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GLIDDEN QUALITY, WALMART VALUE YOUR PERFECT MATCH
A D V E R T I S I N G
executive summarythe challengetarget marketsresearchcreative strategythe big ideaevents that inspireshopper pathwaysservice experiencemedia planschedule & budgetcampaign evaluation
TABLE OF CONTENTS
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GLIDDEN QUALITY. WALMART VALUE. YOUR PERFECT MATCH.
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DEEP CORAL
A D V E R T I S I N G
Go ahead! Grab a paintbrush, a can of Glidden Brilliance, and a touch of
update, Glidden has the tools to “get you going!” Throw in the fact that you can
yourself with the perfect match.
platform campaign to increase awareness and brand recognition of Glidden paint
events that inspireshoppers to consider Glidden paint and recognize the brand’s involvement in
shopper pathway in order
on the service experience in and outside of the store will create an approachable
Glidden, a quality paint brand, is looking to increase consumer awareness and consideration of it’s product in
must team up to make sure consumers perceive the value of
THE CHALLENGE
EXECUTIVE SUMMARY
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OUR OBJECTIVES
“I would never consider buying paint at Walmart.”
“I didn’t even know they sold paint there.”
“Not clean or organized, so it’s not worth dealing with.”
“You ask five different people and no one knows where it is...”
Awareness of Glidden’s presence
viable retailer of paintGlidden’s utilization of technology such as social media and smartphone applications
Glidden’s existing brand theme into a campaign that can be
New marketing and promotional strategiesKey consumer insights in order to capitalize on target segments
Customer service by increasing knowledge of the product among
Perceived value of Glidden products that are offered at
INCREASE DEVELOP IMPROVE
FINDING THEIR PERFECT MATCH
Renters
experiences with others through social media and blogging
Have a small amount of disposable income, which is often spent on fashionable and trendy items
are spontaneous and impulsiveThink in the short term
to get to decorate their new rooms! Being from a small town and of the lower middle class, they do not have a great amount of disposable income, but James and Maria take pride in their home and want their children to be happy
kids a chance to be involved! To get ideas, Maria often searches Pinterest and other online blogging sites, as well as looking for inspiration in stores and in magazines (and magazines often have coupons for items she is looking
Renters or new homeowners
Have at least one child
Members of an ethnic minorityLower household incomeLiving in a rural area
Scott and Kelly are both 55 years old and well on their way to retirement (hopefully within the next 10 years!) with
doing crosswords and Sudoku puzzles in the paper, but have recently discovered that they can get the same thing years oldBaby boomersHomeownersCaucasian
Looking for ways to add excitement to their livesNot yet retired
Stabilizing force of their families
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UNDERSTANDING OUR TARGET MARKETS
SEGMENT 1: SOPHIE
SEGMENT 2: THE WILLIAMS FAMILY
SEGMENT 3: THE DAVIS FAMILY
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THE WILLIAMS’ STORY
SOPHIE’S STORY
THE DAVIS’ STORY
match
Comparisons of Glidden’s competitors’ websites, apps and industry articles were reviewed to compare Glidden to other paint brands
OUR RESEARCH
Primary research
SECONDARY research
Largest industrial coatings and paint decorating manufacturerCompetitive paint formula (paint and primer in one that saves time and money)The voice of the Glidden brand targets all consumersCompetitively priced paintEmphasis on sustainability
No strong social media presenceUnderutilized app
Colorplace sold alongside Gliddenbuy paint, home décor, and groceries all at once
media platforms can be leveraged
STRENGTHSSWOT ANALYSIS
WEAKNESSES OPPORTUNITIES THREATS
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GLA
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REEN
SEA GLASS G
REEN
6617118381,920
PERSONAL INTERVIEWS
CUSTOMER INTERVIEWS
EMPLOYEE INTERVIEWS
FOCUS GROUPS
STATES SURVEYED
SURVEYS
2,022TOTAL IMPRESSIONS
OUR SOLUTIONS
CREATIVE STRATEGYConsumers will be educated about
inspiration causing the strategy to be
from here forward will be to continue to remind consumers of the easy
that painting with Glidden can bring
with painting and design tips provided
Glidden “gets you going” to a place where paint and inspiration becomes your
This slogan communicates the quality product consumers have learned to expect from Glidden at the affordable price and convenient
THE BIG IDEA
MAKIN
G TH
E SA
LE
MATCH THE IDEA OF PAINT WITH WALMART IN THE MINDS OF WALMART CONSUMERS (IN THE CONTEXT OF GLIDDEN):
MATCH GLIDDEN BRILLIANCE WITH REAL DIY PROJECTS:
paint hotline/chat
MATCH WITH CONSUMER:
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Glidden will host events at
in order to empower and inspire
to purchase the Glidden
updated to improve customer’s
Through the use of recreated printed materials, color swatches and graphic elements, Glidden
Glidden’s new and improved
Current shoppers’ perception of the service available to them in
will be increased by making employees more knowledgeable
EVENTS THAT INSPIRE SHOPPER PATHWAYS SERVICE EXPERIENCE
GLIDDEN QUALITY. WALMART VALUE. YOUR PERFECT MATCH.
15% kit proceeds
Your Project. Our Paint. A Perfect Match.
EVENTS THAT INSPIRE
The top 20 Walmart stores by city population will be hosting an exciting “home on wheels” event from May to September 2014, in order to put Glidden and MyColortopia into the minds of the target consumers. Picture this: A large expandable truck enters the Walmart parking lot on a sunny Saturday afternoon. Inside the Glidden and Walmart sponsored truck, there is an expandable area with different rooms. Each room highlights a DIY project that can be easily duplicated at home by any of our three target markets. Social media and variable data printing (VDP) will be used to promote the events in each Walmart store area.
Purpose of the “Glidden Gets You Going” Tour Inspiration Rooms
DIY Inspired Kits
Tour truck serves as a moving billboard, while on the roadRooms are designed and decorated by the women of MyColortopiaDIY kits are available inside that lead customers to buy paint in storeDirect mail invitations utilizing VDP will increase awareness about the event
Pre-Contest
Participants will submit a picture of a DIY project they’re proud of via Instagram or Twitter using the hashtag #DIYWalmart(yourlocationhere) or post it on Glidden’s Facebook page to win a full DIY kit and $100 Walmart giftcard.
Post-Contest
Participants will submit a picture of their DIY project using our DIY kits via Instagram or twitter using the hashtag #DIYWalmart(yourlocationhere) or post it on our Glidden Facebook page.The “Glidden Gets You Going Tour” blog page allows consumers to follow the MyColortopia staff and receive updates on the tour’s progresss.Pictures and posts will be continually updated from city to city to leverage the event throughout the “Glidden Gets You Going Tour.”
Used to help shoppers get started on a DIY project who normally may have a hard timeKits provide supplies to create similar looks from the MyColortopia designed rooms15% of Glidden’s kit proceeds from the event will go to Glidden’s new partnership with Make-A-Wish Foundation®
Coming to a city near you!
Glidden Paint presents
On Saturday, May 24th visit your local Walmart® to tour a custom home and kickstart your very own
DIY paint project with help from our trained Glidden professionals.
R e j u v e n a t e y o u r p l a c e , A d d c o l o r t o y o u r s p a c e .
Have a DIY project you’re proud of? Post it on Twitter and Instagram using #DIYWalmartDallas
and on our Facebook page for a chance to win a complete DIY kit.
G l i d d e n G e t s Y o u G o i n g #DIYWALMART
Dallas - Fort Worth - Arlington
Houston - Sugar Land - BaytownSan Antonio - New BraunfelsPhoenix - Mesa - GlendaleLas Vegas - Paradise
Minneapolis - St. Paul - BloomingtonKansas CitySt. LouisIndianapolis - CarmelCincinnati - Middletown ColumbusCleveland - Elyria - MentorPittsburghPhiladelphia - Camdem - Wilmington Washington DC - Arlington - AlexandriaCharlotte - Gastonia - Rock HillAtlanta - Sandy Springs - MariettaOrlando - Kissimmee - SanfordTampa - St. Petersburg - Clearwater
Kit Includes:
Tape, rollers, a paint brush set, a paint holder, two gallons of Glidden Paint, and a stencil
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SOCIAL MEDIA CONTESTS
“You’re only a few steps away from your perfect match.”
It’s time for Glidden to revamp its in-store displays and printed materials, as well as create awareness that Glidden paint is sold at Walmart. With our plan, Glidden will capitalize on all of its in-store printed materials with a newly updated print campaign and in-store atmosphere. Not only will many of Glidden’s printed materials be recreated, references to MyColortopia will also be added in order to increase awareness of the site. All of these tactics will heighten awareness and create goodwill in order to match Glidden’s image with the consumer’s preferred paint brand.
OF PEOPLE SURVEYED SAID IN-STORE DISPLAYS ARE MOST MEMORABLE WHEN SELECTING PAINT71%
GLI
DDEN
Teal Lake
Peacock Blue
Carribean Sea
Tropical Lagoon
Bermuda Bay
Clear Blue Sky
Sea Spray
Samples shown approximate actual paint color.
Available at
Teal Lake
Peacock Blue
Carribean Sea
Tropical Lagoon
Bermuda Bay
Clear Blue Sky
Sea Spray
Samples shown approximate actual paint color.
Available at
Teal Lake
Peacock Blue
Carribean Sea
Tropical Lagoon
Bermuda Bay
Clear Blue Sky
Sea Spray
Samples shown approximate actual paint color.
Available at
Teal Lake
Peacock Blue
Carribean Sea
Tropical Lagoon
Bermuda Bay
Clear Blue Sky
Sea Spray
Samples shown approximate actual paint color.
Available at
Golden Oats
GB1212-BC
Your perfect kitchen starts with the perfect paint. Match a shade like “Golden
Oats” from the Glidden Brilliance Collection with furniture and acessories to make your
kitchen truly personal.
Love the room pictured? Make it your own with Walmart items:
Tools to help you choose
and ready-to-use testers. Fall in love with it before
you live with it. The paint tester comes with a brush
need to test a new color on your walls at home.
Your Perfect Match Book
A Few Steps Away
Color Swatches
Provided in-store to help inspire shoppers“Your Perfect Match” features Glidden Brilliance Collection paint and modern ideas to reinvent the homeContaints pages of room designs featuring Glidden paint and Walmart furnishingsInspires Do-It-Yourselfers to take on paint projects they never thought they could
Giant, Glidden “Red Geranium” footprints “drip” into
This is a simple solution that leads customers from the entrance directly to the paint sectionThe “You’re only a few steps away from your perfect match” sign catches customers attention at the paint section entry way
Multiple color shades on one swatchPerforated color swatches allow shoppers to rip off colors at home to help match their décor, walls, and furnishingsPunched holes on swatches give consumers the opportunity to link and organize the swatches on a ring
Capitalize on “MyColortopia” blog space using Facebook, Twitter, and Instagram with #MyColortopiaPlace MyColortopia logo on the side of each Brilliance can, as well as on paint swatchesCreate a tab on Glidden’s website that takes viewers directly to the MyColortopia site
Inspiration station display houses new Glidden print materialsLow cost, impactful display highlighting paint and primer in oneDisplay heading: “The brand you trust at the low prices you love”
Taking MyColortopia to the Next Level
Matching Walmart Décor
Use light colors on walls and ceilings to open up
an area or to create a soft and airy space. Design
furnishings may be light in nature. Consider light
woods, warm tones, or bright metals to create a QUESTIONS? 1-800-GLIDDEN www.glidden.com
Available at
Pick up your Glidden Paint Tester today,
and let Glidden get you going.
Warm WhiteGBC-1001
Powder GrayGBC-2505
MochaGBC-7641
Glidden cards will be placed within Walmart’s home décor and furnishings section to highlight matching color schemes between products and paintCards offer convenience to shoppers
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Direct Mail CouponUses personalized message to attract target segment’s attention
Inspires customer to pursue their DIY project by presenting them with a coupon
IN-STORE IMPROVEMENTSGAMIFICATION
Now Available at
Ads will be interactive– shoppers can roll over ads and a larger image will appear with more informationAds will advertise Walmart’s expert Glidden knowledge and Glidden’s extended hours helpline
Web Ads
Why use Gamification? It is projected to grow to a$2.8 Billion dollar industry by 2016.
1-800-GLIDDEN hours are extended through the weekend when most consumers perform DIY projects Educated operators wait on staff to answer in-store and at-home painting questions Help Line is advertised in store and through social media
Extended Help Service
1-800-GLIDDEN
ONLY 2% OF CONSUMERS SURVEYED SAID THEY SHOP AT WALMART BECAUSE OF HELPFUL EMPLOYEES.
Our target markets value their time and they do not have much of it. It is essential that consumers be assured they will receive knowledgeable assistance when buying Glidden paint at Walmart. To create a customer-service oriented environment we will install
productivity and to boost morale. For customers left with questions not answered in store, we have extended the 1-800-GLIDDEN help line hours and leveraged the MyColortopia website. Easy access to a more friendly and knowledgeable Walmart employee will do wonders for changing Walmart shopppers’ views of customer service and thus increase customer engagement within the paint section. We will match any customer’s needs with the help of an experienced Walmart paint employee.
the act of integrating game-play mechanics for non-game consumer activities
Replaces boring training videos with interactive, user-friendly gamesChallenges employees to match paint colors with their names, as well as test knowledge of mixing paint Used for employee training, as well as consumer recreation Outsource to Bunchball, the “World’s Most Advanced
Find Your Perfect Match
Now Available at
Visit your local Walmart for help on your next DIY project from Glidden paint experts.
Need Help? Call 1-800-GLIDDEN
“Glidden Paint Pro” button to be worn as part of uniformGiven to those employees who have achieved a certain level in employee
employee is knowledgeable
Expert Badge
Paint Pro
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Located on paint deskSends a request via the PA system for an expert paint employee to assist a customer at anytime throughout the daySimple and easy to usePlaced in every Walmart to make the
Broadcast on in-store televisions to promote the Glidden brandCreate awareness that Glidden is involved in community outreach programsDrive customers to the paint section to consider Glidden paint
CALL BUTTON WALMART SMART NETWORK
SERVICE EXPERIENCE 15
MEDIAPLANObjectives
Strategies
tactics
overview
owned
paid
Nationwide: Increase awareness of Glidden Paint at Walmart.Target Markets: Increase Glidden Paint sales for customers already shopping at Walmart.Create buzz through direct mailings, nationwide events, and online advertisements.
Walmart Website
The Walmart website will allow customers from the three target segments who already shop at Walmart to understand and be aware of the fact
Glidden Website
The Glidden website will provide information about their retail outlets,
aware that Glidden paint is sold at Walmart. This will be a way to increase
Glidden brand. Facebook
The role of Facebook will be to interact with Glidden customers on a more personal level by posting informantion about Glidden paint events, providing coupons, and keeping consumers up to date on the latest Glidden paint information. Facebook will also be used as a way to attract more Glidden paint customers and Walmart shoppers to increase awareness of the brand’s presence in Walmart and to increase Glidden paint sales in Walmart.
Glidden’s Twitter will be used to keep Glidden followers up to date on new paint products, nationwide DIY events, and the presence of Glidden paint in Walmart.
The role of Pinterest will be to provide inspiration to loyal Glidden customers through posting DIY projects, painting tips, and more. Pinterest also allows followers to repost and repin Glidden’s project and paint ideas, which will increase the brand’s reach and number of impressions throughout Pinterest.
MyColortopia
MyColortopia will allow Glidden and Walmart customers to interact with Glidden representatives and DIY bloggers who have experience with project creation, painting, and the Glidden brand. MyColortopia will provide inspiration and assistance to the three target segments to empower them to tackle their own DIY paint-related projects.
Online
93% of Female millennials use the Internet70% of parents with a child use the Internet
Walmart TV
Has the ability to reach as many as 200 million households weekly in 3,600 stores
Direct Mail
Has the ability to reach 300,000 households from June to SeptemberVDP direct mail piece will invite consumers from top 20 cities to the DIY Day Event
The campaign from May 2014–September 2014 will focus around the campaign’s central theme: “Glidden quality, Walmart prices. Your perfect match.” It uses a combination of traditional and nontraditional media in order to increase Glidden’s paint sales at Walmart among the three target segments.
The role of owned media is to build long-term relationships with existing and potential consumers within the target markets.
The role of paid media is to form a foundation that ultimately feeds owned media and creates earned media.
strategic areas. Walmart sales and population data was used in these decisions. Activate the campaign from May to September because this period coincides with the summer season and optimal times to renovate home. Target the top 20 Walmart markets based on population for each of the three target segments.
Media decisions are based on research for each of the three target audiences. Some media efforts are geared to a single target market, while other mediums can be used for all three segments.
Top 20 Cities % Population
Tulsa, OK 42.25 937,478
Oklahoma City, OK 41.29 1,252,987
Albuquerque, NM 41 887,077
Birmingham-Hoover, AL 38.2 1,128,047
New Orleans-Metairie-Kenner, LA 36.13 1,167,764
Louisville/Jefferson County, KY-IN 35.83 1,283,566
Dallas-Fort Worth-Arlington, TX 35.4 6,371,773
Jacksonville, FL 35.05 1,345,596
Atlanta-Sandy Springs-Marietta, GA 34.72 5,268,860
Dayton, OH 34.71 841,502
Memphis, TN-MS-AR 34.05 1,316,100
Salt Lake City, UT 34.05 1,124,197
Milwaukee-Waukesha-West Allis, WI 33.57 1,555,908
Tampa-St. Petersburg-Clearwater, FL 32.62 2,783,243
San Antonio-New Braunfels, TX 32.38 2,142,508
Kansas City, MO-KS 32.09 2,035,334
Richmond, VA 31.8 1,258,251
Orlando-Kissimmee-Sanford, FL 31.67 2,134,411
Rochester, NY 31.67 1,054,323
Austin-Round Rock-San Marcos, TX 31.12 1,716,289
Top Populated Walmarts
VERY
VIO
LET VERY VIO
LET
16 17Earned
Public Relations
Through the “Glidden Gets You Going” Tour a series of earned public relations will be launched. By successfully executing the multi-state tour, several newspaper and television news stories should be earned in local and hopefully national media.
Word of Mouth
The “Glidden Gets You Going” Tour and the earned public relations will help to inspire positive word of mouth for the Glidden brand at Walmart. The social media campaign associated on either side of the “Glidden Gets You Going” Tour will encourage conversations with the Glidden brand.
The role of earned media is to listen and respond. It is the result of well-executed and well-coordinated owned and paid media. It includes blogs, social media, videos, comments, pictures, stories, applications, ratings, feedback, word of mouth, and buzz.
CAMPAIGNSCHEDULE
BUDGETRI
CH N
AVY
RICH NAVY
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EVENTS THAT INSPIRETruck LeaseTruck Paint DesignTruck cost per day (30 days)
Room DesignsGift CardsDIY KitsMake-A-Wish DonationGiveaway KitsVDP InvitationDIY Day Promoted TweetDIY Tour Total
$50,000$5,000$30,000$3,000$4,000$2,500$7,500$1,600$50,000$200,000$353,600
SHOPPER PATHWAYFootprintsFlyersPOP DisplayWalmart Smart NetworkDirect MailIn-Store Total
$705,000$350,000$210,000$700,000$6,000.000$7,965,000
SERVICE EXPERIENCE
Expert BadgeCall CenterCall ButtonService Total
$17,000$112,000$176,400$525,000$830,400
DIGITAL MEDIAInternet AdsDigital Media Total
$750,000$750,000
TOTALSEvents That InspireShopper PathwayService ExperienceDigital Media
Unanticipated Costs
$353,600$7,965,000$830,400$750,000
$101,000
SEPTEMBERAUGUSTJULYJUNEMAY
EVENTS THAT INSPIRE
SHOPPER PATHWAY
SERVICE EXPERIENCE
DIGITAL MEDIA
DIY DayVDP Direct Mail
FootprintsFlyers
Color SwatchesWalmart Smart Network
Direct Mail
Expert BadgeCall CenterCall Button
Social MediaInternet Ads
Impressions
(in millions)
68.67.5
65.9????
200*7.5
2*??????
.02111.3
*The Walmart Smart Network will reach 200 million households
TOTAL IMPRESSIONS: ????????? TOTAL BUDGET: $10,000,000
IN THE FUTURE
CAMPAIGN EVALUATION
HOW THE PERFECT MATCHMEETS ITS OBJECTIVES
Works Cited
MONITORING PLAN FOR 2014
POST-CAMPAIGN MEASURES
CAMPAIGNEVALUATION
RICH
NAV
Y
20
Following exhaustive primary and secondary research, 615 Advertising has created a multi-platform advertising campaign designed to match the three target markets with DIY inspired projects using Glidden paint from Walmart.
The campaign revolves around in-store purchases, with an
monitored by Walmart’s current customer tracking system.
Glidden can measure the success of this campaign through:In-store salesGreater presence in social media conversationsTurnout to DIY-Day eventsIncreased viewership to Glidden’s section of Walmart.com Higher page-views for MyColortopia.com
Earned media
The primer of this campaign are events that inspire Walmart shoppers across the United States to add color to their lives. This campaign will ultimately lead to increased awareness of Glidden paint at Walmart amongst current Walmart shoppers. DIY Day in 20 Walmart locations (based on stores closest to high-populated cities), which will reach all segments of current Walmart shoppers
required tests, he or she will be considered a Glidden Paint Pro, and will be given a special pin.Promote MyColortopia.com, Glidden’s own social-media website. MyColortopia appeals to segment one, but averages less than 100,000 page views per month. 615 Advertising will promote MyColortopia on multiple platforms, from paint cans to in-store displays.Numerous in-store promotional techniques: From an “Assistance Needed” call-button, to new color swatches. In addition, red “footprints” with the Glidden logo placed every 3 feet from the entrance of the Walmart storefront
by all segments, and thus will increase sales in the department. Promote 1-800-Glidden, and increase the service days from Monday–Friday to seven days a week.
CREATIVEJeanne AndreaniLindsay BattagliaChristian BenedixNora BrazellKelsey BrownLaura GarvinKatherine KarnsBenjamin LederCarah LeeWilliam LogueAnna LynchMargarete OstermayerSamantha OstmanJames PepperKendall SeagrovesLeah ShafferKatie StokesLauren TeagueTierra WashingtonJake Hutchinson
ACCOUNT SERVICESBlair BolenRyan BurtonCaitlin ChriseyJordan DowdCaroline FuquaKatherine MatthewsSelvy MirosMeghan MoersenLeslie OlsenEmilee PayneLibby ProctorLauren ReichardSara ShumpertKara SigmonKathleen Wilkins
MEDIAKelly CaporasoKathleen ClarkePaige CleggJessica CrenshawSamantha FischerEllie FitzgeraldCJ MayerCarly MillerJessi MorleySarah PadvaAndrew PosenChelsie WilliamsBecky WilliamsBrandy McRea
IMPORTANT CONTRIBUTORS OF TIME, TALENT, AND RESOURCES: Dr. Barbara Speziale, Dr. Mary Anne Raymond, Ty Thornhill, Joe Erwin, Roger Beasley, Melissa Edwards, Kevin Purcer, Ted Durham, Tullen Burns, Joe Gilman, Kelly Cook, Kathryn Mudge, Brittany Link, Anna Bartok, Jon Versace, David Dean, Imani Scope, Page Perkinson, Joanne Marcou, Katie Mooney, Heather Fine, Audrey Searles, Allen, Bosworth, our research participants, and our family and friends
A D V E R T I S I N G
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