Lowe's stands by its ad pull even as a North Carolina-based interfaith group collects 200,000 signatures expressing concern over the company's action. Lowe's is based in Mooresville, N.C.
According to the Charlotte Observer,
I'd like to see the kinds of comments and the volume the company alleges on its social media channels on Dec. 4 - 5. It's likely less than the 28,000 Facebook comments it received (and even dividing that evenly pro and con, that leaves 14,000), and it's likely less than the 200,000 signatures gathered by Mecklenburg.
That leaves content as the driving factor from that early feedback, if you want to follow their argument. Anti-Islamic rhetoric (such as we saw left unchecked on FB) would be the likely major tone.
Given the numbers as described above, along with the company's actions throughout this brouhaha, I'm left with two conclusions:
1. Lowe's believes that a financially significant core of its consumer base holds an anti-Muslim view. That demo analysis may or may not be true, but Lowe's is acting as if it is.
2. Lowe's is willing to publicly cater to that constituency to preserve its business at the expense of public image, social corporate responsibility best practices, and a broader consumer base.
And the form letter to FFA? Here's the letter as it appears on FFA's site:
They've also yet to publicly produce their "advertising guidelines," which could go a long way to help clarify their position. That they've yet to do so indicates just how weak their spin is.
Whether caving to FFA or rhetoric on its social media, Lowe's has made a public decision to align with some very intolerant ideology. Which is their choice as a business, but it comes at a high cost to their brand -- and is an ugly insult to American pluralism.
(Also see previous post here).
On Tuesday morning, Revs. James Leach and Russ Dean, of the Unitarian Universalist Church and Park Road Baptist congregations in Charlotte, drove to Lowe's Mooresville headquarters. They were accompanied by other representatives from the interfaith Mecklenburg Ministries, bearing more than 200,000 signatures from petitioners. The petitions asked Lowe's to apologize and to reinstate its advertising.But the petition did not achieve the desired outcome, and Lowe's held firm with a weak backpedal attempt after the meeting. Per Entertainment Weekly's "Inside TV" page,
"The decision was absolutely not, despite what's been reported in the media, influenced by any one group," said Lowe's vice president of marketing, Tom Lamb.
He said that the decision to stop advertising on the show had been made before the Florida Family Association emailed Lowe's CEO, Robert Niblock. ...
Lamb told the Observer he was "surprised" that the Christian group was credited with pressuring Lowe's, which made the "routine" decision to pull the ad.
A spokesman says the first spot aired Dec. 4 as part of a bulk buy. (TLC didn't specify which shows the ad would appear in). Within 24 hours, negative feedback about the TLC show had appeared on the company's social media sites, so the decision to pull the ad was made shortly thereafter. "We're surprised at how much happened and how quickly it happened in the context of an advertising decision," Lamb said.The Hollywood Reporter adds this:
According to the company, the All-American Muslim promo time was part of a bulk ad buy, though they understood the show following Muslim residents of Dearborn, Mich. could be included. He also says the decision to pull the ads was made on Dec. 5 shortly after their social media team identified negative comments on the show that morning.
The company says Lowe's CEO Robert Niblock received the initial email from the FFA later that same afternoon.
Lowe's spokesperson Chris Ahearn says that the company responded to the FFA with a form letter explaining the ads had already been pulled. She also says that decisions to pull commercial spots from shows that are considered controversial are made perhaps 8-10 times a year. The company declined to name other shows it has pulled its advertising from.I'm not buying the Lowe's spin (and I'm wishing that Mecklenburg reps hadn't bought it either: "'We respect their business decision,' said Dean," states the Observer).
I'd like to see the kinds of comments and the volume the company alleges on its social media channels on Dec. 4 - 5. It's likely less than the 28,000 Facebook comments it received (and even dividing that evenly pro and con, that leaves 14,000), and it's likely less than the 200,000 signatures gathered by Mecklenburg.
That leaves content as the driving factor from that early feedback, if you want to follow their argument. Anti-Islamic rhetoric (such as we saw left unchecked on FB) would be the likely major tone.
Given the numbers as described above, along with the company's actions throughout this brouhaha, I'm left with two conclusions:
1. Lowe's believes that a financially significant core of its consumer base holds an anti-Muslim view. That demo analysis may or may not be true, but Lowe's is acting as if it is.
2. Lowe's is willing to publicly cater to that constituency to preserve its business at the expense of public image, social corporate responsibility best practices, and a broader consumer base.
And the form letter to FFA? Here's the letter as it appears on FFA's site:
Hello David,
Thank you for contacting Lowe's. We work hard to listen to our customers and respond to their concerns. Lowe's has strict guidelines that govern the placement of our advertising. Our company advertises primarily in national, network prime-time television programs and on a variety of cable outlets. Lowe's constantly reviews advertising buys to make certain they are consistent with its policy guidelines.
While we continue to advertise on various cable networks, including TLC, there are certain programs that do not meet Lowe's advertising guidelines, including the show you brought to our attention. Lowe's will no longer be advertising on that program.
Our goal is to provide the best service, products and shopping environment in the home improvement industry. We appreciate your feedback and will share your comments with our advertising department as they evaluate future advertising opportunities.
If I can be of further assistance, please do not hesitate to call 1-866-900-4650, or email execustservice@lowes.com. You may also contact us by mailing your correspondence to Lowe’s Companies, Mail Code CON8, 1605 Curtis Bridge Rd., Wilkesboro, North Carolina 28697.
Thank you,
Andrew
Lowe’s Executive Support"Lowe's will no longer be advertising on that program", contrary to their spin, does not send a clear indicator that the ads were already pulled. In fact it lends the impression, though not explicitly stated, that the ads were pulled as a result of the inquiry.
They've also yet to publicly produce their "advertising guidelines," which could go a long way to help clarify their position. That they've yet to do so indicates just how weak their spin is.
Whether caving to FFA or rhetoric on its social media, Lowe's has made a public decision to align with some very intolerant ideology. Which is their choice as a business, but it comes at a high cost to their brand -- and is an ugly insult to American pluralism.
(Also see previous post here).
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