2022 Consumer Marketing Plan

2022 Consumer Marketing Plan

2022 Consumer Marketing Plan

1

2022 Marketing Priorities for the Local Store 1 2 Local Lift Ace Rewards

Why?

90% of shopping starts in search

Why?

>60% of your sales from Loyal customers Participate in all campaigns with no caps

Action:

Always on, minimum $500 per month, per store

Action:

3

4

Social Media

Events

Why?

Promote Your Local Store & Care for your Customers

Why?

Events Drive Traffic

Action:

Opt-in to monthly paid ads via the Community Calendar and answer all customer comments and questions in < 24 hrs

Action:

Participate in all seven in-store BBQ parties

2

2022 National Brand Campaigns reinforce Ace’s key pillars of service, quality and convenience across the Paint, Power, BBQ and Home Preservation categories by reinforcing all the ways consumers can shop Ace including delivery from their neighborhood Ace.

3

2022 National Media Investment Media spend to drive

Media Landscape Adults Spend 5 Hours Per Day Consuming Video 3+ hours Traditional TV 2+ hours Online Video Time spent with video remains consistent but how it’s being consumed continues to evolve Connected TV (CTV) on the Rise Ace continues to dial up and leverage premium CTV to reach cord-cutter, cord-nevers and multi-subscription households

consideration and sales 2022 Ace Media Spend

43% Digital

57% Video

Leveraging mass-reaching VIDEO to support Consistent FAMOUS FOR FOUR messaging

4

National Content & Social Media Content 2022: Ace Project Place, A New Destination For Tips and Advice • Ace Project Place is a new addition to Acehardware.com • Videos and infographics will inspire viewers on unique DIY Projects • Hosts for these video series include Ace Experts and Product Experts • The Ace Project Place will change monthly to highlight the key category for consumers to engage in that month Social 2022: Be The Helpful Place in the Social Space • Provide timely, relevant, and helpful customer service through our national channels • Build strong community engagement with our customers and brand advocates • Create compelling content that entertains, educates, informs and inspires • Create strategic ad campaigns that target the right customer at the right time in their journey.

NEW: Watch & Share Ace Project Place Content In Social & Email Marketing To Share: Visit Soci and Ace Marketing Muscle for Assets

5

National Promotions

• 10 National Promotions * - 7 Preprints - 3 Non-Preprint Sales • 7 In-Store Parties *

Changes for 2022: Preprints: One less preprint to allow retailers to funnel previous print and distribution dollars to Ace Local Lift. Ace Local Lift generates an average ROI over $8. Ace preprints have shown an average ROI of about $4.80.

Ace Local Lift +$8.00

$4.80 Ace Preprint

Average ROI

Before investing in more than seven preprints make sure you are maxing out Ace Local Lift, Ace Rewards and SOCi Paid Ads

20 2 RATES

2022 RATES

2022 RATES

*See the 2022 National Marketing Calendar and Key Dates for more details

6

2022 Store Event Plan Hosting in-store events allows our red vested heroes to showcase both their incredible product knowledge and amazing customer service.

What you need to know now

• All store events below will be backed with national media support • All stores will be opted into all store events through the Ace Rewards calendar/grid • All store events are BBQ centric and will feature giveaways and party specific offers • Store Event Playbooks - everything you need to execute

Ace Rewards sign ups * +16.2%

Avg. Sales per store * +15.3% +$1,471

Customer Count * +16.1%

SUPPORTING CATEGORIES

DATE

EVENT

THEME

Avg. GP$ per store * +11.3% +$418

Weber Genesis Launch

Over 40% of all Traeger grills sold go to customers who’ve seen a demo! **

February 5 BBQ Kick-Off Party

BBQ

Transactions *

BBQ/OPE/ Lawn & Garden

April 23

BBQ Fest

BBQ

+10.8%

BBQ/Free Flag Giveaway BBQ/OPE/Power

May 28 Memorial Day BBQ Party

4th of July BBQ Party Labor Day BBQ Party

June 25

BBQ/Power

BBQ/Power

* 2019 Event Results compared to prior year ** Traeger Study

August 27

BBQ/CMN

BBQ

November 19 Thanksgrilling Think outside the oven

BBQ

Consumers who attend your event are more likely to come back within the next 90 days compared to those that do not attend.

December 3 Christmas BBQ Party Gifts & Grillin’ BBQ/Power/OPE

7

Sign Kit Support the Win the Month Consumer Marketing Plan The Sign Kit helps support and execute the Win the Month categories, brands and promotional deals at retail each month. Stores on the Full Sign Kit program also receive additional components to help support the Famous For Four categories. Full Sign Kit program includes customized options Customized signage is a feature for retailers who participate in the Full Sign Kit program. This customized option provides an opportunity to create up to three End Cap Signs or Window Posters each month for your own promotions. Deadline to add custom Window Posters and End Cap Signs to your Sign Kit is the same as the monthly bulletin due date.

Full Sign Kit offers a great value: $185

Price Cards to support Events, Red Hot Buys, Month-Long Instant Savings and Dynamic Promotions

End Cap Signs

Optional End Cap Signs (option in Sign Kit customization tool)

Window Posters

Circular Sign for Circular Sign Holder

Bagstuffers

Counter Mat Inserts

Execution Guide

Copies of Month-Long Preprints

Create your own custom Price Cards or download your monthly Price Cards and print in store. Card stock is available on Ace Marketing Muscle.

Sales and Event Signage

Extra Promotional Material from Various Departments

For more information, visit: ACENET > Marketing > Promotions > Sign Kit Customization See the Win the Month page for full planning execution.

To sign up for the Full Sign Kit, email: [email protected]

8

Famous for Four categories drive differentiation for Ace and are key must-wins

HOME PRESERVATION

BACKYARD & BBQ

PAINT

POWER

• Fuel Benjamin Moore at Ace with national & local marketing • Extra Mile Promise is our service differentiator that allows Ace to take credit for having everything the consumer needs to complete a paint project, including best brands of paint • Continue to target DIY and PRO customers to steal market share from the big boxes

• Keystart automotive

• Drive best brands in OPE via Level 3 reset • Leverage differentiation with STIHL through amplified marketing • Expand assortment and focus of battery with OPE • Leverage Ace Rewards >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27

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