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"Equality Is." The campaign was designed by Leo Burnett Worldwide, a global ad agency which now has a division dedicated to marketing to the GLBT audience. And American Airlines recently introduced bus shelter ads in New York targeted to gay passengers, reportedly the first time a Fortune 500 company has used outdoor advertising to address the gay audience.
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One "Thousand" Mom's has very little to do with JCP's poor year. It's the "Fair and Square" pricing and new merchandising that has absolutely killed them. Outside of the people who watch cable news cycle and message boarders, (which is a miniscule % of the population) people don't know or care about JCP's support of the LGBT community. Face it...shoppers love coupons and frumpy clothing.
Retail is about price and product. Believe me, I know...I've been a retailer for 20 years. It's the Walmart mentality. Lots of people loathe Walmart and still shop there.
There is an old dictum in advertising: Show the product!
I think that the Fair and Square campaign would have succeeded if Penny had simply shown what could be bought at any time at a reduced price. They spent a bundle on ads that were so abstract that the clothes weren't even a part of the ads.
What is so surprising to me is that Target always shows the goods in a visually interesting and attractive manner. I would have thought that the former top notch Target guys Penny lured over would have realized this. Guess they weren't as top notch as Penny thought they were.
The fact is folks always like seasonal sales. The fair price strategy was a bust from the beginning, as there was no way to compare a regular priced item from one on sale. To make a comparison, a customer had to leave Penny's and go to another store!
It had nothing to do with gays- as often as not, a buyer who goes into a store by being attracted by a sale item often buys a regular priced item in addition to the one on sale.
Last edited by banjomike; 06-19-2012 at 06:47 PM..
Unemployed interior design wannabees do that a lot, I've noticed. It's all they have.
I have a feeling you think seeing 2 or more of the same sex in an ad makes the ad pro-gay. Two men driving down the street in a Ford does not make the ad pro-gay.
Now I suppose if you subscribe to gay magazines, that kind of garbage, you would see that stuff. If doing my research constitutes buying gay crap, no thanks.
Or take a bus in New York. Or look at travel sites. Or look into Levis stores windows.
I used to like Penneys. One time all I wanted was an all cotton sweater made in the USA. You wouldn't think that would have been all that hard to find but in the entire mall, no store had that except Penneys.
Does an American made cotton sweater at JCPenneys still exist?
I just searched Reuters with several different tags, and found no results.
I did find several on the advertising for the new pricing fails.
It is the first article that comes up with Google.
Are you calling the ad campaign a success? If yes, then I think youd idea of success if different from mine.
Quote:
The company last month acknowledged that the ads had resulted in the loss of some longtime Penney shoppers who had looked for markdowns.
"It is easy to lose core customers and much harder to win new ones.
Now I suppose if you subscribe to gay magazines, that kind of garbage, you would see that stuff. If doing my research constitutes buying gay crap, no thanks.
Yes, I believe companies place ads in gay mags, but JCP went "all-in" in the public arena.
They are talking about the new pricing structure, and the lack of discounts.
It said THE ADS resulted in loss of core customers.
Are you calling the ad campaign a success? Yes, or no?
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has very little to do with JCP's poor year. It's the "Fair and Square" pricing and new merchandising that has absolutely killed them. Outside of the people who watch cable news cycle and message boarders, (which is a miniscule % of the population) people don't know or care about JCP's support of the LGBT community. Face it...shoppers love coupons and frumpy clothing.
