Will lowes finally pull out of nascar?

Will lowes finally pull out of nascar?

Posted in the Lowes Companies Forum

nedm

Pembroke, MA

#1 Aug 13, 2012
Recently Dodge announced it would pull out of sponsoring them and that's a car company. If GM continues to slide it probably would too.

NASCAR isn't that big up north. Out of years of being there maybe one customer asked me if I was watching the race. I'm sorry but if I have time off and six hours to kill I'll watch 3-4 movies, not one race. Heck I could take a road trip somewhere.

Take the money out of nascar and spend it somewhere else (OT, staffing, supplies etc)

Since: Jul 11

Location hidden

#2 Aug 13, 2012
nedm wrote:
Recently Dodge announced it would pull out of sponsoring them and that's a car company. If GM continues to slide it probably would too.
NASCAR isn't that big up north. Out of years of being there maybe one customer asked me if I was watching the race. I'm sorry but if I have time off and six hours to kill I'll watch 3-4 movies, not one race. Heck I could take a road trip somewhere.
Take the money out of nascar and spend it somewhere else (OT, staffing, supplies etc)
You're suggesting that Lowes' reduce their advertising budget. That may be all well and good, but the question is where? You can't discount the effectiveness of NASCAR promotion unless you know the numbers. That's a knee jerk reaction. Advertising is based partly on # of consumer impressions. When Jimmie Johnson's 48 car is in or near the lead it generates tons of impressions. He's been in the lead a lot since Lowes picked him up. The other key aspect in advertising effectiveness is whether you're finding and making impressions of your key demographic. NASCAR followers are the prototypical middle class homeowners that tend to improve their own homes themselves. My "guess", a guess since I'm not privy to expenditures and results, is that Lowes' NASCAR venture is a relative bargain in the industry. There's a reason that Depot also sponsors.....

It's true, NASCAR ratings and attendance are down, but those figures are also down for many major sports. The economy is dragging and folks are cutting those luxuries. I watch a lot of pro golf and detest the constant Cialis commercials. As much as I hate them, when and if I need a ED drug, where do you think I'll turn? Impressions, impressions.
nedm

Pembroke, MA

#3 Aug 13, 2012
"You can't discount the effectiveness of NASCAR promotion unless you know the numbers. That's a knee jerk reaction. Advertising is based partly on # of consumer impressions. When Jimmie Johnson's 48 car is in or near the lead it generates tons of impressions."

I'm sorry but I doubt that anyone realistically looks at something on a car long enough that they buy it. Besides lowes is home improvement, it is much more than just one product. If it was Coke/Pepsi or some brand of food I could see it. Simply saying lowes isn't that specific enough.

"He's been in the lead a lot since Lowes picked him up. The other key aspect in advertising effectiveness is whether you're finding and making impressions of your key demographic. NASCAR followers are the prototypical middle class homeowners that tend to improve their own homes themselves. My "guess", a guess since I'm not privy to expenditures and results, is that Lowes' NASCAR venture is a relative bargain in the industry. There's a reason that Depot also sponsors."

So if depot drops it would lowes drop it? Dodge is owned by Chrysler and has had the most significant sales growth of any car company in the past three years. Why would they pull out unless....

"It's true, NASCAR ratings and attendance are down, but those figures are also down for many major sports. The economy is dragging and folks are cutting those luxuries."

Well there can always be a separation of those that watch sports vs those that go to them. HDTV's make it much better in some cases to watch at home. Then again at least where I am many sports require you pay for a channel (speed channel for much of nascar)

"I watch a lot of pro golf and detest the constant Cialis commercials. As much as I hate them, when and if I need a ED drug, where do you think I'll turn? Impressions, impressions."

I understand what you are saying but the ads are supposed to fit the people watching them. Diy'ers I think are getting rarer to find. I'm talking more about the sponsorship within the race rather than a commercial during a race.

Some sponsorship just gets too specific. I've seen them for the "Official MRI treatment center..." for a soccer team!

Since: Jul 11

Location hidden

#4 Aug 13, 2012
You just don't get it, which is fine. BTW, plenty of soccer injuries require MRIs.
FormerSM

United States

#5 Aug 13, 2012
nedm wrote:
"You can't discount the effectiveness of NASCAR promotion unless you know the numbers. That's a knee jerk reaction. Advertising is based partly on # of consumer impressions. When Jimmie Johnson's 48 car is in or near the lead it generates tons of impressions."
I'm sorry but I doubt that anyone realistically looks at something on a car long enough that they buy it. Besides lowes is home improvement, it is much more than just one product. If it was Coke/Pepsi or some brand of food I could see it. Simply saying lowes isn't that specific enough.
"He's been in the lead a lot since Lowes picked him up. The other key aspect in advertising effectiveness is whether you're finding and making impressions of your key demographic. NASCAR followers are the prototypical middle class homeowners that tend to improve their own homes themselves. My "guess", a guess since I'm not privy to expenditures and results, is that Lowes' NASCAR venture is a relative bargain in the industry. There's a reason that Depot also sponsors."
So if depot drops it would lowes drop it? Dodge is owned by Chrysler and has had the most significant sales growth of any car company in the past three years. Why would they pull out unless....
"It's true, NASCAR ratings and attendance are down, but those figures are also down for many major sports. The economy is dragging and folks are cutting those luxuries."
Well there can always be a separation of those that watch sports vs those that go to them. HDTV's make it much better in some cases to watch at home. Then again at least where I am many sports require you pay for a channel (speed channel for much of nascar)
"I watch a lot of pro golf and detest the constant Cialis commercials. As much as I hate them, when and if I need a ED drug, where do you think I'll turn? Impressions, impressions."
I understand what you are saying but the ads are supposed to fit the people watching them. Diy'ers I think are getting rarer to find. I'm talking more about the sponsorship within the race rather than a commercial during a race.
Some sponsorship just gets too specific. I've seen them for the "Official MRI treatment center..." for a soccer team!
nedm - it's called branding. It's not meant for you to buy a specific product but more for you to have Lowes imbedded in your consciousness. You don't look at tire ads until you need a tire, but when you do you're "likely" to look at a name that you've heard over and over because there's an assumption that they're reputable because of the branding.

Also- Dodge didn't drop out. Rough Racing dropped them leaving Dodge without a team.
Bunkers Hole

Bluefield, VA

#6 Aug 13, 2012
No way that Lowe’s will pull out of NASCAR while Nibby is in charge. He absolutely cherishes the spotlight which NASCAR provides… however big or small that spotlight might be matters not.

And, look at the photos of him wearing his silly NASCAR jumpsuit (um, racing uniform, size XXL or maybe triple X…) does Nibby need Cialis? You be the judge.
nedm

Pembroke, MA

#7 Aug 13, 2012
I understand what you mean by a brand but the concept of a brand is largely dead at this point. Given all the corporate scandles in the past 12 or so years trust isn't given, its earned. It takes alot more than to slap a logo on something to get it. I'd recommend some marketing books like Punk Marketing and maybe Dan Kennedy selling books.

In order for a brand to be established it has to offer something. A look, a feel, an atmosphere..something unique. I don't see that with lowes. If they had more demonstrations of products in front of customers and showed customer projects before and after maybe that would help but until then it is deemed to be mostly just a box store.

I used to hear lowes caters more to consumers than contractors and more towards women, that the isles are wider and better lit but frankly I don't find that to be true anymore. When I think if radio shack I think of all the small bits to repair/make electronics, starbucks coffee and slow music, popeyes chicken spicier than anything in New England, Godiva chocolate probably the most decatant (pretty damn expensive) you can get, Moxie a different kind of soda, Sam Adams a higher ended beer, Saab's well they were just weird. My point being is that there's not much really unique or special to lowes alone. Maybe they could have some exclusive line of new tools, new appliances or services hd doesn't etc.

Well the way it was reported was that Dodge was dropping

http://nbcsports.msnbc.com/id/48557428/ns/spo...

Since: Jul 11

Location hidden

#8 Aug 13, 2012
nedm wrote:
I understand what you mean by a brand but the concept of a brand is largely dead at this point. Given all the corporate scandles in the past 12 or so years trust isn't given, its earned. It takes alot more than to slap a logo on something to get it. I'd recommend some marketing books like Punk Marketing and maybe Dan Kennedy selling books.
In order for a brand to be established it has to offer something. A look, a feel, an atmosphere..something unique. I don't see that with lowes. If they had more demonstrations of products in front of customers and showed customer projects before and after maybe that would help but until then it is deemed to be mostly just a box store.
I used to hear lowes caters more to consumers than contractors and more towards women, that the isles are wider and better lit but frankly I don't find that to be true anymore. When I think if radio shack I think of all the small bits to repair/make electronics, starbucks coffee and slow music, popeyes chicken spicier than anything in New England, Godiva chocolate probably the most decatant (pretty damn expensive) you can get, Moxie a different kind of soda, Sam Adams a higher ended beer, Saab's well they were just weird. My point being is that there's not much really unique or special to lowes alone. Maybe they could have some exclusive line of new tools, new appliances or services hd doesn't etc.
Well the way it was reported was that Dodge was dropping
http://nbcsports.msnbc.com/id/48557428/ns/spo...
Tell Nike, Google and Apple that " the concept of a brand is largely dead at this point".
nedm

Pembroke, MA

#9 Aug 14, 2012
Ex but google and apple have a totally different experience then lowes. I asked a question several times here and no one has answered it yet. What specifially makes lowes special or unique? What does it have above any and all possible retailers that make it the only place to go to?

Apple OS is largely based on linus. Infact it pretty much IS unix which is what linux comes from.
http://upload.wikimedia.org/wikipedia/commons...

Ask anyone that has any degree in computers and they pretty much have to admit this. Most OS's now are linux/unix based. Android, Nook, Kindle. If ubuntu and Android end up mergering Apple is screwed.

Just take a pc. Put linux on it and then Mac4lin and frankly most would think it is a mac


Nike. Well I guess if you are into sports or under 18. When you get older you stop trying to impress people with brands. "Just do it" is from what...1988? I've been going to a gym for years now and no one looks at or asks what people are wearing for footwear. Now if you told me Joseph A Bank, Brooks Brothers etc then you'd have an argument. Most professional employers I know require a dress code that includes (for men) slacks and a dress shirt.Meanwhile a decent pair of sneakers sets you back maybe $50, a decent suit at least six times that.

What we have now is more of commodities rather than brands.

Since: Jul 11

Location hidden

#10 Aug 14, 2012
You're obviously the one exception to the rule, but branding works or companies wouldn't spend BILLIONS on it. Larger minds than yours or mine have figured it out with the behavioral science to back it up.

Proctor & Gamble doesn't expect you to leap out of your seat when you see a Tide commercial, sprint to the store and purchase a pallet. But, the want their brand to be on your mind when you're already in the store.

Try, try, try not to respond. Just read, rinse, repeat.
FormerSM

United States

#11 Aug 14, 2012
nedm wrote:
Ex but google and apple have a totally different experience then lowes. I asked a question several times here and no one has answered it yet. What specifially makes lowes special or unique? What does it have above any and all possible retailers that make it the only place to go to?
Apple OS is largely based on linus. Infact it pretty much IS unix which is what linux comes from.
http://upload.wikimedia.org/wikipedia/commons...
Ask anyone that has any degree in computers and they pretty much have to admit this. Most OS's now are linux/unix based. Android, Nook, Kindle. If ubuntu and Android end up mergering Apple is screwed.
Just take a pc. Put linux on it and then Mac4lin and frankly most would think it is a mac
http://www.youtube.com/watch?v =L02jqA0vMiUXX
Nike. Well I guess if you are into sports or under 18. When you get older you stop trying to impress people with brands. "Just do it" is from what...1988? I've been going to a gym for years now and no one looks at or asks what people are wearing for footwear. Now if you told me Joseph A Bank, Brooks Brothers etc then you'd have an argument. Most professional employers I know require a dress code that includes (for men) slacks and a dress shirt.Meanwhile a decent pair of sneakers sets you back maybe $50, a decent suit at least six times that.
What we have now is more of commodities rather than brands.
A couple of comments......"just do it" is from 1988? Maybe but you also remember it and relate to Nike. Branding point is made. Also - if you think Nike is just footwear, you may be completely out of touch.....happen to notice the big swoosh on everything the Olympians wore?

Finally .....I'm afraid a decent pair "sneakers" (we say tennis shoes in the Midwest) run far more than $50. So branding doesn't work for you as it relates to sports because it appears that you're not a sports enthusiast. But everything else?
nedm

Pembroke, MA

#12 Aug 14, 2012
"You're obviously the one exception to the rule, but branding works or companies wouldn't spend BILLIONS on it. Larger minds than yours or mine have figured it out with the behavioral science to back it up."

On the same level some argue that citizens unitied was unfair becasue they think the decision means that it would flood the airwaves with advertising and thus win elections.

Yet Scott Brown beat Coakly and she spent more than him, yet Linda McMahon spent 50 million and lost to Blumental that spent 25 million and Ross Perot lost in '92.

Ads don't work as much as what they used to. Facebook is tanking due to one reason being that few bother to click the ads. On tv who honestly doesn't have a dvr to fast forward over commericals or at the very least use a mute button so that they cannot be heard?

Why did Pepsi pull out of the Superbowl again? Yeah because there's a general limit and they found it would get more attention to sponsor many small events than one huge one.

"Proctor & Gamble doesn't expect you to leap out of your seat when you see a Tide commercial, sprint to the store and purchase a pallet. But, the want their brand to be on your mind when you're already in the store."

Actually I have some family where their HQ is. Some call it Proctor and God because it is so huge. I know they have their own tv studios because they have so much in advertising...but they had a huge epic slide of 50% in early 2000 and from that point is only up 10% from that peak. Generic brands and store brands are selling if out outselling major ones. This is across all retail. 10 years ago the supermarket near me didn't have their own store brand yogurt. Now they do and even greek yogurt. Same with breakfast foods etc.

Yes I know Nike makes more than tennis shoes. But since the 80's other brands have came along like tapout and fubu etc.

Keep in mind that much of what Nike makes and much of what any "brand" makes is in the same factories as other companies.
www.globalsources.com/manufacturers/Sports-Cl...

This is the largest factory I went to in Asia
www.donlim.com/english/product.asp Nearly every single small appliances that says "Made in China" is made there. It doesn't matter what "Brand". Ronco is there, walmart is there, black and decker is there etc. If you think this is the only OEM factory, well there are plenty of them.

If the brands really mattered as much as what people thought why are generics doing well? Why is supervalu being beaten by dollar tree, dollar general (low end), whole foods and trader joes (higher end). They own a chain near me that dates back over 130 years. Within 18 months it might be gone. Brand loyalty is a thing of the past. If you cannot lower prices, provide better service or a better product you'll see customers jump. GM was bailed out AND given free customers due to cash for clunkers, and yet the stock is down 41% since going public. If the brand name mattered they would have done better.

I'll also reveal this.
http://consumerist.com
Companies are watched and reported on. If the brand meant something sites like this wouldn't have to exist.
FormerSM

Fort Wayne, IN

#13 Aug 14, 2012
nedm wrote:
"You're obviously the one exception to the rule, but branding works or companies wouldn't spend BILLIONS on it. Larger minds than yours or mine have figured it out with the behavioral science to back it up."
On the same level some argue that citizens unitied was unfair becasue they think the decision means that it would flood the airwaves with advertising and thus win elections.
Yet Scott Brown beat Coakly and she spent more than him, yet Linda McMahon spent 50 million and lost to Blumental that spent 25 million and Ross Perot lost in '92.
Ads don't work as much as what they used to. Facebook is tanking due to one reason being that few bother to click the ads. On tv who honestly doesn't have a dvr to fast forward over commericals or at the very least use a mute button so that they cannot be heard?
Why did Pepsi pull out of the Superbowl again? Yeah because there's a general limit and they found it would get more attention to sponsor many small events than one huge one.
"Proctor & Gamble doesn't expect you to leap out of your seat when you see a Tide commercial, sprint to the store and purchase a pallet. But, the want their brand to be on your mind when you're already in the store."
Actually I have some family where their HQ is. Some call it Proctor and God because it is so huge. I know they have their own tv studios because they have so much in advertising...but they had a huge epic slide of 50% in early 2000 and from that point is only up 10% from that peak. Generic brands and store brands are selling if out outselling major ones. This is across all retail. 10 years ago the supermarket near me didn't have their own store brand yogurt. Now they do and even greek yogurt. Same with breakfast foods etc.
Yes I know Nike makes more than tennis shoes. But since the 80's other brands have came along like tapout and fubu etc.
Keep in mind that much of what Nike makes and much of what any "brand" makes is in the same factories as other companies.
www.globalsources.com/manufacturers/Sports-Cl...
This is the largest factory I went to in Asia
www.donlim.com/english/product.asp Nearly every single small appliances that says "Made in China" is made there. It doesn't matter what "Brand". Ronco is there, walmart is there, black and decker is there etc. If you think this is the only OEM factory, well there are plenty of them.
If the brands really mattered as much as what people thought why are generics doing well? Why is supervalu being beaten by dollar tree, dollar general (low end), whole foods and trader joes (higher end). They own a chain near me that dates back over 130 years. Within 18 months it might be gone. Brand loyalty is a thing of the past. If you cannot lower prices, provide better service or a better product you'll see customers jump. GM was bailed out AND given free customers due to cash for clunkers, and yet the stock is down 41% since going public. If the brand name mattered they would have done better.
I'll also reveal this.
http://consumerist.com
Companies are watched and reported on. If the brand meant something sites like this wouldn't have to exist.
My head hurts. Did you really just compare Nike to Tapout ( worn by teenagers who like ultimate fighting ) and FUBU ( For Us By Us.....made by blacks targeted to the young black community). Could you have least mentioned Under Armour or Adidas in comparison? As I said...out of touch.

Since: Jul 11

Location hidden

#14 Aug 14, 2012
"Never give a monkey a shotgun", or in this case, Google access.
nedm

Pembroke, MA

#15 Aug 15, 2012
Um they are brands like you said. If you want to judge them on the basis of who/what they are targeting ok that's fine but that is STILL a brand. I'd argue they are targeting some of the same groups of people. Just as lowes, home depot and menards do but certainly someone might suggest that there are smaler differences.

ex what is wrong with using google? If you want to admit to it or not it's called finding proof and evidence. Otherwise we end up with a he said she said argument.

So far no one here has specifically said how lowes is a brand.I don't see any special mascot or logo, no exclusive product lines of unique products, no unique services etc.

Since: Jul 11

Location hidden

#16 Aug 15, 2012
nedm wrote:
Um they are brands like you said. If you want to judge them on the basis of who/what they are targeting ok that's fine but that is STILL a brand. I'd argue they are targeting some of the same groups of people. Just as lowes, home depot and menards do but certainly someone might suggest that there are smaler differences.
ex what is wrong with using google? If you want to admit to it or not it's called finding proof and evidence. Otherwise we end up with a he said she said argument.
So far no one here has specifically said how lowes is a brand.I don't see any special mascot or logo, no exclusive product lines of unique products, no unique services etc.
They are branded as a home improvement retailer. Branding doesn't mean you're the sole supplier of a product or service. It means you're attempting to identify yourself in the marketplace. I don't think the reason Lowes is involved with NASCAR promotion is because Niblock likes having his picture taken with Jimmie Johnson. I think they believe it's a worthwhile marketing strategy, one of many. They may be wrong. Sometimes nedm you have to try to see the world outside of parochial interests.
Devils Fan

United States

#17 Aug 15, 2012
FormerSM wrote:
<quoted text>
My head hurts. Did you really just compare Nike to Tapout ( worn by teenagers who like ultimate fighting ) and FUBU ( For Us By Us.....made by blacks targeted to the young black community). Could you have least mentioned Under Armour or Adidas in comparison? As I said...out of touch.
http://m.youtube.com/watch...
nedm

Bridgewater, MA

#18 Aug 15, 2012
ex I understand what youa re saying but you have to have a unique selling point (simple marketing and econ 101 here).

Let's say you run a burger place and down the street another one opens up. Either you have to lower your prices or thinkg of "something" to attract them to yours instead of theirs. Maybe you sell milkshakes or better fries but if you don't do something you lose business.

It doesn't make sense to focus on marketing on one big thing. Just look up why Pepsi pulled out of the superbowl. Heck lowes had superbowl ads but they weren't memorable at all..only the other ones so why bother next year with it.

Being memorable means being different. How memorable is nascar when they just drive in a circle 500 times in the course of six hours? I'll lump other sports in there as well. Baseball can be pretty boring as well.

Lowes marketing with nascar is like seeing a trash dump marketing with a hair salon! It just doesn't make sense.

Since: Jul 11

Location hidden

#19 Aug 15, 2012
nedm wrote:
ex I understand what youa re saying but you have to have a unique selling point (simple marketing and econ 101 here).
Let's say you run a burger place and down the street another one opens up. Either you have to lower your prices or thinkg of "something" to attract them to yours instead of theirs. Maybe you sell milkshakes or better fries but if you don't do something you lose business.
It doesn't make sense to focus on marketing on one big thing. Just look up why Pepsi pulled out of the superbowl. Heck lowes had superbowl ads but they weren't memorable at all..only the other ones so why bother next year with it.
Being memorable means being different. How memorable is nascar when they just drive in a circle 500 times in the course of six hours? I'll lump other sports in there as well. Baseball can be pretty boring as well.
Lowes marketing with nascar is like seeing a trash dump marketing with a hair salon! It just doesn't make sense.
You're only looking at this through your own personal tastes and convictions. Maybe you see through branding efforts, most people don't. The idea is to have your NAME in front of a lot of people a lot of the time, also referred to as image advertising. Ad execs estimate the number of "impressions" generated. Based on your way of thinking only car companies and chewing tobacco firms would advertise with NASCAR. It's broader than that, the idea, the sport, the audience, and the impact. Google Lowes' total marketing expenditures and see what percentage is devoted to NASCAR. You'll be surprised.

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