Trader Joe's Advertising Campaign Case Study

It was a pleasure working for Trader Joe’s and developing their advertisement campaign. In the beginning the team learned about Trader Joe’s and the products and services that they provide. Trader Joe’s was facing a large task by entering a small rural area with a very limited market. The three main targeted groups in the market were college students, local community members, and the local restaurants. The team decided that social media, billboards, and newspaper advertisements will be the best way to reach these markets. We will discuss the process and the results of the advertising campaign further.
Mentioned earlier the three targeted markets were college students, local community, and local restaurants. Livingston, Alabama is a small community that has a population of 3,506 residents. This population does not include the 3,000 students that attend the local college. The town has only two main restaurants Diamond Jim’s and Austin’s Steakhouse. Both of these restaurants buy their meat products from a local competitor, Market Place. In order for Trader Joe’s to establish a market share they must gain the trust of the college students and local community.
One competitive advantage that Trader Joe’s …show more content…
The only hiccup at the beginning was penetrating the local restaurants to give Trader Joe’s a chance. The college students were willing to go to the grocery store that gave them the lowest price. They responded well to the discounts offered. The local community got off to a slower start but was full throttle as they saw the initiative we took to provide exactly the products they asked for. It only took one restaurant to give Trader Joe’s a chance before the other wanted to try the products. This was a huge accomplishment as both place large orders every week. The loyalty that has been built between this small community and Trader Joe’s is one that will not be broken for a long