Poundstretcher has created a new marketing department to revamp its social media presence.
The team consists of Michael Jenkins, who became marketing manager in April, and three marketing assistants, the most recent appointed in May.
The variety discounter previously had no dedicated marketing team, with social media instead outsourced to agencies.
The new department is currently tasked solely with managing social media, including Facebook, Twitter, Instagram and Youtube, as well as writing weekly blogs on Poundstretcher’s own website.
The team was appointed by Somnath Saha, who became Poundstretcher’s group commercial director in November last year, moving from Typhoo Tea, where he was CEO.
Jenkins was previously a sales assistant at Greyhound Australia.
“It’s a completely new department,” Saha told The Grocer. “They didn’t have a marketing team before. They were light on marketing, a little bit of Facebook and Google, through agencies, but no proper team.”
The YouTube channel is newly created, with one video posted so far, about in-store summer offers including desk fans and inflatable swimming pools. Poundstretcher has an older YouTube channel but the most recent post is a vlog by a member of the buying team from 2017.
Facebook posts by the new team include price comparisons with rivals such as Home Bargains. One highlights Fabulosa disinfectant at £1 for 500ml in Poundstretcher or 99p for 220ml in Home Bargains.
Some take aim at Tesco, highlighting the price difference on brands such as Weetabix and Kit Kat. One shows a whole trolley of shopping, claiming a price of £58.74 in Poundstretcher compared to £125.10 in Tesco. The post is reminiscent of ad campaigns run last year by both Tesco and Lidl, both claiming a price advantage over the other.
Other Poundstretcher posts are intended to boost engagement. One says: ‘You have 10 minutes in Poundstretcher with unlimited money… Who are you taking?’
Saha said the team devised and created the content, including artwork. “All photography, artwork and creative, everything is done in-house. We sit together at the beginning of the week and make a plan, considering the weather, considering the season, considering promotions in store.
“We discuss ideas, discuss the creative and then the team executes it.
“The community management is very switched on,” he added. “One of the team is continuously on social media. There are continuous blogs as well.”
Five blogs have so far been posted, on themes including ‘quick tips on cleaning your living room’, ‘the puuurrfect treats for your cat’ and ‘your Game of Thrones finale survival guide’.
“Currently we’re focusing on social media but in the future we will look into other channels including print media,” said Saha.
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