NEW YORK: Target, the retailer, believes that "generosity from the brand" – in the form of providing truly immersive and distinctive marketing experiences – can exert highly beneficial effects on various core metrics.
Kristi Argyilan, Target's SVP/Media, Guest Engagement & Measurement, discussed this subject at VentureBeat's Marketing.FWD Summit 2016.
And she referenced the brand's decision to dedicate four minutes of commercial airtime during the broadcast of the GRAMMYs on CBS in the last two years to live performances by Imagine Dragons and Gwen Stefani respectively.
"We were learning that they were looking for more of these really rich experiences that we could create for them," said Argyilan. (For more, including further details of this strategy, read Warc's exclusive report: Target taps consumer data to drive brand "generosity".)
"We call it 'generosity from the brand'. So instead of really advertising ... we took the time to create more content – more music – that we actually gave to our guest."
Although this approach was fraught with risks, and represented a considerable financial investment, it was informed by hard data concerning shopper preferences.
"What we are learning through the data is that our guests were really looking for more music," Argyilan reported to the conference attendees.
"They love music. And so when they are watching the GRAMMYs, they're really looking for ways to just get completely immersed into more and more music."
Alongside tracking the sales lift from these efforts, Target is also attempting to determine the impact on metrics such as "brand love".
"It's the 'love' piece that we're really trying to quantify, because what we see if we have someone that engages with us through, let's say, our social channels, there is just under a 30% chance they will shop Target within a week," Argyilan said.
"So we know there's something really rich in that, but we need to better understand it so we actually know how to really get the most out of it."
Data sourced from Warc