received Allen's kudos. "Our Web sales were in the 30-33 percent range," says Allen. "Livemercial tightened up the show into a great five-minute video on the site and designed the site for easy consumer use and to drive them to the sales page. These were critical services for a very Web-savvy audience that was interested in this product."
He adds, "LiveOps did an amazing job of talking with consumers. They really boosted our upsells — the most unique thing about this part of the campaign was that the average sale exceeded our target price by about $65 per order. People bought ink, paper, cameras, a second printer — nothing was off the board."
Allen's belief in DRTV and having the right partners grew exponentially as he went through the campaign building process. "DRTV is a robust and healthy business," he says. "Not only has it become an acceptable form of communication for many big companies, it's become the best way to provide education for consumers on a new product. We were able to expand our story so consumers could understand the EasyShare printer in an entertaining, relaxed environment — and even order it from home. At the same time, it was great for a product in a new category and really helped us build into our retail channels."