Ace Hardware Aims to Win with “The Help”

Photo: Ace Hardware Facebook.

Photo: Ace Hardware Facebook.

Who’s the friendliest of them all: Home Depot, Lowes or Ace Hardware?

If new marketing works, it will be the “helfpul marketing folks” at Ace Hardware.

Ace has evolved its marketing positioning from an in-store shopping convenience benefit – “Take back your weekend” (refer to my 2011 post) – to a customer service benefit – “Getting help at Ace is like going to your neighbor.”

While the convenience of finding what you’re looking for in a smaller store is a tangible benefit, the Illinois company has now decided to highlight its neighborly advice.  After all, Ace isn’t going to beat its rivals on price or assortment

The new marketing campaign builds from a simple positioning and is effectively communicated in new TV commercials.  There’s a master establishing TV spot, and then there’s the first of three planned national TV commercials::

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