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 (5/15)
|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.||********|
Who is the Vice Chairman, Chief Administrative Officer, Chief Financial Officer of Michaels Stores, Inc.?
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TV, Digital, Direct Opps: Michaels continuing marketing integration, TV tests
Subject: digital, print, radio, event, in-store, sponsorship
Opportunity: In the Q4 earnings call, CEO Chuck Rubin said Michaels would continue to build on its 2015 successes (more here). This means 2016 will see the company continue to integrate marketing across interactive ads, weekly circulars, social media, e-mail and direct mail. Additionally, Michaels will continue to test TV – in fact, the craft retailer’s first spring campaign is currently running.
Sellers – since the company is continuing to test TV, your Q4 pitch should certainly include TV dollars. Lastly, Rubin said the company would launch a new customer loyalty program later this year (but declined to provide any more detail), meaning digital direct response outlays should be up too.
Michaels named Omnicom’s here).
Media Spend: According to Kantar Media, Michaels spent $24.4 million on measured media. 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.
National TV Spend: Michaels ran its first national TV campaign last year. Since Nov. 8, $4.3 million has been spent to air four ads through the end of the year, according to iSpot. See charts for channel/show targeting.
Michaels’ Spring campaign began airing March 2. So far, the company has spent $2.8 million on national TV ads this year (1.537 airings). Targeting is similar to the 2015 campaign.
Digital Breakdown: Per Moat, Michaels ran 230 display ads on 7,347 publishers (14% mobile). Top ad destinations included: 247sports.com, bhg.com, gamepedia.com, 1067litefm.com and parents.com (99% placed programmatically versus site direct). Michaels also ran 51 high impact and nine video ads last year.
For comparison, in 2014 631 display and 62 high impact ads were run on 7,175 publishers (17% mobile; 1% site direct).
Since Jan. 2014, the most display ads were run during Q1 2015. Most ads have been run on news, arts & entertainment and hobbies & interests sites.
8000 Bent Branch Dr.
Irving, TX 75063
Executive Vice President, Marketing