Download - Target Digital Marketing presentation
Hannah Everett, Amy Henson, Adam Krochak, Jaime Lapa,
Kathleen Nelson and Kyle Taylor
Target Bundle Up
agenda
1. Situation analysis2. Target customer3. Communication objectives4. Creative strategy5. Digital integration plans
situation analysis
• Our biggest competition: Amazon and Wal-Mart
• Core customer: savvy, value-conscious women (30-something)
• Challenges: unpredictable stock; seasonality; lost margins due to mark-downs; customer mentality
who we’re talking to
communication objectives:Encourage mom to buy her kid’s winter gear earlier in the season
from Target
Encourage winter jacket purchases via bundling of winter
accessories for kids
Keep mom coming back to Target
Bring awareness to seasonal bundle promotions for her kids
creative strategy
the Target Bundle Up story:
We all hate the winter. It’s cold, your kids are getting cabin fever and the driveway needs to be shoveled. We’re here to help you get your family ready for winter – sooner – so you can be ready when the first chill hits. Target Bundle Up aims to save mom money, keep the kids warm and help make the impending winter a little less dreadful.
our voice:Here to help and
empathetic. (we know, we don’t love the
cold either.)
our niche: Easy to use,
in-store digital integration.
Cartwheel® integration
Welcome to Target Bundle Up! With each winter accessory you buy your kids before November 21st, receive a percentage off of their winter coat. More than one kid? Swipe to the right to keep track of everyone, within app.
Tweet #TargetBundleUp for additional savings!
Complete the bundle, and receive an exclusive access code to our Vevo concert series with Taylor Swift and One Direction. Also, you will be entered for a chance to see the concert live.Get started
now!
goal within app
• Seamless integration into Cartwheel® app
• Barcode scan at check out will check off bundle items and apply various discounts to child’s jacket
• Completion of full bundle access concert code and potential to win tickets to Target Bundle Up concert
• Potential for seasonal roll-over (spring, summer and fall bundles)
#TargetBundleUp
twitter tactics
• Build awareness of Target Bundle Up
• Sync Cartwheel® app to Twitter account
• Reinforce usage of #TargetBundleUp from October 1 – November 21, 2014
• Encourage consumer interaction
• Retweet and respond to energize consumers to purchase bundle
There is nothing cuter than a bundled up kid in the winter! Tweet us your favorite pictures #TargetBundleUp
Target Bundle Up Concert Series
Target and Vevo present:
Target Bundle Up Concert Series
with Taylor Swift and One Direction
Chicago:11/17Detroit:11/18Philadelphia: 11/19Boston:11/20New York:11/21
Target Bundle Up Concert SeriesCombining use
of the Cartwheel®
app for winter apparel savings
and concert series
sweepstakesCharacteristics of the Concert Series:
Week-long series of shows in 5
major US cities
Smaller, exclusive venues (~2,500
people per show)
Taylor Swift and One Direction to appeal to youth
market
Vevo interactive interface
@taylorswift13 Have you been getting along with @Harrystyles this week?? #TargetBundleUp
Yes @adt456! Harry and I are good friends now! #TargetBundleUp
mobile app screenshots
Chicago, IL
Choose your city:
Philadelphia, PA
Detroit, MI
Boston, MA
New York, NY
Check your inbox! You’ll receive an
email with your Vevo access code soon.
You have been successfully entered into
the Target Bundle Up Concert
Series Sweepstakes!
advertising on twitter
Complete the #TargetBundleUp and enter for a chance to win tickets to our concert series with @taylorswift13 & @onedirection in 5 different cities!
Complete the #TargetBundleUp and receive an exclusive access code to watch @taylorswift13 & @onedirection live on Vevo 11/21
@taylorswift13 & @onedirection will be hosting live Q&A’s all week during the #TargetBundleUp concert series! Stay tuned for dates and times…
digital ads
mobile/web ads
• Build awareness of Target Bundle Up and Bundle Up concert series
• Set weather-sensitive dynamic trigger at 40°
• Display on sites relevant to Mom using mobile and web
Premium
relevant sites
a bundle that gives back
Target bundles up a kid in need
benefits outweigh costPros Con(s
)1. Get shoppers in early 2. “Grow Up with Target”3. Re-use leads to a)
persistent branding and b) good publicity
1. Giving away gift card• However, gift card
is not valid until March 1 of the next year, so purchasing is shifted to next season, and customers are prompted to return
parents tend to support charitable and sustainable interests, and potential local partnerships are prevalent nationwide
#TargetBundleUp: Summary
Get mom shoppers in sooner
Reinforce negative
perception of winter with
empathy
Reach moms with App,
Twitter®, and idea of giving
back
Appeal to kids (and
mom?) with concert series
Potential for longevity via
seasonal rollover
All accomplished via key media:
1. Cartwheel® App2. Twitter®3. Display and Mobile Ads4. Vevo®