Michaels Stores marketing strategy breakdown

About Michaels Stores

Michaels Stores was founded in 1973 by Michael J. Dupey in Dallas, Texas. The company specializes in arts and crafts supplies, offering a wide range of products for DIY projects. Over the years, Michaels has grown to become a popular destination for creative individuals looking for quality materials at affordable prices. With its extensive selection and convenient locations, Michaels has had a significant impact on the retail industry, catering to the needs of crafters and artists alike.

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Michaels Stores marketing strategy

Michaels Stores utilizes a variety of marketing tactics to reach its target audience of DIY enthusiasts and crafters. From targeted promotions to a strong omnichannel presence, the company ensures that customers are engaged both online and in-store. By focusing on creative and inspiring content, Michaels aims to drive brand loyalty and increase sales among its niche market. The outcome of these strategies is to establish Michaels as the go-to destination for all things crafting and DIY, ultimately leading to increased market share within the industry.

General Info

Founded

1973, Chicago, IL

Headquarters

Irving, TX

Michaels Stores marketing mix

Michaels Stores, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Michaels Stores strategically use the product aspect of the marketing mix by offering a wide range of crafting supplies and materials to appeal to their target audience of DIY enthusiasts and creative individuals. By constantly updating their product selection and introducing new items, Michaels ensures that customers have access to the latest trends and innovations in the crafting industry. This approach helps Michaels Stores maintain a competitive edge in the market and drive customer loyalty through a diverse and high-quality product offering.

Price

Michaels Stores strategically utilize pricing in their marketing mix to attract their target audience of arts and crafts enthusiasts. By offering competitive prices on a wide range of products, Michaels aims to drive sales and increase customer loyalty. The outcome of these pricing strategies is increased foot traffic in stores and higher online sales, ultimately leading to greater revenue for the company.

Place

Michaels Stores strategically utilize the "Place" aspect of the marketing mix by ensuring their physical stores are conveniently located in high-traffic areas. This allows them to reach their target audience of arts and crafts enthusiasts who prefer to shop in-store rather than online. The intended outcome of this strategy is to drive foot traffic to their stores and increase sales through a more personalized shopping experience.

Promotion

Michaels Stores utilize the promotion aspect of the marketing mix by running targeted advertising campaigns across various channels such as social media, email, and in-store signage. These promotions highlight new products, seasonal discounts, and special events to attract their target audience of DIY enthusiasts and crafters. The intended outcome of these strategies is to drive foot traffic to their stores, increase online sales, and build brand loyalty among their customer base.

By strategically managing these four elements, Michaels Stores can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Search engine traffic

Michaels Stores places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Michaels Stores attract a vast audience without relying heavily on paid advertisements.

Michaels Stores receives a 29.1m visitors per month from organic search and 3.5k per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Michaels Stores domain authority is 82. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Michaels Stores exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Michaels Stores Youtube marketing strategy

Michaels Stores has an active Youtube Channel with over 359k subscribers. Their whole channel has 57.8m views. They posted 4105 videos, which means that every video got them 14.1k views for the channel and 87.5 subscribers

Michaels Stores Instagram marketing strategy

Michaels Stores has been steadily expanding its presence across various social media platforms to engage with its vast audience, Instagram being one of them. Currently Michaels Stores has 1.8m followers on Instagram. With its visually-driven interface and widespread popularity, Instagram provides Michaels Stores with a platform to showcase its diverse range of products and connect with customers on a more personal level.

Michaels Stores marketing strategy is not lacking social media. Gaining 3.3m followers/subscribers on Facebook is the biggest achievement for Michaels Stores on social media. While LinkedIn is lacking, with only 155.5k followers/subscribers, the other platforms sit right in the middle. Here is a breakdown for all of them:

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.