Stern Advertising, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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Stern Advertising, Inc. Contacts
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|Rick D.||Senior Vice President, Integrated Media Services||OH|
|Tammy G.||Group Media Director||OH|
|Loretta C.||Account Supervisor||OH|
Score 45 - Future Possibility: Tuesday Morning enhances targeting efforts, shifts spend to digital from print
As we Tuesday Morning has shifted money from print over to digital in efforts to better target its audience. In the past year, according to the Q2 earnings call, it has expanded digital programs, running video and TV ads as test programs; these "tests" have gone well enough as CEO Steve Becker claimed Tuesday has seen a "promising lift" in brand awareness.
The brand is no longer engaging in traditional event-focused marketing efforts and is preparing to launch a reportedly more effective marketing program in 2020. Social followers, brand impressions, email subscribers and engagement with those emails are all on the rise, according to Becker. With the shift from print to digital, the demographic for Tuesday has decreased in age.
Becker also mentioned Tuesday has reduced its traditional ad events and improved income by doing so, which has led to further money placed in digital efforts. Sellers should not bother selling print ad space to the company as it engages with a greater digital audience.
According to Adbeat, Tuesday increased digital display spend to new levels in July and has spent a total of $67.4k in the past 12 months. Most ads have been placed site direct ($57.7) onto sites such as yahoo.com ($18.9k), thehill.com, spanishdict.com, washingtonexaminer.com and cheezburger.com. The remaining percentage of ads have been placed programmatically through Google ($5.6k) onto sites such as somecards.com (>$1k) and rumble.com. In the 365 days prior, Tuesday spent $26.5k on this channel. Since Tuesday functions through e-Commerce and aims to target younger demographics, digital display is likely to continue receiving higher investments.
In Q1 2019, according to Kantar, Tuesday spent $336k on broadcast and $36k on print ads. This is the first time at least in the past two years that the company has invested in TV, though they must be localized/regional ads as iSpot does not have national TV data for Tuesday. As stated, YOY print investments have decreased: in Q1 2018, Tuesday spent $180.7k on this channel, which means it decreased by 80%.
Sellers -- Offer digital and regional TV space appealing to millennial females. The average consumer dropped by 4 years of age, though the call did not say what the age used to be. Headquarters is in Texas, as is the most store locations, followed by Florida; sellers in the Southwest and East coast may have the upper hand. See store locations here. According to the 10-K forms, revenue has been growing steadily since 2015, which means sellers shouldn't run short of spending dollars any time soon. However, as a discounted retailer, don't expect an astronomical amount of spending dollars to be available at any given time.
Agency readers -- In 2017, Tuesday replaced media agency The Loomis Agency, creative, in 2015; Loomis was hired in 2013. Therefore, based on this two-year-long relationship pattern, you may have a review coming your way. Focus on these services and prepare a plan to further expand digital targeting methods to impress this potential client.