Ikea Media Plan - 1132 Words

Media Plan Marketing Objective 1: To increase awareness of local IKEA store locations in the U.S. among Generation Y individuals between ages 23 and 30 by 25% by January 2014. Media Objective 1: Reach 30% of Generation Y (ages 23-30) at least twice a month during 2013 with information regarding their IKEA store within 200 miles. Media Strategy: Use direct mail campaign that highlights the location of the nearest store with IKEA facts, and promotions. The mailings are to be released at the beginning of each month for three consecutive months. Media Tactics: Create a direct mailing informational campaign that states the closest IKEA store with events or promotions going on that month. The initial messaging states the†¦show more content†¦The ads will run for a year in January/February, May/June, September/October with new advertisements each month set. Medium: Print/Magazine Budget: $4.5 million for ad spots, staff, and creation Rationale: The magazine spots are able to reach the audience that is interested in fashion and the trends. Magazines focus on what is trendy for that season and point out what the celebrities are doing, the campaign will tie in how the furniture is fitting in with that specific trend amp; is an affordable price vs the designer alternative. Marketing Objective 3: Increase IKEA.com traffic 5% by January 2014. Media Objective 3: Raise frequency of contact about IKEA.com to Generation Y living 120 miles outside of an IKEA store to twice a month. Media Strategy: Use eBlasts to promote new products and promotions that are web only. Media Tactic: The blasts will be sent two times a month to a purchased list. The list will consist of anyone between the age of 23-30 living 150 miles outside of an IKEA store. Each add will showcase new products with the original price and a web only sale price, as well as other affordable furniture options. Medium: Email Budget: $900,000 for email marketing platform, creation, and staff Rationale: This generation is very tech savvy and heavily relies on communication through digital platforms. Many of the audience has a mobile device that will allow them to look at the email anywhere amp; access the siteShow MoreRelatedIKEAs Marketing Strategies1293 Words   |  5 PagesIKEAs objectives are focused to its marketing strategy. The company has launched a new viability project which will take it through the year of 2015. This plan will take into consideration socio-economic and environmental issues. IKEA, in order to achieve its goal, uses the SWOT analysis. This is a strategic planning tool that identifies the strengths, weaknesses, opportunities and threats of an organization [1]. 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Ikea has managed to create an unbeatable atmosphere throughout each and every store they have opened world-wide. Paying attention to every little detail from beddings to photo frames, it gives visitors a sense of being at homeRead MoreIkeas Global Sourcing Challenge1241 Words   |  5 PagesIKEA’s Global Sourcing Challenge IKEA, one of the world’s largest specialized furniture retailers, has been presented with a large issue within their operations. In 1995, a German TV station released an investigative report which exposed one of the suppliers for IKEA rugs for exploiting child labor in their factory. A recent addendum was signed by all IKEA suppliers which forbid the use of child labor (Bartlett amp; Sjoman, p. 1, 2006), so this incident has called the company to make an action