Marketing in the News
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| "Target plots retail, marketing blitz around 'Stranger Things' final season" By: Peter Adams As I was looking through articles trying to find one I wanted to read about, this one caught my attention because it mentioned two things I like: Target and the show Stranger Things. As someone who has been waiting for the last season to come out, seeing that Target was coming out with a new campaign dedicated to the show, I was interested in seeing what it was about. Target is launching a new campaign in hopes of capitalizing on the final season of 'Stranger Things' coming out next month. They will be coming out with merchandise and a national campaign they made with Netflix as a way to evoke nostalgia. Target is attempting to turn around business after they recently saw a drop in sales. With rising tariffs, inflation, and the backlash they have received from buyers, Target saw a drop of 1.2% in sales. They hope to use the new merchandise and ad campaign as a way to bring sales back up in a time when people are being more careful with where and what they buy. Target is all about quality and affordability. They say, "More for your money. Expect more. Pay less". They offer many different brands and options as a way of trying to cater to many different people. They want to make your shopping as easy as possible by selling all the essential items you'll need and even the trending items at affordable costs. They also offer different methods of shopping such as in-store, online, delivery, and pickup, so that everyone is able to shop. Target's campaign is wanting to transport 'Stranger Things' fans into the show with their new items and ad coming out. They will be using the new season to come out with over 150 items, and many of them will be exclusive to their store. Items will include many things like clothes, costumes, food, home décor, and toys. They partnered with the creators of the show to create new ads that are set in a period-accurate Target from the 1980s. The show will come out in three installments throughout the next couple of months, and Target will be using each time as an opportunity to bring in new fans and customers.  Target is hoping this campaign will connect with fans of the show and bring in more buyers to bring sales back up. They currently are the only retailer to run a national campaign that was made directly with Netflix and also features talent from the show. Although the show is very popular, they will be faced with the challenge of people being more careful with what they spend their money on with all the rising costs of essentials. They hope the products being sold during the holidays will help with the sales. This approach could work really well for them because as we get closer to the holidays, more and more people will be going out and looking for places to shop and for what presents they are going to buy. With this show being as popular as it is, there are going to be fans who want to get their hands on the exclusive items and the collectors who aren't going to want to miss out on collectibles. Even though I think this marketing approach is pretty smart, I wonder what will happen after they get their desired sales and if buyers will continue shopping at Target or if the store will see a decline once again. While they are marketing for this specific campaign, they should use the attention they have to talk about their regular items and their affordability as a way to bring buyers back in for their regular shopping. By doing this assignment and reading about how Target is maximizing their opportunity with the release of the season, I learned how important it is to pay attention to when you are advertising something and how you can use what else is happening in that time to boost the promotion. |
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