Lowe's Companies, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Lowe's Companies, Inc. operates as one of the top home improvement retailers. Lowe's stores carry a wide range of professional and do-it-yourself products in categories ranging from garden and home decorating to plumbing and electrical. The company is headquartered in Mooresville, NC.
|Main Telephone||(704) 758-1000|
|Main Fax||(336) 658-4766|
Lowe's Companies, Inc. ContactsContacts (5/70)
|Marshall C.||Senior Vice President & Chief Risk Officer||NC|
Sample of Associated Brands
|Robert N.||Chairman & Chief Executive Officer||NC|
|Bob H.||Chief Financial Officer||NC|
|Mike M.||Chief Customer Officer||NC|
|Jocelyn W.||Chief Marketing Officer||NC|
|Lowe's Companies, Inc.||*********|
|****'* *********, ***.||*********||multicultural||2003||present|
|****'* *********, ***.||*****||public relations||2004||present|
|****'* *********, ***.||**** *********||AOR - creative||2005||present|
|****'* *********, ***.||*** *********||direct marketing||2002||present|
|****'* *********, ***.||********** *********, ***.||multicultural||2003||present|
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Social Media, Video Opps Update: Lowe's pushes social video platforms to reach millennials
Subject: digital, TV, social media, mobile, sponsorship
Update (4/25): Since debuting its latest campaign with AOR BBDO, the home improvement store is now taking further steps to reach mature millennials under recently promoted CMO Marci Grebstein (more info below). Lowe’s is turning towards Facebook mobile video and Snapchat to show its young crowd of first time home buyers some simple home improvement tricks through a new series of social videos. The video series, which launched this month, will showcase easy spring cleaning and do-it-yourself projects on a platform that is quicker and more interactive for younger customers.
Lowe’s will reportedly be the first marketer to take advantage of a flip video app on Facebook’s mobile feed. It will feature a two-sided video simultaneously showing what happens if a homeowner does and doesn’t take care of spring cleaning duties around the house. The retailer is also using Snapchat for the first time with a series titled, “In a Snap.” This launched on Friday and focuses on basic projects around the house, such as installing a shelf, putting a nail in the wall or chisel off an old tile.
Using social media engagement is nothing new to the home improvement retailer; however, the biggest goal with its newest campaign is to help consumers think differently about the brand’s typical services and products. Therefore, millennial focused sellers should keep this in mind when they approach, Also, make sure your pitch references social media and video extensions.
Below originally published 3/14
Opportunity: Debuted its first campaign under recently promoted CMO Marci Grebstein (more BBDO and began airing March 15. It focuses on humor by bringing inanimate objects to life, with the purpose of appealing to both Lowe's older core customer and millennial first-time home buyers.
The timing of this push intentionally comes right before March Madness, as Lowe's has been a sponsor of the NCAA since 2005 and plans to air some of its new work during the basketball tournament.
Six spots in 15-and-30 second variations are planned, with more commercials to continue through out the year. Therefore, sellers focused on household decision maker millennial audiences should reach out now for ad revenue tied to this campaign.
Agencies – keep in mind that Omnicom sibling OMD, media AOR, and BBDO have been on Lowe's since 2005, much longer than average AOR tenure (2.5-3 years). So, continue to make introductions and monitor the ROI on this new campaign closely since a review could be on the way once it comes to an end. Grebstein was promoted to CMO, which usually lowers the likelihood of swift roster changes substantially compared to a new CMO hire. But, she's also only been with Lowe's for about a year, meaning she should be treated much differently than a company veteran elevated to head decision maker.
Media Spend: According to Kantar Media, through Q3 2015 Lowe's allocated a large portion of its total media spend on broadcast, while distributing the rest of the spend among digital, mobile, radio, Hispanic media recap and print.
TV Breakdown: Since January, Lowe's has already spent almost $20 million on national TV, up $5 million compared to the same period last year,iSpot.tv reports.
Digital Breakdown: So far in 2016, Lowe's has run 234 standard display ads, 28 high impact and 18 video ads on about 1,000 publishers (12% mobile) 39% of these were placed site-direct versus programmatic, according to Moat.
Publishers were mainly news and entertainment, and top sites included purewow.com, themanual.com, yahoo.com, comcast.net and pandora.com.
Associate Director, Digital Investment – OMD