- Alex Palmer

Kohl’s is honing in on cost-cutting consumers this holiday season. Throughout November and December, the company will be promoting a range of deals via a multiplatform marketing campaign that spans TV, radio and online.
 
The campaign builds on Kohl’s current “The more you know, The more you Kohl’s” platform, which focuses on the saving opportunities available to shoppers. Among these promotions are Kohl’s Cash rewards, which grant shoppers $10 for every $50 they spend during special events, as well as a range of special limited-time deals such as Pick-Your-Day sales, Night Owl and Early Bird Bonus Buys.
 
“This year we have built more value into our offers to help shoppers be strategic in their spending,” said Julie Gardner, Kohl’s evp and CMO, in a statement. “Our campaign educates customers about how to make their money work harder for them by taking advantage of all of the great brands, savings tools and conveniences that Kohl’s offers.”
 
Advertising surrounding the promotion will resemble “The more you know” ads that ran throughout this year, featuring savvy shoppers talking about how they found great deals for friends and family. Media will include two 30-second national TV spots, plus multiple 15- and 30-second ads supporting events. The first will air beginning Nov. 2. Several 30-second national radio spots will also be rolled out over Thanksgiving week.
 
The department store chain is investing in digital and social media, with home-page takeovers of nine sites including Yahoo, MSN and AOL. Kohl’s will also integrate into more than 30 newspaper Web sites and use its Facebook page to promote the holiday savings.
 
A promotional push will take place inside the store as well, with isignage promoting deals and signage with slogans such as, “Count on great gifts, Count on great savings” and “Make every gift count.”
 
Last year, Kohl’s spent $337 million on advertising and $170 million from January to August 2009, per Nielsen.


Nielsen Business Media