In the pre-digital camera era, Kroger Foods was trying to increase business for its photo department. They decided to give a free double print with every photo. Only…
- The Challenge
- Me-too Market (on-site developing machines made quick, high-volume printing affordable and profitable. And everyone and their uncle had one!)
- Low awareness of Kroger’s Photos Department (even among their regular customers)
- Price-driven Market (without a weekly coupon—no customers)
- Can Only Use Visual Media (right?)
- Beyond Free — What? (permanently discounting prices would ruin profits)
- The Opportunities
- Huge Built-in Traffic
- No One Had Distinguished Themselves In The Market
- The Solution
- Use Only Radio (play in the Theater of the Mind. Let the customers imagine the situation and paint their own pictures)
- Develop A Magnetic Personality (friendly & likeable)
- Make’um Laugh! (create humorous situations that would require double prints, moving beyond their mere availability & price)
- All-Audio Media (Drive time & weekends radio & store P.A. systems)
