Social Media Campaign for Trader Joe’s Lori Fichter Social Media Principles 525

Opening their first store in Pasadena, CA in 1972, Trader Joe’s grocery chain has more than 400 stores in 40 states. The retail chain offers organic food products at an affordable rate and has $8 billion in sales of their private label products. Combined with its unique food items, and Hawaiian shirt-clad staff, make it one of the most innovative grocery stores around. Though not considered a health food store a collection of gourmet and organic products is offered. Always unique products, there are no Fruit Loops, Hamburger Helper or Pop Tarts The top competitors are Whole Foods, even though some might argue that the products are not as consistent as the large natural food grocer. Trader Joe’sSWOT

Trader Joe’sThreats Whole Foods fully engages with their customers via Twitter

Trader Joe’s does not spend money on advertising, the store prints a “Fearless Flyer”, a blog on their website, and an E- Newsletter. Trader Joe’sCurrent marketing strategy

Trader Joe’sFavorite foods contest…

Trader Joe’s fans create Twitter accounts

Trader Joes website recalls info, another threat

Trader Joe’s Opportunities TWITTER Monthly – entertain with fun visual content Bi-weekly – inspire with tip ideas Weekly –start a conversation in a blog post 2 x a week – teach how to do something 3x a week – provide relevant information FACEBOOK Run multiple ads at the same time Testing different advertisements concurrently with controlled budgets Create tailored advertisements for specific demographics or test different versions of your ad copy to see what gets the most traction After campaign, look at your performance metrics to see what works best

Generate Excitement! Use the upcoming summer vacation plans of the target audience and have their photograph or video their recipe creations. Ultimately looking for esthetic content with unique ideas for traveling with Trader Joe’s products to keep somewhat health conscious on their vacation. A hashtag specific to this campaign will be created and can be tracked For example: #TJVACAFOOD Link on to Influencers on YouTube that are already making videos about the brand. On the “most watched” videos “post a call to action” link back to the Trader Joe’s website or ask for comments on their new official Facebook page Trader Joe’sCTA

“Trader Joe’s Hauls” posted on YouTube

The return on investment will be measured by the additional followers the store will receive. In addition to monitoring metrics such as “conversation, amplification, applause, and economic value”. This ultimately will let you figure out the engagement rate per follower on each platform. The goal is not to increase followers; it is to enhance engagement per follower (The Moz, 2014). Trader Joe’sROI

Trader Joe’s Social Media Action Plan

Hire Professionals If you are serious about devoting as little time and attention as possible to social media profile management consider hiring professionals to do it for you. A firm will have the experience necessary to ensure that each of your social media profiles remains in top condition. It may be advantageous for you to select a professional who works for a social media marketing company to maintain your profiles. Professionals often possess key insights regarding how to optimize a social media profile in order to engage the client’s target market. Trader Joe’s