Christine TammsPurdue University

TRADER JOE’S: A CUSTOMER FOCUSED, UPBEAT, AND CONTEMPORARY SOCIAL

MEDIA MARKETING CAMPAIGN

50’s – ’60’s small chain to Trader Joe’s in

Pasadena, CA Innovative, hard to find, great tasting foods,

80% TJ private label Concept of value Strong company culture Focus on people Minimal advertising

HISTORY OF TRADER JOE’S

Store ranking Gain consumer insights

product innovation Customer care, community

support Crisis management Cost of ignoring social;

Grow brand engagement, loyalty

WHY BE ON SOCIAL MEDIA?

Business objectives Market Research Analyze competition Clearly identify target markets /

audiences and correlate with social media channels

Beginning stages

THE CAMPAIGN

FRAMEWORK FOR CAMPAIGN- CUSTOMER JOURNEY

Awareness

Evaluation

PurchasePost-

purchase

Loyalty

SMART Goals, KPIs UGC campaign, microsite, celeb

influencers In-store events CSR elements Newsletter and

community signups, product recommendations

Multi-prong campaign

SMART GOALS AND TACTICS

CONTENT STRATEGY PER PLATFORMPlatform Frequency Content Target

AudiencePost time

Facebook One post per week for each audience

UGC, videos, live video, celeb chef takeover, infographics / how-to recipes, photos, Fearless Flyer posts and other templates. Content focused on food and humor for corresponding audience, microsite promotion, in store event promotion

1,2,3 Saturday / Sunday 12-1 pm or Thurs / Fri 1-4 pm

Twitter One post per week for each audience

Same as Facebook, use Periscope for video

1,2,3 Wed / Sat / Sun 12 pm, 5 pm, 6 pm

Instagram One post per week, rotate audiences

Same as Facebook except pre-recorded videos. Content focused on ‘celebrity first, then food’ with unexpected elements for corresponding audience.

1,2,3 Wed 5 pm

Pinterest One post per week, rotate audiences

Same as Instagram. Focus on healthy recipes

1,2,3  Fri 5 pmSat 8 - 11 pm

Website (Microsite)

1-2 posts a week, rotate celebs and target audiences

Same as Facebook. 1,2,3 TBD

Note: Target audience 1 = singles , 2= families, 3= couples (pairs)

Campaign inspiration: Oreo, Warby Parker, Coca-Cola, Herschel, etc.

Whimsical Conversational

CAMPAIGN CREATIVE

:

Hootsuite & Brandwatch Google AnalyticsGoogle Trends / Google TrendsKloutFacebook Insights /

Twitter AnalyticsSimilar WebMeltwater

MEASUREMENT

Increased brand awareness, brand engagement and word of mouth

Deeper consumer insights, richer conversations, more product innovation

Increased sense of communityIncreased customer base and loyalty, increased

in-store sales

OUTCOMES / BUSINESS IMPACT FOR TRADER JOE’S

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