Published on .

Dale Pond

Senior vp-marketing

Lowe's Companies Inc.

In the extremely competitive retail home-improvement and building materials business, breakthrough creative is critically important. Lowe's Companies hired W.B. Doner & Co. seven years ago to deliver that kind of creative; the agency has done so consistently and with aplomb.

The "Lowe's knows" campaign, which launched in 1994 and is still running, illustrates Doner's understanding of retail dynamics and of our customers. We developed "Lowe's knows" as a positioning campaign that would differentiate us from our competitors.

The ultimate battleground and the end point of differentiation for companies like ours-big-box retailers-is service. And customers typically define service as salespeople who are knowledgeable about the retailer's products and about using them.

Addressing that perception, Doner came up with variations on the "Lowe's knows" theme: Lowe's knows home improvement, Lowe's knows plumbing, Lowe's knows landscaping, Lowe's knows electrical and so forth.

The campaign has worked very well for us, generating high recall. We use the theme in all our advertising media.

Over time, it has become a part of all our communications, from recruitment brochures to store signage.

It takes unique individuals and a unique agency to understand, work in and appreciate retail. There are other specialty retail advertising agencies out

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