If I were the President of Lowe’s, I would devise a comprehensive marketing plan with the intention of drawing in…moms (and their kids).
Dads are the primary audience of the super store, of course. But they don’t need much convincing. They could walk the aisles for hours and hours, contemplating the subtle differences between light bulbs.
I don’t mind stopping by, but I don’t jump up-and-down the excitement at the prospect either.
I would, however, change my mind if it were marketed as a family -friendly place.
- Hand out individual packs of tool-shaped animal crackers to toddlers.
- Create a “play land” for kids with mini toy tools, coloring pages, DIY projects, etc.
- Construct an interactive “Design Center” that looks like a model home.
- Open a cafe or ice cream shop in the store where wives could grab a drink/sundae and browse design magazines (you could even sell chocolate tool sets there!).
If you can pull in moms and/or make Lowe’s a fun place for dads to take their kids, dads will stay in the store longer and make more purchases. And moms will buy more too…which is a good thing, considering that moms control 85% of household purchasing and spend $2.1 trillion annually in the United States (statistic taken from Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media & Technology, 2008).
That said, it is true that most dads love this store regardless. My husband is a do-it-himself kind of guy and is enamored by power tools and barbecue grills, woodworking equipment and lawn care.
If your husband or dad is a project-oriented guy, he’d probably love to get one of these this Father’s Day:
But maybe you’d rather get him something tangible, something you can wrap up and stick in his truck. Don’t know where to start? Consider these three suggestions – approved by my husband:
I’m not sure exactly what this is used for, but my husband assures me it’s cool because its powerful enough to cut through walls. Don’t ask me why it’s important to be able to cut through walls, but apparently it is. Your husband will likely agree with mine.
The True Temper premium hatchet features a nail puller and sharpening stone so that he’ll be able to quickly sharpen the blade for a smooth cut. A sturdy cover keeps the blade protected and will allow him to hang the tool on his garage wall.
Kobalt 1/2″ Drive Breaker Bar ($24.96)
This “Made in the USA” tool comes with a lifetime guarantee and a high polish finish. In case you don’t know what a breaker bar is, I’ll tell you: it’s often used to free stuck nuts and bolts. How do I know that? I asked my husband, of course.
If you do decide to purchase one the above items or another product from the Lowe’s “make Dad’s day” gift guide, remember that you can order online and have it shipped directly to your dad’s doorstep…or you can order it online and pick it up in the store. Is that convenient or what?
WIN IT! One winner will receive a $100 gift card to Lowe’s. To enter, leave any topic-related comment on this post prior to Monday, June 8 at midnight (Don’t forget to follow the rules…all generic comments like “Enter me!,” “Love it,” and “Cool stuff!” will be disqualified.).
*UPDATE* The winner is #21 Annette L. Congratulations!