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.
www.retailcouncil.org/cdnretailer
SPRING 2016 | CANADIAN RETAILER
| 31
http://www.ikea.com
http://www.retailcouncil.org/cdnretailer
Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016
Publisher’s Desk
Retail Currents
Under the Banner
At Issue
For the Love of Flyers
The Future Is Automatic
Where Your Customers Are
Going Mobile
Made in Canada: Customer Loyalty Programs
Brand Marketing in the Digital Age
Instilling Transformation
2016’s Key Marketing Trends
Building a Brand to Recruit on Campus
Advertiser’s Index
Canadian Retailer - Spring 2016 - ebelly1
Canadian Retailer - Spring 2016 - ebelly2
Canadian Retailer - Spring 2016 - cover1
Canadian Retailer - Spring 2016 - cover2
Canadian Retailer - Spring 2016 - 3
Canadian Retailer - Spring 2016 - eJolt
Canadian Retailer - Spring 2016 - Publisher’s Desk
Canadian Retailer - Spring 2016 - 5
Canadian Retailer - Spring 2016 - Retail Currents
Canadian Retailer - Spring 2016 - 7
Canadian Retailer - Spring 2016 - Under the Banner
Canadian Retailer - Spring 2016 - At Issue
Canadian Retailer - Spring 2016 - 10
Canadian Retailer - Spring 2016 - 11
Canadian Retailer - Spring 2016 - For the Love of Flyers
Canadian Retailer - Spring 2016 - 13
Canadian Retailer - Spring 2016 - 14
Canadian Retailer - Spring 2016 - 15
Canadian Retailer - Spring 2016 - The Future Is Automatic
Canadian Retailer - Spring 2016 - 17
Canadian Retailer - Spring 2016 - 18
Canadian Retailer - Spring 2016 - 19
Canadian Retailer - Spring 2016 - Where Your Customers Are
Canadian Retailer - Spring 2016 - 21
Canadian Retailer - Spring 2016 - 22
Canadian Retailer - Spring 2016 - 23
Canadian Retailer - Spring 2016 - Going Mobile
Canadian Retailer - Spring 2016 - 25
Canadian Retailer - Spring 2016 - Made in Canada: Customer Loyalty Programs
Canadian Retailer - Spring 2016 - 27
Canadian Retailer - Spring 2016 - 28
Canadian Retailer - Spring 2016 - 29
Canadian Retailer - Spring 2016 - Brand Marketing in the Digital Age
Canadian Retailer - Spring 2016 - 31
Canadian Retailer - Spring 2016 - 32
Canadian Retailer - Spring 2016 - 33
Canadian Retailer - Spring 2016 - 34
Canadian Retailer - Spring 2016 - Instilling Transformation
Canadian Retailer - Spring 2016 - 36
Canadian Retailer - Spring 2016 - 2016’s Key Marketing Trends
Canadian Retailer - Spring 2016 - 38
Canadian Retailer - Spring 2016 - 39
Canadian Retailer - Spring 2016 - Building a Brand to Recruit on Campus
Canadian Retailer - Spring 2016 - 41
Canadian Retailer - Spring 2016 - Advertiser’s Index
Canadian Retailer - Spring 2016 - cover3
Canadian Retailer - Spring 2016 - cover4
Canadian Retailer - Spring 2016 - 45
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