Target right on target

August 28, 2006

Last night I watched the Emmys. I always do. I don’t know why – I don’t watch much television, but I always feel drawn to the award ceremony. I can’t explain it, just like I can’t explain why someone would vote for Tony Shaloub of Monk fame instead of the brilliant Steve Carell. I mean, really.

The broadcast was sponsored by Target. Because of this, Target was given ample opportunity to promote its retail stores, its style, and its benefits to a national audience.

They did smashingly well. Instead of going the usual route – throwing a constant repeat of the same four :60 spots – they created at least 20 different commercials, each one highlighting one of the many designers and styles featured in their stores. And while, as far as I know, not one commercial was repeated, you knew each one was for Target.

What does this mean? Target used their time in the spotlight not to bludgeon us with a single message, but to slowly gain our trust, softly reminding us every few minutes that Target isn’t just another K-Mart or Wal-Mart. They have style. They have fashion. They have famous designers and trendy offerings, people who aren’t afraid to say they create products for a retail store. They know how to cater to the highbrow needs of people who hate Wal-Mart. Target used the entire three-hour broadcast to describe their classiness by giving us a variety of :60, :30, and :15 spots. Variety, as they say, was the spice of Target’s campaign.

This shouldn’t be a surprise – Target recently took over New Yorker magazine, becoming the first advertiser to sponsor a single issue. Each ad was tastefully drawn in the typical New Yorker style and was given only two guidelines: they needed the Target bull’s-eye and a New York scene.

Through their use of bright colors, wonderful design, and proper demographics, Target is quickly raising its brand awareness in markets that otherwise wouldn’t shop at a retail chain. Meanwhile, it’s building a base of consumers who respect style, who shop because they enjoy it. Target has class, now. And shopping at Target has become an experience.

By Corey

Filed Under Advertising, Marketing, Design

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