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Michaels Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Michaels Stores Inc. is one of the largest supplier of specialty craft supplies. The company operates about 980 Michael's stores in more then 49 states and Canada, and 164 Aaron Brother stores, and sells a range of scrapbook supplies, home decor items, frames, art supplies and more.

Main Telephone (972) 409-1300
Main Fax (972) 409-1556
Primary Address
8000 Bent Branch Drive
Irving, TX 75063

Michaels Stores, Inc. Contacts

Contacts (5/14)
Name Title State
Chuck S. Vice Chairman, Chief Administrative Officer, Chief Financial Officer TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (972) 409-1300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 8000 Bent Branch Drive
Irving, TX

Chuck R. Chairman & Chief Executive Officer TX
Scott L. Chief Information Officer & Senior Vice President TX
Philo P. Executive Vice President, Merchandising TX
Stephen C. Executive Vice President, Marketing TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Aaron Brothers ****
Michaels ********

Agency Relationships

Brand Agency Service From To
******** *** ******** *****, ***. public relations 2007 present
******** ********* *********** AOR - creative, social, digital media buying & planning 2014 present

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TV, Direct Response Opps: Michaels continues to test new media, includes first TV ads

Subject: digital, print, radio, event, in-store, sponsorship

Company: Michaels Arts & Craft Stores   

Update (8/31): In the Q2 earnings call, CEO Chuck Rubin said Michaels would continue to test new media and evolve its marketing program. In Q2, a new TV marketing campaign was launched in select markets, but Rubin said the company is “hopeful” of the campaign’s potential. This marks Michaels first foray into TV marketing, so look for increased, possibly national, opportunities down the road. True to Q1′s pronouncements, Michaels is also continuing to make progress in its CRM program to personalize both direct mail and email marketing based on customers’ shopping history and preference. 

Michaels has begun a partnership with Pinterest, including participating in its buyable pins program, to leverage the unique marketing and insights Pinterest can offer.  Much like the CRM programs, Rubin sees this as a way to find new ways to reach out to Michaels customers.

Below was originally published on 6/9: 

Opportunity: In the last quarter, Michael's has continued to leverage its customer database with more email and more direct mail outreach than ever before. This personalized marketing is balanced with the company's mass marketing, which includes store-wide events. According to CEO Chuck Rubin, more people take a class with Michael's than any other arts and crafts retailer. Therefore, those with digital, print, direct and event/in-store ideas should reach out now as Michael's boosts its omnichannel engagement efforts.

Additional Insight

Marketing Leadership: CMO Paula Puleo left Michael's last March and has led marketing at Academic Partnerships since September (more here). Stepehn Carlotti was added as EVP of marketing last June and Liz Zale joined as VP of digital strategy in March 2015.

Target Customers: Generally, target customers are women, age 35-54 with a median HHI of $70,000.

Competitors:  AC Moore, Hancock Fabrics, Hobby Lobby, Jo-Ann Fabric

Media Spend: According to Kantar Media, Michael's spent $23.5 million on measured media in 2014. Newspaper spend accounted for $9.6 million of this, digital was $7.2 million and radio was $5.9 million.

Digital Breakdown: Per Moat, Michael's as run 177 standard display ads on 7,281 publishers so far this year (less than 1% of which were purchased directly from the publisher). This is actually down from the same period 2014, when 222 ads were run on 2,707 publishers. 

Against the above competitors, Michael's digital SOV is 31.2% (Hobby Lobby's is 68.3%). Most of Michael's ads this year were run in Jan. and Feb., but look out for more digital dollars toward the end of the year. 

Agency Relationships: Omnicom's Southwest Media Group (digital media buying and planning)

Michael's Arts & Crafts Store 
8000 Bent Branch Dr.
Irving, TX 75063
(972) 409-1300

Steve Carlotti 
Executive Vice President, Marketing
(972) 409-1300

Liz Zale 
Vice President, Digital Marketing, Strategy & Education
(972) 409-1300**