Upload
chappy02
View
497
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Targeting the multicultural retail/big box shopper
Citation preview
REFLECTIONS OF HER Bringing Project Mirror to Life
TRANSLATION + TARGET 1
THE BRIEF
Create a big idea that will drive the core AA female guest - Savvy, discerning, HOH modern mothers with ‘growing’ kids at home - to make Target her destination for all of her life & style needs by convincing her that Target has all the brands and product solutions that she has been ‘shopping’ for elsewhere.
SCALABLE. TARGETED MEDIA. DIALOGUE.
TRANSLATION + TARGET 2
HOW WE WENT ABOUT IT
Humbly. We carefully reviewed, studied, and tested your analysis of the AA guest shopper. Mostly, we observed her…attitudes & behaviors to shopping, and how she relates to herself and ‘community.’
THE TRUTH. PERSPECTIVE. OPPORTUNITY.
TRANSLATION + TARGET 3
THE TARGET EXPERIENCE ISN’T DESIGNED FOR ALL OF HER
Target democratized style, making it universally accessible - redefining designer value. She relates to that proposition for some ‘things’ in her life. She is conditioned to seek specific branded product solutions where replenishment and fulfillment is easiest, especially in beauty & hair.
EXPECT MORE. PAY LESS. = MORE EMPATHETIC. LESS PATRONIZING.
TRANSLATION + TARGET 4
SHE HAS OPTIONS…
TRANSLATION + TARGET 5
VALUE PROPOSITIONS ARE NARROWING
TRANSLATION + TARGET 6
AND WHAT’S THE WORTH OF ‘VALUE’ ANYWAY?
TRANSLATION + TARGET 7
SHE PERCEIVES ‘VALUE’ IN DIFFERENT WAYS
RATIONAL JUSTIFICATION
EMOTIONAL PARTICIPATION
EXPECT MORE. PAY LESS.!
TRANSLATION + TARGET 8
THE EXPERIENCE OF ‘VALUE’
TRANSLATION + TARGET 9
CONSUMER INSIGHT
The modern shopping experience still doesn’t reflect the values and sensibilities of the contemporary AA female shopper. Her needs and wants, identity, image, and arguably self-worth have been compromised through a ‘marginalized’ shopping experience that doesn’t reflect her.
SEGMENTATION. GRANULARITY. OPPORTUNITY COST.
TRANSLATION + TARGET 10
HER CONSIDERATION BARRIER
FOR ME
NOT FOR ME ‘SPEND’ TO BENEFIT
‘SAVE’ TO BENEFIT
WORTH IT
FOR ME
BELIEF
EXPECT MORE. PAY LESS. = RELEVANCE
TRANSLATION + TARGET 11
HER REALITY
TRANSLATION + TARGET 12
HOW TO BEGIN TO PERSUADE HER
Because of Target’s legacy of stylish communications, the AA female shopper closely associates and perceives Target in a fashion-sense. She has perceptually ‘up-positioned’ the Target experience beyond the ordinary and everyday.
TRANSLATION + TARGET 13
‘WOM’ HAS ALREADY REACHED HER. GO BEYOND…
You will never convince her Target is ‘for her’ by telling her “it’s for her.” As she experiences “Expect more. Pay less.” – benefits designed for her - and intuitively compares this experience with another, she will naturally communicate this with her community, regardless of medium.
WORK
FAMILY
CIVIC
FRIENDS
SOCIAL
ORG.
TRANSLATION + TARGET 14
TARGET MUST ‘RESET’ HER EXPECTATIONS
The expectation of ‘more’ is a brand promise that is clearly evident to her through each stage of her shopping experience; comparatively speaking, she will innately look for ‘less’ value. She is empowered through such a proposition, but Target must credibly deliver against this anticipation.
TRANSLATION + TARGET 15
GETTING CLOSER TO THE ‘INSIDE’ OF HER
Requires a mutual respect and trust. You’ve gotten to know her pretty well, now invite her in…
GUEST
PERSON
RESIDENT
PERMANANCY
USEFUL ACCESSIBLE RELIABLE
TRANSLATION + TARGET 16
SHE SHOPS TARGET HOLISTICALLY
TRANSLATION + TARGET 17
EVOLVING THE RELATIONSHIP FORWARD…
STORE
ETHNIC BEAUTY
ONE-SIZE-FITS-ALL
OBSERVATION
EXPERIENCE
BEAUTIFUL
ESPECIALLY FOR ME
REFLECTION
TRANSLATION + TARGET 18
AS A RESIDENT SHE WILL INVITE OTHERS OVER
MASS FOOD & GENERAL TO DISCOUNTER
NATIONAL DRUG TO MASS
TRANSLATION + TARGET
TRANSLATION + TARGET 20
PRIDE
TRANSLATION + TARGET 21
PRIDE = REFLECTION
TRANSLATION + TARGET 22
…AND A COMMUNITY OF WOMEN WILL ‘MIRROR’ HER
TRANSLATION + TARGET 23
TRANSLATION + TARGET 24
THE INNER CIRCLE: THE ‘LENS’ BY WHICH SHE SEES TARGET
TRANSLATION + TARGET 25
TARGET WILL BECOME A REFLECTION OF HER EXPERIENCE
PRIDE
TRANSLATION + TARGET 26
More than 50% of African American women believe that “it is hard to find products designed for me.” She is cynical and not persuaded easily by imagery, words or claims. To combat skepticism, we can’t tell her. We need to show her.
BRAND THE ‘BEAUTY EXPERIENCE.’ DRAW UPON HER PRODUCTS, HER SHADES AND THE AISLE ITSELF AS OUR MOST POWERFUL PROOF POINT.
OWN ‘BEAUTY.’ AND THEN MAKE IT HER OWN.
HER SHOPPING EXPERIENCE ALONE WILL PROVE THAT TARGET CARRIES ‘BEAUTY PRODUCTS FOR ME’!
TRANSLATION + TARGET
TRANSLATION + TARGET 28
Is any mass retailer really taking her beauty needs
seriously?
Target can – and asks for Her loyalty in return.
TRANSLATION + TARGET 29
Target redefines the loyalty rewards program for mass retail, introducing the first beauty rewards initiative that celebrates African American beauty.
By enrolling her in the Beautify Rewards ProgramTM, we will fuel the interest and incentives that drive her to the store.
TRANSLATION + TARGET 30
Beautify loyalty badge on signifies that she subscribes to Target
beauty
Vendor partners provide valuable first-look samples
Utilize mobile to spread the word, get new promo deals and earn additional
rewards for passing savings on
Tie in with Essence 40th Anniversary Celebration – 40 Fierce Beauty Buys or $40 Beauty Looks with customized
inbook drive-to-retail
Partner with Mikki Taylor to elicit Beautify talk-value and curate “for her”
products -- stock the top 5 products she believes she can’t get at mass
retail!
TRANSLATION + TARGET 31
PRIDE
TRANSLATION + TARGET 32
Entrepreneurialism is in her blood. And now Target is her big break.
TRANSLATION + TARGET 33
Target champions the efforts of local women-owned businesses by offering the opportunity to have their products featured at Target.
The local community is mobilized to nominate and select the products that make it onto shelves at their local Target stores.
TRANSLATION + TARGET 34
A digital hub hosts entries, nominations and voting
Local news and radio promote the effort and
advocate for local entrants
Social networking mobilizes her support
group
Channel Red Network features the back story of the
products on-shelf
TRANSLATION + TARGET 35
PRIDE
TRANSLATION + TARGET 36
She relies on her community to stay related.
Target harnesses the power of her community for the greater good of the greater deal.
TRANSLATION + TARGET 37
Target Social SavingsTM mobilizes her inner circle and enables her to expect more, save more and work with her community to generate more value.
Consumers are encouraged to register in teams and once signed up, a promotional code is generated and members of that team begin saving and accumulating points for future rewards! The more your share, the more you save.
TRANSLATION + TARGET 38
Mobile and online sign up and savings sharing
Channel Red Network features hometown tales of communities mobilizing in
social savings efforts
Saving is a community movement as points accrue to
benefit local libraries
The Target receipt is the new community bulletin
board for local organizations to promote upcoming happenings –
enables the community to support local libraries
TRANSLATION + TARGET 39
PRIDE
TRANSLATION + TARGET 40
Her friends are her family.
Loyalty and caring go hand-in-hand.
Target establishes that special bond with her,
becoming a source she can rely on.
TRANSLATION + TARGET 41
Target brings together a dynamic group of influencers who ‘get’ her and her lifestyle needs.
The Target InnerCircle™ provides the advice she can rely on.
TRANSLATION + TARGET 42
Design Star Season 2 winner Kim Myles embarks on a journey to launch her own brand of lifestyle goods. We will chronicle from concept to production; along the way, she provides tips for other DIY women to follow. Series concludes with Kim’s line available in Target stores for purchase.
The Neely’s
Famed Food Network stars, the Neely’s, introduce new recipes with the offerings from Target Grocery section.
In-show product placement offers added exposure for Target.
Target celebrates Sam Fine’s 20 yrs of beautifying African American women. An exclusive-to-Target beauty line release and DVD content anchors this initiative.
DIY Style with Kim Myles
Sam Fine for Target: Beauty Products and Tips for Her
TRANSLATION + TARGET 43
PRIDE
TRANSLATION + TARGET 44
She knows that nothing creates stronger families than
meaningful time spent together.
Target champions Friday nights and makes it family night.
TRANSLATION + TARGET 45
Target will introduce a monthly themed series of Family FridaysTM activity packages – complete with what she needs for game night, movie night, baking, arts-and-crafts, etc.
By bundling the products Target already carries, we create new opportunities for product promotion while opening her eyes to new categories and offerings from Target.
TRANSLATION + TARGET 46
‘Mom’ blogs propagate
suggestions and requests for future
Family Fridays packages
Local organization bulletins promote
unique savings and deals for her group
Gifting opportunity by encouraging people to purchase a year-long subscription to Target
Family Fridays for friends and relatives
Local newspaper events section to promotes Target Family
Fridays as a weekly community happening
TRANSLATION + TARGET 47
PRIDE
TRANSLATION + TARGET 48
She fuels her own inspiration by celebrating the trials and triumphs of others. Target honors African American women who have a story of inspiration to tell.
TRANSLATION + TARGET 49
Target launches Live In ColorTM – an annual event honoring women who are positive role models in the local community.
A celebrity honoree and host adds cachet, and local support abounds as women are selected from communities to be honored alongside celebrity honoree.
TRANSLATION + TARGET 50
A digital hub hosts entries and
nominations while highlighting these women’s stories
Major media partner announces honorees, garners
Target press coverage, and hosts gala event
Broadcast highlights on BET Centric provide critical mass awareness
Local replication as stores partner with local newspapers and news stations to recognize
women in their community
TRANSLATION + TARGET 51
TRANSLATION + TARGET 52