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Monday Marketing Minute: Did Kmart Ship Their Pants?

  
  
  

Here's this week's DC Marketing Pro’s Monday Marketing Monday Marketing MinuteMinute, a weekly feature that provides interesting and insightful marketing information, written to be read in a “minute.”  We start off each week publishing a nugget about a marketing trend, an interesting marketing quote or relevant marketing article. 

Here is your June 10th Monday Marketing Minute:

By now you have either seen or heard about Kmart’s Ship My Pants TV and Radio commercials (over 18 million pages views to date).  Their creative use of three simple words has proven viral success…and has already spurred another Kmart ad called Big Gas Savings (over 5 million pages views).  Kmart’s Chief Digital Marketing Executive Bill Kiss explains that instead of using traditional analytics to determine the success of an advertising campaign, they would create a compelling message and then America decide if they like it or not.  Kiss claims that consumer sentiment was overwhelmingly positive.  But is that true?  The fact is that are many Radio and TV stations that will not air these commercials.  Why?  Because they have received massive complaints from offended listeners and viewers.  Kmart had to know that would happen, but was that part of their strategy? 

There is no doubt that Kmart has received WAY more impressions for this campaign then they would have through just purchasing Radio and TV advertisements alone, but did it come at a cost to their image?  Or maybe their image needed something like this…as controversial as it may be. 

We would like your opinion.  What do you think?  Brilliant or damaging?  Or somewhere in between?  Post your comments below, and subscribe to our blog to receive the Monday Marketing Minute each week via email.

Comments

Kmart my have pushed the envelope too far and upset some people, but I think their image was old and tired. still considered a discount "cheap" big box store and not as relevant as other big retailers. At the least, this campaign will help change the perception shoppers have of them from blue light specials to "hip".
Posted @ Monday, June 10, 2013 1:56 PM by Rob Anderson
Kmart had a great revival in bringing attention back to their brands as a result. I think that conservative religious right wing folks are the ones who found the ad campaign offensive. I was the opposite, i found it witty and very clever use of words on there part. Way to go Kmart...now if your stores were only appealing in person as they appear in the commercials.
Posted @ Tuesday, June 11, 2013 11:36 AM by Drew D
I totally agree with the previous two comments. Kmart definitely needed something that was going to "kick it in the pants" and Ship my pant did just that...they are BRILLIANT!! I only wish I could have been a part of their marketing department. I am a marketing manager and would kill for ideas like this! Kudos to Kmart. Now, work on your store image and I just might start shopping there!
Posted @ Monday, July 01, 2013 6:58 PM by Kim Nanosky
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