Trader Joe’s Digital Marketing Strategy Jenna Stretanski
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Trader Joe’s Digital Marketing Strategy
Jenna Stretanski
Started in California as Pronto Markets convenience store in 1958
Became Trader Joe’s neighborhood grocery store in 1967
Currently:365 stores in 31 states
“Great Food + Great Prices = Value”
Lower costs for Trader Joe’s means lower prices for customers
Passionate about innovative, hard-to-find, great-tasting foods and unique products
People are talking...
...but Trader Joe’s isn’t fully listening.
Take the small, friendly and a little bit quirky neighborhood grocery experience...
...and put it online through social media.
Young ProfessionalsWant to eat healthy on a budget and make quick meals for a busy schedule
Trader Joe’s Audience
FamiliesNeed healthy foods to make delicious meals to bring the family together
Health ConsciousHave special dietary needs to fulfill and want products to help them make a great meal
Wine EnthusiastsLooking to pair unique and delicious wines with innovative foods to delight and entertain
Trader Joe’s Facebook Page
Create online neighborhood grocery store atmosphere on Facebook
through tone and keywords. Become a place customers can ask questions
and discover new products and engage with the brand.
Recipes
Guides
PhotosVideos
Contests
Frequent Flyer
New Products
Customer Service
@TraderJoesTwitter is the perfect place for
Trader Joe’s to engage in real-time conversations with customers.
Provide quick customer service as well as content.
Customer Service
Conversations
#Hashtag Groups
Recipes
Guides
New Products
Frequent F
lyer
Evaluate VALUE to customers
HootSuite AnalyticsTwitter summary statsClicks by regionTop referrersMost popular linksOw.ly individual URL stats
Website TrafficPage views of website
Time spent on websiteBounce rate
Conversion rates (Views to Downloads of Content)
See what’s working and what’s not
Facebook Insights
Users breakdownsNew likes/unlikes
Total tab viewsMedia consumption
Post interactionsPost impressions
Trader Joe’s Recipe for Success
Total Cost:Time and cost of employees to
run and monitor sites and create content
Ingredients1 Cup of Facebook1 Cup of Twitter½ Cup of HootSuite1-10 employees (depending on taste)Pinch of creative contentDash of friendly and unique tone
Instructions1. Research & listen2. Update content on website3. Create Facebook & Twitter pages4. Track the conversations5. Post content and join in the conversation6. Monitor profiles7. Evaluate and make proper changes8. Season for taste and enjoy!
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