Male Millennial, Gen-X Opps: Northern Tool & Equipment announces new top marketer (Score 58)

Sales lead: Contact the new CMO for more information about his plans. 

• Northern Tool & Equipment (NT&E) hired Frank Crowson as SVP & CMO, effective May 8th, 2023. 
• Crowson joins from Best Buy, where he held the same title.
• We told you about NT&E's new PR AOR, Media Minefield, earlier this year. 

Target demographic: Millennial & Gen-X men

The company will likely:

• Continue increasing digital ad spend
• Allocate more budget toward national TV ads
• Build out its agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: NT&E has not allocated any budget toward national TV ads YTD.
• 2021-2022 spend: Full-year spend totaled $4.2m in 2022. 
  • It did not air any ads in 2021. 
• 2022 ad programming: It placed ads during programming such as NASCAR Cup Series, NFL Football, NASCAR Xfinity Racing Series, College Football, and NASCAR Cup Series Countdown to Green. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: NT&E spent nearly $1.3m on digital display ads YTD, an 18% increase from $1.1m spent in this channel during the same time period of 2022. 
• YTD data: 168.8m impressions via Facebook (94%), Instagram (5%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 24% from $2.9m in 2021 to $3.6m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, toptenreviews.com, and powerball.com. It placed 1% of these ads indirectly through Goolge AdX+AdSense and Mediavine onto sites such as wunderground.com, healthline.com, fanpop.com, cnet.com, and caranddriver.com. 

Additional channel insights  

• Vivvix: NT&E also invests in OOH, radio, and local broadcast. 

Agency analysis:

• Opportunity: The CMO hire could lead to agency reviews or hires, so reach out now to be top-of-mind. 
• Current roster:
  • Colle McVoy: creative & media AOR
  • Media Minefield: PR AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.