Tractor Supply Company hires marketing chief amid spend decreases (Score 50)
Tractor Supply Company (TSC) announced its CMO, Christi Korzekwa, is retiring after just seven months in the
role. Korzekwa joined the company in 2012 as the marketing SVP. TSC has already tapped Kimberley Gardiner to replace Korzekwa. Gardiner most recently served as Volkswagen's marketing SVP and was the VP and CMO of Mitsubishi prior to that. In her new role, Gardiner has been tasked with improving TSC's brand and marketing performance to drive growth. We told you about the company's cause marketing campaign for the 4-H educational programs in May.
Per iSpot, TSC spent approximately $6.9m on national TV ads YTD, a 12% decrease from $7.8m spent in this channel during the same time period of 2021. Full-year spend fell by 15% from $20.6m in 2020 to $17.6m in 2021. This year, it placed ads during programming such as Yellowstone, The Ingraham Angle, FOX and Friends, Don Lemon Tonight and The ReidOut.
According to Pathmatics, TSC earned 1.2b impressions YTD through Facebook ads (80%), Instagram ads (9%), desktop video ads (7%) and desktop display ads (3%). It placed the majority (99%) of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, last.fm and 247sports.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as yahoo.com, kohls.com, foxnews.com, fandom.com and littlethings.com. It spent around $10.4m on digital display ads YTD, a 19% decrease from $12.9m spent in this channel during the same time period of 2021. Full-year spend increased by 9% from $21m in 2020 to $22.8m in 2021.
Sellers-- TSC primarily targets male Gen-Xers and millennials. The company reaches these consumers through digital display and national TV ads. It has been decreasing digital spend for the past two years, and it started decreasing TV spend earlier this year. TSC also invests in OOH, radio and local broadcast TV ads, per Kantar. Please click here to use TSC's location finder to see where you may be able to offer local ad space. Keep in mind, the new CMO will likely bring some new strategies with her. Get in touch for more information so that you can offer relevant ad space.
Agency & martech readers-- The only agency TSC currently works with is creative AOR Barkley. Start reaching out soon to secure top priority with the new CMO. You will likely have the best shot of picking up media buying/planning, digital or PR work. However, Gardiner may decide to review the creative account, which Barkley has held since 2012, putting it well over the three-year average agency tenure.
