Kohl’s Makes Holiday Marketing Push5 Nov, 2009 By: Jacqueline Renfrow Response This Week
MENOMONEE FALLS, Wis. – Kohl’s Department Stores launched a holiday 2009 marketing campaign, which includes a hike in spending on broadcast, radio, digital media, social media and direct mail.
Kohl’s will increase its spend on digital and social media by 25 percent to execute an aggressive digital marketing strategy, and leverage media and online advertising. The decision reflects the continuing trend of consumers to research purchases online and then make purchases in-store. Throughout November and December, the store will promote sales with nine homepage takeovers at sites including Yahoo! and 30 newspaper Web sites. The takeovers will allow consumer to browse the Kohl’s selection without leaving the host site.
New to the holiday marketing mix, Kohl’s will strengthen its social marketing components by putting giveaways on popular consumer blogs and change its Facebook page to reflect the feel of the campaign.
The company has increased its database of shopper E-mails by more than 50 percent, increasing the number of consumers to market to and those on the list will receive 17 communications in November and 30 throughout December.
In the more traditional realm, Kohl’s will run 30-second radio advertisements, beginning this week, and two 30-second national television spots during the season.
“This year we have built more value into our offers to help shoppers be strategic in their spending,” says Julie Gardner, vice president and CMO of Kohl’s. “Our campaign educates customers about how to make their money work harder for them by taking advantage of all the great brands, savings, tools and conveniences that Kohl’s offers.”