Target Audience: baby boomers about to retire
ENDORSEMENT:
The concept of the endorsement is “love your home, it will love you back”, by adding to the visual appeal as well as having a more substantial value. It’s about maintaining your home and the comfort it holds, yet updating the look. I chose to have Rachel Ray be the endorser. I feel she is a celebrity that our target can identify with, probably watches often, and is always cooking so she should have an updated kitchen. Plus they can relate to her since she is about as experienced as home improvement as the target market is. I want her to show the little projects she did that our audience can do to improve the aesthetic appeal of their home. The script will take place once she places something in the oven, giving her a few minutes to talk.
Script:
Script:
“So, right now I’m going to take the focus from this delicious food to the beautiful kitchen that is hosting it. This is where all the action is, so I need it to not only be reliable, but also modern and aesthetically appealing. I wanted my kitchen to have a comforting and inviting appeal, yet be updated and innovative, too. The good news is, you don’t need to be a home improvement guru or top decorator to do so, I just turned to Lowe’s and the projects fell into place perfectly.
If you’re like me and have a million other things on your plate, literally, it can seem overwhelming at first, but don’t let this scare you away. You see, you don’t need to undergo construction to give your home some serious changes. Before I even went to the store, I visited Lowes.com to get some ideas. This website has a ton of creative generating ideas and you can get a glance at the products they have to offer. For me, the kitchen is where my creative juices flow, so I started by simply refreshing the paint, and then went on to add these unique, yet subtle decals to the walls. And see how it transformed instantly! (show before/after)
Before, I tried to avoid hosting the family celebrations, but now I’m inviting everyone, even those dreaded in-laws. The good news is: I still have the kitchen I know and love, now it’s just a little more modern. Visit Lowes and get all the tools you need to transform yesterday’s dull home into the hot gathering spot for this holiday season. Who knows what’s in store! Now I can honestly love my home, and that’s something that will never go out of season.”
Lowes: Ideas You Can Build On
RADIO(30 seconds):
(play light, nostalgic and slow instrumental music)
(woman’s voice) “It takes a special house to become a home. Somewhere between the family dinners, lazy afternoons and busy mornings, your house begins to feel like your comfort zone, your homebase; your own sanctuary.
(2 second pause)
This holiday season; show your home the love it deserves. (music becomes more upbeat)
At Lowe’s we not only offer the best selection of home improvement products, but also at unbeatable prices. We’ll provide you with everything from do-it-yourself tips, educational seminars, and even heavy duty projects.
(play light, nostalgic and slow instrumental music)
(woman’s voice) “It takes a special house to become a home. Somewhere between the family dinners, lazy afternoons and busy mornings, your house begins to feel like your comfort zone, your homebase; your own sanctuary.
(2 second pause)
This holiday season; show your home the love it deserves. (music becomes more upbeat)
At Lowe’s we not only offer the best selection of home improvement products, but also at unbeatable prices. We’ll provide you with everything from do-it-yourself tips, educational seminars, and even heavy duty projects.
Let your home’s love and comfort remain while making it look, and feel, its best. Come into Lowe’s today, and give your home the TLC it deserves, while preparing for the countless memories to come.
Lowe’s- Ideas you can build on”
Lowe’s- Ideas you can build on”
94.7 WLS-FM “Chicago’s True Oldies”
93.9 Lite fm, light rock and “Chicago’s Christmas Station”
