Part One: Research and Profiling€¦ · Target bath products. Target Audience Profile Many of the...

Title: Prompt #1: Storytelling Across Multiple Channels Name: Delrae Benson Semester: Spring 2017

COMSTRAT 702 Capstone Prompt Prompt: Storytelling Across Multiple Channels

Category: Creative Activity

Courtesy of Google Images

Part One: Research and Profiling

Overview The purpose of this prompt is to create a campaign based on the sales of Target bath products. Target has been in business since 1962, when they first opened their doors in Roseville Minnesota (Target Corporation, n.d.). The Dayton Company decided to create a “new discount store,”1which has resulted in approximately 1,803 stores in the United States (Target Corporation, n.d.). Target is known for its wide variety of merchandise, excellent customer service, and a price-match guarantee, which essentially provides great values in products so its customers reap the benefits of affordability. This is especially true when it comes to Target bath products. Target Audience Profile Many of the customers who shop at Target fall into the median age of 40, have a college education, children living at home, and an average household annual income of $64,000 (Target Corporate, 2017). In this day and age shoppers aren’t defined by the stereotype indicating that only moms in the household do all the shopping. Given that 63% of Target shoppers are female, the majority being moms, we can be safe in assuming the majority of them are shopping for bath products for the entire household.2 Given the reputation that the Target stores have, and the amount of advertising that is done through television, social media, print, and word of mouth, it is considered one of the shopper’s first choices when looking for bath products. Currently, Target is the fourth most visited retail website, and with the packaging, advertising, sales, promotions, and sponsorships that Target has, the audience is very aware of the bath products, given the amount of exposure from the branding of the store (Don E. Schultz, 2009). This makes it easy for the consumer to understand that the likelihood that they will find what they need is high, given cognition and perception from previous and current information they have received in Target stores. Research has shown us that Target customers (mainly women), shop often and buy a wide variety of 1“The Caption that States: 1962 The Birth of Target” https://corporate.target.com/about/history/Target-

through-the-years 2“By the Numbers: 35 Interesting Target Statistics (December 2016)

http://expandedramblings.com/index.php/target-statistics/


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products. These range from housewares, fashions, health and beauty, pet supplies, and groceries, because they can count on the brands’ reputation of quality and price (Don E. Schultz, 2009). This explains the tribal knowledge about Target and their bath products and how women know about messaging or incentives that can be viewed inside the store when they frequent it for other purchases. Superior quality is a great motivator along with the national brands that Target carries for their customers, making the shopper feel successful, knowing they aren’t throwing their money away (Don E. Schultz, 2009). Reputation and experiences from previous purchases make the customer inclined to continue to shop at Target because they can rest assured knowing they are getting quality. This makes women feel successful because they can count on the long-term relationship previously established—making the shopping experience fruitful every time. Not only does the quality of the merchandise come into play, but also customers report shopping at Target an appealing environment and fun to do (Don E. Schultz, 2009). Long lines, heavy traffic, and time has become a huge challenge and frustration for moms as consumers. Their shopping usually occurs after a full day’s work in a job outside the home, after the kids have been fed, bathed, and completed their homework. Some reserve it for the weekend instead of doing something fun or relaxing. In our digital age, most people can order what they need online. Often times, it’s much easier just to order items through a website or App instead of getting back into the car and going to a brick and mortar store. The issue with shopping this way is that it eliminates the physical shopping experience where you can actually touch the product, see it, and really look it over prior to purchasing.3 Research shows that Google is used a lot to find information about a product that may be hard to find inside the store. Google recently partnered with Ipsos Media CT and Sterling Brands for an online survey, where it reveals that consumers seek information during their shopping journey and leave stores frustrated. Customer service is on the decline making it difficult to find answers in the store.4 Google is a way to locate the information they need prior to shopping in the store. Consumers may use Google searches to find inventory, coupons, sales, and hours of service if they are looking for something specific. Ads or relevant information showing available sizes that are in the store would make the consumer stop, click and read. Eye-catching pictures, competitive prices, and incentives are all things that promote further investigation by the consumer, ensuring they get that hook! Most importantly, consumers use Google to compare products, read reviews, and determine the best product for the money they are willing to spend. Utilizing creativity and fun ideas is a great way to entice our target audience to engage in social media posts. Asking them to share ideas and decorating tips that they use in their own homes or running contests is a fun way to begin engagement. Asking for color schemes or sharing pictures or home videos is a great to start to

3“Target Doesn’t Want to Be a Showroom for the Stuff You Buy for Less at Amazon” http://business.time.com/2012/01/24/target-doesnt-want-to-be-a-showroom-for-the-stuff-you-buy-for-less-at-amazon/

“New Research Shows How Digital Connects Shoppers to Local Stores” https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html


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a successful media campaign. People love to share things they are proud of, and what better way than to show their bathroom decorating ideas with items they’ve purchased at Target. Campaign Tone Most campaigns are more successful if you create an emotionally charged customer because they go out of their way to really seek out the product (Don E. Schultz, 2009). It’s proven that customer engagement, loyalty, and decision making are all part of the emotion that drives a person to make a brand choice (Don E. Schultz, 2009). Imagery or videos that resonate with families by providing visuals of keeping their homes clean, neat, and modern is a sure way to tap into that emotional side of a mom or the head of the household who would be the main person purchasing bathroom products. Competitor Products Walmart also sells bath products for the consumer. Based on their current social media postings and messages, consumers are complaining on Walmart’s Facebook page about products not being made in the USA or warranties that are hard to understand. Many preorder items are followed up with complaints that pertain to customer service and disgruntled customers. This is common-place on Walmart’s social media sites. It is not uncommon for any competitor to have negative postings on social media sites. People want their voices heard. Walmart is another household name and is always offering promotions based on other well-known businesses as they try to uphold the competition in pricing. One of their awareness campaigns from 2013 was the “green” website that they produced to raise sustainability awareness.5 This actually was quite a hit within Twitter and Pinterest crowds when it gained tons of referral traffic via social media. This site, and Walmart social media is still active and strong today. Walmart is considered one of largest companies in the world and are known for their affordable products, which range from household items, groceries, car repair. lawn equipment and much more. They are always offering promotions to uphold the competition in pricing and have been successful at it for many years. According to Forbes magazine, they are #22 on the world's most valuable list showing a market cap of 215.7 Billion 6. This proves that they are not only a visible company, but a very successful one! The overall quality of this company when it comes to customer service, production, and the delivery of their goods wouldn’t be this successful after all these years if they didn’t have an overall good quality.

5 “Walmart’s ‘green ‘website raises awareness of sustainability efforts” https://www.prdaily.com/Awards/SpecialEdition/151.aspx 6 “#15 Wal-Mart Stores” http://www.forbes.com/companies/wal-mart-stores/


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Part Two: Campaign Message Development Campaign Theme ideas The use of images and emotion appeal to the audience through practical means by providing a visual that is easily understood and resonates well with the audience. The use of empathy and the reputation that Target has built over the last 55 years to provide trust in their products makes the customer feels confident making their purchases.

Key Words and Phrases ● Affordable ● Colorful and modern ● Inspiration for all ages ● Healthy lifestyles ● Space saving creative ideas ● Economical and fits any budget ● Quality name brands you can rely on

Unique attributes of Target as a Company and Retail Merchant

1. Eco friendly products that are built to last, ensuring the affordability that today’s consumer is looking for.

2. Unique space-saving ideas that will make your home more comfortable and fresh!

3. Target inspires people to get creative with their latest looks and trends from collections that fit

everyone’s taste.

4. Shop the latest décor for every season and holiday—your home will be sure to be a hit.

5. Most consumers arrive at Target prepared to pick up that one ‘item’ that they are out of and end up

with a whole shopping cart because Target has it all!7

7 “Bath” http://www.target.com/c/bath-home/-/N-5xtvc


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Product Features and Benefits Product Features & Benefits Product Description Specifications Attributes

Toilet Space Saver • Space Saver • Modern • Simple • Easy to Put

Together • Mix and Match

Products

• Elegant • Homestyle • Country Cottage

Style • Oil Rubbed Metal

• Oiled Metal • Wood Colors • Open Shelve style • Closed Cabinet

style

• Made out of Wood • Made out of Metal • Fits Most Toilets • Sold in Collections

Bathroom Towels • Decorative • Embroidered • Luxury • Textured • Large variety of

colors

• Bath Towels • Hand Towels • Fast Dry Bath

Towels • Lush Plus

Hooded • Bath Towels • Bath Wraps &

Washcloths

• Abaca • Acrylic • Aramid • Bamboo • Basket • Brushed

• Fast Dry Towels • Textured

Materials • Solid and Colors • Egyptian Cotton

Bath Rugs & Toilet Covers

• Washable • Luxury Plush

Material • Large Range of

Colors

• Bath Mat/Sets • Bath Runner • Bath Rug Set • Contour Rugs • Toilet Seat

Covers/Disposable

• Nylon • Memory Foam • 100% Cotton

Pile

• Water Resistant • Low Prices • Comes in Sets • Sold in

Collections

Shower & Bathtub Caddies

• Space Saver • Holds Shampoo • Holds Soap • Suctions to the

Wall • Hangs on the

Shower Head

• Over the Shower Caddy

• Shower door Bathtub Caddy

• Over the Shower Head Caddy

• Tension Shower Caddy

• Shower Hose Caddy

• Stainless Steel • Frosted Plastic • Wire • Bronze • Large

InterDesign • Oil Rubbed

• Rust Resistant • Never Rust

Aluminum • Ultra-Suction

Bathroom Sinks • Space Saver • Decorative • Square • Round

• Table Mount • Square Single

Hole • Wall Mount

• Tempered Square Blue Glass

• Single-Hole Vitreous

• Tempered Square Amber Glass

• Ceramic

• Retro Bathroom Sinks

• Tiny Bathroom Sinks

• Rust Resistant • Warranty • Made from

Durable China

Bathroom Soap Dispensers

• No Battery Used • Wipes Clean with a

Cloth • Comes in one Piece

• Ceramic • Glass • Plastic • Stainless Steel • Silver Nickel • Mirror Finish • Wood &Resin

• Comes in Variety of Colors

• Comes in Coordinated Sets

• Plastic • Metal • Wood

• Contemporary • Rich Glossy Finish • Coordinates Well

with Other Target Bath Products

• Comes in Sets • Rust Resistant • Water Resistant


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Campaign 5W’s Who: We are targeting a medium age of 40 year-old married women with a four year degree, children living

at home, and an average household annual income of $64,000.8

What: The wide availability of bath products, accessories, brands, and color choices are what makes Target’s bath products unique because they have something for everyone and always include a price match guarantee!9

Where: Customers can shop in Target stores, order their products online at Target.com (if available they can pick up in the nearest Target store), use the Target mobile App, or search for Target products on Amazon.com

When: Target always offers a Price Match Guarantee when buying a qualifying item as long as you request this at the time of purchase or get it adjusted within 14 days! This is Target’s way of ensuring you always get the best pricing on their products whether or not it’s in-store purchase or a Target.com purchase.

Why: Target upholds their promise to all customers by selling 2,455 Bath products, accepts manufacturer's coupons, and keeps their stores organized by displaying the great deals they have. Target continues to be that one stop shopping experience that they are known for, and also ensures the quality you’ve come to trust!10

How: You can stay alerted on the latest bath products and news by finding a Target store near you, visiting Target.com, creating an email alert, locating the ad in your town’s newspaper, or visiting the social media sites. Target currently participates in Facebook, Twitter, You Tube, Pinterest, and Instagram.11

Call to action Target understands that moms today are very busy working, taking care of the household, the children, and trying to keep up with their daily lives. We kept that in mind when designing our stores by maintaining bright aisles, fully-stocked shelves, and our Price Match Guarantee—so when you do have to make a run in in the midst of that busy schedule, it’s easy to purchase the lasting quality your family deserves! If you don’t have time for that, we’ve thought of everything—visit Target.com.

8 “The Shopping Experience” https://corporate.target.com/about/shopping-experience 9 “The Shopping Experience” https://corporate.target.com/about/shopping-experience 10 “Shop with Confidence” https://corporate.target.com/about/shopping-experience/shop-with-confidence 11 “Press” https://corporate.target.com/press/


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Part Three: Content Creation

Facebook Post Product: Bathroom Bath Rug

Status: Have you stopped using bath rugs because they always stay wet and smell of mildew? Target understands these issues. We now carry InterDesign Microfiber non-skid rugs designed specifically to absorb water quickly, solving your problem, and keeping your bathroom fresh all day long without having to hang the rug up! Image: Courtesy of Adobe Spark Call to Action: To find the perfect color and style visit your nearest Target store or click here:

http://bit.ly/2iPBaA8.

Photo courtesy of Adobe Spark


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Twitter Post Product: Over Toilet Space Saver Status: Image: Courtesy of Adobe Spark Status: Are you at this point? Target has space-saving options—even for the bathroom! Call to Action: Check out our toilet space savers here: http://bit.ly/2iPB8IJ *Note: Combined “status and call to action” are 139 characters, keeping it within the Twitter limit of 140.

Photo courtesy of Adobe Spark


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Instagram Post Product: Shower Caddy Status: Image: Courtesy of Adobe Spark Status: Are you tired of lack of space? See our huge selection of Shower Caddies for your bath needs! Call to Action: Check them out: http://bit.ly/2iPR3ql *Note: Combined “status and call to action” are 136 characters, keeping it within the Instagram limit of 140.

Photo Courtesy of Adobe Spark


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Blog Post

Bath towels come in a wide variety of shapes, sizes and textures making it hard to really predict the outcome of what the final product will feel like after several washings. Some people prefer a thinner towel that wraps nicely around their head. Others would rather have them thick and fluffy, feeling soft and whisking the water right off their body without too much effort. Whichever type you are; Target has bath towels for everyone! Fast Dry Bath Towels are widely used because people like to own a towel that will not hold the water. It saves drying time and also allows reuse of the towel without having to rewash it after every use. The Fast Dry Bath towels come in many colors to suit your bathroom decorating needs.12 You can check them out here: http://bit.ly/2jMjIRT

Photo Courtesy of Target.com

12 “Fast Drying Bath Towels-Room Essentials” http://www.target.com/p/fast-dry-bath-towel-sunbleached-turquoise-room-

essentials/13337719?ref=tgt_adv_XS000000&AFID=google_pla_df&CPNG=PLA_Bath+Shopping_Brand&adgroup=SC_Bath&LID=700000001170770pgs&network=g&device=c&location=9033799&gclid=CjwKEAiAqozEBRDJrPem0fPKtX0SJAD5sAyHcHdIaAjSuJSjMHxnyDLlkdMY8GfBnTA5prgXyFU0shoCFIHw_wcB&gclsrc=aw.ds


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Maybe you aren’t the type of person who really cares for a fast drying towel and are more into the traditional Performance type of bath towel. This towel is Target’s best-selling most popular towel. It’s 100% cotton, very durable and has double needle ends! Being “Oeko-Tex” certified makes this towel safe for any age--knowing there were no harmful chemicals used in their production.13 Check out the amazing selection Target carries here: http://bit.ly/2jMj86E

Photo Courtesy of Target.com

Target has lived up to its name since 1962, providing America with its most trusted brands and products. You can always try Walmart or one of those dollar stores to purchase your bath towels but you know the brand won’t stand behind the name or the quality. We’d love to hear your thoughts on Bath towels and your experiences with them!

13 http://www.target.com/p/-/A-52128455?lnk=ThresholdPerfor


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WorksCited Don E. Schultz, B. E. (2009). Building Customer-Brand Relationships. Armonk, New york: M. E. Sharpe. Target Corporate. (2017). Corporate Fact Sheet. (Target Brands, Inc) Retrieved January 16, 2017, from A

BULLSEYE VIEW: https://corporate.target.com/press/corporate Target Corporation. (n.d.). Target Throughout the Years. Retrieved January 16, 2017, from A Bullseye View:

https://corporate.target.com/about/history/Target-through-the-years

Part One: Research and Profiling€¦ · Target bath products. Target Audience Profile Many of the...

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