Is Target Having An Identity Crisis?

I used to love Target. I could spend hours browsing the store to see what was new, and plan an entire day around hitting the nearest Target location.

Back then, going to Target was not just a quick store run- it was an experience. Target marketers did a brilliant job of differentiating the chain from other retailers, with trendy seasonal décor and collections from otherwise high-dollar designers. I was particularly jazzed when Target introduced The Shops, their limited time, curated collections of cool things from boutiques across the country. That sealed the deal for me as a Target lover. But recently, things have changed.

Target has a new marketing campaign this year, which has left me feeling a little flat. The Target Run campaign aims to, ahem, target customers who value coupons, groceries, and quick runs to pick up essentials. The trouble is, I already have sources for those boring trips. What I’m lacking now is a fun, trendy place to shop for non-essentials. It may sound crazy, but I just can’t get as excited about that curated designer collection when it’s across the aisle from macaroni and fruit snacks.  

Don’t get me wrong, the Target Run campaign is integrated and well thought out. There are coupon apps, expanded grocery selections, clever advertisements, and a redesigned website to support the new offers. The problem, for me, is a misalignment with the unique identity Target had created. The identity of being a destination and an experience for those looking for cool stuff at reasonable prices. With Target’s expanded grocery section, weekly coupons, and boring website, it feels akin to Walmart.

What do you think? Is Target having an identity crisis, or do you like the new positioning and offers?


Looking for insight to help position your business? Look us up at www.marketingflexibility.com.

3 Tips for Business Health!

I suppose a marketing consultant is a bit like a doctor for business. I’m called when the business isn’t as healthy as it could be. I visit the business, check the symptoms, conduct an exam to discover the underlying cause, and work with the client to develop a prescribed course of action. And, like a doctor, I feel disappointed when a client leaves with a clean bill of health, prescription in hand, and goes right back to their unhealthy habits.

It seems the most difficult habit for business owners to break is the urge to try new things, changing course monthly, if not even weekly. And I get it. It’s like the doctor telling me I need to exercise daily for three months in order to see improvement. At first, it’s easy, but then it gets easier to just go back to what I’m comfortable with. Or, get frustrated at the lack of improvement and try, desperately, to find what’s going to work in days – not months.

The truth is that strategy takes time to manifest into results. When a business continues to change course every week, they will never discover what works and what doesn’t. Here are some tips for effective execution of your strategy:

1.    Give it time! As a business, you should review your strategy on a semi-annual basis. Your strategy is the road map of your business, informing where you want to go and how to get there. You won’t get there overnight. It will take time and patience.

2.    Gather enough data for meaningful measure. As a marketer, I’m an advocate for testing variables to determine what works and what doesn’t. However, you need to allow enough time to gather a statistically relevant set of data. If you change a communication strategy every week, you’ll never really know what works for you.

3.    Separate business from personal. As a business owner, it’s sometimes difficult to see where you stop and the business begins. As a person, you’re always representing your business. However, your business should always represent the business strategy. The most common mistake I see is business owners who treat the business social media accounts as personal ones. Keep your business posts intentional, audience appropriate, and strategically aligned.

To stay focused on the course, I keep a copy of my market plan posted on the wall. I refer to it often to remind myself of where I need to be and where I’m heading next. If you could benefit from a business well check, email us at kris@marketingflexibility.com or visit www.marketingflexibility.com.

Stay well!