Kmart, you have some explaining to do.

I’ve ranted before about the marketing (or lack thereof) practiced by Kmart. But, their latest gaffe is inexcusable.

Why on earth is Kmart running television ads featuring Martha Stewart?

I just saw a Kmart spot with Martha flashing the ‘K’ sign and gleefully saying, “It's in the K!” I also just changed the channel and saw yet another television news report on Martha being found guilty of obstructing justice and lying to the government.

Again I ask, why is Kmart running television ads featuring Martha Stewart?

The marketing department at Kmart knew full well when their next media flight was to run. They also knew full well when Martha Stewart was going to be on trial. So why didn’t they pull their media schedule? Why did they decide to continue running ads featuring Martha during her trial? And why didn’t they pull the ads that were scheduled to air immediately following learning of the guilty verdict?

Who is running the marketing asylum at Kmart? Whoever it is should be found guilty of reckless marketing and sentenced to a lifetime in the “time out” room without parole.

I have no patience for marketers who are reckless brand caretakers. Its marketers like them that give marketing a bad name.

I am dumbfounded that Kmart would be so reckless in not pulling these television spots. Sure it'll cost them money to yank the media schedule. But taking the financial hit will be easier to swallow than enduring yet another massive withdrawl from the Kmart brand equity balance sheet.

Comments

[Justin Hitt]

Then again, perhaps the ads pulled well and while Martha Stewart might be guilty, her product is good.

Maybe K-mart was taking a gamble that she would be found innocent and that the additional coverage would extend their exposure.

Perhaps they are going for a rebel brand that says, "lucky trade and the government wants to keep a strong women down."

Much of the news coverage presents a mixed message of K-mart shoppers about Martha Stewart. Some felt they were being too hard on Martha because she is famous, this attitude created sympathy.

The bottom line is after the ads, K-mart shoppers were still buying Martha's goods, and that's a lot better than it sitting in a warehouse. What do you think K-mart should have done to improve it's name and keep customers buying?

Sincerely,

Justin Hitt
Strategic Relations Consultant
Helping Executives Turn Relationships Into Profits

[KM]

simple. because martha sells.. isn't that the ultimate goal?
regardless of her history, women still love her.. and rightfully so imho.

[john moore (from Brand Autopsy)]

psst KM ... when this written in March of 2004, Martha Stewart was found guilty of lying and sentenced to prison. At the time it looked very odd seeing a convicted felon as spokesperson for Kmart. Hence my post five years ago.