Back to school can be a stressful situation for parents. Having to release your children from under your watchful eye is uncomfortable enough. Add to this, the sometimes demanding and seemingly unrealistic list of supplies requested by schools, and you have a moment parents dread each and every year.
Retailers can draw in consumers by changing the perception of this event in every parents life and making it seem like a pleasant, if not at least humorous, experience. If last year I went to retailer A and had a hard time finding all I needed and this year retailer B has an ad campaign that suggests both ease and fun with my search, then I am going there. Alter my perception without my knowing and you get my money. Simplicity can be oh so effective.
This year’s Target back to school campaign achieved this, even for me – someone who does not have children. The music teacher spot is my personal favorite. I want to run out to Target right now and buy some denim!
Cutting out the media middleman.
Our media department just got even more effective by cutting out third-party programmatic vendors and managing their buys in the marketplace. Traditionally, agencies would have