MINNEAPOLIS — After executing exclusive first-aid events from 2009-2012, Johnson & Johnson collaborated with its shopper-marketing agency, Nsight Connect, (a sister agency to Catapult Marketing) and Target’s First Aid merchandising team to develop a differentiated 2013 first-aid program.
The new program improved on the previous years’ successes, and leveraged guest-insights and category learnings to best inspire and engage the guest on their ever-changing summer needs, according to Heidi Froseth, senior vice president, Target Team Leader at Catapult.
The question at hand was, “How do we put a fresh spin, while creating something unique and relevant to the savvy Target guest who shops Target looking for something that makes a connection to their life, and is something they can’t get anywhere else?” Froseth said.
Here’s how Froseth describes the program:
The team decided to execute an inspirational offer while more deeply addressing the meaning of first aid within the guest’s life to inspire and emotionally connect with her.
The main difference from prior years’ “Build Your Own First Aid Kit” programs was that the themes of “inspire” and “emotionally connect” were at the forefront of the concept.
Guest insights and internal brainstorming helped identify seasonally relevant occasions and life stages, while correlating items to fit the guest’s specific needs, expanding from the typical at-home use items.
From there, a 360-degree surround-sound marketing campaign was developed and executed, encouraging the guest to “Be Prepared Everywhere.” Pre-populated shopping lists based on specific life events and needs reminded them of specific occasions on the horizon, and all the first aid items that necessary to be prepared.
This message was communicated during the pre-shop planning phase as well as in-store and post purchase and available on every device ready for whenever and however the guest needed.
Task teams worked together to successfully execute the robust program, involving an exclusive item, in-store display, digital and print media.
Target is a retailer that continually looks to create a deeper understanding and connection with the guest.
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It does so by exploring, taking risks and pushing new areas of local, digital, mobile and social execution, along with inspiring in-store look, feel and design.
To win with the guest, the work demands a sense of cohesion with a branded Target experience.
With passionate and informed stakeholders committed to developing and implementing different aspects of a shopper campaign, it is important to have everyone at the table to get alignment and meticulously plan out an implementation strategy. This will result in a flawless execution that will make the guest choose Target over and over, regardless of which department she is shopping.
Froseth and Heather Campain, director of shopper and category insights for Johnson & Johnson’s Target Team, will discuss their partnership with Target tomorrow at 8:15 a.m. in a Shopper Marketing Expo session called “Inspiring and Winning the Target Guest in Healthcare.”
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