Gen-X, Millennial Homeowners Opps: ServiceMaster taps CMO amid spend decreases (Score 60)

ServiceMaster (SM) announced Alison Lohr as its new CMO this month. Lohr has extensive marketing experience working for companies such as Kimberly-Clark and Coca-Cola; she most recently served as marketing consultant for Egon Zehnder.  It also hired marketing director Rachel Bowling (August 2020) from CMI Limited, where she held the same position. These hires signify an increased focus on marketing, and will likely lead to higher spend and potential agency partnerships.

According to Pathmatics, SM earned 118.4m impressions through desktop display ads (55%), Facebook ads (40%) and mobile display ads (5%). It placed the majority (55%) of these ads site direct onto sites such as facebook.com, live5news.com, nba.com, youtube.com and journalreview.com. It placed the remainder through a variety of indirect channels onto sites such as yahoo.com, finance.yahoo.com, news.yahoo.com, sports.yahoo.com and wthr.com. It spent around $462.6k on digital display ads YTD, a 12% decrease from $515.9k spent during the same time period of 2019. Full-year spend equaled $537.7k in 2019 and $237.4k in 2018. 

Magellan reports SM placed 16 podcast ads over the last year. 

Per iSpot, SM has not aired a national TV ads since spending $2.7m in 2018. It placed ads during programming popular among Gen-X men such as "Tucker Carlson Tonight," "The Greg Gutfeld Show," "The Ingraham Angle," "Justice With Judge Jeanine" and "The Next Revolution With Steve Hilton." 

Sellers-- SM targets Gen-X and millennial homeowners mainly through digital display ads. The company's shift to primarily digital marketing indicates it is targeting younger demographics, such as millennials. Keep in mind, these stratgies are subject to change once the new CMO implements her own plans. Sellers should reach out to see what types of ad space you may be able to provide. 

Agency & martech readers-- Our researchers are working diligently to confirm any possible agency relationships SM may have. As you know, CMO hires commonly lead to agency reviews/appointments. Start reaching out to Lohr soon to be top-of-mind.