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Happy Thanksgiving! Here come the ads. Once again it’s time to be deluged by holiday advertising in every medium possible. Frankly, am I the only one bored to indifference by all the Black Friday ads. I liked it a lot more when it was the day after Thanksgiving. Having worked in department stores for several years, I remember the excitement of that day and the long hours because it really was something special. Sure, it’s a time to promote and generate as much traffic as you can get to stampede into your store at 5am, but it’s also a time to strengthen your brand.
Unfortunately, over the past several years, this time of year has degenerated from the time when retailers spent the most on creativity, in-store excitement, and marketing to one big SALE event. However, there are still some advertisers who take advantage of the seasonal opportunity for revenues and traffic by going after the heart (and brain) as well as the wallet. Let’s take a look at a couple retailers going after the same customers: Publix and Kmart.
There’s been a lot a buzz in the media and online about the Kmart holiday commercial for Joe Boxer. Take a look. Click on the link:
http://www.youtube.com/watch?v=-7Ub1x7Arfs
I have to admit that I kinda like the spot for its entertainment value. However, if I had the difficulties that Kmart has had over the past few years, I don’t think I would put all my creativity in trying to create a hip brand image of a line of underwear. I really don’t think this spot does anything for Kmart. Walk into a Kmart (if you can still find one that hasn’t closed in the past couple years) and you might see one cashier line open and a couple of customers usually waiting to get helped by an indifferent clerk. Meanwhile, Walmart, Target , Costco continue to add registers and sales. (Walmart’s latest spot talking about employee benefits really is super…but more on that in another blog.). Kmart needs to convince customers that there is a reason to shop there. That they can compete. That they are fun. Instead, they have a bunch of guys ringing their “brief bells” for Joe Boxer. No wonder they continue to shed stores and lose the customer’s interest.
Publix, the southeast grocery giant, has always done a marvelous job with its holiday and other seasonal advertising. They don’t just stop with TV spots however.
Their print, direct mail, and online messages are just as personal, just as creative, and just as successful in convincing their customer that “shopping is a pleasure” at their stores. Publix has gotten aggressive with promotions (watch out for the BOGO’s everywhere you look.) to keep their customers from migrating to Walmart.
Their stores continue to be some of the best run operations in retail, and their employees really do enjoy helping you get just what you wanted. People is my part of the world don’t just shop at Publix, they make “My Publix” part of their daily life.
Publix continues to endear itself and its brand to the hearts of people who value family events and all the food that goes with it. Eating a Publix meal is not just dinner, it’s a memory being made for the entire family. With advertising like this one below, Publix continues to grow its brand and beat the competition every day.
http://www.youtube.com/watch?v=08rj14I6QPY
It all seems so obvious about what really works at this time of year when it comes to advertising that sells. The brands that do well the rest of the year really do deck the halls when it comes to the holidays.
I hope you have a wonderful holiday
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