This is Trader Joe's 2012 Digital Marketing Plan created and designed by Terry Sieting of Michigan State University.

1. Trader Joe's
Digital Marketing Plan

2. About Trader Joe's
Trader Joe's in a health conscience grocery
market catering to the special needs of
consumers since the 1950's.
Their special needs and health conscience products include. . .
● Vegan
● No Gluten
● Vegetarian
● Fat Free
● Quick Meals
● Kosher
● Sodium

3. Trader Joe's and Challenges
Trader Joes finds themselves facing two large
challenges:
The Location Challenge: Trader Joe's is only in select
locations around the country. Therefore some consumers
have the challenge of finding store locations.
The Consumer Product Challenge: With Trader Joe's Niche
Target Market and Niche Products, they find themselves
the challenge of positioning themselves as a top special
food need grocery store.

4. Target Market
Millennial Generation and/or Ages 20-60
Income Levels $35,000 to $60,000
These consumers, as you already know, are ecologically conscious people in the mid
stages of their life. They are looking to be healthy, eat local, and invest in groceries fit to
their needs; vegetarian, vegan, gluten free, etc.
50 mile radius of each Trader Joe’s store.
Further more, we also want to target individuals using their mobile devices looking to
make last minute shopping decisions in order to induce trial of your stores and products.
We hope, as you do, that trial will lead to brand loyalty and high brand awareness.

5. Trader Joe's Digital Theme
Current Theme: "My Trader Joe's List"
This current theme works around making list
of Trader Joe's Products and discussing what
you purchase.
New Suggested Themes: "Location Based
Theme" & "Consumer Shopping" encompassing
the Old Theme Attributes.

6. Location Finding Campaign
As mentioned in the latter slides, this digital campaign
will drive traffic and conversation around finding locations
to Trader Joe's around the nation. Hopefully this campaign
will drive heavy mobile use and drive conversation about
local store benefits.
● Mobile Use
● Location Finding Website Service
● Google AdWords
● Google Search Ads
● Social Media

7. Consumer Shopping Campaign
This campaign will be focused around the special food
needs concept. Positioning Trader Joe's as the number one
market for these niche target markets is our top priority
in this campaign.
● Incorporate "My Trader Joe's List"
● Social Media/New Media
● Website
● My List Blog

8. Social Media
Facebook: Drive more conversation based around the
current campaign and stay away from heavy conversations
about product as these can turn into reviews.
Twitter: Lower the amount of outgoing Tweets and drive
the conversation market to Facebook. Create a Hashtag
(#) for the current campaign.
Instagram: Use this medium to supplement the current
social media and drive conversation about "My Trader
Joe's List"

9. Key Factors to Success
● Large Follow through in the Social Media.
● Traffic and Prompt Discussion on the blog, social
media, and review sites.
● Stay away from heavily taking about product.
● Do a mid campaign analysis and update your AdWords
Campaign based one which campaign is doing better.

10. Budget and Timeline
● 60.3% ($33,165) Search Marketing
● 4.1% ($2,255) Social Media
● 2.36% ($1,298) Mobile Enhancements
● 20.5% ($11,275) Commission Rate
● 12.74% ($7,007) Trafficking and Social Media
The timeline will include a campaign that spans at minimum one full
year. However, most of these recommendations are are always
requiring maintenance. The seasonal peaks will be holidays and
will/can require special mini-campaigns due to holiday food.