Q&A: IKEA, 89 Degrees Discuss Award-Winning Store Opening Email Campaign
October 9, 2009 By Melissa Campanelli
eM+C recently spoke with Marty McGuire, direct marketing manager of IKEA US, and Ann Hopps Morgan, partner and vice president of strategic marketing services for 89 Degrees, a Burlington, Mass.-based integrated marketing agency, about an award-winning email campaign promoting a recent IKEA store opening in Charlotte, N.C.
The campaign nabbed a bronze Engaged Marketer award from Silverpop, based on IKEA's message personalization, dynamic content, use of preference centers and social marketing, as well as the overall strength of the examples submitted in terms of engaging customers and prospects. Here are highlights from the discussion:
eM+C: Can you tell me more about the campaign for which you received a "2009 Engaged Marketer" award?
Marty McGuire: When IKEA enters a new market, the store’s arrival is typically greeted by a mixture of excitement and bewilderment about the big blue store that’s been under construction for months. While there are many die-hard fans who camp out overnight in the parking lot to be first in line when the store opens, there are others who have basic questions: What are flat-pack boxes? How do I benefit from assembling IKEA furniture myself? What is Småland, and are my children old enough?
As is always the case with a new IKEA store in a new market, we felt we had some education to do. Our theme for Charlotte was “Try Something Different.” We wanted to show the Charlotte market why IKEA is so unique. We also needed to drive traffic to the store for grand opening special events. And, of course, as relationship marketers we were looking to build our database.
Ann Hopps Morgan: We developed an online campaign that made learning about IKEA Charlotte fun and rewarding. The centerpiece was a robust microsite. For existing IKEA fans, an “Events” section of the site highlighted opening day activities and door prizes. For less experienced consumers, the site featured a “Know Before You Go” module that showcased key elements of the unique IKEA value proposition.
