Gobble, Gobble! Happy Thanksgiving Eve! With all the impending excitement of a delicious home-cooked meal, time spent relaxing with family, the Macy’s Thanksgiving Day Parade, and of course football, let’s not forget about another American tradition: Black Friday. Every eager deal hunter and thrifty mom alike will be setting their alarm bright and early to take advantage of all this day has to offer. With deals such as Walmart’s Emerson 32″ LCD TV for $188 to Best Buy’s 24″ Dynex HD TV set for a crazy price of $79.99, the early hours are completely worth it. Target has DVD’s for as low as $1.99 per DVD, while Sears is offering sweaters for 60 percent off from 4 a.m. to 1 p.m. only. With these prices, who needs to advertise? The prices seem to speak for themselves. However, this doesn’t seem to be the case. Companies seem to be spending a great deal of time and effort on their advertising campaigns, from targeted Black Friday commercial campaigns, to leaked Thanksgiving Day newspaper inserts.
Target has put an interesting spin on things and has changed the way they have marketed to these consumers. Instead of bombarding customers with prices and products they should be looking forward to buying, they have tried a different technique: portraying a ‘stereotypical’ yet over the top Black Friday shopper. The commercials feature a woman who has been counting down the days to shop at Target for Black Friday, and gives herself pep-talks and training sessions to prepare for the big day. This fresh way of advertising really seems to have hit a nerve with the public. This is a pure example of a well-executed targeted marketing message. It’s a tongue in cheek inside joke Target is portraying to their customers, “Yes, Black Friday shoppers are crazy, but, hey, with prices this good, there’s a reason to be,” Target has been spreading this campaign through traditional mediums, such as through TV commercials, as well as through social media. They have released additional videos of the “crazy Target lady” on Youtube, as well as giving her a personal Twitter account “ChristmasChamp” to the tune of over 13,000 followers thus far. Although the cost benefits from shopping on Black Friday speak for themselves, the advertising for this day certainly serves as a great positive reinforcement. Happy shopping!
Phelps, Kingman, Hensley