Kodak Discovers Taps into a New Market Channel Using Direct Response Television and LiveOps
CHALLENGE:
To differentiate themselves from the low-cost-printer/high-cost-ink model of their competitors, Kodak wanted to leverage its customer loyalty and quality brand by offering cost-effective home printing for high quality prints. Kodak tried a new approach — a long-form (28:30) Direct Response Television ad to share the EasyPrint printer story. To make the DRTV effort seamless, they also needed a Direct Response team to field the calls propagated by the new ads.
SOLUTION:
With over 20,000 experienced and motivated retail sales professionals available to field calls, when the initial DRTV show exceeded expectations by 20% LiveOps was able scale immediately, and deliver an almost 50% conversion rate, with the other 50% asking for more information, such as where to buy the product at a retail store. Additionally, LiveOps agents were able to upsell other products — ink, paper, cameras, a second printer — and exceed target prices by $65 per order.
BENEFITS:
- Over 20,000 experienced sales professionals trained to cross- and upsell
- Instant scalability to field unexpected volume spikes
- Sales conversion rate of 50%, with the other 50% asking for more information or retail locations
