True Value hammers on targeted marketing
True Value Company continues to spread the word about how it intends to spread the word in 2018. The co-op is engaged in a marketing shift toward more local and more targeted advertising, as opposed to mass-market television commercials.
The Chicago-based co-op first floated the emphasis on targeted, digital approach to marketing during the co-op’s Chicago Fall Reunion in September. During the event, Senior VP of Marketing David Elliott described broadsheets, paid search, social media, e-mail, online advertising, point-of-purchase displays, direct mail and mobile push as marketing vehicles on the most-favored list.
This week, president and CEO John Hartmann took to social media to expound on the co-op’s new approach. In an article posted to Linkedin, the co-op’s Hartmann described a cultural shift across society that demands a marketing shift. More people are canceling their cable TV packages, and more people are engaging with their smart phones, he wrote.
“This is why, in 2018, we are shifting to a more targeted approach, one that focuses on reaching specific individuals within a given demographic, and tailoring the message to fit a particular community,” he wrote. “Rather than pump money into a nationwide TV advertising campaign we want to direct those funds to more strategic, local, digital ads on platforms like Hulu, YouTube TV and, of course, Google.”
Hartmann added that one result of the new approach is the elimination of a monthly ad fee paid by retailers. He also wrote that the co-op’s True Value Rewards program is being enhanced to provide coupons and deals for local stores.
The approach to marketing represents a major shift for the co-op that stands in contrast to its direction in 2015. Back then, it rolled out a series of television spots showcasing intimate life moments, shared between friends and family and centered around home improvement.
In Hartmann’s article this week, “Adjusting to the new reality of advertising,” he concluded on a positive note: “I have no doubt that in 2018 alone, we will begin to see the results of this forward thinking, proactive approach to marketing.”
Do it Best promotes Parra
Fort Wayne, Ind.-based Do it Best Corp. promoted Christian Parra to International New Business Manager, effective immediately.
In his new role, Parra will lead global new business development at the co-op, working to attract and retain the very best international independent retailers and LBM dealers to Do it Best Corp. Parra and his team will be responsible for all new growth internationally in support of the co-op’s business development strategy.
“Growing our already strong international presence is a key initiative for Do it Best Corp., and we know Christian is well-suited to lead this growth,” said Nick Talarico, VP of sales and business development at Do it Best Corp. “His proven, productive track record in international business development and sales makes him the ideal fit for this important role.”
Parra is an experienced veteran of Do it Best Corp., having most recently served as international sales and business development manager. Previously, he held roles as an International Sales and Business Development Manager for Latin America, Industrial Commercial Conversion Manager and International Project Manager. Overall, he brings more than 15 years of experience in sales and international business development to the role.
“I am incredibly excited for the opportunity to work with this talented team and grow our international presence,” Parra said. “I’ve experienced firsthand how our co-op’s unique combination of proven, flexible programs and outstanding member service and support resonates with international home improvement business owners, and I’m eager to share the Do it Best success story with them as we help them grow.”
Do it Best promotes 11-year veteran
Fort Wayne, Ind.-based Do it Best Corp. promoted David McDonald to divisional merchandise manager.
In his new role, McDonald will lead merchandise teams across several product categories and departments, including international purchasing, global sourcing and outdoor living. McDonald will also be responsible for overseeing the division’s content management for catalog and website initiatives while implementing strategic programs and promotions for members throughout the United States and around the world.
“David brings a unique combination of expertise, experience and enthusiasm to this important role,” said Steve Markley, VP of merchandising for Do it Best Corp. “He’s been a proven, productive member of our merchandising team, and we are confident in his drive to help our members grow with the right products and programs.”
McDonald is an 11-year veteran of Do it Best Corp., most recently serving as global sales and product development manager for the past three years. He’s served in additional roles as an international sales and business development manager and international sales and conversion specialist.
McDonald will replace Dave Cole, who is retiring from the position effective March 16, 2018, after 35 years with Do it Best Corp.
“I am honored and excited to take on the new challenges and opportunities presented by this role,” McDonald said. “At the same time, I’m humbled to follow in Dave’s footsteps – and am thankful for the chance to learn from his wealth of experience.”