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!
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
Labels: lowe's
posted by Focus Group of 1 @ 10:57 AM
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