Shopper Marketing - August 2018 - 41
AUGUST 2018 SHOPPER MARKETING
Target Media Network (TMN)
Assets and Capabilities
In its third year, Target Media Network comprises three major ad channels:
Target.com; external websites under the Bullseye marketplace (mostly premium publishers including Meredith Digital, Hearst and Evolve Media); and social
media (primarily Facebook). TMN positions itself through strength in audience
identification. First-party data allows Target to create rich segmentation profiles based on a shopper's purchase history (i.e., where she shops, frequency of
visits, what she buys, how she pays, etc.). The TMN platform generates 25 million unique weekly digital visits, while Target overall has 30 million weekly store
transactions, 38 million Cartwheel users and 2.5 million registries.
On Target.com: Home page advertising (custom
leaderboards and megaboards); display ads
(sticky ads, baseboards, category pages,
product listing pages, search listing pages,
product detail pages); category page titles
(content tiles, browse tiles); brand experience
pages (customized digital endcaps).
Bullseye Marketplace: display ads, audio, instream video.
Social media: Facebook product ads and
Keys to Success
Transparency and consistent communication. TMN
conducts weekly or bi-weekly status meetings between
its account managers, creative leads and media planners
and the brand's shopper marketing teams and agency.
Its exposure to Target's merchandising and marketing
teams gives brands an extra advantage. "TMN has direct contact throughout the entire organization," says
Epsilon Catapult's Nichole (Nikki) Johnson, account
director, Target team. "They are in tune with what the
merchants see as priorities for their categories and assist with bringing all cross-functional parties together
to tell a cohesive story."
Georgia-Pacific's Wright meets every other week
with his TMN contacts. Although based in Atlanta, he
visits Target's Minneapolis headquarters (where TMN is
based) to meet in person approximately 75% of the time.
"Go in early and often," he says. "You have to establish a
regular cadence because so many programs run at the
Tr a n s p a rency is also
can achieve a
bigger line of
sight by sharing full-year calendar plans with TMN even
before committing to a dollar amount on the media investment. "If they're going to get behind something in a
big way - whether it's a major seasonal play or launching new fulfillment tactics or a restock - having them
know we are open to it early enough allows them time
to pull us in," says Wright. "This year, having that early
dialogue and communicating our desire to participate
went a long way toward us getting consideration for
programs we never did in the past."
that the program can be executed across the retailer's
sites and at the national level."
Creative control: Choose your battles. All ads that
run through TMN must adhere to Target's style guidelines. Thus, marketers have to be selective in deciding
when to insist on some measure of creative control for
their brands. It often comes down to deciding between
must-haves and "nice" to haves.
In some cases - such as when there are specific
product claims or a core benefit for a new product
launch that need to be communicated verbatim - marketers may be justified in making that request of TMN.
Otherwise, it is a matter of working with TMN to balance a consistent look for a brand that is appropriate
when viewed under the Target.com lens. "Leverage
Negotiation: Ask the tough questions. As TMN
seeks to push a brand's investments further, marketers
must come to the table well informed and prepared to
negotiate. "It's important to have intimate knowledge
of their tools and platforms so both sides can challenge
each other and push each other toward creating the
best possible brand solution," says Abbey Oslin, management supervisor, Target team, Epsilon Catapult.
When working with TMN to establish campaign goals
and KPIs, marketers must resist the temptation to try
to check off every box for every program, says Johnson. "Brands need to be clear and consistent when
prioritizing objectives for a program and identifying
whether the main goal is to build awareness or drive
trial and sales."
TMN is receptive when marketers ask tough questions
under the right circumstances. For example, because
search is one of its newer (but growing) platforms, TMN
may not have all the answers for marketers on how to
optimize search-based campaigns that run internally on
Target.com and on external sites (e.g., Google). "TMN is
committed to the partnership," says Oslin. "They're willing to go back to Google with hard-hitting questions so
your TMN contacts. They are happy to bring in someone from the creative or planning side to work through
issues," advises Wright. "They'll work closely with you
and give you a deeper understanding of what works
with their guest. Just be sure to put it all out on the
table as early as possible."
Wright says that experience has taught him how to
examine creative more intuitively for its potential application on Target.com. In a recent campaign for Dixie Ultra Moments, Georgia-Pacific was able to borrow some
elements from the national campaign (e.g., lifestyle imagery such as plates with high-end finger food). Says
Wright: "The more experience you gain in working with
TMN, the more you can look at your own assets and
know right away if they are going to work."
Georgia-Pacific was able to borrow
lifestyle elements from its national
Dixie Ultra Moments campaign in
running digital advertising through
Target Media Network.