IKEA:

home s

wede h

ome

MALLORY DUBOSENMDL SPRING 2014

IKEA:s i m p l y c r e a t i v e

Notorious for advertising Engaging Simple and subtle Game-changing

Photos from curbed.com and toxel.com

2

THE BIG IDEA:h o m e s w e d e h o m e

Emotional aspect Turn your house

into a home Swedish roots Unique brand

image

3

THE AUDIENCE:w h o a n d w h y ?

Young adult females 18-30 Likely to be moving around

frequently College freshmen Women typically respond more to

home decorating

4

Microsoft ClipArt

TOOLS & TACTICS:s o c i a l m e d i a

3.5 million current “likes” Special offers for fans “VIP” experience

More than 230,000 current followers Excellent form of direct contact Promote brand loyalty

(#homeswedehome)

Huge visual advantages Correct target audience Direct links to online

store

5

TOOLS & TACTICS:c o n s u m e r i n t e r a c t i o n s

Mobile coupons texted All social media sites easily accessed Customer support through texting or

calling

Email marketing and contact Search engine ads Instant chat or video assistance for tech

support Video ads going viral

6

Microsoft ClipArt

TOOLS & TACTICS:g o o g l e a d w o r d s

Frequent searches for affordable furniture

These are consistent with target

audience

Ads lead to online shop

“Dorm room shopping”, “affordable furniture”, “interior decorating”, “affordable kitchen appliances”, etc.

7

Microsoft ClipArt

BUDGETING:t h e n u m b e r s

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One of the top furniture retailers in the world 2013 total revenue: $35.5 billion (Forbes)

10% of revenue on marketing 25% of that on digital marketing

Approximate digital marketing strategy =

$875 million

Microsoft ClipArt

KPI:k e y p e r f o r m a n c e i n d i c a t o r s

9

10% increase in direct sales for IKEA within one year

Obtaining a higher customer satisfaction rating for products and services

Attracting a larger audience presence on social media sites and increasing direct customer communication

Microsoft ClipArt

CONCLUSION:

10

Simple yet effective digital marketing

strategy Focus on reaching a very large audience

with strong social media presences Continue to produce entertaining and

engaging advertisements Keep IKEA at the top of its advertising

game