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|
Gordmans ContactsContacts (5/8)
|Andy H.||President & Chief Executive Officer||NE|
Sample of Associated Brands
|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|
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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.
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.
12100 W. Center Rd.
Omaha, NE 68144
Senior Vice President, Marketing
Vice President and General Manager, E-Commerce