hendricks inspections, LLC

55 w. fenimore st
valley stream, new york 11580

NYS Entity Status
ACTIVE

NYS Filing Date
JANUARY 21, 2014

NYS DOS ID#
4515992

County
NASSAU

Jurisdiction
NEW YORK

Registered Agent
NONE

NYS Entity Type
DOMESTIC LIMITED LIABILITY COMPANY

Name History
2014 - HENDRICKS INSPECTIONS, LLC









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    Positec Tool -- an older skewing power tools and lawn care equipment brand found at Lowe’s-- was looking for a different media approach for its big fourth quarter sellingperiod.

    Instead on focusing on its traditional 35-54 Nielsen demographic and its typical associated cable TV networks -- such as Fox News Channel, and the DIY Network --it looked at more advanced TV targeting data.

    “We were letting the media push our [media planning/buying],” says Lindsay Hendricks, senior mediamanager of Positec Tool.

    Hendricks says for its brand to succeed it needed to expand to young customers “without losing its core”.

    For the fourth quarter 2016, it collected first party data identifying, for example, its high valued customers. Then, this was merged third party data from the likes ofSimmons in looking at high index Home Depot shoppers --- as well as identifying best TV dayparts.

    Ben Zimmerman, president of Media Design Group, which focuses on directresponse TV inventory, said the agency also identified micro-targets -- young married couples, for example, working for Fortune 100 companies, with two kids and FICO scores above 700.

    From this data, an internal planning tool suggested 75% of its buy for national cable; 15% local cable; 5% on VOD; and 5% OTT. Suggestions were to buy HGTV (locally), Nickelodeon (forparents co-viewing); ESPN (also locally, in part).

    One of the biggest changes versus the company’s past media efforts was the shift to spending more on localcable.

    In a short six week fourth quarter flight, the results were that four of six of the company’s products reach 95% of its expected sales goal inhalf the time. For the fourth quarter 2015, the company only got to 68% point of sales results.

    Says Hendricks: “It was our most successful fourth quarter inyears.”

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