Kohl's idea for the holidays is strategic because they will be tugging at the heart strings of their customers, making the individual customer feel important in sharing their personal stories. This will make customers feel apart of the Kohl's family. Also, the idea of showcasing a diverse extended family in commercials will appeal to every type of person - an identity for each age, race, and sexual orientation. Moreover, Kohl's has pretty much incorporated family, diversity, holiday traditions, and a super catchy tune into one big campaign for the holiday season.
If there are no hiccups in the plan, it seems as if Kohl's will have a great profitability turnout for the season. What do you think? Will their marketing tactics work?
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7 comments:
I think this could prove to be a great marketing strategy for Kohls. With the holiday season just around the corner, family and shopping become two very integral parts of everyone's everyday lives. I think by tapping on the heart strings of their customers, Kohls will be able to capture more sales as these ads will give spread happiness as well as inspire people through their videos. By doing so, I think customers will be more likely to spend more in Kohls due to these ads and how they will make the customers feel as though they are apart of the family. I think this overall will be a great way for Kohls to advertise for the holiday season and one that will be a great break away from the traditional advertising of people buying gifts or learning about the great deals the company is offering.
I agree with Ashley. Customers will feel more connected with the advertisement, they'll feel all warm and fuzzy inside thinking of their own families and the special moments they have shared. Maybe they'll be more willing to spend more at Kohl's on the people that they love because it is worth it. And while the commercial may have cost Kohl's an arm and a leg to produce the money people will spend at their store will outweigh it. Plus Kohl's is reaching all sorts of demographics: gay's, African American's, etc. For Kohl’s, focusing on families — in all their diversity — is a “very, very smart way to go”!
I also feel this strategy has the potential to become an instant hit for Kohl's. Most people travel throughout this holiday season, buying gifts for the near and dear ones, and this advertisement is likely to push the customers to go out and buy Kohl's products for the people they love. Their attempt to reach people from various diverse backgrounds at this time of high consumer confidence in the economy is definitely a great move to increase their customer base, and therefore boost up their revenues.
While I applaud Kohl's for reaching out and touching all types of people and families during the holiday season, I think it could have been accomplished without the additional licensing cost for the Beatles song. It may allow more individuals to relate to the ad, however, there is a relatively high cost each time the ad plays. If Kohl's is already reaching to families of the all diversities, is it really necessary to bring in the additional cost of the song? I think it can accomplish its goals without the Beatles song.
I agree with Ashley and Akram that like this is an amazing advertising technique for Kohl's this holiday season. As Ashley said, by adding the Beatle's song into their advertisements, Kohl's is branching out and trying to reach more of the United States demographics. While they will be paying a little more for the licensing costs of the song, I feel it is a sure fire way to make their brand more diversified from the other competition.
In a global marketplace like that which exists today, every company has to make themselves stand out in order to appeal to consumer's wants and needs. To many people, Kohl's is just another department store who offers crazy savings during the holiday season just like Macy's and JcPenny's - there is nothing special or different about the stores. However, by adding the Beatle's song into their advertisements, Kohl's stands out just a little bit more than the rest. People will remember hearing the song and know that it was from a Kohl's advertisement and then go and buy their holiday gifts there. Ultimately, I feel that by playing off of people's emotions, Kohl's is truly going to win this holiday season and consumers will come flooding into their stores nationwide.
I think this is a good marketing tactic, because honestly, who doesn't love The Beatles? However, I do wonder how much Kohl's paid for the rights to that song. The Beatles do evoke a sense of happiness (at least to me) so I think it does make sense to have a song that both invokes happiness and the holidays as a theme song. Advertisements do impact a lot of people and can definitely resonate. However, I don't know if this ad would make me want to shop at Kohl's anymore than I already do. But it does make me smile.
I really like this marketing strategy for the holiday season because I think it encompasses everything the holidays are meant to bring about. This tactic is super trendy and popular nowadays mainly on the interactive component by getting consumers to reach out to Kohl's through social media (I would assume). I think Kohl's is headed in the right direction this holiday season and without a doubt, this marketing ploy will increase revenues for them.
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