Target is preparing to kick off its "most digitally enabled campaign in history" -- but not too early.
A year ago the retailer caught flack from consumers for launching its first holiday spot in mid-October. That ad, which focused on its Red Card branded credit card, featured an upbeat tune with the chorus, "Are You Ready?"
"We learned last year we just went too soon," said Jeff Jones, chief marketing officer at Target. "Even though it wasn't an overt commercial about Christmas products, people interpreted it that way."
This season, Mr. Jones said Target won't launch its anthem holiday ad until the first week of November. Early ads will also focus on Thanksgiving to a degree the retailer has not in the past. One TV spot shows a group of friends gathering around a turkey dinner, while another will promote the price per pound of turkey -- a first for the retailer.
"We have never said Thanksgiving has a place at Target. It's a big event, and we think we have a great value proposition when you think about being a one-stop shop [for] food, home and decorating," Mr. Jones explained.
Cyber Monday, which has become an increasingly important shopping day for retailers and consumers, will also be a focus for Target this season. Mr. Jones said there will be dedicated TV advertising driving consumers to Target.com for the first time, where they'll find 15 new deals every day for two weeks.