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|
Michaels Stores, Inc. ContactsContacts (5/14)
|Chuck S.||Vice Chairman, Chief Administrative Officer, Chief Financial Officer||TX|
Sample of Associated Brands
|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|
|Michaels Stores, Inc.||********|
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Score 46 – Future Possibility: Michaels looking to leverage CRM, targeted marketing, launches loyalty program
Subject: digital, print, radio, event, in-store, sponsorship
Opportunity: During the Q1 earnings call, CEO Chuck Rubin said Michaels is continuing to “develop some good capabilities around CRM.” Because of the “portfolio” nature of Michaels offerings – everything from yarn to jewelry to art supplies to home decor – Rubin said that if Michaels can “customize marketing in a more finitie way,” then it will be able to increase customer response.
Michaels has launched its loyalty program in the Dallas-Fort Worth area and is looking to roll the program out nationwide later in Q2 (May to July for Michaels). Per Rubin, Michaels currently tracks “a lot” of its customers, but not as many as it has the opportunity to, so the loyalty program will give the company better data to analyze. Over the long-term, Rubin believes this will help better focus the company’s communications and promotions based on customer behavior.
Michaels also launched its second national TV campaign in March, so sellers should be sure to secure more dollars here. This is especially true since Rubin stated that the company remains “encouraged” by what broader TV advertising can do for its top-line results. See iSpot‘s targeting breakdown below.
Keep in mind that much of Michaels’ business is seasonal – BTS, Halloween, Christmas, fall, etc. – and therefore dollars will likely be highest around these seasons. Rubin pointed out that Michaels is going to be “more aggressive” in the BTS realm this fall, so there could be an opportunity to pick up revenue here. He also mentioned the company was “a little bit nervous” about the election and some of the distraction it could cause, but probably not for the same reasons I’m a little nervous about it.
Michaels named Omnicom's here).
Acquisitions: Earlier this year, Michaels bought Ohio-based Lamrite West, which operates Darice (a wholesale company) and Pat Catan (a regional arts and crafts supplier in the Ohio area). Rubin said that B2B is an important opportunity for Michaels, so sellers of this ilk should look here for possible revenue.
Target Audience: Crafters are obviously a target, and a broad one at that (and when you call them “craft people” this comes to mind). But keep in mind that Michaels also sells home decor, so millennial and Gen X females are likely targets. However, as the company gathers more customer data, this could get more granular.
Media Spend: According to Kantar Media, Michaels spent $24.4 million on measured media in 2015. Traditionally, most of Michaels' spend is allocated to print and radio ads, but email, digital and TV are beginning to comprise a larger portion of yearly spend.
Michaels ran its first national TV ads last year, beginning in November. Michaels spent $4.3 million to air four holiday spots through the end of 2015. Spots were aired during “Today,” “The Amazing race,” “Hawaii Five-0,” “Keeping Up With the Kardashians” and “Code Black.”
Digital Breakdown: So far this year, Michaels has run 81 display ads on 809 publishers (<1% mobile), Moat reports. Top ad destinations include macaronikid.com, facebook.com, careerbuilder.com and thetimesnews.com (18% placed site direct versus 82% placed programmatically). Michaels has also run eight video ads this year.
For the same period last year, the company ran 177 display ads on 7,150 publishers, but as the company moves more into targeted marketing, it could look to increase its programmatic display buys.
8000 Bent Branch Dr.
Irving, TX 75063
Executive Vice President, Marketing