Comments on: MONDAY RADIO COMMERCIAL SMACKDOWN: Target Kodak Calendars http://danoday.com/blog/2010/01/target-kodak-advertising/ Straight talk about radio programming, radio advertising, radio production...Well, you get the idea. Fri, 30 Jul 2010 02:58:38 +0000 hourly 1 http://wordpress.org/?v=3.0 By: scott snailham http://danoday.com/blog/2010/01/target-kodak-advertising/comment-page-1/#comment-7979 scott snailham Mon, 25 Jan 2010 16:28:48 +0000 http://danoday.com/blog/?p=3976#comment-7979 The product isn't bad, but the message is. If this is a blitz campaign, it won't wear well, and you could turn off more people then you get in the stores as floor traffic.... If you had the warm and fuzzy female doing the full 30, we might not be talking about this spot. The calendar will be done by the time you finish shopping can certainly be a selling point when you're a mom dragging 3 kids to target to get a few things, or any store for that matter. the annoying attempt at humor should be tossed...the warm and fuzzy approach because of the emotional connection to "your pics" should have been the full spot. The product isn’t bad, but the message is. If this is a blitz campaign, it won’t wear well, and you could turn off more people then you get in the stores as floor traffic….

If you had the warm and fuzzy female doing the full 30, we might not be talking about this spot.

The calendar will be done by the time you finish shopping can certainly be a selling point when you’re a mom dragging 3 kids to target to get a few things, or any store for that matter.

the annoying attempt at humor should be tossed…the warm and fuzzy approach because of the emotional connection to “your pics” should have been the full spot.

]]> By: Frank Baum http://danoday.com/blog/2010/01/target-kodak-advertising/comment-page-1/#comment-7972 Frank Baum Mon, 25 Jan 2010 09:12:52 +0000 http://danoday.com/blog/?p=3976#comment-7972 I see your point. Not attacking your opinion or you, Dan, but you're busy and these days stretch the horizon of all that we know. In radio I did audience research to back up the consultancy and PD inuts, verify/validate the condition the condition of the people was in, pulse of the people, what is the "right now" that connects. Even if it's short short term. Times are tough for a LOT of people right now. People scowl in check out lines. They DON'T enjoy shopping right now (a lot of them). Certain items sit on shelves with none missing from the original stock placement when restocking is supposed to happen. A store elevating the public mood AND making sales? Something meaningful, personal pictures. Whimsy, taking fun and putting it back into these days ... not a bad message, not a bad idea. A piece of good news that people can do once and point at again and again and brighten dreary days. The people who Really have it difficult right now will take a box apart and make their own at home. Chances are not bad that they will remember a store suggesting a fun thing instead of focus only upon need. Big sales, maybe not. Memorable store message, I think so. So I liked it. That store has the budget to say, "chin up". And it does. fmb I see your point. Not attacking your opinion or you, Dan, but you’re busy and these days stretch the horizon of all that we know.

In radio I did audience research to back up the consultancy and PD inuts, verify/validate the condition the condition of the people was in, pulse of the people, what is the “right now” that connects. Even if it’s short short term.

Times are tough for a LOT of people right now. People scowl in check out lines. They DON’T enjoy shopping right now (a lot of them). Certain items sit on shelves with none missing from the original stock placement when restocking is supposed to happen.

A store elevating the public mood AND making sales?

Something meaningful, personal pictures. Whimsy, taking fun and putting it back into these days … not a bad message, not a bad idea.

A piece of good news that people can do once and point at again and again and brighten dreary days. The people who Really have it difficult right now will take a box apart and make their own at home.

Chances are not bad that they will remember a store suggesting a fun thing instead of focus only upon need.

Big sales, maybe not. Memorable store message, I think so.

So I liked it. That store has the budget to say, “chin up”. And it does.

fmb

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