House Calls, Anyone?
It's almost inconceivable to believe that not too many years ago doctors made house calls. They'd turn up with their little black bag and stethoscope to check on patients. Imagine that happening in '08! Today it's extremely difficult to get an appointment with doctors in their offices, let alone even conjuring the image of having them come to your house. I remember doctor house calls in the 60's; and also making $1.35 an hour at my first job and paying $1.20 for a six-pack of beer. That's how long ago it is. Having this history, it is with interest that I see brands going back to their "house roots."
Have you ever had to have a lawnmower, a weed wacker or a chain saw fixed by your local independent dealer? Remember what they look like when you drop them off, because they'll be gone for a long, long time. You'll think that your tools went into the witness protection program. Two weeks pass, then it's a month, often progressing to six weeks. Meanwhile, your grass keeps growing and growing; not to mention it's also a hassle getting the equipment to the dealer.
That's why John Deere's new program, the nationwide Ready to Mow Program, makes a lot of sense. It's going to bring John Deere and the dealer to your home. What a novel concept. John Deere has recently beefed up their nationwide Ready to Mow Program by adding more than 800 trucks that are ready to turn up in your driveway. It's really simple. Appointments can be made at readytomow.com and/or through the local dealership. The local dealers set the prices. It's good to see that John Deere is continuing to support their dealer network as they now sell Deere products through the big boxes. Albeit a stripped down version, it still has the Deere brand moniker. The Ready to Mow Program cuts right to the core of what the consumer needs with their power equipment âˆ' convenience. The concept makes good business sense. With proper stimulation, consumers will get their Deere power equipment maintenance done more frequently and not have to wait for it to breakdown. More maintenance dollars for Deere and their dealers. A new "channel of sale" for the dealer. Nice synergy all the way around. It is the epitome of managing your brand in channel.
Another brand is also scrambling to make a closer connection to the consumer. You can only imagine the angst that's going on in Lowe's corporate headquarters in Mooresville, NC, as new home sales plummet. The big box that's so synonymous with the tagline, "Let's Build Something Together" is looking for ways to stimulate sales. The other phenomenon working against them is that as the Boomer populace ages, they're rapidly evolving from a "do-it-yourself" to a "do-it-for-me" bunch.
Lowe's is testing free, in-home consultation in select cities (Atlanta, Dallas and Philadelphia). The consultation support is for fencing, siding, roofing, decking and replacement window installation. The in-home consultation includes estimates, sales and solutions from brands like Pella, Owens-Corning and Georgia Pacific. These categories are getting slammed by the housing mess. These brands are desperate for sales, either through contractors or big boxes. Nothing like a downturn to stimulate making friends in new channels. Lowe's is displacing the contractor and the "brand loyalty" they've forged with brands for years. Instead of "Let's Build Something Together," it's time to "plan something as well."
It's all about bringing the brand experience to your house. New channels equal new customers. Two approaches from two great brands. Something to watch closely. Here's hoping that Heineken makes a stop at my house!! That's a house call!
