Target Misses the Cyber Bull’s Eye
Posted on January 29, 2008
Filed Under General
This just in: Retail behemoth Target “does not participate with nontraditional media outlets.” Um … what?
A public relations executive for the company made this statement when Amy Jussel, founder of marketing blog ShapingYouth.org, wrote to complain that a recent Target billboard in Times Square was demeaning to women because the bull’s eye was conveniently placed in close proximity to the model’s crotch. (The billboard depicts a hat- and glove-clad woman making snow angels atop the Target bull’s eye–completely harmless, really, unless your mind is in the gutter.)
But, despite the ridiculous sentiments of Jussel, Target’s response was even more out-of-line. Acknowledging that blogs and other “nontraditional media outlets” don’t make it into the company’s radar is a massive mistake because, as everyone knows, these platforms are key to reaching target audiences.
The PR exec continued her e-mail response by saying that, “This practice is in place to allow us to focus on publications that reach our core guest.” Mmmhmm. Apparently the core guests of this hip retailer don’t have Internet connections. Regardless, it’s an astonishingly anachronistic policy that one might expect from a small, mom-and-pop shop that isn’t up on modern communications practices–not from a company so lovingly referred to as “tar-jay” by its loyal (though apparently technologically illiterate) consumers.
By Courtney Barnes