{"id":489,"date":"2007-09-23T11:56:04","date_gmt":"2007-09-23T15:56:04","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=489"},"modified":"2016-11-07T11:56:52","modified_gmt":"2016-11-07T16:56:52","slug":"brand-new-retail-campaigns","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=489","title":{"rendered":"“BRAND” NEW RETAIL CAMPAIGNS"},"content":{"rendered":"

[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

Press the PLAY arrow to view a 60 second welcome video.<\/em>\u2028The past several months have been pretty much a wasteland for new creative on the retail advertising front. Not that there haven\u2019t been new spots and new ads on the scene, but nothing has stood out as break-through creative or really spot-on branding.<\/p>\n

Recently, however a few campaigns have broken that have caught my attention and, I think, the attention of the consumer as well. Additionally, I think these are examples of campaigns that reinforce the stated brand strategies for these stores. Let\u2019s take a look at three of them.<\/p>\n

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  1. Stein Mart. Always a great off-price alternative to the traditional department stores, Stein-Mart has never really differentiated itself with a strong brand message. As a matter of fact, their advertising, in my opinion, has been a non-entity. Great brand strategy but they kept it a secret. The new campaign, however, from Devito-Verdi, really breaks through with a tongue-n-cheek slam on the main floor piano players that so many department stores think are important.<\/li>\n<\/ol>\n

    With the pianist (kind of a Will Farrell look-alike) slamming the competition and their policies that ignore what the customer wants, the spots drive home a positioning that makes a lot of sense to today\u2019s smart shoppers. Stein Mart\u2019s business has not kept up with its former pace in recent months. Maybe now that they are taking their brand proposition to the consumer, more will visit the stores. Check out all the spots at their site at:\u2028http:\/\/steinmart.com\/<\/p>\n

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    1. Kohl\u2019s. The store has been a real success story and their latest campaign featuring their Vera Wang collections is not just another \u201cwe\u2019ve hooked up with a designer\u201d series. The spots are creative, contemporary and drive home the personality of Vera and Kohl\u2019s at the same time. Another example of how these specialty stores have taken a position that has made them favorites with customers in all demographic and psychographic groups with the money and the smarts to know they don\u2019t have to spend too much for good style and quality. The spots from McCann are not just fashion and they certainly are a lot more effective than the new Macy\u2019s spots.<\/li>\n
    2. Wal-Mart. After more than a year of fumbling around with more problems than just some new creative, the world\u2019s largest store broke its first spots since naming the Martin Agency its new AOR a few months ago. It\u2019s interesting that most of the news around the agency change and the new campaigns focused on the fact that it was time to replace the long-standing smiling happy face \u201cPrice roll back\u201d spots. From what is written, one would think this is has been Wal-Mart\u2019s only advertising message for years. In fact, the smiley-face campaign was never the majority of the spots that have run for the store. Spots featuring employees, customers, suppliers, charities, and events were extremely well-done and which built the trust of the customer were one of the big reasons that the company has grown to be the most successful retailer in the world.<\/li>\n<\/ol>\n

      The new campaign gets back to building that trust while still driving home the fact that Wal-Mart saves you money for the things in your life that you like to do. They are well-produced and targeted and I think it\u2019s time for the company to focus its messages on building the trust and quality of the company while saving its customers money. (\u201dSave Money. Live Better\u201d) I\u2019m not sure what they changed with the media plan, but I used to be hit by at least 4-5 messages a week (and I\u2019m not a high television watcher) and now I have only seen these spots in advertising trade publications and video links. Maybe that\u2019s why the performance has been so poor the past several months. You can check it out in Bob Garfield\u2019s column at www.adage.com.<\/p>\n

      I\u2019ve said many times that retailers tend to think that branding is nothing more than coming up with a new ad campaign and then wonder why nothing happens with the consumer. In these cases, the positioning is right, the stores get it, and the message is creatively succinct.<\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

      [et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] Press the PLAY arrow to view a 60 second welcome video.\u2028The past several months have been pretty much a wasteland for new creative on the retail advertising front. Not that there haven\u2019t been new spots and new ads on the scene, but nothing has stood […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-489","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/489","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=489"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/489\/revisions"}],"predecessor-version":[{"id":490,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/489\/revisions\/490"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=489"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=489"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=489"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}