Rouses Markets hires marketing VP amid spend increases (Score 50)

Sales lead: This hire will affect the company's marketing strategy & may lead to agency shifts. 

• Rouses Markets (RM) created a new position by naming Ron Bonacci advertising & marketing VP earlier this year. 
• Bonacci joins from Weis Markets, where he served as marketing, advertising, & PR VP.
• He is tasked with boosting retention & growth through customer-focused promotions. 

Target demographic: Primary shoppers (Gen-X & millennial women)

The company will likely:

• Continue increasing digital spend
• Ramp up promotional activity
• Review the current agency roster/hire additional assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: RM spent around $667.7k on digital display ads YTD, a significant increase from $185.6k spent in this channel during the same time period of 2022. 
• YTD data: 57.2m impressions via desktop display (91%), mobile display (8%), and Facebook (1%). 
• 2021-2022 spend: Full-year spend jumped 43% from $681.5k in 2021 to $977.9k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as nola.com, theadvocate.com, theneworleansadvocate.com, sunherald.com, and facebook.com. 

Agency analysis:

• Opportunity: Contact the new marketing DM to see if you can pick up some of RM's business. 
• Current roster:
  • redpepper: creative & media planning

Insight Sources: Digital spend insights estimated by Pathmatics.