nmdl final: trader joes digital strategy plan
DESCRIPTION
Natalie Gray's ADV 420 NMDL Final ProjectTRANSCRIPT
Digital Strategy Plan
By: Natalie Gray
Introduction• Started as “Pronto Markets” in 1958• “Your Neighborhood Grocery Store” or “Your
Unique Grocery Store”• Innovative, hard-to-find, great-tasting foods• Stocks 4,000 items- 80% own brand• Currently no marketing or social media• Keeps prices low
Big Ideas & Goals• More active online and social media presence • Engage with the consumer via the internet• Bring Trader Joe’s fantastic in-store culture
online without compromising low-prices or high-quality
• Fearless Flyer app• Get Trader Joe’s on every social media platform
having conversation with the consumer• Get more people to choose Trader Joe’s over
their other local grocery store
Target Audience• Students, young singles, families, older
people• Highly educated, but on a budget• Dietary restrictions
Tools & Tactics: Social Media
• Twitter- official account, interact with consumers
• Facebook- official page, interact with consumers
• Instagram- official account• Pinterest- model after Whole Foods• Blog- official blog, daily posts, new products,
recipes
Tools & Tactics: Mobile
• “Fearless Flyer” Application• Currently the primary form of advertising
Tools & Tactics: Online Marketing
• Google AdWords• Google advertising• Facebook advertising
Budget• $500,000• Full service media agency• Paid online advertising
Key Performance Indicators
• Klout• Hootsuite• Facebook Analytics• Google Analytics
Summary• Trader Joe’s consumers are ready to join
the online conversation• Trader Joe’s just has to make it happen!