williams!sonoma

A repositioning proposition for
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williams-sonoma
December 2013
Constructed for Williams-sonoma by
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executive summary
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The Williams-Sonoma brand, though loved by consumers, is perceived as being over
priced without justification. New online retailers like Amazon.com offer many of the same
products offered by Williams-Sonoma at discounted prices. As a result Williams-Sonoma,
as well as other high end retailers, have suffered from showrooming. Customers come to
the store to look at products before purchasing them online.
In order to combat the issue of showrooming and justify Williams-Sonoma’s prices, this
plan will work to reestablish the exclusivity of the brand and work to bring customers into
the store to make purchases. The primary means of accomplishing this is through the
implementation of a loyalty program, new charity driven demonstration events as well as
sponsorship opportunities on television.
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table of contents
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AGENCY PERSONNEL
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SITUATION ANALYSIS
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Problem overview
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competitive environment
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research findings
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swot analysis
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TARGET AUDIENCE
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OBJECTIVES
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POSITIONING
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BRANDING
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BRAND MEDIA STRATEGY
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CREATIVE STRATEGY
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SAMPLE CREATIVE EXECUTIONS
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research citations
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AGENCY PERSONNEL
Josh Dolin
Account Manager
Sarah Reddinger
Research Director
“You’re never too old to be
young.”
-Snow White
“Research is what I’m doing when
I don’t know what I’m doing.”
-Wernher von Braun
Sarah Lynas
Creative Director
Ruby Santos
Production Manager
“For what do we live, but to make
sport for our neighbors, and
laugh at them in our turn?”
-Mr. Bennet
“Meditate. Live purely. be quiet. Do
your work with mastery.”
-Buddha
Bianca Martinez
Media Director
Tenzin Yonten
Account Planner
“Do it with passion or not at all.”
“We have to dare to be ourselves,
however frightening or strange
that self may prove to be.”
-May Sarton
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Problem overview
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Williams-Sonoma is currently known as an upscale kitchenware retailer. It is the
namesake brand of Williams-Sonoma Inc., which includes Pottery Barn, West Elm
and Mark and Graham. Recently the company has suffered from showrooming, where
consumers look for and try out products they want to purchase in-store and then buy
the product for less online. The products are frequently purchased on websites offering
discounted prices, like Amazon.com. Williams-Sonoma’s image has suffered because
of this. Rather than upscale and exclusive, Williams-Sonoma is now perceived as
being simply overpriced. Because it is perceived as overpriced, lower priced retailers
like Target and Macy’s have also become a threat to Williams-Sonoma. Additionally,
Williams-Sonoma has reported losses in five of the last seven quarters [13].
Williams-Sonoma needs to be perceived as a store that provides a unique and exclusive
experiences to the consumer that is worth a higher price. To do this, Williams-Sonoma
needs to be differentiated from lower priced retailers. Williams-Sonoma should capitalize on
the advantages of in-store experience that online retailers cannot match. A unique special
in-store experience will also differentiate Williams-Sonoma from its other competitors. This
experience will reinforce Williams-Sonoma’s exclusivity to consumers. A loyalty program
will also help reestablishing Williams-Sonoma’s brand exclusivity. Additionally, to strengthen
the Williams-Sonoma brand, the unique Williams-Sonoma experience should be expanded
across online and mobile platforms and not limited to in-stores only.
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Competitive Environment
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Amazon
Amazon.com Inc. is the global leader of e-commerce. Founded in 1994, the company is entirely online
and has no storefronts. Instead it has multiple warehouses and supply chains that ship products to
consumers around the world. The biggest threat Amazon poses to William-Sonoma is its online selection
of kitchenware and home goods. The website has thousands of products at competitive prices because
it uses many third parties. Amazon offers a membership program, Prime, which gives customers free
two-day shipping on all purchases and recommends future products based on their preferences. In
addition, Amazon has a wedding registry for gifts that allow items to be easily shared through email.
SALES
In 2012 the company reported $13,806,000,000 [1] in worldwide revenue and 30.4% [2] growth from the
previous year.
PRODUCTS
The online retailer sells nearly all of the same products as Williams-Sonoma, with the exception of
Williams-Sonoma private label products. However, many brands of cooking equipment and supplies that
are sold in Williams-Sonoma are also sold on Amazon.com.
Positioning
Amazon is positioned as the leader in online sales. It has become the go-to website when
consumers need almost anything because it has the largest selection available and competitive
prices. This is a very strong position that has resulted in Amazon’s position as the 11th largest
retailer in the United States [3]. The company is currently owning its position as the future of retail.
Customers enjoy the convenience and selection that Amazon promises, while also benefiting from
lower prices and fast shipping.
Branding
The Amazon brand stands for a wide selection of products at the cheapest prices, and with the
friendliest customer service. This is symbolized in their logo, which is an arrow from A to Z and also a
smile. As the leader of the online retail industry, the brand stands for innovation and expertise in online
sales and shipping.
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Competitive Environment
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Advertising
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Print
Television
Digital Media
Primarily the company advertises its own products such as the Kindle or publishing service. Some
advertisements promote the fast and inexpensive shipping service from the website. While Amazon
advertises on multiple media platforms, they do not directly advertise their selection for kitchenware.
The target market that Amazon is trying to reach with most of its ads are adults that make at least
$30,000/year. Amazon is also on social media sites such as Twitter, Facebook, and YouTube. Most of the
communication messages on these sites promote shopping on the website or the Kindle.
Press
Recently Amazon has been in the news for its holiday sales and advanced shipping. The online retailer
has new sales on merchandise every 10 minutes during “Black Friday Week.” This sale includes some
home goods and kitchenware that Williams-Sonoma also sells. In addition, Amazon has partnered with
the U.S. Post Office to deliver items on Saturday. Furthermore, the company has created thousands
of new jobs and donated money through its AmazonSmiles charity program. In this program, Amazon
donates 0.5% of purchases made to charities of the customer’s choice. Amazon has received lots of
positive media coverage lately for expanding sales, jobs, and citizenship.
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Competitive Environment
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Crate & Barrel
Crate & Barrel is one of the major home-furnishing retailer stores in the United States. Gordon and Carole
Segal founded this company in 1962. They saved $17,000 in order to open their first store in Chicago, IL.
Sales
Crate & Barrel has over 170 stores and is $1.4 billion in sales [4]. The company, now owned by the Otto
Group, is third with 4.8% market share (behind Williams-Sonoma, 8.2% and Bed, Bath and Beyond, 37.1%)
in the home-furnishings retailing industry [4].
Products
The products that are offered include furniture, home décor, bedding and cookware. In terms of
cookware, Crate & Barrel sells appliances and electrics, gourmet food, cutlery, bake ware, grilling and
kitchen tools. Their products are known as “upmarket.”
Positioning
Crate & Barrel has a follower position in home furnishing retailer category. According to stores.org, Crate
& Barrel did not rank on the 2012 Top 100 Retails list or the 2012 Top 250 Global Retailers [5]. It’s not in
a leading position. Although they are an upscale brand, the threat they pose on Williams-Sonoma is the
simplicity of their products. Williams-Sonoma is known for having unique and durable products, but they
are not for everyday use. Crate & Barrel has always been a simple and contemporary brand that anyone
can use at any time of the day. They own this position of being simple. However, this can also be seen as
a weakness. This position that they’ve owned since they first opened is clearly not getting them ranked on
charts. Unlike Williams-Sonoma, they lack exclusiveness to their products.
Branding
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Contemporary
Got its name from using crate and barrels to display products in a showroom [6].
Idea is to sell chic, contemporary designs at affordable prices
Fun and trendy personality
Simple and products can be used everyday.
People, Product and Presentation [6]
Advertising
Currently, Crate & Barrel uses a simple TV advertisement that focuses on the personal connection
that consumers make with their brand and products. The ad presents two words in black on a white
background with an ampersand between them, “again reflecting the brand name, and the pairs of words
appear one after another on-screen as the stories told by the commercials unfold.” Some examples
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include “Wink & Smile” and “Now & Forever” and finally finishing with “Crate & Barrel” [7]. They also use
this approach in their print ads. The ads focus on happy people in an organized and clean designed
room to depict the simplicity of the brand and to celebrate the essence that it brings [7].
The different types of social media that Crate & Barrel uses are Facebook, Twitter, Instagram, Linkedin,
YouTube, Google+ and they have an app for smart phones.
Press
Last year, Crate & Barrel received press coverage from news outlets about the company hiring TBWA\
Chiat\Day in Playa del Rey, Calif. to handle their creative account. This search came less than a year after
hiring Jennifer Olsen, CMO. This new change was expected to rise and attract younger customers [8].
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Competitive Environment
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Macy’s
Macy’s was established in 1858 and is one of America’s most iconic department stores. It is frequently
featured in pop culture and known for the Macy’s Thanksgiving Day Parade. Macy’s is considered an
omnichannel retailer [9] as it has a presence across numerous platforms including brick and mortar,
online, and mobile apps.
Products
Macy’s has many of the same products that Williams-Sonoma carries. However, they do not carry
William-Sonoma brand products, and they also do not carry outdoor or agrarian products. Macy’s food
and housekeeping products are significantly more limited than Williams-Sonoma’s inventory as well.
Sales
Macy’s has had an increase in sales over the last 7 quarters [10].
Positioning
Macy’s is currently positioned as America’s original department store retailer. This is a strong position
to hold and not one that can easily be overtaken given the amount of coverage Macy’s has had in pop
culture. As the original department store, Macy’s is in a leadership position as far as retailers go. Insights
from our focus group revealed that Macy’s weakness was its overload of sales communication. Focus
group members felt like the overwhelming amount of sales banners and communications cheapened the
brand giving it little appeal other than its low prices. The brand didn’t have a personality.
Branding
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Classic
Largest department store
Thanksgiving Parade & Santa Claus are associated
Pop culture references: Miracle on 34th Street, I Love Lucy, etc.
Company that cares
Wishes & magic - incorporated in the star logo
Warm hearted
Advertising
Macy’s uses extensive advertising techniques; ads for Macy’s can be found in newspapers, magazines,
online, email, and on television. Macy’s also makes use of several social media platforms: Facebook,
Twitter, Pinterest, YouTube, blogs, and has mobile apps. The primary message of their communication is
sales information and coupons. However, in social media Macy’s posts are primarily about fashion and
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different people participating in Macy’s events and projects as well as sneak peaks of the upcoming
parade. Though, on Twitter there is more sales information. Pinterest has various competitions as well as
many pages dedicated to fashion.
Press Coverage
Macy’s receives a lot of media attention for its Macy’s Thanksgiving Day Parade. Additionally it has been
featured in the media regarding it’s large renovation taking place in its flagship location as well as Macy’s
Black Friday advertising spots.
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Competitive Environment
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Target
Products
They sell kitchen and dining products that would be competition for Williams-Sonoma because of their
good reputation and dramatically different price. Target attracts the same market as Williams-Sonoma for
other daily goods, and sells similar kitchen products in their stores.
Sales
Target Corporation reported third quarter net earnings of $341 million, or $0.54 per share, which includes
EPS dilution related to the Canadian Segment of (29) cents per share. $0.84 in third quarter 2013, down
6.0 percent from $0.90 in 2012 [11].
Positioning
Target wants to be the family store that everyone can go to and buy quality products for less than
other stores. Their line of kitchenware is extensive and includes a wide range of costs. Their website
offers detailed information on the products and is user friendly. Target stores also have the same
selection of kitchenware. They have positioned themselves as “cheap chic,” which has attracted some
of Williams-Sonoma’s market because the products are cheaper, but still have a strong brand name.
Branding
Target’s bulls eye red dot and its slogan ‘expect more and pay less’ is well settled in consumers’ minds
and it is the go-to store for families when they want something that is high-quality and affordable. Target
is fast, friendly, and fun which creates positive in-store experiences for consumers.
Advertising
Target has a wide array of advertisements on TV, radio, billboards, social media and transit. The
company primarily advertises their cheap prices on household items, while also promoting their own
brand of home goods. They connect with consumers on multiple touch points and are easily recalled in
consumer’s minds when they need something.
Press
Target donated $50,000 for Tornado relief in the Midwest in 2013 [11]. They have a blog that is updated
frequently with all the community service projects they do. Target recently started a program called “Buy
Online, Pick Up in Store,” which allows customers to put together a shopping cart of items online and
then pick them all up in stores.
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Competitive Environment
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Target
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Competitive Environment
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Williams-sonoma’s current status
Founded on a passion for cooking in 1956 by Chuck Williams, the Williams-Sonoma brand is a leading
retailer in high quality cookware [12].
Sales
The Williams-Sonoma brand has experienced losses in 5 of the last 7 quarters [13].
Products
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Electrics
Food
Cutlery
Bakeware/Cookware
Outdoor/Tabletop & Bar
Cook’s Tools
Positioning
Williams-Sonoma is a leader in the quality cookware market. It focuses its efforts on those who are within
the top 40% of income earners, which helps it maintain its top position [14]. They strive to find a niche
in the market, which they then capitalize on by offering quality products and services [14]. By finding
untapped markets and creating a superior offering within it, Williams-Sonoma is a market leader. They do
not follow the trends; they create them.
Branding
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Canny branding and superior product [14]
Not just a merchant, but a lifestyle [14]
A household name, yet still exclusive
High performance retailer, pushed boundaries by offering cooking classes, demonstrations, tastings [15]
Advertising
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Direct Marketing - Catalogs (3.8 million) [16]
Print Ads - Limited advertisements
Social Media - Facebook, Twitter, Instagram, Taste Blog, YouTube, Google+, Tumblr
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Williams-sonoma
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primary
FOCUS GROUP FINDINGS
A focus group was held on Nov. 19. There were five attendants; four were female and one was male.
What brands come to mind when quality cookware is mentioned?
Cuisinart, Calphalon
Where do you like to purchase cookware?
All answered in-store, a few mentioned online (Amazon), and one said Pampered chef.
What is important to you when purchasing cookware?
The answers were simple and straightforward: durability, affordability and aesthetically pleasing.
Write descriptive words for each brand:
Amazon: wide-variety, reasonable prices, and efficiency.
Crate and Barrel: expensive, pretty, trendy, and limited.
Macy’s: high-end, but still affordable.
Williams-Sonoma: expensive, fun, high-end, pretty, and eclectic.
Have you ever used products from Williams-Sonoma?
“Yes, they’re great! However, they’re not practical or for everyday use.” Another participant agreed,
saying that it’s too expensive to be an “everyday” Williams-Sonoma user. Another said that they had only
purchased gifts from Williams-Sonoma. Overall, the response was that it’s a fun, quality store, but too
expensive to purchase items regularly.
Describe your consumer experience for each brand:
Amazon: Nearly the entire group had positive praise. They enjoyed the wide selection that is
accompanied by very low prices. One remarked that it’s easy to shop, as there are online reviews so
you can get opinions and then decide whether or not to purchase. One participant said that they like to
actually see the product before they buy it, so it’s not a retailer they often buy from.
Macy’s/ Crate and Barrel: the reviews were full of neutrality, offering neither praise nor critiques.
How frequently do you use products from each brand:
Amazon: Occasionally to regularly
Crate and Barrel: Never
Macy’s: Occasionally to regularly
Williams-Sonoma: Occasionally to regularly
What can you recall about each brand’s advertisements:
Macy’s: primarily seen through email, newspaper and television.
Crate and Barrel: seen on television and online, usually as a sponsored advertisement.
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Williams-Sonoma: no one could recall seeing one.
We then showed the group the Williams-Sonoma website and gauged their reactions.
The general response was that the layout and images were very beautiful. It’s a website that makes you
“want to look at it,” one said. Upon further questioning, most said they could not see any initial sales
promotion. As they looked more closely, they noticed that there were some actual sales promotions, but
they were too minimal. “You have to be paying attention,” said one participant.
We then showed them the Macy’s website.
The website had a very prominent sales promotion for a shipping discount. When compared to
Williams-Sonoma’s website, they actually saw that the latter had the better deal. The problem was,
it wasn’t nearly as noticeable. As one participant noted about the Williams-Sonoma website, “it’s so
beautiful, it distracts from the tiny sales promotions they do have.”
Would you like to see Williams-Sonoma more interactive on social websites?
The general consensus was that it wouldn’t make a difference. However, when surveyed about a
possible Williams-Sonoma app, nearly everyone said they would thoroughly enjoy and utilize it.
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Secondary
Through the secondary research we conducted, we discovered further insightful details regarding
Williams-Sonoma. A strength identified directly by Williams-Sonoma is “integrated multi-channel retail
offering [17].” Additionally, they identify online retail channels as an opportunity for growth. Thus, we
need to expand online retail options and sales in order to more successfully grow the brand. WilliamsSonoma, Inc. cited the compound the 16% annual growth rate (CAGR) of online retail stores from
2009-2012 as a major reason for the necessity of building their online retail channel [17]. Furthermore,
Williams-Sonoma confirmed the threats that we had previously identified. They denote both regional and
national retailers as threats, which include Crate and Barrel, and major departmental stores [17].
Further research provided the target demographics of Williams-Sonoma. These were segmented into
age, income and the estimated number of U.S. households that meet the set criteria. The target age
is 40-55 years old; the target income is $100,00+ [18]. As of 2003, the estimated number of U.S.
households that meet this criterion is 7,550, which is approximately 6.9% [18]. The estimated target
population, as of 2003, was slightly over 20,000 people, which confirms our “key idea” that WilliamsSonoma is an exclusive brand [18].
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Secondary continued
loyalty program
A recent study also concluded that loyalty programs are especially popular with this demographic.
Mintel reports that women are more likely than men to participate in loyalty programs, and these
programs are usually at department stores, supermarkets, or specialty retailers. In addition,
respondents to this survey with household incomes of $150,000+ were most likely to belong to loyalty
programs at these specialty stores [23]. And lastly, the enrollment in these programs increased with
age [23]. Williams-Sonoma’s target market is primarily women over the age of 30 who have a household
income over $100,000. This research is evidence that the target market for Williams-Sonoma would
respond positively to a loyalty program which could increase sales and customer loyalty.
CAUSE-RELATED MARKETING
Cause-related marketing, in which merchants and manufacturers partner with nonprofits for charitable
purposes, will generate $1.8 billion this year, double that of a decade ago. They realize the benefit to
their reputation and bottom line by linking sales with social responsibility [22].
Cause Marketing Forum reports that in 2012, 47 percent of customers have purchased a brand, at least
monthly, that supports a cause, representing an increase of 47 percent from 2010. Similarly, a 2011
report published by Do Good Do Well LLC reports survey results indicating 55 percent of consumers
having made a cause-related purchase in the previous12 months [20].
Perhaps more significantly, 56 percent of consumers indicated a willingness to travel up to 10 minutes
out of their way to make a purchase if a cause they care about benefits. Surveys by others suggest
similar results, thus supporting the valuable benefit to businesses for engaging in cause-related
marketing programs [20].
During the past decade, cause-related marketing has become the fastest-growing category of U.S.
sponsorship spending, with average annual growth rates of more than 12% [21].
Overall, previous research has shown that cause-related marketing can positively influence customers’
attitudes and purchase behavior [21].
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Survey results
A survey was constructed and distributed via surveymonkey.com. The final results include 29 respondents.
How often do you cook?
Do you buy Williams-Sonoma products primarily for
yourself or as gifts for others?
3%
Equally for myself and others
Never
Never
14%
29%
Not
Not often
Often
36%
36%
Somewhat
Somewhat often
Often
For
For others
Others
For
For myself
Myself
Very
Very often
Often
54%
28%
How often do you buy from Williams-Sonoma?
Do you own a smartphone?
7%
21%
15%
Never
Never
No
No
Not
Not often
Often
Yes
Yes
Somewhat
Somewhat often
Often
Very
often
Very Often
93%
64%
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Are you male or female?
What types of media do you regularly use?
26
22
19
11
Internet
Internet
25
Magazine
Magazine
20
Newspaper
Newspaper
15
Radio
Radio
10
Television
Television
23
Male
5
5
10
Female
0
How much total combined money did all members of HOUSEHOLD earn last year?
Number of Respondents
12
11
Prefer not to answer
10
$200,000+
8
$125,000-$174,999
6
6
4
4
$75,000-$124,999
4
$0 to $74,999
3
2
0
Which category includes your age?
15
Number of Respondents
15
60+
50-59
12
40-49
9
3
0
30-39
5
6
1
2
4
1
21
21-29
18-20
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Opportunities
strengths
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Quality, durable products
Aesthetic appeal
Brand name
Style & charm
Well known (est. 1956)
Store front appeal & windows
Smells & taste
Unique products
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Store fronts
Highlighting WS brand products
Loyalty programs
Social media
Giada de Laurentiis association
Website aesthetic
Charity
Mobile app
Weaknesses
Threats
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Lack of digital presence
Prices
Lack of communication
Customer service
Complimentary refreshments not WS
exclusive products
• Lack of loyalty program
• Store experience
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Amazon & online retailers
• Lower price stores (Target, outlet
stores)
•Showrooming
• Economy
• Public opinion
Goal statements
To capitalize on the strong brand name that Williams-Sonoma has built, a loyalty program will be
introduced. It will make consumers feel exclusive and further establish the Williams-Sonoma brand as
the golden standard in kitchenwares.
In turn, the new loyalty program will justify higher prices by providing member exclusive events,
discounts and information.
Williams-Sonoma’s unique in-store experience can be utilized to promote community and charity events.
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Target audience
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Williams-Sonoma’s target audience are people from the upper-income level and are middle-aged.
Their average annual income would be at an estimated $100K or above, which would allow them to
be able to consistently purchase Williams-Sonoma products. Yet, as these consumers’ larger incomes
decrease due to changes in lifestyle or the economy, so do their discretionary purchases. Despite this,
Williams-Sonoma customers remain loyal to the brand, taking pride in purchasing products that are of
the best quality and are from a brand that represents years of tradition. These customers represent the
human version of the brand’s personality: classy, elegant, traditional, precise, warm, comforting, refined,
privileged, current, and American.
When it come to products they purchase for themselves and their family, Williams-Sonoma customers
have high standards. They want the gourmet golden standard in all aspects of life, especially in the
kitchen. Be it when they are dining with family or guests, Williams-Sonoma customers want to be using
what the professionals use because they are durable and unique just like them. They tend to enjoy the
exclusiveness of the brand, while being able to take part in in-store demonstrations and experiences.
Demographics
Age: 30+
Gender: Both men and women, primarily women
Marital status: Married
Education: College +
Income: $100,000+/year per household
Social class: Older affluents
Psychographics
Personality
Our target audience is conservative and of upper-income. One member of the household most likely
does not need to work and enjoys planning parties and events. They have a lot of hobbies and
socializing with like-minded people. They are also fashionable and concerned about their appearance
and image.
Lifestyle
Leisurely people who have time and money and enjoy cooking and entertaining. They are concerned
about status and enjoy showing off high quality products.
Features & benefits sought
They are looking for high-quality products that have a strong brand name attached to them. They want
pretty products to make the food appear elegant. They are also looking to be a member of a community
to share ideas and interests.
Relationship to the product
We are targeting current customers with our loyalty program and new customers with demonstrations
and classes.
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Objectives
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Sales Objectives
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Revert the losses in quarterly sales into gains by December 1, 2014.
Increase market share from 8.9% to 15% by December 1, 2014.
Increase in number of units sold by 10% by December 1, 2014.
Communication Objectives
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Convince consumers that Williams-Sonoma is exclusive, charitable, and worth the expense
Create awareness about cooking classes, loyalty program, charity donations, and app
Promote Williams-Sonoma brand products as superior
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Positioning statement
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To upper-income, middle-aged people who enjoy cooking, Williams-Sonoma is the
brand of gourmet kitchen and home wares that provides high-quality products and
unique in-store experiences because the products are trusted by consumers and the
stores foster an exclusive community for passionate food lovers.
Desirable
Williams-Sonoma is high-quality, beautiful, and has a strong brand name. The tool for the job.
Distinctive
Williams-Sonoma is the only kitchenware retailer that offers unique in-store experiences and classes.
Deliverable
Williams-Sonoma holds the standard for high-quality equipment and deliver exclusivity with a loyalty
program and small target audience.
Durable
Williams-Sonoma has a history of being the retailer of high-quality products and services, and the
products will remain exclusive with a loyalty program and high prices.
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Branding
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Williams-Sonoma new position
Big idea & brand promise
Williams-Sonoma is the standard of excellence in kitchenware products.
Key idea
Quality kitchenware that is exclusive.
Brand personality
Classy
Elegant
Traditional
Precise
Inviting Warm
Comforting Refined
Privileged Current
American Prestigious
Brand essence
Gourmet golden standard
Brand attributes
Exclusivity
Quality
Professional tools
Unique
In-store events and experiences
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FUNCTIONAL BRAND BENEFITS
Quality
Durability
EMOTIONAL BRAND BENEFITS
Emotional benefits
Features
Cooking community
bonding experience, happiness
and friendship
Exclusivity
feeling special, feeling superior
Professional tools
feeling skilled, safe, satisfied
and having joy for the craft
Uniqueness
feeling special and proud
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Brand media strategy
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TV Advertisement: Food network sponsorship
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Rather than a commercial for Williams-Sonoma, we would like to be promoted through sponsorships
on Food Network, specifically Giada De Lourentiis’ show, Giada at Home. The sponsorship
messages would feature Williams-Sonoma products in use by Giada with a banner sponsor
message.
Williams-Sonoma’s target audience frequently watches television. A presence on television would
establish Williams-Sonoma as the gourmet golden standard with viewers while avoiding the clutter of
commercials and maintaining an exclusive feel.
Magazine Ad: Gourmet, bon appetit, cook’s, better homes & garden
•
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These ads will be placed in the appropriate magazines because the readers of these magazines
have similar psychographic and demographic variables to the Williams-Sonoma target market which
will make the ads effective.
The magazine ad would promote our new mobile app and the charity event that Williams-Sonoma
sponsors.
Out-Of-Home: mall kiosk poster
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Our target is audience is most likely to be shopping at other upscale retailers in the same area. The
display boards will reach more of the target audience when they are already in a shopping mindset.
This is to take advantage of the store fronts Williams-Sonoma already has, and to promote in-store
events.
The goal of these posters is to create awareness about the store’s location and offerings.
Digital Media: facebook & smartphone app
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More activity and interacting on Facebook - Engage with their target market through contests,
promotions and new updates. This will lead to stronger relationships with the customer. Focus group
participants utilize Facebook more than any other social media site.
Mobile App - This app will interact with the consumers by giving them special deals and updates.
Williams-Sonoma does not currently have a mobile app, and results from the focus group show a
strong desire from the target market for an app. The creation of an app would increase participation
and interaction with the target market by providing recipes, store locations, online shopping,
calendar of events, and Gourmet Society membership login.
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Public Relations: demonstrations, loyalty program, celebrity guests
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Every other week, Williams-Sonoma will be hosting cooking demonstrations at all locations. These
events will be open to the public (unless otherwise stated). This will make the cooking community
stronger.
Because research shows that people are more likely to make purchases when they are closely
tied to a cause, Williams-Sonoma will plan cooking events that benefit charities related to social
problems such as hunger.
Loyalty Program- The Gourmet Society is an exclusive club at Williams-Sonoma with the goal of
increasing customer loyalty. Membership is free and provides members with a birthday coupon,
monthly newsletter, invitation to exclusive events, and a transferable point system that adds up to
discounts. This will reward loyal customers and the make the brand desirable and exclusive.
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Creative strategy brief
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Product being advertised
Williams-Sonoma stores
Sales Objectives
-Revert the losses in quarterly sales into gains by December 1, 2014.
-Increase market share from 8.9% to 15% by December 1, 2014.
-Increase in number of units sold by 10% by December 1, 2014.
Communication Objectives
-Convince consumers that Williams-Sonoma is exclusive, charitable, and worth the expense.
-Create awareness about cooking classes, loyalty programs, charity donations, and app.
-Promote new technological products.
-Promote Williams-Sonoma brand products as superior.
Target Audience
Primarily women (ages 30+) in married households with an annual income over $100,000 who are
college educated. The target is upper-class and has free time which they use to plan parties and
entertain guests. They are current Williams-Sonoma customers who need to be reminded that the brand
is exclusive, high-quality and improves their personal image.
Desired Action
•
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Consumers visit stores and purchase products
Consumers take classes in-stores and form a community
Consumers become exclusive Williams-Sonoma purchasers
Key Insight
Consumers purchase Williams-Sonoma brand products because they are exclusive and signal a level of
sophistication.
Promise/Benefit Statement
Williams-Sonoma promises customers products of the highest quality and in-store experiences that
foster a community of food-lovers.
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Creative strategy brief
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Support
90-day product warranty, high quality materials (copper core, aluminum), unique baking supplies, five
decades of research and development, cooking classes, social media interaction, blog.
Brand Personality
Classy, elegant, traditional, precise, inviting, warm, comforting, refined, privileged, current, American.
Brand Essence
Gourmet golden standard
Tone and Manner
Classic, refined, elegance.
Media to be used
Print (Gourmet Magazine, Bon Appetit, Better Homes & Gardens), Television sponsorship (Giada at
Home), Digital (Mobile app, social media), PR (special celebrities and events in stores, loyalty program).
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Contact: Chuck Williams
Tel: 505-660-2459
Email: cwilliams@ws.com
FOR IMMEDIATE RELEASE
OCTOBER 15, 2014
WILLIAMS-SONOMA STORES TO HOLD COOKING CLASSES
TO BENEFIT NO KID HUNGRY
Throughout the month of November, Williams-Sonoma stores nation-wide will be hosting cooking
classes and demonstrations with the proceeds benefiting No Kid Hungry.
Starting on Nov. 1, and continuing on every Saturday following, the retail chain locations will be
teaching customers how to prepare Thanksgiving meal dishes.
The classes are free and open to the public, but donations will be accepted and 100 percent of the
proceeds will be used to fight childhood hunger in America.
Williams-Sonoma spokesman Chuck Williams said that the holiday classes will be interesting for
customers and beneficial to the charity.
“Williams-Sonoma is known for hosting unique in-store experiences, and this will allow our
customers to learn techniques for preparing their own Thanksgiving meals while contributing to a
worthy cause,” Williams said.
No Kid Hungry is a charity campaign managed by Share Our Strength, a nonprofit organization
with the mission of ending global hunger. The campaign connects children in need with nutritious
meals and teaches families how to cook healthy affordable meals.
“Customers enjoy learning how to cook from our in-store demonstrations,” Williams said. “And
No Kid Hungry works to teach America how to prepare healthy meals, so it is a great partnership.”
The classes will take place from 10 a.m. to 2 p.m. every Saturday during the month of November in
Williams-Sonoma stores. The recipes being demonstrated include: Sweet yam casserole, mashed
potatoes with truffles, lobster pot pies, bourbon pecan pie and pumpkin cake.
Suggested donation for attending the classes is $5 per person.
For questions or media inquiries, please contact Chuck Williams at 505-555-2459 or
cwilliams@ws.com.
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magazine ad
W I L L I A M S - S O N O M A
GOurMet SOcIety
You are invited to join our community of passionate food lovers.
Enjoy special sales, discounts, newsletters and events.
To join, visit your nearest Williams-Sonoma location
or download our new app.
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kiosk poster
Williams-sonoma
Join Williams-sonoma’s Gourmet society for
LT hea nak srgni v iinng gk i T cah enndD e mSohn saT rraTi ino ngs
Learn to prepare delicious Thanksgiving meals and
provide a meal for a hungry child. Visit store for details.
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digital media
mobile app
loyalty card
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