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Stein Mart, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Stein Mart, based in Jacksonville, FL, is a US based department store chain. The company, with nationwide locations and operations, provide off-price apparel, accessories, gifts, linens, and shoes for men and women.

Main Telephone (904) 346-1500
Main Fax (904) 398-4341
Primary Address
1200 Riverplace Boulevard
Jacksonville, FL 32207-9046
USA

Stein Mart, Inc. Contacts

Contacts (5/11)
Name Title State
Hunt H. Chief Executive Officer FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (904) 346-1500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1200 Riverplace Boulevard
Jacksonville, FL
32207-9046
USA

Gregory K. Executive Vice President & Chief Financial Officer FL
Sharon H. Chief Information Officer FL
MaryAnne M. President FL
Glori K. Senior Vice President, Marketing & Advertising FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Stein Mart, Inc. ********

Agency Relationships


Brand Agency Service From To
***** ****, ***. *** ***** media buying & planning unknown present

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WinmoEdge

Q3/Q4 Opps: Stein Mart developing new marketing strategy, eschewing traditional print for digital, broadcast


Subject: digital, social, broadcast, omnichannel, e-Commerce

Company: Winmo)

Opportunity: During the Q1 earnings call, Stein Mart CEO Dawn Robertson said the company was developing a new marketing strategy in order to reach new customer segments.  The starting point of this test will be to shift marketing channels from traditional newspaper to digital, social and broadcast. This will include a new creative, which will be balanced with new sales promotion events. The new marketing will be tested in Q3 and a full rollout is expected in Q4. 

Robertson also told investors that a “detailed” digital marketing strategy is being developed to improve search engine marketing and SEO, omni-channel opportunities, social media marketing, mobile and “more.” Additionally, Robertson mentioned that Stein Mart is developing a strategic plan to “aggressively grow” its  e-Commerce business. 

Sellers, this opportunity is pretty straight-forward. Digital, social and mobile sellers whose focus is 30-to-70-year-old women with a “younger mindset” (more below) should be reaching out now.  

NSA Media handles media buying and planning for Stein Mart.

Additional Information

Target Audience: Stein Mart is currently working on strategy to attract the modern customer that includes our current demographics and “a slightly younger attitudinal customer.” Robertson pointed out that other retailers have tried to change their customer in the past, often with little success. “[Stein Mart],” she said, “[is] mindful of this, and we’ll certainly go about it very cautiously, not alienating our current customer base, while testing this younger thinking for our longer-term growth.”

Keep in mind that Robertson said the company is going after a “younger attitudinal customer” versus just young. she clarified: “This is not a focus on millennials at all, so don’t even think that. But it’s more about more modern product, modern product that women who go from 30 to 70 would wear. So it’s not necessarily an age, but more about modern product, and when we identify the vendors that will even help you understand it even better.”

Media Spend: According to Kantar Media, Stein Mart spent $16.8 million on measured media in 2015. The most money was allocated to print ($9.2 million) and broadcast ($6.8 million).

National TV Spend: So far in 2016, iSpot reports that Stein Mart has spent $2.2 million to air four national TV ads.  These spots aired for 10 days in March and 10 days in May. See chart for 2016 show targeting. For the same period 2015, Stein Mart spent $2.6 million to air national TV ads during shows such as “Wheel of Fortune,” “Mysteries at the Museum,” and “Chopped.”

For full 2015, Stein Mart spent $6.7 million on national TV ads. 

Digital Breakdown: For 2016, Moat reports that Stein Mart has run 45 display and three high impact ads on 76 publishers (<1% mobile). Top ad destinations include: mysanantonion.com, homedepot.com, mercurynews.com, gnomonwatches.com and msn.com (72% placed site direct versus programmatically).

Winmo)
1200 Riverplace Blvd.
Jacksonville, FL 32207
(904) 346-1500

Lorraine Ewing
Manager, e-Commerce Marketing
(904) 346-1500
lewing@steinmart.com

Susan Miller 
Director, Advertising & Marketing
(904) 346-1500
smiller@steinmart.com