By using Facebook, this site, http://mashable.com/2009/05/11/target-bullseye-gives/, explained that Target recently launched a successful media campaign. On their Facebook page they enticed their followers to vote for certain non-profits that they felt deserved donations. Target allotted three million dollars and according to the percentage of votes casted would then translate into the money awarded to the non-profit. I believe this campaign was a very smart move for Target. Not only were they were promoting a good image for themselves by helping charities, they were able to increase their brand awareness. They were able to be fresh in the current followers minds it also enticed others to become followers of the Target page so they could cast votes.
I think whenever an organization can get involved in the community is an awesome way to give back and increase brand awareness in a positive light. Also, I like how Target didn't just limit the campaign to one non-profit they were able to involve consumers into choosing how the money is alloted. Whenever consumers feel like they are apart of descions made by the organizations they are giving their money to is more likely to keep those customers coming back.
I agree with your point about how when consumers feel like they are a part of the decisions made, they are more likely give their money and keep coming back. People love interaction, and so they are drawn to these kind of campaigns. It seems like nowaday, people do things for the "experience," not the quality. For example, people will shop at a certain store because of good customer service and an organized layout. So if people enjoy their online experience with your company, they are likely to check out other experiences your company offers.
ReplyDeleteI also agree with you on this topic. By allowing the customer to take part in the decision making that is usually left up to only the top management, they feel as if they have a say-so in the business themselves. Once their opinion is valued, they become more capable of shopping with this brand because they feel "apart" of it.
ReplyDeleteAlso, I believe that Target is doing a great job of promoting their genuine ethical behavior by doing this, which can inversly change their brand image to the consumer. It is proven that consumers are more likely to shop with a company who continually gives back to the community. With their competitor being Wal-Mart, this could obviously set them apart.