Digital marketing strategy for Trader Joe's. Created for ADV 420 New Media Driver's License class at Michigan State University in the Fall of 2011. Presentation showcases how Trader Joe

1. Trader Joe’s
Digital Marketing Strategy
Jenna Stretanski

2. Started in California as
Pronto Markets
convenience store in 1958
Became Trader Joe’s
neighborhood grocery store
in 1967
Cur
365 ren
tly:
stor
31 s es i
tate n
s

3. Lower costs for Trader Joe’s means
lower prices for customers
Passionate about
innovative, hard-to-find,
great-tasting foods and
unique products
“Great Food + Great Prices = Value”

4. People are talking...
...but Trader Joe’s
isn’t fully listening.

5. Take the small,
friendly and a little bit
quirky
neighborhood
grocery experience...
...and put it online through
social media.

6. Trader Joe’s Audience
Young Professionals Families
Want to eat healthy on a budget and Need healthy foods to make delicious
make quick meals for a busy schedule meals to bring the family together
Health Conscious Wine Enthusiasts
Have special dietary needs to fulfill and Looking to pair unique and delicious
want products to help them make a wines with innovative foods to delight
great meal and entertain

7. Create online neighborhood grocery
Trader Joe’s store atmosphere on Facebook
through tone and keywords. Become
Facebook Page a place customers can ask questions
and discover new products and
engage with the brand.
Customer Service
Gui de
s
Contests
New Products Pho
tos
Vi deo s
Frequent Flyer Re cipes

8. Twitter is the perfect place for
Trader Joe’s to engage in real-time
@TraderJoes conversations with customers.
Provide quick customer service as
well as content.
Customer Service yer
Fl
ent
ecipe s Frequ
R
Conversations
New
Pro d
ucts id es
Gu
#Hashtag Groups

9. Evaluate VALUE
to customers
HootSuite Facebook
Website Traffic
Analytics Insights Page views of website
Twitter summary stats Users breakdowns Time spent on website
Clicks by region New likes/unlikes Bounce rate
Top referrers Total tab views Conversion rates
Most popular links Media consumption (Views to Downloads of Content)
Ow.ly individual URL stats Post interactions
Post impressions
See what’s working and what’s not

10. Trader Joe’s Recipe for Success
Ingredients
Time Tota
1 Cup of Facebook
and l Cos
1 Cup of Twitter r un cost t:
½ Cup of HootSuite and of em
mon ploy
1-10 employees (depending on taste) crea itor ees t
te co sites an o
Pinch of creative content nten d
Dash of friendly and unique tone t
Instructions
1. Research & listen
2. Update content on website
3. Create Facebook & Twitter pages
4. Track the conversations
5. Post content and join in the
conversation
6. Monitor profiles
7. Evaluate and make proper changes
8. Season for taste and enjoy!