An 8-year old girl had her birthday party at a Target. Social media wanted an invite.

As if we didn’t already love Target, a store in Georgia showed us why this company continues to get the little things right.

An 8-year old girl wanted to have her birthday party at a Target. Apparently she’s a huge fan of the retail chain. Sometimes you can’t try to understand what makes kids happy. If it’s spending a day with your friends parading around as Target employee, so be it. Kids are weird. If it was Walmart I’d be concerned, but Target makes sense. Great stores, clean, pleasant atmosphere and overall a very easy shopping experience.

The family got special permission from the manager to have the birthday party at the store in East Point, GA. The girl’s niece documented the festivities on Twitter, sharing photos of the birthday girl and her friends drinking Icees, ringing up gift cards in the check out line and living the dream as a Target employee.

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“We bought all the kids gift cards to spend on an item of their choice and my niece got to check them out! Seriously Manager Albert was the best!!! Thanks so much Target!” – @RikDrip/Twitter.

 

Target owes so much to the store manager, Albert, who went above and beyond for this girl and her friends and family. He made them name tags, helped with a scavenger hunt around the store and agreed to host the party in the first place. He could have easily said no, and this heartwarming story would have never seen the light of day.

It came from the kindness of his heart. He had no idea millions of people would see his efforts recognized on social media. It’s these moments where brands can capitalize on the power of a good story. If you create a memorable customer experience, show some compassion and go the extra mile, people will want to share these special moments online.

It was organic, unforced and the best PR money could never buy. For Target, it reinforces their reputation as a creative brand that continues to stay relevant in a congested online and brick and mortar retail sector.

I’ll cheers to that.

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The Importance of Brand Building

Brand recognition is what every client strives for. The difference is that advertising, public relations and marketing build their client’s brands in different ways.

A brand is more than just a logo or trademark used to distinguish companies from competition. It’s become a reminder of what a particular organization stands for, it’s mission. It’s not a physical distinction between brands, services and companies, but a psychological differentiation of the beliefs, attitudes, goals and aspirations of each individual product or service.

Advertising is typically a paid form of communication used to create brand awareness among audiences that represent a specific target market. The creative side of advertising always intrigues me, and I will intentionally view television spots to analyze ads and familiarize myself with the creative process. Good advertising is never readily apparent. It’s an emotional feeling that comes over you, a nostalgic experience that is more covert than overt.

As I stressed in a previous posting, all of these functions should be integrated to improve the overall effectiveness of communication objectives. In the end, the main goal of any communications objectives should be to get your brand in a consumer’s consideration set (also known as the ‘evoked set’). This is the top five brands that a consumer considers when planning a purchase or getting involved in other ways.