With the world getting smaller through means of technology and screen interface, what people see matters. An advertiser must take into account all perspectives of society when deciding what type of media campaigns they put out. Digital media has taken over the modern age. Advertising specifically carries great power and influence over their audiences. Throughout history we can see the types of influence media can play in a culture.
Convenient, stylish, and budget friendly?! That’s all any consumer could ever ask for. These three concepts are at the core of The Container Store and Wayfair’s company values. The Container Store is an organizational supply retailer and Wayfair is an e-commerce store that specializes in home goods. Both companies are life savers when it comes to furnishing, decorating, and organizing a space.
It’s okay to admit it. Ads are annoying. They can be so controversial, political, or seemingly pointless. But what kind of ads are never controversial or annoying? Ads with dogs.
Pedigree is a specialty pet food store that has been around since 1957. Pedigree has released countless commercials, magazine ads, radio ads, and more. One of their campaigns was titled “A Dog Makes Your Life Happier. Adopt.” This campaign does not directly market their products or encourage you to buy dog food. Instead this campaign focuses on adopting dogs, instead of shopping for them. They are referring to their promotional deal where if buy a Pedigree bag of dog food, they will donate another bag to shelter dogs.
If you were watching the Academy Awards on February 26th, 2017, you may have noticed a commercial that was a little bit different than the rest. This ad was not promoting a product or service, rather it promoted an idea that was heard by millions. It promoted the truth.
It’s no secret that the retail world is a constant and continuous race to come out on top. Some rise, some fall, and some get completely lost in the dust. The American department store chain, J. C. Penney, has risen, fallen, and just about everything in between. With an ever-changing corporate board, Penney’s has been vigorously working to keep up with their competition and trying to establish a positive brand image for themselves.
So, let’s start on a positive note. JCP has over 1,100 locations across the country with stores in each of the 50 states. Their stores include a diverse assortment of products which have helped to create a strong and distinct brand image for the company. Aside from their volume of stores and products, they also offer a unique and enhanced customer experience for their guests. And of course, since this is the 21st century, all companies that wish to stay relevant must have an active and engaging social media presence. Luckily for JCP, they nailed this. They are constantly promoting their tweets and Facebook posts and interacting with customers. Their social media presence helps them to reach millennials where they are- the internet. According to Ambassador, “71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others” (Hainla). Social media marketing is also a cheaper and more effective way of reaching J.C.Penney’s target audience.
Now, onto the negatives. I know, I know, this part isn’t fun, but we can’t avoid reality forever. JCPenney has a chronic case of poor stock prices. Since the start of 2017, their stock prices are down over 50% and down 85% in the past five years. Unfortunately, the stock prices aren’t the only things that are dropping. JCP store locations are disappearing right and left. Their online sales and customer satisfaction rates are also decreasing rapidly.
But don’t fret, JCP! There are some great opportunities on the horizon. Since the brand has been torn apart in the media, they have a chance to rebrand themselves and set themselves apart from the bad press. They also have the opportunity to expand their online retailing system to compete with other online competitors (we’re looking at you, Amazon). JCP has also only opened stores in the U.S. and Puerto Rico. This leaves them with a majority of the world left to conquer. They can also look into what their customers really want to see from them by conducting market research.
Unfortunately, with opportunity comes threats. JCP has some stiff competition. With stores like Target, Walmart, Kohl’s, and Macy’s as their main competition, JCP has been falling short. The newer and more modern brands are taking over the market and JCP hasn’t been able to keep up. There are also the internal threats to the company. Corporate jobs at JCPenney have a high turnover rate which creates too much change and inconsistency for a company while raising customers suspicions about an unsteady corporate team. This is a problem because it tarnishes the brands trustworthy image.
Well there you have it. The good, the bad, and the ugly of J. C. Penney.
Keep on racing, JCP, you got this.
Gif courtesy of https://media.giphy.com
- Hainla, Liis. “21 Social Media Marketing Statistics You Need to Know in 2017.” DreamGrow, 16 Aug. 2017, www.dreamgrow.com/21-social-media-marketing-statistics/.
Cover image courtesy of http://fortune.com/2015/08/14/jcpenney-ecommerce/
Social media advertising has quickly become a critical part of a company’s marketing campaign. Social media can help to increase traffic flow to your site or improve your company’s SEO. Social media is an easy and effective way to build relationships and connect with your target audience. Social media advertising has taken over the world of digital marketing. Some ads catch your eye and draw you in while others make you do a double take at your screen because you can’t believe that ad really got released to the public. Here are 3 of the best and 3 of the worst social media advertising campaigns from the past year (in my humble opinion).