Lowe’s: Let’s paint a new message!

Mr. Robert A. Niblock
Chairman and CEO
Lowes, Inc.
1000 Lowe's Blvd.Mooresville, NC 28117

RE: New commercial “Official Paint of America’s largest home”

Dear Robert,

In addition to purchases across almost all your departments, I have purchased many gallons of paint in the past year at Lowe’s. At different locations and different times and am pleased with the matching. I am a satisfied customer who shares my enthusiasm about Lowe’s with others. I’ve written fan letters, praising the staffs at my local stores. I pay attention to your commercials.

I just saw your latest commercial, where you highlight that Lowe’s is the “official paint of America’s largest home”. Is this supposed to be compelling to me? I did some research to discover it was the Biltmore – with some history. Interesting, but will anyone else look up this information? This is perhaps a limited PR play to a narrow audience - not a national TV campaign idea.

Upon my first exposure, a claim to be the official paint of the country’s largest home is self serving and offensive. Such a monstrous mansion is a waste of money. A waste of energy to maintain. Maybe a subbrand called Trump paint would be appropriate for such an ostentatious home and matter to others with monster houses. But not for the Lowe’s core brand. It does not communicate quality, which was likely your objective. Instead it says wastefulness. Why would anyone want to be associated with this? Politically incorrect today.

How about taking pride in being the ‘official selection’ of Michele Pruitt or Sari Padorr’s home – average homeowners who LOVE color on their walls and really know paint!

When it comes to paint, who do I ask for their recommendations? Neighbors, friends (Michele and Sari!) and Norm the awesome handyman. Not the owners or contractors of the largest house.

Introduce me to my neighbor who loves Lowe’s paint and other Lowe’s signature items. Tell me their story.

On a positive note, I do like what you’ve done with the sub-sites – Lowe’s for pros and Lowe’s Creative Ideas. Those are more relevant to your brand and offer helpful and deep content.

Have a colorful day!

FGof1

Monkey Love!

Grease Monkeys: Alex, Nate, Keith, Eddie

Mr. Rex L. Utsler
President & CEO
Grease Monkey International, Inc.
7100 E. Belleview Ave.Suite 305Greenwood Village, CO 80111

Dear Rex,

Car maintenance is a nuisance I would prefer not to hassle with. Even a simple oil change. But an oil change at Grease Monkey is a great experience. I have enjoyed multiple experiences at 2 specific Grease Monkey locations in Centennial, CO.

The entire GM brand experience is pleasant. You understand that the brand experience is so much more than delivering a good oil change at a reasonable price with prompt friendly service.
The Monkey Love Brand Experience is all the touch points, starting with the un-littered appearance of the parking lot. A well dressed, uniformed. clean, friendly and professional manager greets me. I know it’s only an oil change, but I feel like my car is in good hands.

Sometimes I swing in just to get the tire pressure checked and air added in between. Consistently done with a high level of service.
The waiting room is CLEAN. The magazines are in readable condition. The TV works. There is a little play area with a few kid toys. The process is fast. Maybe this is part of getting ones oil changed anywhere, but I don’t think so. And, not so consistently.
Even the little sticker in the upper inside corner of the windshield is well worded, “Proud to Serve You”

I appreciate that on all my occasions, the crew is friendly, helpful, honest, knowledgeable, thorough and professional. And, they treat other customers as they treat me.

The best part of the whole experience is the after service experience. I get back into my car – and the front floor has been vacuumed and a red carnation placed on the dash. You bet I tell my friends where to go for car service.

I have learned that the flower program has been going on for many years across the entire chain. I forget it so it is still a delight and puts a pretty bow on the experience. For any sort of car ‘chore’, this one is pleasant. What a brilliant way to invest 20c for making a great lasting impression.

The details matter. You do them well.

Keep up the good work!
Thanks to Alex, Nate, Keith and Eddie at the County Line & Holly store in Centennial, CO!

FGof1