Wednesday, July 22, 2009

Too Big to Fail - A Review of Xerox ColorCube Print Advertising

With a plethora of Xerox ColorCube reviews available, Death Of The Copier tracked down a review of Xerox's print advertisement for ColorCube.

I was struck when I opened my June edition of Wired - the first page ad was for BMW, followed by Visa then Breitling and four pages in, Xerox.

I felt then, that it didn't matter if the ink melts in your car, Xerox has a consistent, appealing message.

Apparently, I am not the only one who sees this.


Images attract and invoke response which is the critical first step in the selling process.

From the article:

"... Xerox Corp., ... serves up an ad that stops readers via the strength of the primary colors dominating it. There's nothing gratuitous about the blocks of red, blue, yellow and black—which look like they belong in a child's playroom—because they are the product, which Xerox calls its ColorCube..."

Agreed - "Color Sells" and K.I.S.S

But words matters as well. In this case, 35 words, what the advertising people call "copy" -

“The new Xerox ColorCube multifunction printer uses unique cartridge-free Solid Ink technology, which is nontoxic, mess-free and reduces waste by 90%. Better yet, you can save up to 62% on color prints. The ultimate win-win.”

35 words - very simple, easy to understand, non-threatening(no FUD) - the ad is engaging and interesting and takes about as much time to digest as a Tweet.

Here is the article:

Compelling and relevant

Story posted: July 20, 2009 - 6:01 am EDT
Reactions:

2 comments:

  1. Melts in your car? Really?

    Not so much. Hasn't happened yet with temperatures inside a car of 120 plus degrees.

    ReplyDelete
  2. Anon -

    I have said it once, I will say it again...Art Post and I both(he is on the east coast) ordered ColorCube samples from Xerox.

    They arrived and look great!

    He did his test and I did mine, me in Southern California and he in New Jersey.

    I didn't even put mine on the dashboard but on the passenger seat, in a manila folder, like any other client folder.

    I went into an appointment, about 2 hours later I came out.

    I had forgotten all about the Xerox samples until I got home that night and opened the folder -

    GASP!

    The pages stuck together!

    So, technically, the wax didn't melt, your suspicions are correct.

    And also, I believe the temp in the Rover was around 122 plus degrees.

    In the end, it won't matter if the wax melts completely off - it isn't like an inkjet document in the rain - Xerox will sell Ka-zillions.

    This melting/sticky thing isn't a big deal - the reactions are always funny.

    Keep coming back!

    ReplyDelete