Ace Hardware’s CMO Kim Lefko shared a simple growth truth on stage: you don’t need the biggest budget when your message never wobbles. (Source: ChiefMarketer)
Ace can’t outspend its biggest rivals, so it out-consistents them—one clear story echoed everywhere from TV to TikTok to the store aisle.
The Big Move: Pick Your Four Lanes
A decade ago, Ace saw that shoppers weren’t DIY‑ing complex repairs anymore. So the brand picked four lanes to own: paint, power, backyards & barbecue, and home preservation.
That focus didn’t just change the ads; it reshaped store layout, content, and the app—so the message you hear is the experience you get.
Why it matters: Focus sharpens everything—creative, shelf space, search bids, and staffing. If you want a playbook to sharpen your own focus, see our guide on fixing your positioning first.
Elevate the Aisles (So They Match the Ads)
Ace’s “Elevate Ace” remodel puts touch‑and‑feel first—big, colorful wayfinding; floor models you can try; and hero zones for the four priority categories.
Early results are strong: double‑digit sales lifts overall and even bigger gains inside those four focus areas. Digital is growing fast, too, but the physical experience is doing real work.
Want your in‑store or in‑app journey to actually convert? Tighten your sales–marketing handoff with our alignment framework and upgrade your CTA formulas so the last click matches the first promise.
The Media Mix That Makes It Work
Create demand: TV (especially live sports) still builds reach and trust. Ace is testing TikTok—smart, short, helpful videos that fit the brand.
Convert demand: Paid search remains a profit engine when intent is high and messaging is tight.
Build loyalty: The Ace app and rewards program deepen frequency and spend—the best customers live there.
If you’re leaning into creators for demand gen, grab our influencer marketing playbook for 2025. Then back it up with value‑driven CTAs that push shoppers to the next clear step.
Test → Learn → Refine → Scale (or Kill)
Ace budgets time and money to run controlled experiments. That’s how it launched RedVest Media, its retail media network—deliberately, to protect site UX. The lesson:
Cap ad clutter to protect conversion.
Prove incrementality before scaling.
Kill what doesn’t move the needle.
For org design that speeds these decisions, see where PMM should sit to tighten your go‑to‑market loop.
What Marketers Should Steal (Today)
Define your pursuit. State the 1–3 categories or use cases you’ll be famous for. Ship a one‑page “pursuit memo.” (Need help? Start with our positioning guide.)
Cascade consistency. Mirror the same promise across paid, site/app, and environments where buying happens (store, product, checkout).
Treat TikTok as shop‑able education. Make 20–30 second explainer clips that solve one problem, not trend‑chasing fluff. Pair with influencer tactics that actually work.
Protect your last mile. Re‑write your CTAs using these high‑converting patterns and align with sales to remove friction—start with our sales–marketing alignment playbook.
Institutionalize testing. Ring‑fence 10% of the budget and calendar space for weekly tests. Every idea earns its keep or gets cut.
Invest in loyalists. App users are usually your healthiest cohort. Build a habit loop (exclusive drops, faster service, members‑only bundles).
Why This Matters for Your Career (and Team)
Brands that master message consistency and test‑and‑learn don’t just grow—they become easier to market. That translates into faster cycles, clearer briefs, and better results for your portfolio (and comp).
For your next move, benchmark your pay with our 2025 Remote Marketing Salary Report and see how top marketers earn $100K+ remotely.
If you’re job‑hunting, our latest remote marketing roles are vetted weekly. Prefer a push? Our 1:1 coaching helps you tighten your story and land interviews faster.
Final Take
Ace’s advantage isn’t money—it’s message discipline.
Pick a pursuit. Make it real in the product and the place. Then let the media mix carry a single, simple promise from ad to aisle.