Final Presentation, Trader Joe's Digital Marketing Plan, ADV 420, Michigan State University, Lauren Peetz
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An Analysis of Trader Joe's current and future digital marketing strategies in comparison to their competition and opportunity for potential. ADV 420 Final Presentation, Michigan State University
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Final Presentation, Trader Joe's Digital Marketing Plan, ADV 420, Michigan State University, Lauren Peetz
- 1. Digital Marketing Plan Lauren Peetz ADV 420 Michigan State University
- 2. Background of Company • Privately held chain of neighborhood grocery stores based in Monrovia, California
- 3. Background of Company • Promotes uniuque products and a great shopping experience
- 4. Launch a Social Media Campaign • Social media is utilized to get updates and news for the week
- 5. Analysis of Competitor: Whole Food’s • Very strong online presence • 4,169,648 Facebook Likes • 4.85 Million Twitter followers
- 7. Facebook • Interactive with recipe posts, featured items of the week, and asking for feedback from users • Downloadable/printable shopping list would also be featured • CPC = $.19 • CPM = $3.99
- 8. Twitter • Promoted tweetsTweets you have already tweeted that you wish to promote • Cost: $.50-$4.00 per engagement
- 9. Instagram • Purely photos of unique products and recipes using products • Clean, beachy theme • CPC = $.44 • CPM = $6.58
- 10. Scope and Hope for Trader Joe’s In order for Trader Joe’s to remain dominant in the marketplace for unique and health-conscious foods, and be able to compete will need to develop digital marketing strategies unique to anything that they have ever done before.
Editor's Notes
- This digital marketing plan for Trader Joe’s will detail the origins and background history of the company, dive deeply into a competitor analysis of similar brands in the industry and their current digital marketing strategies, and deliver design and execution strategies for modern digital marketing promotion towards the target audience of consumers for Trader Joe’s
- -461 Trader Joe’s stores located in 41 states and D.C.
- -Demographic audiences; middle age & elderly white collar/upper middle class individuals and families, as well as health-conscious millennials.
- -Social media is inexpensive yet lucrative -Increase viewership and reach large audience
- -431 Store locations -Public company -Despite having less locations, they are blowing them out of the water in social media marketing tactics and campaigns
- Instagram: 2.1 M followers, over 2,500 posts Twitter: 215,000 tweets, 4.86 M followers
- -Build relationship with consumers and value their experiences -Utilize Facebook to appeal to older, middle/upper class individuals and families -Develop page and advertise to target audience -Currently only have fan-run facebook account called “My Trader Joe’s List” that includes recipes, fan tips, etc.
- -Brief, interactive, and engaging -Humor resonates well with millennials -Twitter fan ran account “My Trader Joe’s List”
- Current instagram is purely run by fans, includes photos of products and uses
- The social media plan that I have outlined has addressed all of these concerns in a relatively inexpensive, yet efficient way to maximize reach and minimize costs when it comes to advertising. I can’t wait for the day that I open my phone and see a strong social media presence for Trader Joe’s