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Reaching Mom in the Digital Age Susan Stoev Worldwide Director, Business Research Eastman Kodak Company October 23, 2006. The Story of EasyShare. How Kodak became the # 1 preferred brand of digital cameras among women. It’s a Digital World. The digital regime has taken her photos hostage
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How Kodak became the # 1 preferred brand of digital cameras among women
“You know, we’ve been taking pictures for 2 years and they’re all sitting on his damn computer!! This digital camera is ruining my life”
“Moments of Truth” is an Ogilvy Brand Stewardship tool that identifies “make it or break it” interaction points between a brand and its consumers
“Why is he asking me about an operating system? I don’t even know what that is. I need my husband to come in and talk to the salesperson.” Maria
“A person who does not want to deal with the computer should not buy a digital camera... There is no reason not to learn [how to use] the computer.’” Specialty Camera Salesman with Maria
“When I got my digital camera, I thought ‘Yeah … I finally got it!’. Then I left in in the box for two months. I just didn’t feel like learning to use something new and read the whole manual.
“I feel like I need to get smart enough about memory, resolution and all that so I can have an on-par discussion with my husband.”
12) Final purchase: It all comes together! Select the camera and kit, buy it.
6) Enter store: Like the store, still excited, look around for cameras and sales associate.
1) Trigger: Desire for DSC triggered. Customer starts looking into DSCs.
7) At the shelf: Range is overwhelming. Shelf is hard to read. Peripherals not nearby. Look for help.
Potential Customer Bonding
13) Anticlimax: Relief sets in. Leave camera in box – can hardly bear to look at it.
2) Pre-research: Feeling confident about research process. Gather inserts, speak to friends.
11) Return to store: Go with back-up.
5) Preparing for store visit: Expectations shoot up. Compile list of questions.
8) Talk to sales associate: talks foreign language, does not answer questions, is ill-informed or patronizing. Consumer feels stupid and patronized.
3) Start research: Discover research is a much bigger, more complex process than anticipated.
10) Taking back control.
Potential Customer Check-out
9) Exit store: Feel demotivated, angry, frustrated, or alienated. Either Drop out, Go Back to Step 4,or ‘Refocus’ and go on.
4) In research: ‘Go round in circles’ with research as they gain a little ground, then encounter a setback. May last extended period of time.
DEAD ENDDigital Camera Experience Map
You need to see some of the crazy workarounds
“Second Stage Stall”
“I learned that there are people that know all the ins & outs about great picture taking and they are happy and ready to help if needed.”
“I’ve been educated, inspired and rewarded for what I enjoy doing. I look forward to gathering around my PC and opening up this page. Please, don’t’ tell us this is the end of this journey”
Prepare materials to keep it fresh
Dig for insights
Work with the Panel members
Communicate the Findings
Sandbox.kodak.com is a site to support the rapid design, prototyping and launch of new technologies.
Consumers can play with their own images while Kodak tracks use of the concepts, satisfaction, and subsequent print behavior.
Gives us a wealth of knowledge that helps refine our offerings and showcases Kodak technology.
Why did Kodak join the ranks of 55 million blogs?
We saw a number of benefits . . .
“Other companies will treat my pictures like a computer file,
but only Kodak will treat them like a memory.”
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