Blog post by: Beck Bauer, Baer Performance Marketing Intern
Spring weather is pulling people everywhere out of hibernation, and home improvement stores are kicking advertising into full gear. And Lowe’s, the second largest home improvement box store, is bringing a new slogan and online strategies to the advertising table.
The slogan ‘Never stop improving’ was introduced in September of 2011, and this clever line not only reflects a motto the company is encouraging its clients to live by but is also what Lowe’s as a company is doing by updating its slogan and leading the way with innovative social media and web campaigns.
Market research shows Lowe’s slogan (complemented by a fitting ad campaign) helps the customer feel motivated, inspired, confident, and energized. The goal for Lowe’s is to be a trusted partner for the customer over the course of their lifetime, and this personalized campaign has certainly pushed them in the direction for success. In February of 2012, Lowe’s reported net earnings of $322 million for the quarter (a 13% increase over the same period a year ago). Home Depot’s quarter earnings only experienced a 5.9% increase.
Lowe’s Facebook page boasts 1,075,762 ‘Likes’. Home Depot, ranked as the number one home improvement retailer, falls short with only 604,936 ‘Likes’. With active Fan engagement like an “Ugly Door” sweepstakes and a strategically customized Page, Lowe’s has pushed its target audience to become interested and invested in its brand.
Lowe’s is also on Pinterest, a newer phenomenon. By posting pictures of home improvement and gift ideas, Lowe’s is using the site to help boost top of mind awareness in prospective customers purchasing supplies to complete their DIY projects.
And with the launch of their “MyLowe’s” home management tool within their website, Lowe’s is providing a simple way for its customers to store recorded room dimensions, inspiration ideas, and past purchases like the paint colors.
In the end, Lowe’s digital marketing tactics have allowed its brand to better focus on a specific female demographic, which could very possibly show some significant return down the road. So, don’t be afraid to pave the way as a business. Many times, risks result in a real competitive edge!
http://www.youtube.com/watch?v=3wayZ9e6sq8
Resources:
http://phx.corporate-ir.net/preview/phoenix.zhtml?c=63646&p=irol-newsArticle&ID=1662963&highlight
http://media.lowes.com/article_display.cfm?article_id=3132
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