Since Target has proved their brilliance once again with their back-to-school marketing and advertising campaigns, we just had to talk about it again! For years, companies have struggled to invent new and innovative ways to advertise this exciting time of the year. However, Target has perfected profitable, long-term campaigns and has successfully created fresh, new advertising strategies.
As Thursday’s post mentioned, Target has been successfully hosting Target After-Hours Busing Events for twelve years. Adding UNCW to its list of schools this year was very popular amongst students in Wilmington. The idea of getting to shop for trendy dorm and apartment materials after hours gives students the feeling that Target is catering to their needs personally. This year, Target took that personal touch one step further.
With all the hype surrounding live events and social media, Target decided to try their hand at it as well. Bullseye University, Target’s back-to-school campaign, created five dorm rooms decorated with Target products that real, soon-to-be college students lived in from July 15th to July 18th. Viewers could interact with the participants by asking questions through social media, entering drawings, and purchasing products without interrupting the streaming video. This campaign is the perfect way to reach their target audience, college student. Target has not just promoted their brand, but has given their audience an opportunity to interact with their brand.
Advertising enforces the idea of a Commodity Culture. Commodities are marketable items that satisfy the wants and needs of consumers. In many ways commodities are a central aspect to a culture’s values, traditions, and meanings. Target has mastered the idea of appealing to the Commodity Culture, especially in its Back-To-College marketing strategies. On their Back-To-College webpage, the “…for U” theme is prevalent for every category of dorm essentials. The home page advertises an end of back-to-school-season sale, with “Deals for U” stamped in the corner. When you click on “college bedding,” a picture of the many colorful Twin XL beds that college freshmen are so familiar with, with the phrase “Zzz’s for U” in the same position. Target’s website is advertising the personalization aspect of their products to college students. Making sure their dorm room, or apartment, and school supplies are able to tell the story of who they are to their classmates. Commodity Culture states that people define themselves by what they purchase. Target understands that young adults are finding themselves in college and want to stand out, which they encourage by allowing this personalization.
-Maggie Dowicyan, Tilson Hackley, Hilary Hall, Kelsey Raskob, Christine Schulze