Planet Propaganda | Agency Profile, Contacts, AOR, Client Relationships
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Planet Propaganda Contacts
|Mike P.||Chief Executive Officer & Managing Principal - Brand P||WI|
Sample of Related Brands
|John B.||Partner & Chief Marketing Officer||WI|
|Dana L.||Partner & Chief Executive Officer||WI|
|Tommy C.||Business Development Lead||WI|
|Jeremy C.||Director, Strategy||WI|
Millennial, Gen-X Media Opps: Duluth Holdings focusing on eCommerce business as it closes retail locations in response to global pandemic
Duluth Holdings temporarily closed its retail stores nationwide, focusing instead on its online business, due to the global pandemic. Per execs in its recent Q4 2019 call, Duluth's eCommerce sales account for over 50% of its overall sales. Its three brand pillars include solution-based products, humorous and distinctive marketing and an outstanding customer experience, per execs in its Q4 2019 earnings call. The company is especially focused on using customer data for deeper analytics and more personalized marketing strategy.
In March 2020, Duluth hired marketing director Luke Gibson; his appointment may lead to strategic shifts.
According to iSpot, the company spent $5m on national TV ads YTD (see targeting right), a 50% decrease from $7.5m during the same period of 2019. It spent $53.8m in this channel in 2019 and $49.3m in 2018.
Duluth mainly targets millennials and Gen-X with a male skew; however, its recently expanded women's plus size lines lead us to believe it also wants to reach female consumers. For now, it will probably target warehouse workers and other essential personnel. It also utilizes local advertising methods such as OOH and radio. Late last year, the company started testing new local ads across TV, radio, direct mail and social media in order to improve ROI; we may see the national rollout of these efforts after the pandemic dies down and Duluth reopens its stores, most of which are in the East and Midwest.
Agency & martech readers - More than a year and a half has passed since the company Turner.