Everyone knows Target, but the question is, does everybody shop at Target? Come to think of it,  I don’t know anybody that doesn’t shop at Target.

Through their marketing strategy, Target, with its bright red bullseye,  has been able to build one of the most recognizable and well-respected brands in the U.S. Target is synonymous with trendy, style, and value.  Target has positioned itself as the leader in the upscale discount retail segment. Target guests know to, “Expect More, Pay Less.”

What differentiates Target from some of their competitors, is that Target offers a vast array of product offerings. Target guests know they can pick up just about everything from paper towels  to expensive jewelry , all under one roof. Target has strategically partnered  with top designers and celebrity chefs to be able to  provide their customers with trendy clothing and cookware at reasonable prices. The Target/Starbucks partnership, that enables me to enjoy a cup of coffee while shopping, is most important to me!

Target, through their creative advertising strategy, is able to convey their differentiation in the discount market segment. I believe Target’s advertising creativity and process includes elements of divergence and relevance. Divergence because Target utilizes originality and artistic value and relevance with their use of celebrities/designers that capture interest.  I believe Target has mastered the art of executing their creative strategy through effective communication.

Target’s advertising message focuses on  both informational/rational and emotional appeals. Target recognizes that something as functional and boring as laundry soap, can have an emotional appeal. Their creative execution is presented in several different ways that include: straight/factual message, slice of life, personality symbol, humor, imagery and a combination there of. Target mostly uses non-personal channels of communication through mass media to reach their target market. Some of their tactics used include print ads, billboards, and TV commercials. Target’s ads are  bright, cheery, informative, and in red-their signature color. Target’s TV commercials are creative and grab your attention. They are visually appealing with bright colors, symbols and celebrities.  The audio component of the commercials fist perfectly with what is on-screen. The musical composition is tempo and contemporary. A perfect example of this is the commercial I saw last night. It is a feel-good commercial with great music! Together, the audio and visual deliver a clear message of Target, as a brand, and their product offerings.  Their website is a great tool used to display their product offerings to their customers.

Another interesting tactic that Target has used to further promote their brand is through corporate sponsorship and community outreach, especially in the Twin Cities. Target Field, Target Center, and their pledge to give back 5% to local schools, are just a few examples of this.

So, basically what it comes down to is that, Target is able to effectively communicate the right product to the right person using the right medium. I consider Target’s success and customer loyalty proof of that.