What makes a great offer, what does it say about your brand, can it damage it?
My interest was aroused by the recent Kmart price promise TV ad – it’s set up in a way that has none of the usual retail frenzy of Kmart ads, being more akin to a political party crusade. It attracted my attention because it shows everyday people talking about an important promise – later it’s revealed this is the Kmart Price Promise – find the same item cheaper elsewhere and we’ll match the price. Kmart is an important and iconic brand, it successfully provides for the needs of millions of Australians, I should make it clear I like Kmart.
I saw the ad at least 4 times, which suggest a fairly sizeable media spend. Interestingly over the next few days a number of friends also mentioned the ad. Unfortunately, for all of us, we were underwhelmed by what the promise actually involved. It seems to me that having decided to strongly promote this offer Kmart missed a chance to deliver a really strong message for the brand.
