Infographic on Lowe's
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Brad Simpson, marketing manager at Lowe's, was tasked with creating an integrated marketing communications plan to educate customers about Lowe's new end-to-end home improvement services and influence consumer behavior. Traditionally, Lowe's relied on television ads, flyers, and in-store displays for marketing. Simpson needed to determine the optimal mix of traditional and digital channels. He debated whether to aggressively expand into digital media or take a more conservative approach supplemented by digital. The recommendations would aim to maximize return on marketing investments for the new program during the typical 10 month consumer decision process.
