Monday, January 19, 2009
Target Tries Price Point Driven TV Ads
For the first time in the company’s history, Target has introduced TV ads featuring price-point messaging. The spots, which debuted during the Golden Globes last Sunday, were the second iteration of its “A new day” brand message.
This time, though, actual prices were added in an attempt to lure cash-strapped consumers. “The new vacation glow” featured Neutrogena Micro-Mist Self-Tanner for $9.39 while “the new nightclub” showed the Wii Dance game for $69.99. The message: “A new day. New ways to save.”
“This is the first time we've featured price point in our broadcast advertising,” said Jana O'Leary, a Target representative. “As a whole we’ve increased our emphasis on value messaging. Our [tagline] is ‘Expect more. Pay less.’ We’re putting more emphasis on the pay less promise.” She continued “We understand it’s a tough time for our guests, corporations and retailers, and Target is helping everyone save money and time in this economic environment. We are showing how we can offer solutions without our guests having to endure a complete lifestyle makeover.”
I myself noticed this strategy in print this past weekend. In Sunday's New York Times there was a full-page color ad for Target’s NP Set line of cosmetics. And, instead of focusing on celebrity makeup artist Napoleon Perdis (creator of the NP Set collection) Target instead prominently highlighted how affordable the products were.