Industry Eye: Prospecting - Victoria's Secret, Target
Target Catalog Goes Back to School
Overall back-to-school sales came up short this year, but there were some memorable marketing campaigns. Target’s “09 College” campaign included a 41-page “Smart Scholars Save Dollars” pamphlet-shaped, 6-inch x 9-inch print catalog targeted to students heading to college — certainly an eye-grabber.
Products were organized into categories a dorm dweller would understand: bedding, bath, laundry, electronics and study. In addition, the catalog had a fresh, young look that was littered with notes and doodles designed to draw readers to special deals. It also included more than $60 in savings coupons that expired Aug. 23.
Target focused on college students online and social networking sites. A callout in the catalog, for example, directed readers to “Reality Check,” an online series where scholars and parents talk to college kids about the ins and outs of college life. The “Reality Check” episodes can be viewed at Target.com or Facebook.com/target.
What’s more, the campaign included an “09 Target College Sweepstakes,” which enabled students to sign up for “college” emails or texts and immediately be entered into a sweepstakes that included $100 Target gift cards, daily prizes and one $5,000 grand prize. —Melissa Campanelli
Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.
