Shopper Marketing - July 2016 - 29


"We wanted to build on our helpful heritage
and utilize our three biggest differentiators
- our jingle, our brand and our people - to
communicate to consumers in a truly authentic and Ace-ownable way that Ace has exactly
what they need to complete their projects,
from best brands to helpful associates," says
Jeff Gooding, senior director of marketing and
advertising for the cooperative.
The campaign targets consumers over age
35 who are reaching the life stage where they
purchase homes and have families, and particularly those over 50 "because we know convenience, help and quality matter to them,"
Gooding says. "Our brand promise starts to
align with their needs, so we purchase our media against the 35-54 demo."
The company's research showed that many
consumers are unsure whether their corner
hardware store has what they need to complete home projects, Gooding says. "The campaign's primary messages are that Ace carries
the best brands, and that we have the breadth
and depth of product to help our neighbors
succeed," he says. "We talked to more than 100
Ace owners and associates and conducted numerous store visits to find out - directly from
the folks on the front line of the brand - the
most common questions from customers and
examples of how store associates have gone
above and beyond to service their neighbors."
Launched March 2 and scheduled to continue
throughout 2016, the path-to-purchase campaign also features 15 radio spots as well as social
media activity, online content, email marketing
and direct mail, along with promotional offers
designed to drive consumers to stores, Gooding
says. "The campaign is a platform for Ace to pro-

mote its national sales events throughout the
year that are executed by retailers on the store
level," he says.
In-store materials include endcaps, window
posters, standees, basket liners and counter mats. "The elements depict what we've
dubbed 'The Moment of Help,' which celebrates the authentic interactions that happen
every day between Ace associates and customers," Gooding says. "For the in-store environment, this comes to life with an image of
an associate showcasing product in a helpful
manner as if the viewer is the customer."
Ace ultimately plans to measure the success
of the campaign through increases in sales,
transactions and awareness of the cooperative's brands and selection. That "would mean
that our key messages are resonating with our
target customers - meaning they understand
how Ace can help them succeed with their
home maintenance projects," he says. "We'll
be carefully measuring and monitoring its impact as we determine plans beyond this year."
In addition to O'Keefe Reinhard & Paul,
which handled campaign development and
creative, the effort drew upon the services of
Spark (part of Publicis Groupe's Starcom Mediavest Group) for media planning, buying and
distribution of the new spots. Overall, Ace will
spend approximately $60 million on marketing
efforts in 2016, double the budget of recent
years, Gooding says.
"Our neighbors have been singing our 'Ace
is the place' jingle for decades," he says. "With
this campaign, we're defining what 'helpful
hardware folks' truly means by featuring real
Ace associates in real Ace stores, solving real
SM
problems of real neighbors."
JULY 2016 SHOPPER MARKETING y

29



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
Shopper Marketing - July 2016 - 52
Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
Shopper Marketing - July 2016 - 59
Shopper Marketing - July 2016 - 60
Shopper Marketing - July 2016 - 61
Shopper Marketing - July 2016 - 62
Shopper Marketing - July 2016 - 63
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Shopper Marketing - July 2016 - 67
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Shopper Marketing - July 2016 - 79
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Shopper Marketing - July 2016 - 88
Shopper Marketing - July 2016 - 89
Shopper Marketing - July 2016 - 90
Shopper Marketing - July 2016 - 91
Shopper Marketing - July 2016 - 92
Shopper Marketing - July 2016 - 93
Shopper Marketing - July 2016 - 94
Shopper Marketing - July 2016 - 95
Shopper Marketing - July 2016 - 96
Shopper Marketing - July 2016 - 97
Shopper Marketing - July 2016 - 98
Shopper Marketing - July 2016 - 99
Shopper Marketing - July 2016 - 100
Shopper Marketing - July 2016 - 101
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Shopper Marketing - July 2016 - 119
Shopper Marketing - July 2016 - 120
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Shopper Marketing - July 2016 - 137
Shopper Marketing - July 2016 - 138
Shopper Marketing - July 2016 - 139
Shopper Marketing - July 2016 - 140
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