Marketing

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Marketing
Lee Wilson, Director of Marketing
3/12/09
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Survive Thrive Mindset
HPM has a long history of surviving and thriving

• 1920s Started business during Great
  Depression
• 1940s Taken over by government during WWII
• 1960s Rebuilt for second time after Tsunami
• 1990s First built retail business after
  construction downturn
• 2000s Built-up infrastructure for professional
  builder and boom
• 4Q2006 First signs of construction downturn
• 4Q2008 Reinvestment in retail business

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Leverage Strengths

• Locations
• Local
• Employee-owned
• Small

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Minimize Weaknesses

• Square feet
• Buying power
• Promo budget

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Retail2

• Retail also Retail again
• New target DIY, women

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Retail Equation
x

Traffic
Close Sale
Transactions
x

Transactions
Revenue
Avg Purchase
Transactions
Revenue
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Traffic

• Existing customers
• Increase visits
• Frequent purchaser programs
• Email campaigns

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Traffic

• New customers
• Research
• Referral
• Place convenience
• New geo market
• Internet

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Traffic

• Promotion
• Media
• Message
• Value

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Close Sales

• Product
• Price
• Merchandising/Packaging
• Service
• Manage purchase cycle
• Value

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Retail Equation
x

Traffic
Close Sale
Transactions
x

Transactions
Revenue
Avg Purchase
Transactions
Revenue
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Avg Purchase

• Sales service
• Staffing
• Up-sell, cross-sell, add-on
• New products

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Retail Equation
x

Traffic
Close Sale
Transactions
x

Transactions
Revenue
Avg Purchase
Transactions
Revenue
14
Change to Thrive

• Great opportunity for change
• First target, product/price/place
• Then promotion

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Mahalo