Thursday, September 04, 2008

New Target Commercial

As is definitely expected, I pay a lot of attention to marketing from Target Corp.

This week they released a commercial that strays from their "normal" routine of advertising. A commercial first broadcast on Sunday uses price points in the advertisement. This is the first time Target has done that in quite some time.

Here is the commercial.

When I first heard this commercial would be coming out, and that Target would be using price points, I was a little worried. I am under the strong conviction that marketing on price alone is a bad idea. Seth Godin is a big believer in this, and it is one of the biggest lessons my Dad has given me over the years. The idea is that people will buy your product or service if it is the cheapest, however, theoretically someone will always be able to go cheaper, so there is little point in trying to market on that angle.

My first thoughts as to what this price point commercial advertising might entail looked something like this. I thought the commercial would be something where price would be the focus and they would be stepping away from the really artsy, fun commercials with good music we are used to.

Fortunately when I actually saw the commercial, I was pleasantly surprised. The commercials are quite similar to what they've been in the recent past, with scenes focusing on a certain product or two, the biggest difference is the specific price points for the items.

What is your take on this new commercial and new direction from Target?

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