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Female Media Opps: Stein Mart launching new content, kids' line

In a recent Q2 earnings call, execs mentioned that Stein Mart (SM) has broadened its female customer base thanks to new marketing initiatives targeting millennial consumers. The company has been pushing its rewards program, in-store pickup and delivery services. Since it launched a Kids department, SM is especially targeting moms. The Kids line has been supported by email and in-store content, and it will be included in its fall and holiday ad campaigns. SM is also using a campaign management tool to create more targeted campaign content.

The retailer has also

According to iSpot, YTD national TV spend of $6.8 million has targeted various female audiences (see targeting right). For the same period in 2018, spend totaled $6.7 million; full 2018 spend increased to $14.2 million from that of $10.6 million in 2017.

During the past 12 months, Adbeat reports that SM has spent $219,000 on digital display ads, most of which have been videos (73%) placed by YouTube ($144,8000) onto youtube.com. This marks a 53% decline from the $465,900 spent during the prior 12-month period (Aug 2017-2018),.

Per Kantar, the company's spend often spikes during Q2 and Q4, ahead of its summer and holiday campaigns; reach out soon for last-minute Q4 ad revenue. Its aforementioned female target demographic primarily consists of millennials but is broadening to include parents. Sellers in and around its Southeast and Southwest locations will have the upper hand. Along with digital and TV, SM tends to invest in print and radio. However, it seems to have stopped OOH spend this year.

BOHAN since 2017, still under average agency tenure (3-4 years).