Williams-Sonoma, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Williams-Sonoma, headquartered in San Francisco, CA., is an American consumer retail company that manufactures and markets kitchenwares, furniture and linens, and other home furnishings and gift items. The company's brands include Williams-Sonoma, Pottery Barn, Pottery Barn Kids, West Elm, and PB Teen.
|Main Telephone||(415) 421-7900|
|Main Fax||(415) 439-8261|
Williams-Sonoma, Inc. ContactsContacts (5/28)
|Laura A.||President, Chief Executive Officer & Director||CA|
Sample of Associated Brands
|Felix C.||Executive Vice President & Chief Marketing Officer||CA|
|John S.||Executive Vice President & Chief Digital & Technology Officer||CA|
|Julie W.||Executive Vice President & Chief Financial Officer||CA|
|Sandra S.||President & General Manager - Pottery Barn||CA|
|Pottery Barn Bed + Bath||*|
|Pottery Barn Kids||*******|
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Digital Opps: Williams-Sonoma ‘transforming' 2016 marketing to tout value proposition
Subject: digital, direct email, social media, print, ad tech, ad-tech, CRM
Company: Winmo), headquartered in San Francisco, is a retail company that manufactures and markets kitchenwares, furniture, linens and other gift items. The company's brands include Williams-Sonoma, Pottery Barn, Pottery Barn Kids, West Elm and PB Teen.
Opportunity: CEO Laura Alber said the company is “transforming” its marketing in the Q4 earnings call. This means strengthening marketing around the value propositions of each brand and increasing differentiation in the cluttered home and kitchenwares market. Specifically, she said W-S would be “aggressive” about marketing these differentiators – such as material, construction, design and social consciousness – and will better leverage content to emphasize W-S’s message across all marketing channels.
Remember that W-S has been increasing digital and mobile investments during the last year (more here). In fact, display activity doubled in 2015 compared to 2014, so digital sellers who focus on female consumers – particularly millennial brides and foodies – should seek revenue (see digital breakdown below).
However, Alber referred to W-S’s brands as “highly aspirational and relatable at the same time.” To this end, for namesake Williams-Sonoma, new strategies are designed to engage every demographic from millennial to baby boomer with products supported by “elevated marketing and branding.” Center your pitch on Q3 and Q4, traditionally W-S’s top advertising periods.
Last year, W-S pulled digital in-house, like most marketing already is. Agency readers – pitches that can differentiate the brand while appealing to the widest possible market could be received favorably,.
New Product Launch: In 2016, Williams-Sonoma will grow its branded products line. This includes expanding its open kitchen line “to appeal to a broader demographic while satisfying the needs of our core customer.” The brand is also planning on increasing the number of new and exclusive products from its branded vendor partners this year.
Williams-Sonoma Home will also be expanded and the company will invest in marketing to extend its reach as well.
Media Spend: According to Kantar Media, W-S spent $13.5 million on measured media through Q3 2015. Note that this is more than FY2014 spend, which was $10.9 million. Most of this spend was allocated to search ($4.7 million) and display ads ($6.3 million). The remainder, $2.5 million, went to print ads (mostly magazines).
Digital Breakdown: For 2015, W-S ran 1,085 display ads on 5,229 publishers (<1% mobile). Top ad destinations included thekitchn.com, marthastewartweddings.com, weddingwire.com and nbcnews.com (22% placed site direct). W-S also ran 29 high impact ads, but no video ads, last year. This is a sizable increase from 2014, when 268 display and seven high impact ads were run on 1,739 publishers (38% site direct), Moat reports.
So far in 2016, W-S has run 232 display and five high impact ads on 839 publishers. While old standards, such as marthastewartweddings.com and yahoo.com show up in the top publishers, sellers should note a slight shift in targeting. Also breaching the top 10 publishers are epicurious.com and foodandwine.com, which is is line with last year’s pronouncement that W-S would increase its presence in the food community.
3250 Van Ness Ave.
San Francisco, CA 94109
Chief Marketing Officer & Executive Vice President
(415) 421-7900 ext. 3984
Vice President, Brand Marketing (since April 2015)
Vice President, e-Commerce & Marketing