Mason, Inc. | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Male Media Opps: Monro drives brick-and-mortar business along with eCommerce (Score 58)

Update: In Monro's most recent earnings call, execs reported it is still focused just as much on brick-and-mortar activity as eCommerce. To do this despite the global pandemic, the company is focused on promoting its social distancing, store cleanliness and sanitation, drop-off capability and curbside service. Specifically, Monro scaled down and strategically redirected its marketing spend to bolster its digital presence.

The company mainly sells tires; since consumers aren't currently driving as frequently as they normally would, these products aren't in nearly as high demand right now. Due to this lower demand, Monro reduced store hours and started operating at appropriately lower labor capacity.

Read about Monro's digital display ad spend in the article below; along with this channel, it utilizes local broadcast, OOH, print and radio, targeting male millennials.

Agency & martech readers - We have not heard of any roster shifts since the company promoted COO Rob Rajkowski to handle marketing duties earlier this year (more below), so keep reaching out for potential work. Monro assigned its digital duties to Mason in 2017.

The article below was originally published on 4/24:

Vehicle upkeep goods maker 2018, in order to reduce costs due to the global pandemic's economic impact. The company's COO since late last year, Robert Rajkowski, will handle marketing responsibilities such as brand management, advertising, customer relationship management, in-store merchandising and category management and digital efforts. In response to the negative effects of the coronavirus, Monro was named an essential business; it also took the following measures:

• drawing down its revolving credit facility's remaining $350 million
• deferring unnecessary capital expenditures such as store reimaging
• reducing store labor and hours to match demand and protect employees
• reducing general, admin and selling expenses
• bolstering its working capital position

Adbeat estimates out of the $4.3k Monro spent on digital display ads since April 2018, $4k (93%) was spent after April 2019. It placed 100% of these ads programmatically through Google Display Network onto sites such as nhregister.com, msn.com, beeradvocate.com, seacoastonline.com and amazingribs.com 

Although iSpot reports no national TV ad spend, the company does use local marketing methods such as TV, OOH, print and radio. Its digital display ad spend increase leads us to believe it wants to reach millennials with a potential male skew.

Agency & martech readers - The company may seek new agency partners once it recovers from the blow it's taking from the global pandemic. Mason picked up digital duties in 2017.