1. MALLORY DUBOSE
NMDL SPRING 2014

2. IKEA:
s i m p l y c r e a t i v e
 Notorious for advertising
 Engaging
 Simple and subtle
 Game-changing
Photos from curbed.com and toxel.com
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3. THE BIG IDEA:
h o m e s w e d e h o m e
 Emotional aspect
 Turn your house into
a home
 Swedish roots
 Unique brand image
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4. THE AUDIENCE:
w h o a n d w h y ?
 Young adult females 18-30
 Likely to be moving around frequently
 College freshmen
 Women typically respond more to home
decorating
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Microsoft ClipArt

5. TOOLS & TACTICS:
s o c i a l m e d i a
 3.5 million current “likes”
 Special offers for fans
 “VIP” experience
 More than 230,000 current followers
 Excellent form of direct contact
 Promote brand loyalty (#homeswedehome)
 Huge visual advantages
 Correct target audience
 Direct links to online store
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6. TOOLS & TACTICS:
c o n s u m e r i n t e r a c t i o n s
 Mobile coupons texted
 All social media sites easily accessed
 Customer support through texting or calling
 Email marketing and contact
 Search engine ads
 Instant chat or video assistance for tech
support
 Video ads going viral
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Microsoft ClipArt

7. TOOLS & TACTICS:
g o o g l e a d w o r d s
 Frequent searches for
affordable furniture
 These are consistent with target audience
 Ads lead to online shop
 “Dorm room shopping”, “affordable
furniture”, “interior decorating”,
“affordable kitchen appliances”, etc.
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Microsoft ClipArt

8. BUDGETING:
t h e n u m b e r s
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 One of the top furniture retailers in the world
 2013 total revenue: $35.5 billion (Forbes)
 10% of revenue on marketing
 25% of that on digital marketing
 Approximate digital marketing strategy =
$875 million
Microsoft ClipArt

9. KPI:
k e y p e r f o r m a n c e i n d i c a t o r s
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 10% increase in direct sales for IKEA within
one year
 Obtaining a higher customer satisfaction rating for
products and services
 Attracting a larger audience presence on social
media sites and increasing direct customer
communication
Microsoft ClipArt

10. CONCLUSION:
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 Simple yet effective digital marketing strategy
 Focus on reaching a very large audience with
strong social media presences
 Continue to produce entertaining and engaging
advertisements
 Keep IKEA at the top of its advertising game