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Gordmans | Company Profile, Marketing Contacts, Media Spend, Brands




Gordman's is an operator of discounted department stores. The company offers clothes, accessories, footwear, gifts, designer fragrances, fashion jewelry, furniture, and home fashion products. Gordman's is headquartered in Omaha, NE and manages locations throughout the United States.

Main Telephone (402) 691-4000
Main Fax (402) 691-4269
Primary Address
1926 South 67th Street
Omaha, NE 68106
USA

Gordmans Contacts

Contacts (5/8)
Name Title State
Andy H. President & Chief Executive Officer NE
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (402) 691-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1926 South 67th Street
Omaha, NE
68106
USA

James B. Chief Financial Officer NE
Amy M. Senior Vice President, Marketing NE
Michael H. Vice President, Marketing & Creative NE
Stacey T. Vice President & General Manager, eCommerce NE

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Gordmans *******
gRewards *****

Agency Relationships


Brand Agency Service From To
******** *****, ***** & *******, ***. media buying & planning unknown present
******** ******/***** Creative, Digital 2015 present
******** ***** ******** public relations unknown present

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DailyVista

Digital, TV Opps: Former No. 1 Gordmans launches BTS campaign after hiring new AOR


Subject: TV, print, online, digital, radio, social media, adtech, martech sponsorship, cause marketing

Company: Gordmans, the Omaha, Neb.-based discount apparel and home goods retailer that operates 94 stores in 55 markets and 20 states.  

Opportunity: Former No. 1 on the DeVito/Verdi. Targeting back-to-school (BTS), buys are already secured for August, September and October. However, Andrew Hall, president and CEO, did say during the Q2 earnings call that additional broadcast buys could be considered if management thought ROI was worth the additional spending, though it’s “probably unlikely that we would need to do that.” So, while it’s unlikely that Gordmans will consider buys, it appears that they don’t want to shut themselves off from innovative ideas either. 

Therefore, use a soft pitch to see if any last minute BTS dollars are on the table, but focus your approach more on ongoing digital ad increases tied to the recent e-commerce launch and higher advertising for Thanksgiving (Black Friday) compared to past years (research here). Planning shouldn’t be far off for Mother’s Day, as well. Sellers with high engagement rates among millennial females, especially moms, should have an advantage. 

Additional Insight

Media Spend: Gordmans typically spends $5 million annually on measured media, but only $2.5 million was spent last year, according to Kantar Media. Outlays this year and beyond should return to historical levels and may even increase, because the executive team is now stable and working to turnaround the business. Since 2012, spot TV ads have made up about 90% of Gordmans' ad budget. 

Digital Breakdown: Since Aug. 1, nine display ads have run on 602 publishers (<1% mobile), 97% of which were placed programmatically. Local paper publishers are comprising most of the activity, followed by entertainment sites like tinychat.com, gsn.com, radaronline.com and datehookup.com. One high impact ad has appeared on Cincinnati.com.

This is a huge boost in activity over last year, when only four “Now Hiring” display ads ran on two publishers (<1% mobile): tylerpaper.com and stltoday.com. 

Gordmans 
12100 W. Center Rd.
Omaha, NE 68144
(402) 691-4000

Amy Myers 
Senior Vice President, Marketing
(402) 691-4000
amy.myers@gordmans.com

Stacey Townsend
Vice President and General Manager, E-Commerce
(402) 691-4000
stacey.townsend@gordmans.com