DETROIT - Kmart Corp. is launching a new advertising campaign that it says will establish a clear brand positioning for the company, which has struggled recently to find a niche in the discount retailing market.
Kmart said the campaign, which includes print and broadcast ads, will focus on Kmart as "the store that understands what really matters in life."
The television ads were directed by Spike Lee and will begin airing Sunday during the closing ceremonies of the Olympics.
"Kmart's goal with this campaign is to build an emotional bond with the consumer by re-establishing the role Kmart plays in its shoppers' lives," said Steven Feuling, Kmart senior vice president of marketing. "By showing how Kmart is relevant to its shoppers' emotionally and rationally, the advertising aims to drive consumer loyalty."
Kmart filed for Chapter 11 bankruptcy protection last month, after lower-than-expected holiday sales, downgrades by several credit rating agencies and a slumping stock price. Kmart has struggled to compete with less expensive Wal-Mart Stores Inc. and trendier Target Corp. in the discount market.
Retail experts say Kmart needs to establish a niche before it can launch an effective advertising campaign.
"No marketing campaign is going to do anything unless you get your business right," said Zain Raj, with Foote, Cone & Belding in Chicago. "The strategy has to give customers a real reason to come to Kmart."
Kristi Bridges, with the Sawtooth Group, said it's important for companies stick with an image that carries through in advertising and in the stores.
"It's very hard to say who you are and have everybody behind you," Bridges said. Sticking to an image is something Target and Wal-Mart have done well, she said.
Raj said Kmart has often taken a "scattershot" approach to its advertising, changing campaigns frequently.
The tagline for the print and broadcast advertising will be "Kmart. The Stuff of Life." The 30- and 15-second commercials feature people of all ages and races and dramatize commentary and moments in everyday family life.
Kmart also is working with an advertising agency that will develop a corporate brand campaign targeting black and Hispanic shoppers.
Saturday
January 11th, 2025
2:06AM
