1. Describe OXO's overall advertising strategy?
2. Why has OXO chosen to change its promotional strategy at this time?
3. Is OXO abandoning its old promotional methods? How is OXO blending a new advertising strategy with the promotional techniques that have made it a success?
For over 20 years, OXO has put its well-known kitchen gadgets into almost every home in North America through word-of-mouth, product placement, and other forms of non-traditional promotional techniques. While OXO is a leading national brand, it competes in product categories that are small in size. With its tight advertising budgets, mass-media promotions are not feasible. This video demonstrates how OXO is moving forward with its promotional mix through online and social media campaigns. For its Good Grips, Steel, Candela, Tot, and Staples/OXO brands, OXO is making extensive use of the major social networks, expanding into the blogosphere, developing online ad campaigns, and more?