Canadian Retailer - Spring 2016 - 31

EVERY day a new social media site emerges. Email campaigns,

There have been times when the corporaweb-based advertising and mobile marketing are on the rise. tion wanted to place a message into the marConcurrently, tried and true advertising methods-from direct ket quickly-so rather than script, shoot and
mailers to TV, print and radio ads-can still drive sales and prove produce a television spot with a hefty pricesuccessful. The key for retailers is to create effective marketing tag, we set things in motion via social media
brand strategies that are integrated and maximize the various within a day or two, and with great results, and
channels-using them to target specific audiences. While most at a fraction of the cost."
think of it as a digital world, which is partly true as retailers are
Before brands choose the most effective
investing more and more dollars into the online universe, an inte- medium, they must keep in mind their target
grated marketing strategy is still the most effective.
audience, the objective of their communicaBrands have more choices than ever before on how, when, tion, and the desired response from consumers.
where and to whom to market their products and services. Gen- IKEA Canada's recent #EverySecond brand
erations ago, a retailer's goal was to drive awareness. Today, campaign is a great illustration of how this
they need to build compelling experiences through captivating popular retailer engages its target audiences.
storytelling that keeps existing customers engaged while gaining new brand followers.
"With each major campaign we develop and execute
IKEA and #EverySecond Campaign

for our brand, we take a 360-degree approach. We look
at how and when to use each channel, then integrate
all elements together to produce the strongest
communication to reach the most customers."

This past winter, in a multi-channel, integrated marketing campaign, IKEA encouraged
Canadians to "make every second count."
At IKEA Canada, building an effective marketing strategy begins with research, says Stephanie Kerr, corporate press officer. The corporate communications and marketing team works with their creative and media agency partners
to analyse the market connected to its furniture and home furnishings accessory categories. They review the trends and the
competition to plan their media mix for the most effective way
to communicate to their customers.
"IKEA Canada finds social media is now a great method to
reach consumers on a more personal level since it's a more
interactive and conversational tool," says Kerr. "Social media
also allows for flexibility, so we can quickly reach out to customers at the right time and place with the right message.

- STEPHANIE KERR, IKEA Canada

The campaign was designed to inspire Canadians to share their own at-home video moments for a chance to be a part of a national
campaign. IKEA integrated the following advertising methods: television, OOH (out-of-home)
online and social media. The result opened a
two-way dialogue-demonstrating that the retailer understands what is important and valued
to Canadians in their lives at home.
"We understand that time at home with
family and friends is more precious than ever

Ikea Canada's social marketing initiatives allow the company to be flexible, reaching their customers at the right time, in the right place with the right message.

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Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016