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First-ever toy catalog key to aggressive holiday marketing
NEW YORK - Kmart has aligned key marketing and merchandising efforts for the fall and holiday months, launching the Martha Stewart Everyday Silver Label in bed and bath and its first-ever toy catalog.
Essential marketing events began with an MSE Silver Label all-cotton TV spot on Sept. 21 followed by the MSE Silver Label direct mail catalog on Oct. 1 which went to 18 million homes. Other key marketing dates include:
* MSE white sale TV spot, Oct. 5;
* Kmart circular: MSE 4-page lead-in, Oct. 5;
* Kmart toy catalog, prior to Nov. 1;
* Holiday Penny & Rosie TV spot, Nov. 16.
Kmart will deliver its firstever toy catalog to take full advantage of the lucrative fourth quarter holidays and challenge its rivals Toys "R" Us and Wal-Mart. The circular-sized 48-page, all-color piece will be mailed directly to 30 million households near its top 975 stores.
The catalog coupons will represent over $1,000 of instant savings, an incentive level that matches the amount offered in last year's Toys "R" Us holiday catalog.
The Kmart catalog will feature toys representative of its entire assortment, including video and computer games. The catalog promotion will (See Martha page 53) kick off Toy Mania events, and will be used to complement the regular schedule of toy promotions in Kmart's Sunday circulars.
Kmart will also likely bolster its holiday promotions with a storewide incentive, especially after the rousing success of its 1996 effort. Last year's day-afterThanksgiving launch featured a Dalmatians gift bag...