Target's Marketing Efforts Are Right on Target with Revamped 'Bullseye View'

By Reinan, John | MinnPost.com, October 21, 2013 | Go to article overview

Target's Marketing Efforts Are Right on Target with Revamped 'Bullseye View'


Reinan, John, MinnPost.com


Content is king in today's marketing world, and the local king of marketing -- Target Corp. -- is providing an excellent example of a content-based strategy at A Bullseye View.

Recently revamped and relaunched, the site aims to tell "a deeper story" about Target to media members and other influencers, said Eric Hausman, who leads the communications team responsible for the site.

"It's for those who are looking for a little bit more from us than you might expect from other channels -- more than a tweet or a Facebook post," Hausman said. "Brands are increasingly focused on content, and we're lucky at Target to have such great content to share. There's a huge appetite for this kind of content."

Indeed, visitors to the site are up dramatically in the last six months, according to Compete.com. What do they find?

A mix of lifestyle, entertainment and company news, ranging from Target's holiday hiring plans to star-studded charity events to tongue-in-cheek advice for surviving a zombie apocalypse (using products found at Target, natch).

Target is also using the site to reshape the way it interacts with the media.

"We're actually breaking news on the site now," Hausman said. "There are fewer press releases. We want the media to pick things up from the site. If they want to pick it up and repurpose it on their own site, that's great.

"We did a story on the Tevolio line of dresses, and it got picked up on national TV morning shows. We did an item on dressing up mac- and-cheese, and the Huffington Post picked it up. …

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