Trader Joe's Digital Marketing Plan
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The document outlines Trader Joe's digital marketing plan to enhance brand awareness and consumer loyalty in a health-conscious grocery market focused on niche products. Targeting millennials aged 20-60, the plan addresses location challenges and aims to drive traffic through digital campaigns centered on product lists, social media engagement, and location-based services. Budget allocations emphasize search marketing, social media, and mobile enhancements with a campaign duration of at least one year, adapting to seasonal demands.
Trader Joe's Digital Marketing Plan
- 1. Trader Joe's Digital Marketing Plan
- 2. About Trader Joe's Trader Joe's in a health conscience grocery market catering to the special needs of consumers since the 1950's. Their special needs and health conscience products include. . . ● Vegan ● No Gluten ● Vegetarian ● Fat Free ● Quick Meals ● Kosher ● Sodium
- 3. Trader Joe's and Challenges Trader Joes finds themselves facing two large challenges: The Location Challenge: Trader Joe's is only in select locations around the country. Therefore some consumers have the challenge of finding store locations. The Consumer Product Challenge: With Trader Joe's Niche Target Market and Niche Products, they find themselves the challenge of positioning themselves as a top special food need grocery store.
- 4. Target Market Millennial Generation and/or Ages 20-60 Income Levels $35,000 to $60,000 These consumers, as you already know, are ecologically conscious people in the mid stages of their life. They are looking to be healthy, eat local, and invest in groceries fit to their needs; vegetarian, vegan, gluten free, etc. 50 mile radius of each Trader Joe’s store. Further more, we also want to target individuals using their mobile devices looking to make last minute shopping decisions in order to induce trial of your stores and products. We hope, as you do, that trial will lead to brand loyalty and high brand awareness.
- 5. Trader Joe's Digital Theme Current Theme: "My Trader Joe's List" This current theme works around making list of Trader Joe's Products and discussing what you purchase. New Suggested Themes: "Location Based Theme" & "Consumer Shopping" encompassing the Old Theme Attributes.
- 6. Location Finding Campaign As mentioned in the latter slides, this digital campaign will drive traffic and conversation around finding locations to Trader Joe's around the nation. Hopefully this campaign will drive heavy mobile use and drive conversation about local store benefits. ● Mobile Use ● Location Finding Website Service ● Google AdWords ● Google Search Ads ● Social Media
- 7. Consumer Shopping Campaign This campaign will be focused around the special food needs concept. Positioning Trader Joe's as the number one market for these niche target markets is our top priority in this campaign. ● Incorporate "My Trader Joe's List" ● Social Media/New Media ● Website ● My List Blog
- 8. Social Media Facebook: Drive more conversation based around the current campaign and stay away from heavy conversations about product as these can turn into reviews. Twitter: Lower the amount of outgoing Tweets and drive the conversation market to Facebook. Create a Hashtag (#) for the current campaign. Instagram: Use this medium to supplement the current social media and drive conversation about "My Trader Joe's List"
- 9. Key Factors to Success ● Large Follow through in the Social Media. ● Traffic and Prompt Discussion on the blog, social media, and review sites. ● Stay away from heavily taking about product. ● Do a mid campaign analysis and update your AdWords Campaign based one which campaign is doing better.
- 10. Budget and Timeline ● 60.3% ($33,165) Search Marketing ● 4.1% ($2,255) Social Media ● 2.36% ($1,298) Mobile Enhancements ● 20.5% ($11,275) Commission Rate ● 12.74% ($7,007) Trafficking and Social Media The timeline will include a campaign that spans at minimum one full year. However, most of these recommendations are are always requiring maintenance. The seasonal peaks will be holidays and will/can require special mini-campaigns due to holiday food.