NewsBytes: Kmart’s New Agency and Another Online Mom Community
1) Will switching ad agencies change anything for the Kmart brand? Though I have fond memories of the store from my Michigan childhood, thirty-plus years later, my local Kmart is drab, dirty and depressing. I race in there to buy the occasional Martha Stewart branded homegood, but that’s it. The hippest/most clever ads might bring someone into the store again once to see if things are any different, but it won’t change the awful customer experience that keeps shoppers from returning. Here’s the MediaPost blurb on the agency change.
2) Suave, Sprint Nextel and Mindshare have partnered to create/deliver webisodes called "In The Motherhood," with the idea of getting story ideas and input from the community of moms they expect to develop around it. I am not a mom, so I can’t say for sure, but I will raise the question: Are moms as-yet underserved by the many mom communities and blogs that already exist? Here’s the MediaPost article by Karl Greenberg for more information.
April 19th, 2007 at 6:40 pm
Well, I am a mom and I’m wondering how many of us have time for something like this. It will be interesting to see the response. Of course, Ellen will help enormously. Still, the idea of using some of my precious free time to help sell a couple of brands’ products doesn’t thrill me. It’s obvious what’s in it for Suave and Sprint, but I can’t see what’s in it for me, the Mom. I’m looking for enlightenment.