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The entertainment factor isn't enough

Drew McLellan is the Top Dog at McLellan Marketing Group

We all love funny advertising.  Heck -- it's why have the country watches the Super Bowl. Surprisingly -- one of the companies that has produced some very memorable TV ads over the past couple years is Kmart.  

Based on their category and their financial woes, you wouldn't really expect Kmart to be all that funny, but's definitely been their goal.  Who can forget the infamous Ship My Pants spots?

Last Christmas, they brought us the Show Your Joe spot, which had boxer clad men ringing in the holiday cheer.  These spots have earned Kmart a lot of public exposure and conversation because while some think they're funny, others find them offensive.  

This year, Kmart continued the Joe Boxer spots with Jingle Bellies (below) and Santa Baby.

 

The spots are memborable, funny/offensive depending on your take, and clearly promoting a specific product.  But do they work?

"I want to be in the conversation," says Diane Vaccaro, chief marketing officer at Kmart Apparel. "I want to be part of the conversation in a disruptive and authentic way."

Last year's controversial spot "forced folks to consider Kmart," says Vaccaro. "A number told us that they hadn't been in Kmart for years but the ad made them go back. We struck a chord."

Most importantly, it boosted the store's Joe Boxer sales last year. Now the question is -- will it work again this year?  Kmart has had a terrible year and needs a huge uptick over the holiday season to try to balance those results.

These spots are a huge risk for Kmart...but if the results begin to heal their financial woes, it was a risk worth taking.

Here's the real (and only) question. Would these spots change your buying patterns?  Would you go to Kmart because of them?  If your answer is yes -- they win. If you're answer is no, then they just paid millions of dollars to make a non-customer laugh.

We market to sell.  That's it -- the only measure that truly matters is did the cash register ring.

 

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