Target - Who Decides if You Participate on Blogs or Not?

I do. And Amy Jussel who has a blog called ShapingYouth. And any other blogger that feels like writing about Target. Amy Jussel contacted Target a few days ago for a feedback on an ad she was not so happy about. She felt it inappropriate to have the bulls eye in the crotch of the woman. You can see the ad here to the right.

Now, the ad is not the issue here, but the reply that Amy got when she wanted a feedback from Target. As explained in the NYTimes:

Early this month, the blog's founder, Amy Jussel, called Target, complaining about a new advertising campaign that depicted a woman splayed across a big target pattern--the retailer's emblem--with the bull's-eye at her crotch.

"Targeting crotches with a bull's-eye is not the message we should be putting out there," she said in an e-mail interview.

Target offered an e-mail response:

"Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets," a public relations person wrote to ShapingYouth.

"This practice," the public relations person added, "is in place to allow us to focus on publications that reach our core guest," as Target refers to its shoppers.

In other words, Target is telling bloggers and readers of blogs that they do not matter to them. They are second class customers and that Target is not participating in "untraditional media". But the fact is, they don't have a say about if they participate in the blogosphere or not. It's not like buying ads or sending out press releases. The blogosphere starts the discussion and it will create stories about Target and build their image, whether they like it or not. So the question is simply if Target wants to protect their reputation or not.

Their answer saying that they only focus on traditional media because that's were their core guests are, is very unfortunate. I'm a blogger and Target is one of my favorite shops. But I'm obviously not one of their favorite customers. So what happens?

They have insulted the whole blogosphere and everyone is writing about it. There are articles on Trend Hunter, WOMMA, Mediabistro and even Marketing Safari about Target. And it's not about the ad, it's about their reaction to the blogger. If they would have answered Amy about the ad, that would never have been any issue. The ad itself is not that controversial that it would spark an outrage like this in the blogosphere.

When Target was asked about their reaction (by a traditional media called NYTimes) they got this reply:

“We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.” Target’s policy is to focus limited resources on the big media outlets, like television stations and newspapers, which reach large numbers of shoppers. With a small public relations team, she said “we want to make sure we are making an educated decision and we live up to any promises we make, in terms of service.”

Limited resources? Like they can't find the resources to hire even one person to take care of the blogosphere? It's got nothing to do with resources. It's a matter of interest and will.

This is a good reminder to companies who think they can decide not to take part in the blogosphere. It's not your decission. You will be discussed in online communities and on blogs whether you like ot not. You have to monitor the blogosphere and be ready to react when a discussion is started. Only that way can you try to channel the discussion and your reputation in the right direction. Otherwise it will find directions on its own. I hope Target has learned their lesson and that next time a blogger wants to ask them something, the reply will be totally different.

Hjörtur

Comments

[Erica DeWolf]

Great post! Target is indeed missing the ball here- they can't disclude themselves from a medium which is going to talk about them anyway.

[chamika]

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[Levitra]

i agree, target certainly is off the ball with this one. great post and a great read. thanks.

[Anne Good]

This is interesting when you consider that Target has an affiliate program.

Link: http://www.target.com/Affiliate-Program-Partnerships-Affiliates-Shopping/b?ie=UTF8&node=3008941

I guess they are more open to social media after all.

[San Diego pay per click services]

Interesting post! This is a good reminder to companies who think they can decide not to take part in the blogosphere.

-faith-