Online marketing plays bigger role in Sears holiday campaign
Sears recently launched an integrated marketing campaign built around this year’s return of the holiday Wish Book.
On the whole, the campaign is “more diversified,” said Richard Gerstein, SVP and chief marketing officer at Sears, in a statement.
He added that the Internet is also playing a bigger role than in previous years. This includes a holiday-themed social networking site launched in collaboration with Yahoo! and the use of widgets and text messaging to alert customers to special promotions.
The campaign will consist of national TV and radio spots, magazine inserts for jewelry and tools, increased online media, new Sears.com functionality, sweepstakes, direct mail, circulars and catalogs. Granting wishes is a theme throughout and the featured tagline is "Don't just give a gift, grant a wish.”
One of Sears’ multichannel features being highlighted in the integrated campaign is the ability for shoppers to make purchases online and pick them up at stores. This program is being expanded after Thanksgiving to offer curbside service, with qualified products being delivered right to a customer’s vehicle within five minutes of arriving at the store.
2 comments:
This is a very interesting development in marketing; it seems integrated marketing campaigns are combining more elements than ever-- internet/other online integrations, radio, TV, print, direct mail, and in-store advertising. I wonder if companies are going to have to shed some of their previous styles of advertising because the cost of using all these different way is high. In general the internet is cheaper than the other mediums...do retailers now have to make a difficult choice?
--save money on ad costs (by using more internet based ads) but risk losing older customers who don't see the internet as their primary source for information.
I feel like SEARS is a lost cause. Everytime i drive past sears the parking lot is empty, even this week when people are filling shopping centers, SEARS is still dead. The company had its time and it is time for local owned business to prosper. SEARS also has no product to offer is never thought of for a certain product. You can get everything that SEARS offers at another store that has a cleaner and inviting atmosphere.
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