Sears' Marketing Springs Forward

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Sears, Roebuck and Co. welcomes spring with an integrated multichannel marketing campaign intended to capture the feelings of renewal, change and new growth with which this season is associated. At the same time, Sears wants to get customers excited about all it has to offer this season.


"Because Sears provides everything from the latest innovations in lawn and garden equipment to pretty and feminine spring fashions, Sears has a unique opportunity to be a one-stop destination for springtime solutions," Joan Chow, senior vice president and chief marketing officer at Sears, said in a statement.


The "Spring Changes Everything" campaign was launched March 26 with 30-second TV ads. Other elements of the campaign will appear in a variety of marketing vehicles, including print advertising, event marketing, in-store signage, mall tours, direct mail, online programs and public relations. The creative was developed by Y&R Chicago.


The online program will include e-mail blasts called "e-blooms" that will provide various tips and deals each day that are available exclusively online.


Other elements include an event planned for the week of April 10 in New York City that will see 100 women dressed in the same Sears apparel and distributing style guides, coupons and flowers.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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