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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,