Mike FowlerMike Fowler brings a unique combination of hands on experience to the In-Store Digital Media table. His multi-faceted background includes broadcasting, video production and marketing as well as extensive retail experience design and store strategy.
For over 7 years, Fowler worked in advertising and marketing for Fortune 500 retailer Advance Auto Parts. Advance is the 2nd largest automotive parts and accessories company in the nation with well over 3000 stores in 41 states. There, Fowler was the Director of the Advance TV network, one of the original in-store networks developed in the U.S., founded in 1999. In his role, Fowler was responsible for all strategic planning, content, and day-to-day operations for Advance TV.
Mike understood that the Advance TV audience was both customers and employees. The programming had to be targeted like a laser directly to both groups. Unlike some networks Advance TV also served as the in-store audio channel and the programming had to be effective if only heard and not seen. Content creation and management became the cornerstone of the Advance TV operation. "Without a doubt, the technology and display is critical. But the "wow" factor will only go so far. I will watch a great program on a less than perfect TV, before I'll watch junk on a beautiful plasma". Due to this philosophy, the Advance TV network was widely regarded as one of the benchmark leaders in the industry.
He also knew that this valuable communication tool should be leveraged to provide service to most every functional area of the company. He created formats and segments on automotive projects and products. These DIY segments and vendor In-Store Ads (ISA's) told the features and benefits story to customers and, at the same time, educated and trained employees "in the aisles". Advance TV programming became another strategic arrow in the overall Advertising and Marketing quiver. Programming was updated daily and to meet the needs of the company and customers. The network also told the story of the company's dedication to community service with support for the United Way, JDRF, Missing Kids and more. In fact Advance TV is credited with reuniting a mother with her child, missing for over 4 years.
Fowler brought this customer service attitude to retail from the Broadcasting industry. For over 20 years, he worked in a variety of broadcast management positions including Marketing Director, Program Director, and Operations Director. He has several national documentary programs to his credit, as well as other awards and memberships in industry organizations. He is a also talented writer and video producer, skills that were critical to support his leadership with retail digital Media.
Fowler was a member of the advisory board for the Digital Signage Expo, the nation's largest annual Digital Media convention. He holds a BA degree in Communication/Broadcasting from Virginia Tech.
