Trader Joe's Marketing
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Transcript of Trader Joe's Marketing
Marketing Strategy: Showing that Trader Joe’s is Not Your Average Joe
Company Ethics: Great Food + Great Price = Value
Challenges: Grow business while keeping the ‘ma and pop’ feel
Marketing Goal: Increase awareness of Trader Joe’sIncrease sales and client base
Trader Joe's: Overview
Bringing the neighborhood feel onlineCreate a virtual community
Trader Joe’s, along with customers, sharing recipes and tips online
Allow commentsLinks to other sites
The Strategy
Trader Joe’s websiteLet customers get involved
Share their recipesPost comments
TwitterPost new productsShare recipesNews
FacebookBring a more active voice online
Key Elements
BlogsImportant in the food world
Link what bloggers and other websites are saying on Trader Joe’s website Helpful for future and current customers!Great for sharing products, reviews and
recipes
Key Elements (Cont.)
SalesOverall sales difference once strategy is
appliedProducts
Products shared online Increase of that product sold
What is being talked about the most?Listen to the customers
HitsTrack the number of hits site getsLinks to blogs where Trader Joe’s is mentioned
Increased number of hits?
How Do We Know It’s Working?
Online = cheap marketingTwitter/Facebook is freeWebsite changes
Internal costs for company (employees)Website designerTotal around $700,000
Budget
Holiday's are overNew recipes for “New Year’s Resolution”
Complete by the New YearNew Year, New Start
Timeline
Update Twitter/ Facebook images with seasons
Cooking is very seasonalNew recipes/products for different seasonsShare information on site about current
demand in market
2012 Plans
Through Trader Joe’s website and Social Media:Inform new and current customersBe more activeDirectly communicate with customersKeep company values as business grows
‘Ma and Pop’ feel is appealing
Conclusion