I like Penney’s new marketing campaign.
The TV ads featuring Ellen DeGeneres are captivating and funny–and seemingly everywhere. The print campaign does a solid job of re-branding JCP as fresh and contemporary, the monthly theme is carried through each piece beautifully and the featured items look great and seem well-priced. My only criticism is that the ads look a bit too much like Target (gee, I wonder how THAT happened).
But here’s the thing. Over the long-term the work of marketing is to differentiate the brand, create strong preference and reinforce loyalty/advocacy. Penney’s won’t win without doing a much better job of attracting and retaining a new generation of consumers and increasing the trip frequency, average purchase size and/or retention rate of the current base.
In the short-term, the work of marketing is to get the target customers’ butts in the store (or drive them to the website). I suspect the new campaign IS elevating interest in JCP and starting to drive incremental traffic. Yet while Penney’s has improved their presentation markedly, the stark reality is that both the product assortments and overall experience are still pretty much the same–i.e. unremarkable in most instances. And unlike Apple and Target, Penney’s store fleet is a grab bag of some very good locations with a whole bunch of mediocre and lousy ones.
We all know that when the invitation is better than the party, we aren’t very likely to get fooled the next time around.