Advertisement Ideas: KMART Teaches Great Lesson In Branding!!!!
Kmart, is an American chain of discount stores headquartered in the United States. The chain purchased Sears in 2005, forming a new corporation under the name Sears Holdings Corporation. The company was founded in 1962 and is the third largest discount store chain in the world, behind Walmart and Target, with stores in the United States, Puerto Rico, the U.S. Virgin Islands, and Guam. As of February 2, 2013, Kmart operated a total of 1,221 Kmart stores in 49 states, Guam, Puerto Rico, and the U.S. Virgin Islands. This store count included 1,196 discount stores, averaging 94,000 sq ft, and 25 Super Centers, averaging 168,000 sq ft.
Kmart did not get here by accident they have continued to market very proactively in the markets that they serve. This year their Christmas advertisement created quite the buzz, which should be the goal of every campaign. if your campaign does not create a buzz about your business you are missing a major component in your strategic marketing.
This video has been viewed 311,346 times. Now think of this how if 1% of those who viewed the video went to KMART and of that 1% 5% purchased JOE Boxer Items then this campaign was a success. What are you doing in your business to create an interest in your products and services. When you plan your marketing strategy it is important to know what your goal of the campaign is, how you are going to reach your target audience, and what you are seeking to accomplish. In today’s market place where competition is fierce for the consumer dollar it is important to have a recognizable brand that instills confidence in the consumer.
Once you create buzz like KMART you must then create a plan that instills customer loyalty. It is imperative that you exude a message if service and value in all of your advertising. Every time a customer does business with you the interaction must be one that builds the relationship so each time they seek your product or service they come to you before they go to someone else.
KMART is a leader in the retail market because they do their best to train their people to give you a good customer experience creating customer satisfaction and thus creating customer loyalty. It all begins with the proper use of your logo, then continues with the use of many platforms like Internet TV, Newspapers, Magazines, Radio, TV, and Social Media. In all you do the idea is to engage the consumer so that they will be enticed to do business with you.
Public Relations is a key to marketing and a marketing strategy. The proper public relations can help to maximize your message and thus allow you to create more loyal customers and as a result increase the revenue in your business. When KMART makes an announcement about a decision they made they calculate the fallout. In many cases the controversial decisions are the ones that create the most buzz and as a result create the most traffic to the stores.
Eric Bischoff is a very successful promoter who those who follow wrestling will recognize. In his book he explains how controversy creates cash. Bischoff knew the psychological make up of the people he was dealing with and managed to manipulate them as a result he built a strong brand that was eventually bought out by WWE. Like or dislike KMART or Bischoff you can learn a valuable lesson. That lesson is that creating controversy leads to a buzz which leads to more cash.
It is important to look at the model KMART gives us and to gleam from it strategies that will be effective so that you can experience success in the marketplace.
1: They have a successful brand, a recognizable logo, and a memorable tagline
2: They advertise on a regular basis
3: They partner with other well-known and respected brands
4: They create a buzz with some controversial decisions
5: They are constantly tweaking their strategies
Now it is your turn to stop making excuses and to look at how you can attract more business and thus increase your revenue and grow. Remember in business if you are not growing you are dying. You have the choice to listen to outside people who have great ideas and implement the ideas of blow them off and go it alone. KMART is successful for they put together a team and work to come up with cohesive strategies that benefit the company.
Even when KMART was mentioned in the movie Rainman in a negative light they still received brand recognition. What lesson will you learn and implement so you can have more success. Stay Positive.
