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Shoe Carnival, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Shoe Carnival, Inc., headquartered in Evansville, IN, is a retailer of family footwear. The company operates stores throughout the U.S. and sells men's, women's and children's footwear as well as accessories such as handbags, wallets, socks and shoe care items.

Main Telephone (812) 867-6471
Main Fax (812) 867-3625
Primary Address
7500 East Columbia Street
Evansville, IN 47715
USA

Shoe Carnival, Inc. Contacts

Contacts (5/13)
Name Title State
Cliff S. President, Chief Executive Officer & Chief Merchandising Officer IN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (812) 867-6471
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7500 East Columbia Street
Evansville, IN
47715
USA

Wayne W. Chairman IN
Kerry J. Chief Financial Officer, Treasurer & Chief Operating Officer IN
Timothy B. Vice President, Store Operations IN
Todd B. Senior Vice President, Marketing IN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Shoe Carnival, Inc. ********

Agency Relationships


Brand Agency Service From To
**** ********, ***. ********* ***. AOR - creative, media buying & planning 2008 present

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WinmoEdge

Momvertising, Kid Media Opp Update: Shoe Carnival launches BTS campaign (Score 55)


Subject: print, online, video, TV, social media, in-store

Company:  Shoe Carnival

Update (7/20): The article we published about Shoe Carnival's new back-to-school campaign needs a few clarifications.

Ultimately, 22squared was responsible for the digital, print, in-store elements and sweepstakes. And while izo has "excelled" at digital-first campaigns in the past, this marks the first broadcast campaign it has been involved with, per a press release concerning the new campaign. 

Sellers, while there might not be much opportunity for this campaign specifically, note that shoe marketing tends to be seasonal, so be sure you are reaching out to secure revenue for winter 2016 and spring 2017, with this target market in mind.

You can read more DV's take on Shoe Carnival's marketing below. Note that both 22squared and SC's SVP of marketing have been around since 2008. These factors, among other variables, indicate that an agency change could occur within the next 15 months.

Additional Information

Loyalty Marketing: In the last earnings call, Shoe Carnival execs announced that Erin O'Brien was joining the company as director of CRM and loyalty marketing. CEO Cliff Sifford said that on a "go-forward basis," Shoe Carnival plans to better mine customer data into certain segments and categories and then be able to market special offers and communications to them based on their Shoe Carnival shopping habits.

Future plans also include buy online, pick-up in store and online ship-to-store options. Note that at the end of January, Shoe Carnival launched its mobile app, and Sifford believes these multichannel efforts will sustain long-term growth for the company. 

Media Spend: Kantar Media reports that Shoe Carnival spent $17.9 million on measured media in 2015 - down 2.2% from 2014. Most of Shoe Carnival's spend is allocated to broadcast ads, followed by search, OOH and radio.

National TV Spend: According to iSpot, "Turning Heads" has aired since July 17, and Shoe Carnival has spent $345.000 on the spot so far. A little over 40% of the airings have take place during primetime, with 33% occurring during the weekend (both day and afternoon). Thus far, top targeted shows are "Botched," "George Lopez," "Keeping Up With the Kardashians" and "SpongeBob SquarePants" on channels such as "Nick, E! and Freeform (formerly ABC Family).

For 2016 so far, Shoe Carnival has run four national TV spots, including the new "Turning Heads." The company has spent $1.6 million  to air these ads. See chart for 2016 show targeting.

Digital Breakdown: So far this year, Shoe Carnival has run 41 display ads on 281 publishers (<1% mobile), Moatreports. Top ad destinations include: eonline.com, teenick.com, weather.com, shoebuy.com and cashbackmonitor.com (9% placed site direct versus programmatically). No high impact or video ads have been run this year. For the same period 2015, Shoe Carnival ran 17 display and two high impact ads on 68 publishers (66% mobile; 31% site direct).

For full 2015, Shoe Carnival ran 81 display, 13 high impact and one video ad on 81 publishers (57% mobile; 86% site direct). Note that since 2014, digital placements have been highest on arts & entertainment, news and shopping sites during Q3/Q4.

Shoe Carnival 
7500 E. Columbia St.
Evansville, IN 47715
(812) 867-6471

Todd Beurman
Senior Vice President, Marketing
(812) 867-6471
tbeurman@scvl.com

Erin O'Brien
Director, CRM & Loyalty Marketing (since Feb. 2016)
(812) 867-6471
eobrien@scvl.com