TJ_Digital_Strategy_PDF_ADV892_Summer2012

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This is a proposal for a digital strategy for the Trader Joe's grocery store chain. It is an assignment for ADV 892 at Michigan State University and includes company background, and suggestions for website revisions, social media using SCVNGR, a corporate blog and a mobile app.

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TJ_Digital_Strategy_PDF_ADV892_Summer2012

  1. 1. beyond specialty food:exploring the digital frontier kate marone adv 892-summer 2012 michigan state university
  2. 2. from humble beginnings as a 1950’s convenience store emerges the… grocery store in U.S.“TJ culture dips intothe health food movement,the gourmet food, wine and booze craze, andthe ever-popular discount ideal,but all in moderation.” -Associated Press
  3. 3. “we explore the worldto find productswithunique flavors, “Trader Joe’s is ainteresting stories treasure huntand incredible value.” for their consumers and they take pride in keeping the experience fresh and unique.” -Forbes Magazine
  4. 4. “Our favorite customers are out-of-work college professors: well-read, well-traveled, and appreciate good value.” -TJ Store Captain THE CHALLENGE:enhance the Trader Joe’s experience with digital marketing and social media.
  5. 5. w w w . t r a d er jo e s . c o m 1. Optimize with Keywords  Gourmet  Grocery  Specialty Food  Organic  Natural 2. Create Cues to Actionwebsite  Find a Store  Build a Shopping List  Try a Recipe  Subscribe to Our Blog
  6. 6. Currently, Trader Joe’s has no official social media presence.social media A solution uniquely suited!
  7. 7. A social, location-based gaming platform for mobile phones. 365+ stores with unique challengessocial media local flavor involved engagement in-store adventures at a new level
  8. 8. “the most consumer friendly monthly newsletter” and “journalistic!” Keep: engaging & quality content.tj blog New, dynamic platform with additional stories, recipes, photos, videos, dialogue with buyers!
  9. 9. Mobile Joe - scvngr - recipestj mobile app - product guides - new product alerts - mobile shopping list - wine pairings - seasonal highlights - product stories
  10. 10. Benefits More Foot Traffic More Web Traffic Customer Interaction and Engagement Increased Sales More Fun!

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