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IKEA Pitch
- 2. who we are 2
- 3. #our group - Client Liaison - - Head of Communication- - Team Leader - - Head of Creative - - Tutor Liaison - - Head of Research- - GROUP 3
- 4. AGENDA 3. our findings 4. best practices 5. strategy 1. who we are 2. brief 8. budget / timescale 9. evaluation 10 . review 6. target audiences 7. tactics 4
- 5. brief 5
- 6. Goals: #brief Office Furniture # Where and how the target audience shops for office furniture? # What is the best way to communicate with this target audience? # Understand the office furniture market in Leeds - who is the target audience? “Where is the growth area at present in the market. Is it traditional office space areas or is it people working from home and providing services and products in a more multi-channel environment?” THE CHALLENGE Helen Denton, Marketing Manager, IKEA Leeds. 6
- 7. #IKEA 7
- 9. #research areas MARKET IDENTIFICATION PRIMARY RESEARCH SECONDARY RESEARCH 9
- 10. #our research Poor 12% Neutral 38% Good 50% What is your perception of IKEA as an office furniture supplier? Neutral Poor Good 10
- 11. #our research Would you consider shopping with IKEA for your office needs? Yes 100% No 0% Yes No 11
- 12. #our research Have you ever bought office furniture at IKEA? 75% 25% Yes No Have you ever purchased office furniture from IKEA before? Yes No 77% 23% 12
- 13. 75% 75% 50% 37.50% 25% 25% 12.50% DESIGN VALUE FOR MONEY FIT FOR PURPOSE / FUNCTION QUALITY DELIVERY INSTALLATION COMFORT WHAT QUALITIES ARE IMPORTANT TO YOU WHEN BUYING OFFICE FURNITURE? #our research 13
- 14. #online research Facebook Twitter Pinterest Instagram 1,053,310 1,069,463 125,000 7,961 1,181 33,500 36,800 154,000 February March April 14
- 15. #our research Do you know about the IKEA Business Card? Do you know IKEA provides a Business Card? Yes No 62% 38% 88% 12% Yes No 15
- 17. #best practices Brand promise: “We bring easy to your office” A RANGE OF BUSINESS SERVICES, ORGANISED ACCORDING TO NUMBER OF EMPLOYEES VANTAGE POINT MAGAZINE A magazine for business customers CUSTOMISATION Specialised team for different profiles 17
- 18. Brand promise: “Buy your organisation more time” 4% DISCOUNT FOR ALL PURCHASES IN THE COMPANY NO ANNUAL CHARGES No annual charges or minimum spend WEEKLY INVOICE Delivered electronically #best practices 18
- 19. Brand promise: “John Lewis for business, a tailored service” NO BUSINESS CARD BUT A TAILORED SERVICE AVAILABLE TO BUSINESSES THROUGH THEIR CALL LINE DISCOUNTS Bulk purchase, discounts on technological products. CUSTOMISATION Comfort, style and functionality when furnishing a space for work. #best practices 19
- 20. strategy 20
- 21. #strategy BUSINESS Bringing the IKEA concept to businesses 1) Products 2) Sustainability 3) Co-workers IKEA 21
- 22. #key messages YOUR BUSINESS IS OUR BUSINESS IKEA IS AN OPTION FOR YOUR OFFICE FURNITURE NEEDS LET’S KEEP THE RELATIONSHIP GOING 22
- 25. tactics 25
- 27. #business card White Business Card 1 - 6 employees Upgraded Family Card Audience: home/micro No minimum spending limit 27
- 28. #business card Blue Business Card Audience: small/medium businesses £ 2,000 minimum spend per year 6 -25 employees New card for clients not yet explored 28
- 29. #business card Yellow Business Card Audience: big businesses £10,000 per year / £2,500 per shop Over 25 employees * NPO 29
- 31. #relationship scale E-mail update on new products Delivery Service Installation Service Invitation to networking events Dedicated account manager Credit terms 31
- 32. #launch event 32
- 33. #redesign 1st stage HIGHLIGHT THE DEPARTMENT EASY TO UNDERSTAND BUSINESS ENVIRONMENT 33
- 34. #redesign 2nd stage COLLECT INFO FROM DATABASE IMPLEMENT IN THE 2nd REDESIGN STAGE 34
- 35. #online suggestions Business engagement and awareness Twitter Facebook Instagram Pinterest Shares, people talking about this, likes Visual inspiration, repins Visually engaging Instagram: Is your office furnished with IKEA? Show us your designs by tagging @IKEAUK on Instagram with the #IKEABusiness and receive an exclusive invitation to our business breakfast networking event! Twitter: Calling all businesses, are you an IKEA Business card member? Sign up today (hyperlink) #LeedsIKEABusiness In-store promotion: Are you an IKEA business member? All businesses welcome! Sign up today and tweet with us @IKEAUK with the #LeedsIKEABusiness for a free tea or coffee! Mock posts: #LeedsIKEABusiness Tagline: Your Business is Our Business 35
- 36. #business account manager “Your business is MY business” PERSON SPECIFICATION Business Account Manager Mentality: Co-worker of any business that is shopping with IKEA. Tasks: • Account manager for yellow card holders • Oversee database • Liaise with designers on department design • Oversee in-store promotions • Host networking events • Aware of online content 36
- 38. INITIAL CLIENT MEETING JUN JUL AUG SEP OCT NOV DECFEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEB MAR APR MAY RESEARCH CARD IMPLEMENTATION PROJECT FEEDBACK #timescale NETWORKING EVENTS ONLINE PLAN REDESIGN THE STORE DATABASE 38
- 39. DATABASE £2,905 EVENTS £1,599 ONLINE STRATEGIES £1,750 TOTAL: £9,853 #communications budget CARD IMPLEMENTATION £1,000 LAUNCH EVENTS £599 INCIDENTALS £2,599 BREAKFAST EVENTS £1,000 39
- 40. evaluation 40
- 41. #evaluation success measurement Social Media Awareness - Traffic analysis on all platforms - Amount of influence & impressions with #LeedsIKEAbusiness - Amount of shares Surveys - In-store business customer surveys - Survey the database Media News issued and coverage monitored Events How many people attended 41
- 42. 10. review 42
- 43. #review Think Before Printing www.ikea.com Business cards Database Networking events Online Redesign Internal Awareness Communication Dedicated Business Manager 43
- 44. #review 44
- 45. THANK YOU! 45