Lewis Nails It for Retail Chain

Lewis Advertising has been named the first agency of record for Builder’s Discount Center. Both firms are located in Rocky Mount, N.C.
The hometown choice was competing against six undisclosed Raleigh and Chapel Hill, N.C., agencies for the account. BDC chief executive Glen Perry said the business would be worth just under $1 million annually.
Previously, all advertising was handled in-house, with media buys and radio production executed by Florida’s Corbett Berger & Stilli. As the home improvement retailer, which currently has seven locations in North Carolina and Virginia, planned its continued expansion, it decided to move into television advertising and hire an established shop.
Ironically, it was the agency telling the client that TV buys were the wrong strategy which gave the shop the nod.
“We frankly told them that their money would not be spent wisely on television yet,” said Lewis Advertising president Don Williams. “They just don’t have enough stores in any one TV market to make the move. Right now, it’s best to position them with outdoor, print and radio.”
The new campaign will feature the phrase, “Anywhere else and you’re gonna get nailed,” and will appear initially on billboards March 1. Radio and newspaper advertising will follow “as the weather gets more friendly for people who want to work outside,” said Williams.
“This company’s been a best-kept secret for too long,” said Williams. “They’ve got a unique position. Lowe’s and Home Depot, they sell refrigerators, plants, all that. What you get at BDC is building supplies and that’s it.”
“We want to be known as the low-price, convenient place to buy,” said Perry.
Williams said BDC’s target market is “middle and lower income people who want to genuinely build something from scratch for themselves. If you want to build yourself a $3,000 garage, they’ll sell you everything from the wood to the nails and you can provide the sweat equity.”