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