Target hits the mark in three areas
I don’t typically write about advertisements. But this one deserves the spotlight. The design, the content and the practicality of this mailer is perfectly geared toward my age group – something that I don’t find very often even in newspapers. The heavy weighted paper is also a sign that Target didn’t skimp out when they created this project. It’s a nice bright white, giving the colors a rich and pleasing tone.
1. Content is engaging and pertinent
One of my favorite aspects of this ad has to be the content. SEO (search engine optimization) specialists have already got this one figured out: good content attracts good customers (and gives better ranking to websites). I don’t see many print ads use quality content very often attract customers. This ad does.
The content I’m referring to includes a series of six short blog-style articles peppered throughout the mailer. Written by college students, for college students, the articles offer advice on how to manage your time at college, organize your space and keep in touch with family. It’s great to see content written by peers, especially since the topics are both practical and fun to read.
2. Checklists and coupons are useful
Flip open to the front page and top of page 2 has six brightly colored columns dedicated to the college 2011 checklist – all items sold by Target, of course. But what do you expect? It’s an ad, after all. And if you want to build your own checklist, Target has an easy online layout that lets you shop and build your own personal checklist.
Scattered throughout the mailer, Target included other lists of advice and short words of wisdom from college students who have survived this particular stage of life. I’ve no doubt parents will eat this up just as much (if not more) than their children.
So sure all this is fine for freshmen who still don’t have a clue about college. Target didn’t forget the large population of students returning to college, though. Flip to page 13 and you’ll find 20 coupons, many of which I plan to utilize. Parents and students have reason to appreciate this mailer from Target.
3. Targets audience with appropriate design
Okay, love the design. The colors are bright and perfectly reflect the current trends in college dorm decoration. Page spreads utilize the space well without overcrowding, so it is far from the typical Sunday ad.
And while the prices are easy to locate for all items, they aren’t emphasized. The products stand forefront and are arranged topically. So the page on how to organize your space includes products such as shelves, over-the-door hangers and bed stands to make the most of space under the bed.
Well, that’s all for now! I’m just very grateful to see an ad target my age so well. It was fun to read through and gave me some great coupons.
I hope to cover this a little more in the future, but we’ll see.