OptimizingFtheFMarketCommunicationsFMix

Lowe"sFhadFmostlyFreliedFuponFtraditionalFmarketingFmedia

T?V?FAdsFlyers

PointHofHSaleFdisplays

TheFProblem

Lowe"sFhadFlaunchedFanFambitiousFnewFprojectFcalledF-TheFNextFGenerationFInstalledFSales-FNNGISGFtoFgainFcustomerFmindFshareFinFtheFkitchenFremodelingFarena

HowFcanFSimpsonFcreateFaFplanFthatwouldFrepresentFtheFbestFmixFof

traditionalFanddigitalFmarketingFcommunicationsFchannelsR

CaseFSynopsis

-ToFprovideFcustomerHvaluedFsolutionsFwithFthebestFprices)FproductsFandFservicesFtoFmakeFLowe"s

theFfirstFchoiceFforFhomeFimprovement-

Lowe"sFvision

FoundedFinFMooresville)FNorthFCarolina?

1Y$8

ItFwentFpublicFandFhadFsurpassedFS1FbnFinFsalesFbyF1YD9

1Y81

InitiallyFservedFtheFDoHItHYourselfFNDIYGFmarketFsegment

DIY

SalesFinF9,,DFservingFapproxF16FmillionFcustomersFaFweek

S6D?9Fbn

NumberFofFhomeFimprovementFstoresFinFUSFandFCanadaFalone

186Y

NumberFofFcategoriesFLowe"sFstoresFhadFofferedFinstalledFsalesFbyF9,,Ynationwide

6,

PercentageFofFLowe"sFtotalFrevenueFinF9,,DFfromFtheFnewFprogramFandtargetedFDIFMFNDoHItHForHMeGFcustomers

8HDb

Lowe"sFmidHrangeFkitchenFremodelingFprojectsFcost

S9,),,,

Competitors

SituationalFAnalysis

BradFSimpson)FmarketingFmanagerFatFLowe"s)FbelievedFthatFtoFeducatecustomersFaboutFLowe"sFnewFendHtoHendFcustomerFserviceFofferingFandFitsvalue)FdigitalFmediaFshouldFplayFanFimportantFrole

Lowe"sFneededFtoFcreateFanFintegratedFmarketingFcommunicationsFplanFthatwouldFcombineFtraditionalFasFwellFasFemergingFmarketingFcommunicationschannels

Lowe"sFwasFparticularlyFinterestedFinFhowFitFcouldFremainFtopHofHmindduringFtheFtypicalF1DFmonthFconsumerFincubationFperiod?FItFalsoFwonderedifFitFwasFpossibleFtoFinfluenceFconsumerFbehaviourFduringFthisFphaseFandshortenFtheFconsumer"sFdecisionFmakingFprocess

BradFSimpsonFwasFinFdilemmaFasFtoFwhatFextentFdigitalFmediaFshouldFbeusedFinFtheFmarketingFcommunicationsFmix?FShouldFheFmoveFaggressivelyintoFdigitalFchannelsForFbeFmoreFconservativeFandFoptFforFtraditionalFmediacomplementedFbyFdigitalFmedia?FIfFso)FatFwhatFstagesFinFtheFprocessFshoulddigitalFchannelsFbeFemphasizedR

Recommendations

HowFcouldFSimpsonFmaximizeFtheFreturnonFmarketingFinvestmentsFforFthe

NGISR

T?V?FAdsPrintFAds

InHstoreFmarketing

DigitalFmarketingEHmailFmarketing

EHmailFmarketingFcanFbeFusedFinsteadFofFPostcards

CaseFBlazerFInfographicFonFLowe"s?FGroupFHF9,