NMDL Final: Trader Joes Digital Strategy Plan

Digital Strategy Plan

By: Natalie Gray

Introduction• Started as “Pronto Markets” in 1958• “Your Neighborhood Grocery Store” or “Your

Unique Grocery Store”• Innovative, hard-to-find, great-tasting foods• Stocks 4,000 items- 80% own brand• Currently no marketing or social media• Keeps prices low

Big Ideas & Goals• More active online and social media presence • Engage with the consumer via the internet• Bring Trader Joe’s fantastic in-store culture

online without compromising low-prices or high-quality

• Fearless Flyer app• Get Trader Joe’s on every social media platform

having conversation with the consumer• Get more people to choose Trader Joe’s over

their other local grocery store

Target Audience• Students, young singles, families, older

people• Highly educated, but on a budget• Dietary restrictions

Tools & Tactics: Social Media

• Twitter- official account, interact with consumers

• Facebook- official page, interact with consumers

• Instagram- official account• Pinterest- model after Whole Foods• Blog- official blog, daily posts, new products,

recipes

Tools & Tactics: Mobile

• “Fearless Flyer” Application• Currently the primary form of advertising

Tools & Tactics: Online Marketing

• Google AdWords• Google advertising• Facebook advertising

Budget• $500,000• Full service media agency• Paid online advertising

Key Performance Indicators

• Klout• Hootsuite• Facebook Analytics• Google Analytics

Summary• Trader Joe’s consumers are ready to join

the online conversation• Trader Joe’s just has to make it happen!