Starting a conversation with Target

Reposted from my main blog since I thought it is a good topic for discussing here too...

When you see a company from the outside you often don't realize that what you are seeing is the work of people and that those people's attitudes, perceptions, beliefs, philosophies, lifestyles, behaviors, theories, ideas, are reflected in what you interact with.

Tonight I understood just why Target is such an interesting chain of stores (second largest in the United States). I had dinner with some of the PR and marketing folks tonight. They were interesting. Personable. Friendly. Fun to be around. Authoritative. Inquisitive. Trend setting. Creative. Attractive. Warm. All attributes that their stores have.

And, yes, all during dinner that red circle logo peered over their shoulders. Oh, sorry, out the window of the restaurant we were at was Target's headquarters. It was a branding experience over dinner. Heh.

I told them about how smart blog readers are, especially when you have hundreds or thousands of readers. I told them how they keep me honest and how they "fact check my behind."

So, I wonder what you'd all say to Target?

What would your advice be on blogging? Do you want them to do one? Why or why not?

What kind of blog? What would they get out of it? What would YOU get out of it?

Should they advertise on blogs? On RSS feeds?

Should they engage with bloggers? If you're a blogger, how would you like to see Target work with you? If you're a Target guest (their word for customer) what would you like to see them do?

Jerry Michalski and I will be presenting tomorrow and I'll have them check out the comments here. Your comments will be read by lots of marketing and PR folks at Target.

I'm inspired, though. This team is doing some awesome stuff and is so passionate about creating great shopping experiences.

One cool thing? They hired an artist to draw the meeting as it happens. That's so cool. I'm gonna give the artist a demo of ArtRage tomorrow on the Tablet PC.

Comments

[Debbie Weil]

I'm not sure Target needs a blog. I can't think of anyone who doesn't LOVE shopping at Target for their cool knock-offs and great prices. But if there were a Target blog it should reflect and extend the company's brand. So it should be about "cool stuff" you can buy. New design ideas. From other countries. From young, lesser-known designers.

Who should write it? Not a hired blogger, puhleeze. How about a buyer or product manager or whatever they call the person who's clever enough to suss out the high-end designs they knock off. Of course there would be the problem of not writing about a deal in progress. But all that could be figured out. The blog should have tons of photos and illustrations. Heck, if hundreds of people have something to say about GM's car designs (that's how many comments Bob Lutz's Fastlane blog gets), then how many folks might be moved to put in their two cents about the latest tea kettle or toaster design. Just some random thoughts...

[TonyD]

You know what I get excitied about? Storage. When I walk into a store, I like to see what new ways they've come up with to store my old junk.

I figure that all these great storage solutions have to come from somewhere. I imagine there's a smart guy whose job it is to keep track of everything that's happening in the storage world and pick just that line of products that epitomizes the lifestyle of the Target shopper.

Get that guy, and everyone else who does his job, blogging. Get him to tell me that they found this cabinet manufacturer in Peoria that makes this slick corner cupboard that'll fit in my dining room and when I'll see it in the Redmond Target, and I'll tell him how I've been hunting everywhere for CD cupboard with child-proof locks.

Shopping is not just about stuff, it's about stuff that reflects your lifestyle; stuff you can get into. Find the Target guy that's passionate about that, teach him to blog, and you've got me.

[Shannon Clark]

I posted a long comment about this to Scoble's blog, I've reposted it to my personal blog at http://searchingforthemoon.blogspot.com.

My main points:

- Target should blog, possibly at a local store level as well as a corporate and target.com level

- it should be about passion and conveying that about their products and stores. I had the idea of sparking it by extending an ad (of the sort that features dozens, perhaps hundreds of products they sell) by providing a link to the blog at the end, then in the blog exploring what they showed - giving curent prices, stories behind certain items, related/similar items etc.

- I thought they should look to the model of firms and companies such as Design Within Reach and Woot! who both use electronic media very effectively to connect with and engage their customers - and in the case of Woot! to do so in a way that also directly and specifically leads to money changing hands (i.e. they make real money as well as write in a witty and engaging way)

Shannon

[Aaron Dignan]

My advice would be to respond first and contribute second. Too many brands are quick to jump on the blog wagon and push some inauthentic noise out into the blogosphere. If what you want to communicate with a blog isn't shining through your culture, you're probably not ready yet.

However, a quick search on Technorati for "Target Store" returns 810 results.

Target's best bet as a brand looking for blogger acceptance, buzz, and brand credibility is to start getting out there and participating in those conversations. When a complaint is raised, imagine the pleasant surprise to have Target find YOU and respond.

[regina]

Target should totally blog! Love Target. Here is a blog I wrote about them recently: http://blogs.bnet.com/hr/?p=42

[david parmet]

How about engaging the folks blogging about scrapbooking, home crafts, jewelry making, etc.?

I'm sure those folks shop at Target but hardly associate the store with their hobbies.

[qualityg]

Good Morning,

Leadership - Get visible (I don't mean Store Managers) to your customers and your employees.

One day a week should be working (just a willing worker) in one of your stores and one day a week should be "observing and listening" to what goes on in your competitors stores.

Three days a week you should have your customer service lines open in your office and "listen and learn" to orders being taken (this is not for punishment, but for learning, if anyone is to be scolded it should be leadership, you own the system).

If you have too many meetings/conflicts, start to change your schedule, forget the bean counter meetings, those are result activities, get up front where the action isand become part of your company from the inside.

Leaders - Post your Blog with information based on your visits, be honest, be fair, be customer focused.

Don't tell me you have people on your staff to do these things, I have seen what happens to an office when a Leader "visits" and talks about "good" things and answer tough questions from your employees. Please don't make it a personal accomplishment (gee, see how I love my troops, and don't come with prepared speaches).

I could go on, be a "servant" leader and you will beat Walmart.

qg

[John Keehler]

I think one of the best things about Target is their focus on good design on the cheap. It tends to be the thing that makes them unique. You don't see that focus with their competitors. I'd read a Target blog on this subject...

[Piers Fawkes]

I think the question 'should we blog?' is not the first question to ask. The Target team should remind themselves how the brand experience is created across retail, HR, design, marketing and customer relations and so on and so on.

It's at that point they should then consider how they can extend their brand experience using all the digital tools available to them - including blogs.

These are interesting times (like the 90s when everyone rushed to have a website) - but let the brand guide you, not a blogger.

[Todd W.]

Target should not blog on their own. But they should definitely start interacting with other blogs out there to get a pulse for what their customers want. And then next start using blogs as ideal niche sponsorship outlets, particuarly in terms of locale-specific blogs. It'd probably work better than a newspaper circular.

But first, they should start with reading the comments on their own Web site. People complain about the same things over and over and over with no official response.

[Tom Guarriello]

I think Target should blog about every aspect of retail. So much goes on behind the scenes that people would find interesting (a la Hugh and Tom's English Cut blog).

As Steve said at MicroPersuasion, they also should encourage people to tell stories of their experiences with Target: as a customer, a supplier, a community member, employee. I once saw a photo essay made by a computer disk drive client of mine that told the story of the factory workers who made the drives. It was very moving and put a human face on the company that it previously lacked.

I'd be cautious about ad's at first; let the blog become its own ad.

[Ryan Balla]

A Target blog, now that is some idea! If such a blog is made, Target should interact with other bloggers who comment about Target. Target would give a better appearance of caring about customers directly commenting on their blogs.

It would be a unique blog with many new options for promotions (blog only coupons). A blog would be a connection to Target for customers, making them feel more loyal and like they have a connection to the company. People would be able to freely comment and read about the company.

I hope it is created.

[John Carmichael]

Absolutely Target should be blogging; internally as well as externally. The primary feeds/messaging should include:

The weekly circular (Target fans would be ecstatic! And there are millions of them)

Job Openings

Public Relations Announcements

Community Service Opportunities

And finally a posting opportunity for some of the senior executives of the company similar in fashion to the GM Fastlane Blog - Bob Lutz and friends, and the Boeing Blog.

I mentioned this a few months ago when I saw a specific job posting for a Manager of Internal Communications on the Target Corp's employment listings ( http://johncarmichaels.typepad.com/carmichaels_position/2004/12/suggestions_to_.html ) In this post I go into greater detail on possibilities and justifications.

JC

[Lisa Williams]

I think the thing that I would say to them is that one of the main reasons I shop there is that they don't have a reputation for being a nasty corporate bully. This is why it concerned me last winter when Target refused to allow Salvation Army bellringers to collect for charity on the sidewalk in front of their stores last year. It just seemed heavy-handed.

What else? Thank you for getting into infant formula, it's practically a public service. And bring back Poppycock in the $2.79 bags, and make sure the store always has Diet Coke. In my home store it's often out, especially on weekends. Make sure your distributor keeps you stocked.

Other than that? Big hug. I love you guys. The store is always so nice and clean, even the bathrooms, and I appreciate that. I hate going into a dirty, neglected store *cough*KMart*cough*. That and Target employees almost universally know how to run the register. You'd be surprised how unusual this is *cough*especially at Best Buy*cough cough*.

My local store is the Target on Arsenal Street in Watertown, Massachusetts.

[Marjorye]

CHRISTMAS in TARGET has always been a happy and busy family tradition but this year we cannot accept Target's action to take Christmas out of December 25th special celebrations. We, and many other people, will be shopping with only stores who respect the true name and meaning of Christmas. (Walmart is greeting their customers with a "Merry Christmas" that does not go unnoticed.) It's the reason for the season. Please restore our Christmas next year. Merry Christmas!

[Lisa Colley]

I am trying to contact you about your 1910 Savannah Store. I would like
to report this to the district or regional manager. I shop in your
store quite often and I have realized over and over that the morale of
your employees in store 1910 ies very low. Recently I observed I assume
a higher rank employee speak with the store Manager( I believe his name
is Kelly I have spoken with him before) concerning some young ladies
working in the Toy department. One of the young ladies was very helpful
to my her name was Kea I believe. She helped me get some merchandise
out of stock and pulled it up to the fron for my to check out. She
provided extremely good customer service. I made my purchase and came
back into the store to check on some items that I had forgotten too.
This higher employee spoke to the young lady that had assisted me and
asked how was things going. She said hat it was coming along. He
stated well when I walked past it seems that you only had one row done.
Now I don't know what the task was exactly, but I do know that she was
working when I asked for help and she was helping other customers along
with me. I felt that this employee was being nasty and sarcastic in his
tone. He then went to Kelly and I heard him say that the girl was not
being as productive as she could have been. I was outraged for the
simple fact that it is a very busy time of year and this young lady went
way beyond the call of duty assisting me up to getting the merchandise
out of stock on a flat and taking up to the front check lanes herself.
That is what customer Service is all about and I thought that customers
came first. This employee was out of line and obviously being for lack
of a better work and ASSHOLE!!! I made it my business to find out his
name and his title from the young lady that assisted me Kea. His name
is Ryan and he is suppose to be an executive. I has poor leadership
skills and if that is what the executives in you store 1910 are like it
must have a preety high turnover rate. You should look into
it. Like I said I shop at this store alot and there are quite a few
people that I was use to seeing that was always a great help to me that
are no longer there. You have lost some great workers due to the type
of people you have running your store. I must also comment on a lovely
employee by the name of Lael. She is the GREATEST!!!! You also have a
worker in lady apparel by the name of Shanti, She is the rudest
employee, tackiest employee you probably have. I asked her for
assistance not once not twice not three times, but four seperate
occasions and she was ruder and ruder with each visit. I also thought
that it was quite tasteless to have her working with her mid section
showing and her thong underwear showing when she bent down. Just some
things that I thought you should know. If I was the district manager of
this store I would do surprise pop-ups as much as possible. Try
shopping incognito and you'll see what your customers are seeing.

[PJ MATHON]

TARGET Corp. needs to be responsive to employee's needs and complaints. Their refusal to respond to request for help is a glaring defishency of their management.
Check my site..www.TargetofTarget.com
Pj (spelling ?? )

[Janys Carney]

I had the misfortune of having to deal with a manager of Target. Her name was Kelli. I went to Target last Sunday to purchase a super soaker that was on sale for $6.88 for my grandsons. I went to the toy dept and found they were all out. I then found an associate to help me, and he pointed out that they were substituting another gun called the oozinator. The gun was orginally $24.95, but because they were out of the super soaker they were substituting the oozinator for $9.99. There was a sign to that effect which also apologized for any inconvience. I went to the check out lane to pay for the items. They rang up at $24.95. I informed the clerk they were on sale for $9.99. She had to check with her manager. Kelli said she need to call back to toys which she did. The associate informed her that the sign was indeed there. She told the associate to pull the sign that it was a mistake. Just to show her I also went back to get the sign. She told me it was a mistake and she had the right to refuse to sell a product at that price if she wanted to. I call corporate. I explained the whole thing to them. They said they would check into it and would call me back. They just called me back today (Wednesday) and said they would not be able to sell me the product at that price. I told them it was the advertised price.. It's to bad they decided to believe the lies of there employee rather than the customer. I guess that they have forgotten who help pay there checks. I will never purchase another item from their store. Any one who does, just remember don't plan on paying what the signs say you will pay And don't plan on corporate customer service to back you up when it happens.

[PJ MATHON]

We have found out that an attorney for the firm representing TARGET CORPORATION also is on a board in a collage where our attorney have been given an "ultimatum" to quit her legal representations. That means our case and now our attorney has notified the Federal court where our case is that she will no longer represent us. Reasons were not the "ultimatum"
This is a story for sure. I WONDER IF THERE WAS PRESSURE PUT ON HER TO QUIT???
NO PROOF but a STRANG SET OF CIRCUMSTANCES.

ANY LEGAL EAGLES OUT THER WILLING TO HELP US??
Reply: WWW.TARGETOFTARGET@aol.com

[Claudia Tanseer]

How is it possible to get Target Headquarters' emai clicking on 'contact' is useless because it doesn't provide the category of my question.

They havae screwed up something so badly that talking to themon the phone is a merryground --'oh, you have to go to this dept for that info' or 'you have to go to 'target help' --another phone line altogether (but - by the way it has a much, much quicker response time -- it must act as Target's buffer.)

However, the problem still persists.

Any suggestions?

Claudia Tanseer
cjtanseer@aol.com

[Lee Hamel]

I had a target store manager, Duane Bolinger, lie to police that he talked to me and trespassed me from the store. I went to the store for months because I liked their prices, and it was only a mile from me. After months of going there, the police then pulled me over and accused me of stalking someone.

Long story short, I'm still pursuing justice. Store video surveillance will prove that statements made by the complainant to the police are a lie, which should get her arrested. The fact that no one at the store spoke to me about being trespassed, there is no documentation to support the manager's claims that he spoke to me, and the fact that I never behave in any of the ways described in police reports all meant nothing to the police because they weren't interested in the evidence that I told them existed or didn't exist. Target sponsors quite a few police events in this city, and I would bet money that deeper digging will find even more interesting info.

I will NEVER shop at a Target store ever again, and neither will anyone that I tell my story to because they've been enlightened to how horrible the store is. Apparently employees are allowed to make stuff up about customers, wreak havoc in their lives, and get away with it because they're bored/drama queens/psychotic.

[customer]

what is wrong with target? I shop in the Moline store in Moline ILL.List of complaints. understafed, lazy managers. long hours after closeing, no overtime, no medical, can't keep part time help, managers take trips and eat at expenseive resturants on christmas funds from money that should be for teamleads. managers don't know how to schedule their help,they set in the office all day and night and expect short handed teamleads to do all the work,they call for backup so often workers can't get their own work done. they work three to five hours after the store is closed get some help treat people right and the might stay. meeting are usless employees make suggestion etc. but nothing changes. I think if more people know how and what goes on at this store they probably would not shop there.

[Celeste Warda]

My husband and I do a lot of shopping at
Target. Our spending is rarely less than $75.00. I am very unhappy that Target does not include Plus Size women among their "target customers". Many of your other departments are so much more well-provided. Celeste Warda

[Veronica Taylor]

Target ran a special a few weeks ago for a 15 inch TruTech LCD TV. My son and I purchased one each in different Target locations within a 20 mile radius. We both noticed something seemed wrong with TV's they would turn on and off at different times. Tonight my son went to his Target Store In Middletown, N.Y.to return his TV. They told him that those TV's were recalled and they did not have any more in stock. They gave him a different TV as a replacement. He told the sales person that his Mother bought one too. The sales person told him I should also return mine since they were recalled. I then went to my Target Store in Newburgh, N.Y. I was given the third degree here. The store Manager his name Junaide would not replace the TV for me. He had 2 conversations with my son on my cell phone. My son gave him all the information from his receipt from the Middletown Store. He told me we was not going to lose his job over this. The person who did this for my Son in the Middletown Store was going to get in trouble. He only offered a refund on the recalled TV or pay the difference for a new one. These TV's were recalled and they have no more in stock. How is this the consumer's problem. These LCD TV's are more than meets the eye. You need to buy a mount for the TV on the wall, then you need special wires to make sure you get the clear pictures. So, I have already made these investments and have no TV??? How can Target have 2 stores so close together and get different service is beyond me. The Newburgh Store should take some pointers from the Middletown store. And YES I will contacting the headquarters to resolve this. Just wanted to let everyone know not all Target Stores are created equal.

[Jeanette Hollowell]

I am a Realtor with Keller Williams, Southaven, Ms. 38672. I understand that Target is looking to locate in Olive Branch, Ms. 38654. I have 42 acres, located at the Southeast corner of Hwy. 302 and Pleasant Hill Road.

Pleasr advise who I need to contact in regards to this property.

Thank you for your help.

JEANETTE HOLLOWELL
901 490-1216