Hawthorne Advertising | Agency Profile, Contacts, AOR, Client Relationships

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Male Gen-X, Millennial Media Opps: Stanley Black & Decker sponsors NASCAR (Score 52)

This gives SB&D exclusive promotional and marketing rights with NASCAR. The company also announced that its subsidiary brand, Craftsman, secured naming rights for the NASCAR Truck Series. The sponsorship includes brand integrations on vehicles, crew uniforms and tracks during the Triple Truck Challenge and Championship Race. These sponsorships should resonate with SB&D's male Gen-X and millennial target audience. The company may be interested in more sponsorships, so get in touch if you can offer assistance. 

According to iSpot, Craftsman has not allocated any budget toward national TV ads since spending $51.7k in 2020 during programming such as CBS Evening News With Norah O'Donnell and Raw Travel. This is the only reported national TV spend data for any of SB&D's brands. 

Per Pathmatics, SB&D earned 258.6m impressions YTD through Facebook ads (63%), Instagram ads (22%), desktop video ads (8%), desktop display ads (6%) and mobile display ads (1%). It placed the majority (98%) of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, drudgereport.com and slickdeals.net. It placed the remainder (2%) indirectly through BlogHer and The Trade Desk onto sites such as rollingstone.com, tvline.com, hollywoodreporter.com, deadline.com and variety.com. It spent approximately $2m on digital display ads YTD, a 43% decrease from $3.5m spent in this channel during the same time period of 2021. Full-year spend jumped from $2.1m in 2020 to $6.7m in 2021. 

**The above digital spend information includes data for SB&D's entire portfolio of brands.**

Sellers-- SB&D focuses its marketing efforts on reaching millennial and Gen-X men. The company allocates the majority of its marketing resources toward digital display ads. However, it has been decreasing spend over the past two years. It may be making room in its budget for more sponsorships. Either way, these decreases signal that high-ROI ad placements are very important for this company. SB&D also invests in OOH and local broadcast TV ads, per Kantar. Sellers should get in touch to offer ad space. 

Agency & martech readers-- SB&D currently only works with creative shop Lippe Taylor. I recommend offering media buying/planning, digital, social media and sponsorship assistance to SB&D. Be sure to include how you can help this company reach male Gen-Xers and millennials in your pitches.