HomeGoods IMC Approach


Published on

Published in: Business, Design
  • Be the first to comment

  • Be the first to like this

HomeGoods IMC Approach

  1. 1. Integrated MarketingCommunicationsChristianne Wittenwittencm@gmail.comMarch 22, 2012Presentation of Integrated MarketingCommunications Approach and Assessment
  2. 2. HomeGoodsImages taken from HomeGoods’ official Facebook page
  3. 3. Mission & ValuesMission: “To bring you home fashions you’ll love, at prices you’ll LOVE even more! That’s what we call HomeGoods Happy. ”Values: Inspiration-Feed your inner decorator Value- Up to 20-60% off department/specialty store prices Fresh and diverse inventory- Supports individuality Fashion forward- Trend tracking Quality- Top Brands
  4. 4. Situation OverviewHome Fashions Retailer since 1992 TJX parent company ( TJ Maxx, Marshalls) 374 national stores (standalone and superstores)Business objectives: Grow chain to 750 stores nationally (long-term) Upgrade stores to attract/retain customersMarketing objectives: Increase brand awareness of HomeGoods as a place for fashion and value seekers Increase store traffic and salesTarget Market: Primarily female, 25-54, middle-upper income shopper, suburban Fashion/Value conscious, savvy shopper
  5. 5. Company DifferentiationTop marketing strategies on how it goes to oris in the marketplace: Price: Providing unbeatable values (up to 60% off) on top names in home fashions Product: Providing “freshness” of inventory for every style and part of your home “under one roof” Place/Promotion: Using its online/social media presence to drive store traffic vs serve as e- commerce site
  6. 6. Company Communications StrategiesTop communications strategies:  Leverage website as an inspiration board /blog with fresh ideas using current inventory to drive traffic into store  Foster customer engagement through content sharing to spread brand awareness via idea blog/FB page  Keep in-store, online and tv messaging fresh and relative to time of year to spark inspiration and keep customer coming back  Reinforce value and “HomeGoods Happy” theme through digital, print, tv, and in-store signage/displays:  Price tags showing retail comparison, “Don’t Miss Out”  “Amazing Value for Every Room,” “Fab Finds, Fab Price”  “Top Brands. Just your-style savings!” “Love the Luxury, Savor the Savings”  “Spread HomeGoods Happiness” with gift cards
  7. 7. Competitor ComparisonLife Cycle (Intro-build- Build, player for 20 yrs, 336 Mature, player for 40 yrs, Mature, player for 50 yrs, 258mature-decline) stores 1,000 stores storesPositioning Off-price, value based, fresh “Largest specialty retailer of “Unique, authentic, inventory imported home affordable” “Bringing beauty Focuses on: goods/furnishings” and excitement of global Focuses on: baazar with great finds at the deal, fashion/trends “Unique and original finds” great prices” “from more than “Up to 60% off dept/specialty 50 countries, individual, store prices” from around the world, global regional artisans” artisan feel, hippie roots -including wine and beer selectionMedia Used Website/blogs, mobile Catalogs, eCatalogs, website for e- marketing, social media, Social media, website with commerce, featuring weekly Email newsletter ,tv ads and idea room and Pier 1 2Go circular ad to browse, “As PR, print mag virtual basket for in-store seen In” print magazine pick- up, references and décor ideas, Email newsletter, social Email newsletter, tv ads media (FB, Twitter, Pinterest)
  8. 8. Integrated Communications Approach (add dup slide if need, fill in to best of your ability, media shown are for example only, add what is really used by company)Types of Media Target Message/s Other CommentsUsed AudienceWeb site Females Focusing on Clever use to drive 25-50 “customer finds” brand engagement and inspiration to and sales through drive you to their idea sharing vs store traditional e- commerceTV Young, stylish Find value/great Not much spent on professionals, deals, even during tv ads, focus on Moms, lunch break, to fit placement on news your style, better and HGTV Holiday shoppers way to shop for segments, very gifts successful Share- A-Carol integrated campaign
  9. 9. Integrated Communications ApproachTypes of Target Message/s OtherMedia Used Audience CommentsPrint Females 35-50, Stylish finds, great Mailed circular, moms value, Mom caves, articles in print inspire your inner mag alongside decorator professional advice (Family Circle, Woman’s Day,Traditional Home, Country Living)Blogs Females 30-50 Inspiration Using professional everywhere, interior designers budget-friendly for content ideas
  10. 10. Integrated Communications ApproachMedia Used Target Message/s CommentsMobile 25-35 tech savvy Value, Locating Share-A-CarolMarketing shoppers nearest store, convenience, holiday cheerEmail Discount seekers Focus on fresh Fuels repeat inventory and purchases, retains savings customersSocial Media: 20-40 tech savvy Spreading good Very engaged FBFacebook aspiring decorators deal happiness, (197,648 fans, inspiration, 3,812 talking)Twitter style,excitement Twitter (16,665YouTube with fresh followers), notPinterest inventory, store YouTube (701,235 openings views, 572 subscribers)
  11. 11. EvaluationAssess: Is the company delivering it’s mission and living its values based on your review? Are the company’s messages tied to it’s mission? Is the company’s positioning/key message consistently deployed across media? Is the company’s message and product/service delivery linked up and aligned? Is the company spending it’s marketing dollars wisely? Do you think they have an ROI for their marketing investment? Based on where the company is in it’s life cycle, how does that affect it’s choices for IMC right now? Does the marketing approach make sense, or would you adjust it and how? Are customers happy?
  12. 12. EvaluationWhat’s working well? Strong, competitive positioning with off-price concept Value/off-price messaging- universal appeal during current economic times and beyond Customer engagement through social media to spread brand awareness and build customer in-store trafficWhat’s not working? Need fresher, more integrated content on YouTube channel  Oct. 2011 was last posting  Not in sync with current Spring themed messaging and media buzz spots
  13. 13. RecommendationsContinue use of integrated social media to boost brandawareness, customer loyalty and engagement  Freshen up YouTube contentContinue seeking opportunities for corporatepartnerships/sweepstakes/publicity in fashion circlesto further brand awareness  Guiliana and Bill shopping in HomeGoods  HGTV mentions and other media buzz is buried on website and not integrated into social media channels
  14. 14. Appendix:!/homegoods