MRM | Agency Profile, Contacts, AOR, Client Relationships
Service: interactive specialty
- Main Telephone
- (248)-203-8000
MRM Contacts
| Name | Title | State | ||||||||||||
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| Jeff C. | Chief Creative Officer & Executive Vice President | MI | ||||||||||||
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Sample of Related Brands
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| Tamy H. | President - Detroit | MI | ||||||||||||
| Fred S. | Executive Vice President & Chief Technology Officer | MI | ||||||||||||
| Megan O. | Associate Director, Strategy | MI | ||||||||||||
| Joe D. | Vice President & Director, Technology | MI | ||||||||||||
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Momvertising e-Commerce Opps: Shoe Carnival closes all stores, ramps up online efforts in response to coronavirus
In 2019, Shoe Carnival (SC) focused on four key initiatives: CRM; brand and customer experience; online sales; and store development. The company's execs were "very encouraged" by 2019 results and will continue these focuses in 2020, per its recent earnings call. SC's key holiday season resulted in omnichannel traffic and sales growth. Online sales grew over 15% during FY 2019; the company is especially focused on e-Commerce channels now that it has temporarily shut down its brick-and-mortar locations due to the global pandemic.
Adbeat reports the company spent around $2m since April 2018, with only $291k (14%) spent after April 2019. It placed 61% of these ads programmatically through Google Display Network onto sites such as merriam-webster.com, instyle.com, espn.com, retailmenot.com and dictionary.com. It placed 26% site direct onto sites such as spanishdict.com, activebeat.co, coolmathgames.com, goodreads.com thesaurus.com. Finally, it placed 13% as video ads through YouTube onto youtube.com and sbnation.com.
According to channel during 2019, roughly half of $6.5m in 2018. It placed ads during programming popular among Gen-X, millennials and their children. The brands target audience tends to skew towards women. Its top spending period is Q3 when kids are returning to school.
It also utilizes OOH, print, local broadcast and radio, per Kantar; expect spend to rise in Q3 (back-to-school - BTS - season) and Q4 (holiday season). The company tends to target moms.
Agency & martech readers - In MRM//McCANN respectively picked up integrated marketing and digital responsibilities.