Increase share-of-mind to gain sales
Out of sight ... out of mind. This sums up the challenge of taking share from industry leaders such as Kodak. A task made even more difficult by the disparity in awareness and brand recognition.
The paper industry had become a commodity among consumers and retailers alike. As a result, photo papers emerged as a high priority (and high profit) product line for International Paper due to increasing consumer demand in digital technology. Although the Jet Print Photo product was high quality, their sales suffered in comparison to brands with greater awareness such as Kodak.
Research indicated that 35% of all photo paper was purchased in the 4th quarter of the year, and men were the primary buyers of digital cameras. The opportunity existed to create awareness and sales for Jet-Print photo papers when consumers were shopping for digital cameras during the holiday season.
Media Focus, Media Merchandising
The strategy was to adopt a “Super Bowl” plan in which media spending was focused on the Thanksgiving weekend to preempt the holiday shopping season. Retail distribution was a key element of the brand plan. We merchandised our media plan in advance of the campaign to gain added displays among retailers.
JetPrint Photo became the 2nd largest brand in the photo paper category during the holiday season. In addition, sales for the fourth quarter exceeded sales for the previous two years combined.