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Lowes final presentation
- 1. Conner Doyle LOWES: NEWMEDIA MARKETING CAMPAIGN
- 2. LOWES – THEBACKGROUND Founded in 1946, Lowes is a home improvement and construction material retailer 1,749 Locations Nationwide Everything from gardening tools to large commercial power tools are sold A major player in the industry Currently holds a 32.05% Market Share
- 3. CHALLENGES, GOALS, &BUDGET Challenges The housing market is low Most people are not building new homes or starting improvement projects Two types of consumer profiles Goals Obtain new consumers through social media Increase the Lowes new media presence Interact with new and loyal consumers in order to build trustworthy relationships Budget 2011 Net Profit = $2 billion $500,000 digital media and marketing budget Will focus on the warmer months of March to September since home improvement and construction usually occur during this time
- 4. LOWES NEW MEDIASTRATEGY - THEME Focus on 2-way communication with consumers Consistently create new and engaging content for the website, Facebook page, and Twitter Build relationships with consumers through Twitter and Facebook Gain attention from baby boomers and seniors since they are the fastest growing online segment.
- 5. TARGET AUDIENCE Primary Group Men and Women of any age who are in the contracting or construction profession Secondary Group Men and Women of any age in the market to improve their homes with renovation and supplies are needed Potential Group this group will consist of those who are just entering the digital scene; mostly made up of baby boomers and seniors ages 40-75. Hopefully by gaining their attention fast and early we can maintain them as a loyal consumer group
- 6. SWOT ANALYSIS Strengths Highly established brand Few competitors Great user tools Weaknesses Not fully utilizing new media Opportunities Capitalize on the new growing market of seniors and baby boomers Connect with contractors and generate loyal customers Further utilize online media to connect with consumers Create applications that enable in-store activity Threats Home Depot and other competitors like Ace Hardware Low housing market
- 7. DIGITAL MEDIUMS Many forms of New Media will be included in the strategy Facebook ($150,000) Twitter ($150,000) Blogs ($25,000) Google Ad Words ($150,000) Mobile Applications ($25,000) SEO (will use free techniques) A combination of all these aspects will ensure comprehensive digital coverage
- 8. FACEBOOK, TWITTER, &BLOGS Facebook Mainly used for sharing ideas and thoughts Facilitate the sharing of information between consumer and seller Use of picture application for creative projects Facebook Targeted Advertising Twitter Main source of 2-way Communication Focuses on support and guidance for consumers A medium to distribute promotional offers and coupons Blogs A way to promote SEO and Link Building Using bloggers to review products
- 9. GOOGLE AD WORDS,SEO & MOBILE APPS Google Ad Words Two key words “Home improvement” (CPC=$1.47) and “Construction” (CPC=$1.30) Home improvement receives about 1 million global searches while Construction receives 11 million SEO Use SEO to gain page rank Blogs will help in SEO with link building Mobile Applications Create applications for Lowes stores Offer promotions and special offers for loyal consumers Allow users to buy on their phone and pick up in store Access to specific store inventories Lowes Achievements can be gained and used for more savings
- 10. EVALUATION Facebook traffic estimator will be used to access our Facebook presence Klout Will be involved in order to detect our overall influence Google Ad Word Tools will help determine our Advertising success User reviews and comments on our Applications and pages will help recognize the impact of our efforts on brand awareness and equity