Optimizing the Market Communications Mix Lowe"s had mostly relied upon traditional marketing media T?V? Ads Flyers PointHofHSale displays The Problem Lowe"s had launched an ambitious new project called -The Next Generation Installed Sales- NNGISG to gain customer mind share in the kitchen remodeling arena How can Simpson create a plan that would represent the best mix of traditional and digital marketing communications channelsR Case Synopsis -To provide customerHvalued solutions with the best prices) products and services to make Lowe"s the first choice for home improvement- Lowe"s vision Founded in Mooresville) North Carolina? 19$8 It went public and had surpassed S1 bn in sales by 19D9 1981 Initially served the DoHItHYourself NDIYG market segment DIY Sales in 9,,D serving approx 16 million customers a week S6D?9 bn Number of home improvement stores in US and Canada alone 1869 Number of categories Lowe"s stores had offered installed sales by 9,,9 nationwide 6, Percentage of Lowe"s total revenue in 9,,D from the new program and targeted DIFM NDoHItHForHMeG customers 8HDb Lowe"s midHrange kitchen remodeling projects cost S9,),,, Competitors Situational Analysis Brad Simpson) marketing manager at Lowe"s) believed that to educate customers about Lowe"s new endHtoHend customer service offering and its value) digital media should play an important role Lowe"s needed to create an integrated marketing communications plan that would combine traditional as well as emerging marketing communications channels Lowe"s was particularly interested in how it could remain topHofHmind during the typical 1D month consumer incubation period? It also wondered if it was possible to influence consumer behaviour during this phase and shorten the consumer"s decision making process Brad Simpson was in dilemma as to what extent digital media should be used in the marketing communications mix? Should he move aggressively into digital channels or be more conservative and opt for traditional media complemented by digital media? If so) at what stages in the process should digital channels be emphasizedR Recommendations How could Simpson maximize the return on marketing investments for the NGISR T?V? Ads Print Ads InHstore marketing Digital marketing EHmail marketing EHmail marketing can be used instead of Postcards Case Blazer Infographic on Lowe"s? Group H 9,
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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,
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