Kmart’s most recent ad touting “big gas savings” isn’t getting as much viral love as its admittedly more racy – and more funny, IMHO – predecessor, but ad and marketing analysts have raised some important points about both ads’ effectiveness.
For starters, the message surrounding gas savings at Kmart is more direct. Even the most comically challenged wont have trouble deciphering the code here. And that’s a good thing. The original ship (my pants) ads, while generating tons of buzz on the interwebs, required some processing to get to the value proposition Kmart hoped to offer. Perhaps not so good.
However, the question still looms as to whether all those looks, likes and shares will equal more folks willing to shop the arguably forgettable retailer. Whether or not the campaign is what some analysts have called a “hail Mary” or not, it’s now up to Kmart to make the play. In other words, to deliver on the presumably fun-loving, and easygoing spirit portrayed in the ads. But of shoppers DO return only to find poorly lit aisles, merchandise in a shambles, and unhelpful employees in a minimum wage glaze… Well, I reckon the ad and branding experts will get the last laugh here.
How about YOUR company’s advertising, social media or web content? Do they reflect what you’re really about? Rebranding a company, product or service takes more than just catchy ads and fireworks. Your company has to be willing to live up to that “new” image. Is yours?
Ask us here at Well-Run Media + Marketing how to put together a marketing and media strategy you and your company can not just live with, but live up to!