Question

Read the material in the Brother Dominic background link here in Week 5 on Moodle. View the Brother Dominic commercials. Spend a little time looking around. There are some others on youtube.com and elsewhere. As is explained in the background sheet, the Brother Dominic commercials established Xerox as a household name.

Today, the name is much less recognized. When it is, Xerox is associated with a vague array of services and equipment. It is not the 'miracle company' it used to be. The management of the company wants to change that. They want Millennials and Generation Z to both appreciate its heritage and understand its worth in today's business environment. For that reason, Xerox looked back at its glory days and is attempting to recreate them in this current Brother Dominic commercial.

Forum Question:  Will it work? Will Millennials and Gen Z once again think of Xerox as the 'go to' company for document services? Will its output again be seen as a 'miracle?' Does the ad achieve its purpose? Do some research after watching the commercials and express your thoughts. Is Xerox on the right track? Plus, what Marketing Communications strategy should it use? Should the ad go to TV? Social media? Elsewhere? And how about its length at almost two (2) minutes?

Answer 1

Although the actual official word for printing a content of one page to another making it go through some sort of machine that machines is known as photocopy machine but the commercial advertising had created that level of impression on the people that rather pronouncing it as photocopy machine it was know by the term ' Xerox Machine ' and also the term photocopy was substituted by xeroxcopy. That was the level of impact created by Xerox corporation.

Xerox launched a modern day version of its Iconic brother Dominic commercial. It features a similar monk who has been tasked with a similar project. But, instead of merely copying the manuscript, he now uses a Xerox machine to translate his manuscript in multiple languages and also send them electronically to assorted devices (tablets, mobile phones, computers etc.) in one-click. After researching and watching the commercial Xerox corporation has come up with new machine for the new generation which not only creates a duplicate content on the copy but in an advanced way it would translate in various other languages and the file can be send easily through any electronic devices. As per my review the plan of Xerox corporation would be good to go in the market once again just like it's old days.

The millennials and generation Z have been used to more of mailing system that is sending email as the fastest way of communication. Also with today's era having business over the globe it requires the translating of every countries language which was identified by the Xerox and it very well included that system in the deivce for an hassle free communication in the business. The new spot features him translating, personalizing and securely sharing his creation both physically and digitally across all Xerox-enabled devices, even printing his manuscript on a mug.

In terms of marketing strategy for Xerox corporation , now a days the commercial are not just confined to radio or television set but have developed through out the years and have been more of digitalized through social platforms where the 2 minutes commercial of brother Dominic would catch the eye of viewers and also their social media sites for promotion as it can easily bring it wide variety of audience. Xerox has transformed from a printer company to a technology company. Though many remember the “speeds-and-feeds” approach it once took to marketing, in recent years, the company has moved more toward helping people rethink how they perform their everyday work on the job. That broad responsibility, coupled with his more than 30 years of experience in a variety of marketing, sales, and strategy roles, positioned him well to create a cross-functional team to dig into the global challenge. The strategy of the communications team was to build a global, audience-centered story to tell through targeted channels including:
*Onsite experience
*Press analyst, and influencer content
* Social engagements. * Xerox owned properties. The idea behind this approach was to saturate the most important business, IT, channel, small- and medium-size business (SMB), and vertical audiences with an experiential, media, and content blitz. The ultimate goal was to create awareness and advocacy for workplace assistants, representing Xerox ConnectKey-enabled devices and its MFP ecosystem.