KSS Employs Guerilla Marketing Tactics that would Make Jay Conrad Levinson Proud
Kohl’s (KSS – $53.63) management was somewhat aloof on the Q4 2009 conference call regarding marketing efforts that are driving sales on the West Coast/Southwest. But, it’s interesting to note that advertising expense de-leveraged in the quarter versus the prior year.
Interestingly, we’ve discovered that the chain is utilizing doorknob coupons to drive traffic here in the Bay Area. We don’t believe that we’ve seen any big-box retailers utilizing similar tactics to help boost the top-line.
While more labor-intensive than newspaper circulars or mailers, we’re curious if this strategy worked and if these coupons contributed to the company’s advertising de-leverage during Q4 2009?
We’ve not previously seen doorknob coupons at KSS or any other big-box retailer
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on Tuesday, March 2nd, 2010 at 9:24 am and is filed under Commentary.
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KSS Employs Guerilla Marketing Tactics that would Make Jay Conrad Levinson Proud
Kohl’s (KSS – $53.63) management was somewhat aloof on the Q4 2009 conference call regarding marketing efforts that are driving sales on the West Coast/Southwest. But, it’s interesting to note that advertising expense de-leveraged in the quarter versus the prior year.
Interestingly, we’ve discovered that the chain is utilizing doorknob coupons to drive traffic here in the Bay Area. We don’t believe that we’ve seen any big-box retailers utilizing similar tactics to help boost the top-line.
While more labor-intensive than newspaper circulars or mailers, we’re curious if this strategy worked and if these coupons contributed to the company’s advertising de-leverage during Q4 2009?
We’ve not previously seen doorknob coupons at KSS or any other big-box retailer
This entry was posted on Tuesday, March 2nd, 2010 at 9:24 am and is filed under Commentary. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.