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|Main Telephone||(817) 625-4157|
|Main Fax||(817) 625-4167|
|Misty L.||Global Chief Marketing & Performance Officer||TX|
Sample of Associated Brands
|Nathan I.||Vice President, Technology||TX|
|Jeremy H.||Vice President, Products & Services||TX|
|Danielle S.||Group Account Director||TX|
|Casandra J.||Account Director||TX|
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Female Media Opps: Pier 1 continuing marketing investments, improving e-Commerce experience (Score 57)
Subject: Digital, online, video, mobile, TV, martech, adtech
Company: Pier 1 Imports, Ft. Worth, Texas-based homegoods retailer with more than 1,000 locations in the US, Canada and Mexico.
Opportunity: During the Q2 earnings call, CEO Alex Smith mentioned that the company will add a new gift registry to digital marketing next month. From January onwards, it will be called out in retail mailers.
Current media strategy includes digital and print, TV and customer loyalty. Messaging is aimed at attracting more casual shoppers and new customers, though Smith declined to break out spend by channel, citing the fact that "they're all important" and spend is up in all three. In Q2, Pier 1 has directed "greater resources" to direct mail for H2, with planned circulation up from H1. He added that digital strategy will support and build on Pier 1's new creative campaign, which "re-energizes" the "Find What Speaks To You" tagline. Digital spend is allocated mostly to email, search and display ads.
For TV, Pier 1 was off-air during the summer, but returned to the channel with a promotional spot around Labor Day. At the beginning of September, three new fall spots launched, what Smith calls an "important and strategic" investment heading into the fall and holiday season. He also pointed out that Pier 1 sees a direct-to-site traffic spike when spots air, so look for continued TV investments in 2017.
As far as print in concerned, Pier 1's current strategy involves abandoning magazine buys, as they were not viewed as a "strong vehicle" for acquisition as TV or digital. Therefore, print spend has been re-allocated to circulars and direct mail. He noted that print spend can be adjusted very precisely, usually about three or four months out.
The Richards Group are both over average tenure, there's more potential for shifts here.
E-Commerce Plans: CEO also pointed out during the call that Pier 1 is building out a few new e-commerce capabilities. These include drop ship and Google Express, which will begin testing in October. Also slated for October are "back in store" alerts and a "multitude" of improvements to enhance search on the site. And come January, Pier 1 is rolling out improvements to its product detail pages.
Media Spend: According to CFO Jeffrey Boyer, Pier 1's marketing spend for Q2 2017 was approximately $33 million.
Note that Pier 1 did not spend any money on national TV ads in 2015, but $26.9 million was deployed in the channel in 2014.
Digital Breakdown: According to Pathmatics, Pier 1 has spent $768,000 on 937 desktop ads (238.5 million impressions). Impressions were bought mainly through ad networks Sociomantic (42%), Google AdX + AdSense (16%) and Steelhouse (12%), with another 16% purchased site direct. Top ad destinations include dailymotion.com, reddit.com, apartmenttherapy.com and youtube.com.
Pier 1 has also spent $125,000 on mobile ads this year (61.3 million impressions) and $345,000 on video ads (25.5 million impressions).
Pier 1 Imports
100 Pier 1 Pl.
Fort Worth, TX 76102
Executive Vice President, Marketing
Senior Vice President, e-Commerce
Vice President, Marketing, CRM & Analytics (promoted Jan. 2016)