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|
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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.
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
Executive Vice President, Marketing
Vice President, Digital Marketing, Strategy & Education