CASE STUDY
Challenge
Helping McGuckin remove themselves from the price war with other big box retailers.
McGuckin Hardware is a family-owned hardware/everything store, founded in 1955, and is located in Boulder, CO. A beloved local brand, McGuckin was losing market share to incoming big box stores based mostly on price.
Solution
Sell Expertise – free with every purchase.
Many of the store’s sales team members have worked for McGuckin’s for more than 10 years — some even more than 20 and 30 years. Their invaluable expertise translates directly as a customer benefit — helping them to buy the right products for the job, the first time. In addition, because of the extensive number of departments and individual SKUs, approximately four times their typical big box competitor, they have exactly what the customer needs. We created a campaign showcasing the staff as department experts, and messaging the expertise that comes with every purchase. We carried this campaign out through advertising, e-communications, in-store events, partnership marketing, social media, public relations, and a Q&A program called “Ask the Green Vest”.
Branding – logo. Old logo to new logo
Way Finding – new store signage utilizing new icon system developed
Advertising – featuring staff to message expertise and free value, also showcases new icon system to address the everything store message
Advertising – page dominant ad
Advertising – new insert format
Advertising – post-it note on front page of Denver Post, old version to new version
Social Media – using new content created around DIY and events in messages to draw in new audiences
New Gift Card program and designs
DIY Strategy – How To project cards to address the pinterest audience
DIY Strategy – Apprentice Series, project cards and onsite classes, and content created to use in all marketing vehicles
DIY Strategy – How To project cards to address the pinterest audience
DIY Strategy – How To project cards to address the pinterest audience
DIY Strategy – How To project cards to address the pinterest audience
