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Kohl’s Holiday Marketing Has Value Message


Menomonee Falls, Wis. Kohl’s Corp. hopes to attract uneasy shoppers this holiday season by focusing on value. The company is launching an expanded holiday marketing campaign that includes new television ads and signs in stores pointing out budget gifts.

“Our entire holiday program is designed to help customers stretch their budget during an especially difficult holiday season,” said Kevin Mansell, president and CEO for Kohl’s Department Stores.

The company acknowledged it has increased its holiday marketing spend over last year.

“We have increased our overall marketing budget compared with last year and have strategically invested in new promotions, aggressive consumer incentives and have optimized our lead traffic driving promotional events,” said Julie Gardner executive vice president and chief marketing officer for Kohl’s Department Stores.

Kohl’s holiday marketing efforts employ a variety of mediums, including broadcast and print advertising, digital media, charge-card promotions, direct mail, e-mail outreach and public relations. The chain is starting its campaign a week earlier than last year, will have three holiday television spots this year, compared to two in 2007. The first, which focuses on preparing the family for the holidays, will air on Monday night across all networks.

Kohl’s is giving a big boost to its direct mail, especially to credit-card holders, to drive more traffic into stores.

To lure Hispanic shoppers, the company will also employ a national Hispanic marketing program. A brand television spot specifically created for the Hispanic market will begin airing nationally the second week of November.

On the digital front, Kohl’s will employ an aggressive strategy and take over the homepages of such popular online sites as AOL, MSN and Yahoo! The retailer has eight takeovers planned throughout the holiday season with the first promoting a pre-Thanksgiving sale event.

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