TEAM 6

CHENDI JIA

JIHYUNG LEE

ANTHONY MAYETTE

EMILY TUPPER

WHITNEY WEBB

SEUNG WOO RO

Background Trader Joe’s began as a small chain of convenience stores in 1958, originally named Pronto Markets

In 1967, they changed their name to Trader Joe’s

Trader Joe’s Trademark-Hawaiian themed stores, employees wear Hawaiian shirts

Low prices, NO coupons

Trader Joe’s also offers products based on your location. So, each city or region might offer different products are unique to them.

TJ’s Current Social Media Presence

NO Facebook or Twitter accounts

One Location based app

Two, unofficial apps you can purchase for $ .99

Both similar, show recipes, and a limited amount of available products

What’s the problem? Missing out on chances to engage with consumers and spread brand awareness

Consumer Insights In a 2013 study conducted by Market Force, consumers to rated Trader Joe’s as the #1 store they would refer that store to others, ranked before Publix and Whole Foods.

TJ’s ranked first on atmosphere and fast checkouts, and second on cleanliness, courteous staff, merchandise selection and accurate pricing.

TJ’s did not rank in the top five for convenient location, low prices, sales/promotions and one-stop shopping

In another Market Force study, Consumers gave Trader Joe’s high marks for its own-brand products and it’s wide variety of natural and organic selections

Target Audience Male and females age 18-35

Health conscious

Well-educated

Active on social media

Seek out good deals

Willing to go the extra mile

Likes trying new things, experimenting with foods and recipes

TJ’s vs. Whole Foods Whole Foods:

TJ’s main competitor

Whole Foods has Social Media accounts

Last year made 12.9 billion dollars

Around 370 locations TJ’s:

ZERO Social Media accounts

Last year made 11.3 billion dollars

Over 400 locations

SWOT

Creative Message

“Not Your Average Joe’s

Grocery Store”

“Your Neighborhoo

d Grocery Store”

The big IdeaTJ’s is known for having products that you cannot get at just any grocery store

Individuality and Uniqueness

Location. Location. Location.

Media Vehicles

Social Media

Email

Marketing Objective

Achieve at least a 10% increase in overall sales

Social Media

Create official accounts for Trader Joe’s

Focus on location to highlight products that are available in certain areas

Post around meal times, especially near dinner time

Twitter

• Official Twitter Page- @TraderJoes

Post recipes, new products, new store information/locations Ask consumers to tweet their own food creations #NotForTheAverageJoe, #NotYourAverageJoesGroceryStore

• Create Twitter Pages based on location Major cities have own accounts, chosen cities designed to cover different regions Shows you what products are unique to each city Start off in NYC, LA, Denver, Austin, Boston

FacebookOfficial Facebook Page

Hold weekly cover photo contests

Ask people to submit pictures of them using TJ’s products, whether they’re cooking, hanging out, or getting ready to eat!

City Facebook Pages

Products and food items specific to that location

InstagramOfficial Instagram

Mostly pictures of food made using TJ’s products

Stylish, and sophisticated

pinterest

Continue to post recipes and products

New boards focused on location- see what’s happening near you

Scavenger huntLocation plays a major factor in our social media strategy

Trader Joe’s will host a Scavenger Hunt in each city that has a corresponding social media account

Winners receive gift cards, TJ’s gear, etc.

Creates brand awareness through social media buzz

Trader Joe’s will leave clues around a specific city, starting within the TJ store

Contestants will document their search via Twitter and Facebook

Publicity for TJ’s and cities nationwide

Mobile AppLeft picture is our

Main Page when you download the Trader Joe’s app.

Right picture is when you click “what’s new”, it shows Trader Joe’s new products, and you can see a lot of different products from this page.

Mobile App Left picture is recipe page that people can easily and make delicious food from

our app.

Right picture is our Trader Joe’s main products. From

the app, there are categories of our products. Also, when you click the products, there will be detail of the products

and show the prices.

Mobile AppLeft picture is be able to add items to “shopping

list”, so people can make reminder what to buying products before go to the

our store.

Right picture is location of our store. When you enter your zip code or city and state, it will find out the closest store from your

locate.

e- Mail NewsletterNew “Fearless Flyer”

Available on TJ’s website

E-mail newsletter

Simply provide your email and zip code for a monthly newsletter

Links social media profiles

SEO Strategy Plan Experimenting with SEO

Generic search in Google, Yahoo, and Bing on keywords: “grocery store,” “organic food,” “specialty food,” and “healthy grocery.”

• Google - When typing in all these keywords, Trader Joe’s did not appear until after the 10th

page - Grocery store: Wal-Mart was the 3rd result, and Whole Foods Market was the 7th on the first page. - Organic food: Whole Foods was the 4th result on the first page; also the first brand to appear. - Healthy grocery: Whole Foods was the 9th result on Page 4.

• Bing - Trader Joe’s did not appear until after the 10th page - Grocery store: Wal-Mart was the first result. Whole Foods was the 8th result on the first page. - Organic food: Whole Foods was the 4th result on the first page; Wal-Mart posted advertisements on every page. - Healthy grocery: Whole Foods was the 9th result on Page 4.

• Yahoo - Grocery store: TJ was the 5th result on page 4. Whole Foods was the first result. - Organic food: TJ didn’t show up within 10 pages. Both Wal-Mart and Whole Foods were on the first page. - Healthy grocery/ Specialty food: No results for TJ within 10 pages.

SEO Strategy Plan

Search Campaign and Strategy Plan:

• Use the keywords ”grocery store,” “organic food,” and “specialty food”

• Avoid words such as “fast food,” “health risk,” and “cheap.”

• Match the social media plan. Run Google Adwords Campaign within the cities that will hold “Trader Joe’s Scavenger Hunt” (Boston, NYC, LA, Austin, Denvor, Ann Arbor).

• “grocery store” Average of 3,990 monthly searches. Suggested bid: $1.80 “organic food” Average of 1,140 monthly searches. Suggested bid: $2.50 “Specialty food” Average of 630 monthly searches. Suggested bid: $1.41

• We look forward to getting 190 clicks per day with the maximum CPC of $2.00

Scheduling and Timing

Launch this campaign at the start of the new year

The scavenger hunts will start in early spring

With new, larger cities gaining stores, we will also launch social media accounts for them, along with their own scavenger city hunt (which are planned for summer)

◆ Social Media Budget-

• Monthly- $10,000

• Scavenger Hunt-

Cost of Rewards/Giveaways- $10,000 per race

Cost of hosting the race- $5,000 per race

Number of estimated races for the year: 12

• Total for the year: $300,000

◆ SEO- Google Adwords Budget

• Daily budget: $360

• Total budget for the year: $131, 400

• Design with the competitive advertising, holiday season in mind.

Budget

Measurement

Focus on Social Media

Track accounts and profiles along the way, especially within the first year

Number of downloads form Phone app

Number of increased e-Mails on newsletter list

ConclusionUsing a mix of social media, SEO, and a newly designed phone app, we have created a campaign that will send Trader Joe’s into the 21st Century.

With TJ’s new digital marketing campaign, the company will now be able to directly engage with consumers, especially young consumers

Our slogan for this campaign is “Not your average Joe’s grocery store.” We hope this theme radiates uniqueness to our target audience and brings in new consumers.

References Anderson, George. "What Are Trader Joe's Customers Most Satisfied

In America?" Forbes 30 July 2013.

Canning, Kathie. "Trader Joe’s comes out on top in consumer satisfaction study." StoreBrands 28

May 2014.

Lutz, Ashley. "How Trader Joe’s Sells Twice As Much As Whole Foods" Business Insider 7 Oct 2014.

"More than Mere Supermarkets, Whole Foods and Trader Joe's Are Health Food Meccas." Packaged Facts Home.

Tuttle, Brad. "Whole Foods Is Losing Its “Whole Paycheck” Reputation." Money 6 Nov 2014.