Xerox's newest viral video uses three office-worker characters and
oddball cost-cutting ideas, such as a downloadable digital garbage-eating goat and "everything" templates, to poke fun at the argument that color copies are too expensive. But the videos have yet to
cause widespread pass-around. "It's not going to happen overnight," says Gary Peterson, an analyst with Gap Intelligence.
Petersen says the marketing changes go along with Xerox's strategy shift to reach the small- to medium-size business market. Barbara Basney, Xerox director-global advertising, cautions that while annual online spending has increased about 20%, the company still uses a "balanced approach" in its marketing.
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