MyIKEA

Marketing

Campaign

The Dunkin’ Donuts Chris Lewis, Laney Lewis, Josh Lyon, Adriana

Richards, and Lauren Sarama

Purpose

● Establish a campaign that informs students

and parents about the new IKEA location in

Waltham, Massachusetts

Objectives

● Raise awareness of upcoming IKEA store

opening in Waltham, MA

● Create buzz about furnishing solutions to

college students and parents

● Establish customer base

● Increase traffic in store

● Encourage repeat purchases

Research & Planning

● In-Depth Interviews ○ Organizing on a budget

○ Shopping at one location

○ Sought inspiration online/social media

● Secondary Sources

○ Interactive websites

■ Good customer reaction

■ Better brand recall

○ 5 Stages of consumer buying process

■ Information search

■ Purchase decisions

Examples of Interview

Questions

1. Which brands do you perceive as Ikea’s top competitors? How do you

perceive the Ikea brand in comparison with the competing brands?

2. When in the market for new furniture, where do you usually start your

shopping process? Do you turn to social media sites or friends/ family for

advice?

3. When living in a dorm or apartment, what are some things that you want to

keep organized? Where do you go to find the necessary furniture to

accomplish this?

4. Would the ability to purchase several products and transport them in

compact fashion nullify the negative aspects of assembly? Is the ability to

purchase multiple items at once in one trip important to you?

5 Stages of Consumer

Buying Process

Budget

55% 30%

12% 3%

IKEA Marketing Budget

Development of MyIKEA

E-mail Marketing

Social Media Marketing

Brand Ambassadors

Budget

● 55%- Development of MyIKEA

○ Partnering with AutoDesk Homestyler

○ Hiring a website manager

○ Monitoring MyIKEA accounts and QR-codes

● 30%- E-mail marketing

○ Hiring of graphic designer, copywriter and

HTML designer

○ Purchasing of listserv from data mining

company

○ Hiring of email service provider

Budget

● 12%- Social media marketing

○ Hiring of social media account manager

○ Monitoring click-through rates

● 3%- Marketing via brand ambassadors

○ Hiring of brand ambassadors

○ Printing flyers

○ Making “IKEA man” costume

Strategy

● MyIKEA: an interactive website that allows

students to design their dorm room

○ Partnered with AutoDesk Homestyler

○ Provides layouts of rooms

○ Full IKEA inventory to choose from

○ Ability to create dream room from a computer

○ Way to create account and save designs

○ Able to bring or upload design at IKEA and get

directory of furniture in the store

Strategy

Strategy

● Drive consumers to MyIKEA using

Facebook, Twitter, and email ○ #MyIKEA

○ Share designs of rooms with friends, family, etc on

social media

● Create buzz about campaign with college

brand ambassadors

○ “IKEA Man” mascot

■ Peak curiosity and drive customers to

investigate website

○ Talk to students and parents at orientations

○ Increase traffic in store

Tactics

● Create customer account ○ Ideas will be saved

○ Able to upload design at IKEA or print out design

○ Able to click “buy” and purchase furniture that they

chose for their layout

○ QR code- scanned when go to IKEA to get directory

of furniture

● Room Design ○ Able to design room with IKEA furniture and see

how the furniture will look in the dorm layout

○ Correct dimensions of dorm rooms

Evaluation/Measurement

of Success

● Click-through rates ○ How consumers arrived at site

○ How long they committed to site each visit

● MyIKEA account

○ How many accounts created

○ Track customers progress

○ Account becomes inactive...Automated e-mail

system to remind them of inactive account

● Kiosks ○ Measure how many customers use QR-code

Summary

● Reach out to potential consumers early

through e-mail and brand ambassadors

● Drive consumers to MyIKEA through Twitter

and Facebook

● Communicate advantage of using MyIKEA

● Make purchasing products convenient using

MyIKEA

● Create customer loyalty through

personalized service

Conclusion

• We believe that our campaign will drive

heavy traffic to the new store in Waltham,

Massachusetts because of its engaging

nature and convenience

Bibliography

Hislop, Kyle, prod. Review of Homestyler App for Real Estate. 2013. Web. 20

September 2013. <http://www.youtube.com/watch?v=EHqVbC6ht6U>.

Kotler, P., and K. L. Keller. Marketing management. 14. New Jersey: Prentice

Hall, 2011. Print.

Terlutter, Ralf, Sandra Diehl, and Shintaro Okazaki. Advances in Advertising

Research (Vol. 1) Cutting Edge International Research. Wiesbaden:

Gabler Verlag / GWV Fachverlage, Wiesbaden, 2010. Print.

Wilcox, Keith, and Andrew T. Stephen. "Are Close Friends the Enemy? Online

Social Networks, Self-Esteem, and Self-Control." Journal of Consumer

Research 40.1 (2013): 90-103. JSTOR. Web. 7 Sept. 2013.