Benjamin Moore 2008 Group Advertising Program: Cleveland Area

Benjamin MooreBenjamin Moore 2008 Group Advertising Program: 2008 Group Advertising Program:

Cleveland Area

Corporate Advertising Objectives and Strategies

Local Strategies

Media Recommendations and Events

Next Steps

AgendaAgenda

2008 Corporate Marketing 2008 Corporate Marketing Program:Program: Corporate Consumer

– Print– Online

Corporate Contractor– Print– Online

Corporate Architects & Designers– Print– Online

20082008 Corporate Marketing Program: Corporate Marketing Program: Consumer Target AudienceConsumer Target Audience

Corporate Target– Women 25-54 – In $75k+ income households – Who are:

• Early Adopters: “I’m always the first to new products & services”

• Quality Seekers: “I buy based on quality, not price”

• Design inspired: “Being creative and imaginative is important to me”

Target OverviewTarget Overview

Brand Women 35-54 and Household Income

$75K+– Early Adopters

• “I’m always the first to try new products/services”

• Quality Seekers• “I buy based on quality, not price”

• Design Inspired• “Being creative, imaginative is

important to me”

Local/Retail Adults 35-54, HHI $75K+ In the midst of, or planning, painting job Contractors

Source: MRI Doublebase 2006

Target Day in the LifeTarget Day in the Life

Source: MRI Doublebase 2006

Women 35-54HHI $75K+

Design Minded

121

2

3

4

56

7

8

9

1011

6a-8a: Morning Routine• Relax with a cup of coffee watching local TV news• Outdoor on the way to work: in transit – on the roads and on the street• AM drive Radio

8a-5pm: Workday Routine• Check email and latest news on the internet

• Longer internet usage during lunch hours – check the soccer schedule, look up that sofa online

• Skim the days paper for local analysis• Satellite radio at work or in the car

5p-8p: The Haul Home• Listen to the radio for the commute home• Rails, Roads outdoor exposure

8p-11p: Ease into the evening• Appointment viewing – HGTV, Fine Living, etc.• Relax with a favorite magazine and clip out your next home project inspiration• Continue internet search for latest home item

2008 Corporate Consumer: Print2008 Corporate Consumer: Print 3 four page inserts plus 2 page ads in

magazines targeting an affluent female audience

2008 Corporate Consumer: 2008 Corporate Consumer: OnlineOnline

Assorted “rich-media” units in appropriate content areas on 9 sites for 49 weeks

2008 Corporate: Online2008 Corporate: Online

Monthly email blasts to consumers, contractors, designers and architects in corporate database

Consumer Contractor Designer/Architects

2008 Corporate Contractor: Print & 2008 Corporate Contractor: Print & OnlineOnline 3 to 5 insertions in numerous “must read”

titles targeting contractors 44 weeks on publication WEB sites

2008 Corporate Architects & 2008 Corporate Architects & Designers: PrintDesigners: Print 3 to 5 insertions in numerous titles targeting

architects and designers

Media ConsiderationsMedia Considerations 2008 is going to be a busy year

Presidential election November 4th– Heavy spending generally starts 60 days

prior or right after Labor Day– All commercials are subject to pre-

emption for election inventory

Summer Olympics 2008– Beijing August 8-24th– Covered on NBC

Both high profile events WILL affect inventory and pricing

Drive traffic

Support brand pillars

Further channel awareness

Media Objectives and Media Objectives and StrategiesStrategies

Get consumers in the door Diversify media choices When in – BE IN

Develop targeted communications programs that promote the overall brand image of quality, upscale, design, style, etc.

Look for high profile environments/opportunities that cannot be utilized by major big box competitors

Reinforce “you can’t get it here message” where possible

Media Recommendation:Media Recommendation: Local Cable Local Cable TelevisionTelevision

Cable TV Schedule/Coverage:

Can be tagged to allow retailers to observe investment

High profile programming adjacencies in home/design realm

12 week cable flight in Fourth Quarter. 2500 spots over 3 months (800 spots per month).Tagged unit for retailer identification

12 total weeks of local cable in 4th Quarter

952 total GRPs against A35-54Cable networks such as HGTV, DIY, Bravo, etc.Achieves 73% reach against A35-54 demographic

Media Recommendation:Media Recommendation: Customized Circular/Internet ProgramCustomized Circular/Internet Program

The Circular/Internet program is a new media vehicle that we plan to use in the HOV Group Advertising Campaigns’ in 2008.

The Circular program was born and created based on BDR and Retailer feedback on group advertising in 2007 and previous years media recommendations and placements.

Cited in this feedback was that the field and the Retailers felt that previous recommendations and media buys were not effective enough and in many cases not reaching enough in the retailer’s DMA. With this, many retailer’s would like to see a new more effective medium that is more measurable and “track-able”.

HOV marketing feels that a circular/Internet program can be an effective medium covering and addressing not Retailer concerns but serve as that more effective medium for our market as a whole both offline and on.

Customized Circular/Internet Program:Customized Circular/Internet Program:

Key Messages Served:

-Further promotes brand recognition and awareness while driving home where and why to buy from a Benjamin Moore retailer.

-Further promotes product information as well seasonal themes, corporate promotions and corporate messages.

-High CTA/In-Store Traffic Driver opportunities.

-Very measurable and “track-able” both online and off.

-Landing page further extends all messages, information and promotions as well as Retailer awareness on a local level.

Customized Circular/Internet Customized Circular/Internet Program:Program:

Scheduling/Frequencies:

-Over 500,000 printed circulars for insertion and Retailer use.

-Anticipating placement starting mid-April 2008 or beginning of May 2008 and ending in September 2008.

-It is recommended for the circular to run Thursdays or Fridays (weekend lead-in) and possibly Saturdays.

-We will ”ZONE” the circulations by zip codes. With “zoning” we have the ability to target the zip codes within our retailer’s store radiuses while not having to run Total Market Circulation/Coverage and keeping print costs down.

-Furthermore the two dailies and the Saturday are optimal days leading into the weekends when home improvement projects take place especially springtime.


Customized Circular/Internet Customized Circular/Internet ProgramProgram

Circular Coverage:

• Inserted into The Cleveland Plain Dealer covering the following zip codes zoned against Retailer locations.

• 5 month run April 2008 through September 2008. One insert per month. 20,000 inserts per run.100,000 inserts total flight April trough September

Zip Codes Covered:

443334406744138440704406044124441164414544017441334414544062440524413944087440044409444062

-Landing page further extends all messages, information and promotions as well as Retailer awareness on a local level.

-Sub-domain name off public bm.com site:

www.benjaminmoore.com/clevelandretailers.comwww.benjaminmoore.com/pittsburghretailers.com

-Content on website can have (in addition to Retailer Information):

-links to Retailer websites-Further promotions (e.g. download coupon)


Media Not Recommended For This Media Not Recommended For This EffortEffort

Outdoor– High media costs for DMA wide coverage– Better use for tactical, super local efforts

Radio– Lacks key visualization– High media costs for DMA coverage

Online– Solid recommendation for this market,

however, not recommended at this time

Cleveland Contractor Event:Cleveland Contractor Event:

Cleveland Indians Retailer/Contractor Event

Friday June 27th:

“Battle of Ohio" (Fireworks Night) Indians vs. Cincinnati Reds.

Exclusive picnic area at stadium reserved for 200 people to be

invited.

Inclusive food, beverages, merchandise/giveaway/prizes.

Next StepsNext Steps

Plan feedback/questions

Sign-ups for Group Campaign

2008 Cleveland Area Group Advertising Plan:2008 Cleveland Area Group Advertising Plan: Total Market Budget and Timing

• $155,000 Total Budget• 80% funded by Benjamin Moore through Co-Op and Market funding

• $120,000 media investment• $35,000 towards 2008 events

CIRCULAR/INTERNET PROGRAM: The Cleveland Plain Dealer (100,000 inserts over 5 months) Frequency: 1 insert a month running April-September 2008 Online retailer website: 365 days/24 hours Schedule: April thru September 20,000 circulars inserted a month. A minimum of 40 retail locations must participate for the plan to be approved. Should

additional locations participate the cost will be reduced accordingly.Program cost: $3,000

75% Co-op (with sufficient funds) $750 (out-of-pocket contribution)Over 3 Months : $250 per month

Equivalent to X amount of Gallons sold: _____

CABLE TELEVISION -12 Cable flight in 4th Quarter covering months of October, November, December 2008. -Cable networks HGTV, DIY, Bravo -October: 800 spots per month-November: 800 spots per month-December: 800 spots per month

Benjamin MooreBenjamin Moore 2008 Media 2008 Media Recommendation: Recommendation:

Albany/Hudson Albany/Hudson ValleyValley

Media Budget – $120,000 NET– Incremental $20,000 NET for

Aura specific promotion Timing

• Full year 2008• Heavy up on Spring and

Fall periods Geography

• Albany DMA/Hudson Valley• Hudson Valley key cities:

Kingston, Newburgh and Poughkeepsie

29 retail locations spread over 12 counties– Fragmented newspaper market

Focus on Albany DMA– Three key markets in the Hudson Valley

area to be covered by the NY Metro newspaper buy• Kingston, Newburgh and

Poughkeepsie• Note: copy of NY Metro plans

included in appendix

Albany is the state capitol of NY and is the 3rd largest metropolitan area in the state– Economy is heavily dependent on the

state government

Very cold, snowy winters lend to spring/fall timing

Specific Market ConsiderationsSpecific Market Considerations

Recommended Media: Recommended Media: Circular Program and Local CableCircular Program and Local Cable

Circular Coverage:

• Inserted into The Times Herald Record and The Albany Times Union covering the following zip codes zoned against Retailer locations.

• 5 month run April 2008 through September 2008. One insert per month. 20,000 inserts per run.100,000 inserts total flight April trough September.

125691260312501124011220612110124021260312553125501051210509121591057912549125862150221550

1218012061129861288712912129721293212974136171298312853128851257212578125711253412533120951280312901

129931203713428129661382013326128171204312804054881361713428137531298612943120781336513664121801218212814

Zip Codes Covered:

1290113676136690603912546125291283912866125341202012883121841230212122

Hudson Valley Local Cable:Hudson Valley Local Cable:Cable TV Schedule/Coverage:Can be tagged to allow retailers to observe investment

High profile programming adjacencies in home/design realm

12 week cable flight in Fourth Quarter. 2500 spots over 3 months (800 spots per month).

Tagged unit for retailer identification

12 total weeks of local cable in 4th Quarter

952 total GRPs against A35-54Cable networks such as HGTV, DIY, Bravo, etc.Achieves 73% reach against A35-54 demographic

Aura Group Advertising Recommendation Aura Group Advertising Recommendation Co-Market Campaign with NYC MetroCo-Market Campaign with NYC Metro

• It has been discussed with NYC Metro marketing staff that Hudson Valley Aura Retailers can participate, benefit and contribute to an overall campaign with NYC Metro Aura Retailers.

• In this scenario, HOV Aura retailers (mainly in the Lower Hudson Valley/Orange County would make an additional co-op group investment of $1,000 approximately $20,000/20 Aura Retailers. This investment would be pooled with NYC Metro’s contributions to the campaign.

• All Aura retailers both metro and LHV would benefit and be recognized by the “regional” campaign.

• Media delivery: Direct mail, Magazine and billboards.

• Target Campaign Start Date: May 2008

Newspaper buy from NY Metro will Newspaper buy from NY Metro will COVER Dutchess, Orange and Ulster COVER Dutchess, Orange and Ulster

CountiesCounties

Newspapers purchased in the NY Metro buy:– NY Times, NY Daily News,

Newsday, Middletown Times Herald, Staten Island Advance and White Plains Journal News

Media Not Recommended For This EffortMedia Not Recommended For This Effort

Outdoor– High media costs for DMA wide

coverage.

– Better use for tactical super local efforts.

Radio– Lacks key visualization– High media costs for DMA

coverage


Client to review plan and provide initial feedback/questions

Agency to make revisions as necessary

Circular lead time

Local cable lead time: 8 weeks

Benjamin MooreBenjamin Moore 2008 Media 2008 Media Recommendation: Recommendation:

LouisvilleLouisville

Parameters and Specific Market Parameters and Specific Market ConsiderationsConsiderations

Media Budget – $30,000 NET

Timing• Full year 2008

• Heavy up on Spring and Fall periods

Geography• Louisville DMA

Total of 16 retailers on the Louisville DMA– Mainly in Jefferson County (6)– Remaining 10 spread out within the

DMA results in fragmented market

College sports are very popular in the Louisville area – University of Louisville basketball and baseball

Largest collection of Victorian homes in the United States and the 3rd largest historically preserved district in the United States is located in Old Louisville

Recommended Media:Recommended Media: Circular Program, Home-a-Rama and Circular Program, Home-a-Rama and

OnlineOnline Home-a-Rama Magazine

Showcase of Homes Event

Online: Efficient means to locally reach target in relevant environments

– Low out of pocket Offers immediate and measurable results Directly pushes interested viewers to their neighborhood retailer

– Links to participating retailers landing page Constant buy stewardship focuses on placements that deliver best

results Approximately 1,500,000 impressions across ~25 weeks*

Recommended Media: Recommended Media: Circular Program, Home-a-Rama and Circular Program, Home-a-Rama and

OnlineOnline

Circular Coverage:

• Inserted into The Cleveland Plain Dealer covering the following zip codes zoned against Retailer locations.


Zip Codes Covered:

4016540165402204022040220382424207140212402124024142729405174242040059

62960

42702

40065

42066

42103

42025

40004

42041

40033

42420

40356

47250

42301

Media Not Recommended For This Media Not Recommended For This EffortEffort Radio

– High media costs for DMA wide coverage• Budget does not support use

Cable TV– High media costs for broad DMA

coverage• Budget does not support use

Magazine– High media costs for limited

exposure




Circular lead time Home-a-Rama lead time Online lead time

Benjamin MooreBenjamin Moore 2008 Media 2008 Media Recommendation:Recommendation:

PittsburghPittsburgh

Parameters and Specific Market Parameters and Specific Market ConsiderationsConsiderations

Media Budget – $90,000 NET

Timing• Full year 2008

• Heavy up on Spring and Fall periods Geography

• Pittsburgh DMA

Retailers concentrated in 2 key counties– Allegheny: 15 retailers– Westmoreland: 8 retailers– Remaining retail locations spread among the

Pittsburgh DMA

Pittsburgh is the 2nd largest city in Pennsylvania

Suburbs of Pittsburgh are booming with residential neighborhoods, many of them with affluent households– Mainly found in the North Side and South Side

sections

Recommended Media: Recommended Media: Circular Program and NewspaperCircular Program and Newspaper

Circular Coverage:• Inserted into The

Pittsburgh Post Gazette covering the following zip codes zoned against Retailer locations.


Zip Codes Covered:

1531715216161251610115239156561590515931162011506816505161481520615206152121520115642

15106156011523715101153011531715238260031680317084160552683615674150031501015090

15683150891522115084152361564215033177451590216063160281569016001

Recommended Media:Recommended Media: Circular Program and Newspaper AdsCircular Program and Newspaper Ads

Pittsburgh Post Gazette provides highest circulation where retailers are mainly concentrated– Allegheny County: 15

retailers– 15% circulation

Newspaper selection based on areas where majority of retailers are located and those titles that reach at least 10% of the county population– Minimum size

recommended: ½ P4C

Newspaper Coverage Detail: Newspaper Coverage Detail: PennsylvaniaPennsylvania

Additional ConsiderationsAdditional Considerations

Newspaper– Increased frequency in Pittsburgh Post Gazette

• Recommend increasing to 8x– Currently planned at 6x– Total incremental investment: $28.5M

– Addition of Tribune Review• Best coverage of Westmoreland County• 8 retailers located here• Recommend 8x schedule

– Total incremental investment: $36.3M– With the above increased newspaper presence, total delivery is increased to

48% reach of A35-54 and 21,809M impressions From House to Home magazine

– Full color, glossy magazine distributed to affluent homes via the Tribune Review

– Total circulation: 30M– Recommend 2x schedule

• Summer & Fall issues• Total incremental investment: $5.6M

West Virginia newspaper– Dominion Post could be added via separate budget to cover the 2 retailers in

this area




Circular lead time Newspaper lead time

Customers connect to you

Via jump page housed at benjaminmoore.com

Customers find more information from

your

MasterBusiness

Profile

Customers find you

New Google Internet Program Recommendation:

(All Markets)

Search Engine Optimization for Local Search Results

– Objective: Retail stores to appear under the Local Search Results sections

– Sites: Google, Yahoo & other top search engines

– $250.00 per retail location per year Local “organic” search on Google, Yahoo, MSN and Ask.com.

Not a pay per click program Objective to ensure retail store showcased in top 10 results organically based on local search terms $ 250 per retail location per year

Master Business Profile

Detailed Internet Traffic Reports

included

WHO you areWHAT you sellWHERE you areWHY buy Benjamin Moore?

SEO for Local Search Results Vs. Pay-per-click (PPC)

– SEO is the more efficient approach to communicate store information locally (location, hours etc.)

– Local Search = Unlimited Clicks

– Pay-per-Click = Limited Clicks based upon budget

– PPC advertisers do not appear on the local map that research indicates customers reference

Market Events tied to Group Buy Market Events tied to Group Buy Participation:Participation:

Cleveland/Akron Market:-Season Tickets.

Hudson Valley Market:July 1st will be BM night at Renegades stadium. We will have the picnic area

for 150 people including all you can eat, soft drinks, and beer. We will also have fireworks after the game.

-Season tickets.

Pittsburgh Market:Pittsburgh Pirates season tickets.

Louisville Market:University of Louisville Cardinals Football tailgate contractor party TBA.

2008 HOV RETAILER THEMED EVENTS FOR:2008 HOV RETAILER THEMED EVENTS FOR:

•ORGANIC COMFORTS MAY 1ST-AUGUST 31ST

•PURE OPULENCE SEPTEMBER 1ST-OCTOBER 3OTH

2008 Benjamin Moore Themes2008 Benjamin Moore Themes

HOV “Events” Offering with Theme HOV “Events” Offering with Theme Periods:Periods:

•Two Events should be scheduled in event period

•The event should be set in a week over 3 days (a Thursday, Friday and Saturday) to address three demographics Arch and Design, Consumer and Contractor or it could be done in 1 day with 3 day-parts morning, noon and evening.

THURSDAY NIGHTS ARCH/DESIGN DINNER

-HIGH-END DINNER/SEMINAR EITHER AT RETAILER LOCATION OR OFF SITE

-ALL THEME MATERIAL AND INFO.

-DESIGNER KIT GIVEAWAY

-STYLE PRESENATION

-PRESENTER/SPEAKER/CONSULTANT (FRAN MOONEY)

-ARCH/DESIGN REP./RMS/BDR EVENT LEADERS

FRIDAY MORNING OR NIGHT CONTRACTOR EVENT-CONTRACTOR EVENT AT RETAIL LOCATION OR OFF-SITEBBQ/PICNIC TYPE STYLE EVENT

-EMPHASIZE THEME PERIOD INFORMATION/COLORS

-HANDS ON DEMO ROLL OUTS

-GIVEAWAYS

-FANDECKS

-INSIDE EDGE MATERIAL

-”ALL ABOUT THE CASH”

-PCAP

-RAFFLE/ENTER TO WIN ????

-RETAILER/BDR/RMS EVENT LEADERS

SATURDAY MORNING/BRUNCH CONSUMER EVENT/SEMINAR

-CONSUMER EVENT AT RETAIL LOCATION

-SEMINAR ON COLORS AND THEME PERIOD PRESENTED BY BM STAFF,POPULAR AREA DESIGNER, CABLE TV PERSONALITY

-FOOD CATERED EVENT

-HANDS ON DEMO ROLL OUTS

-FUN CROWD INTERACTION SEMINAR WITH SPEAKERAND SAMPLES/GIVEAWAYS THROUGHOUT (“OPRAH” TYPE SHOW/FEEL)

-ENTER TO WIN GRAND PRIZE DRAWING (E.G. ROOM MAKEOVER,ETC.)

-BDR/RMS EVENT LEADER

2008 Pottery Barn Retail Initiatives2008 Pottery Barn Retail Initiatives

Sell 18x18 dry samples of the seasonal colors in 5-10 Pottery Barn stores

Continue to have painted/branded walls in 45 Pottery Barn Fan decks to be more prominently displayed in PB stores Refresh design of seasonal brochures

http://www.potterybarn.com/shop/prw/prwrug/prwrugwoo/index.cfm?pkey=cprw&cm%5Fsrc=hero

2008 Pottery Barn Retail Initiatives2008 Pottery Barn Retail Initiatives

Approximately 30 Benjamin Moore Color Classes to be held at PB stores annually across the country

Select # of designer seminars to be held at both Pottery Barn and Williams-Sonoma Home stores

Test more permanent display of PB color materials

http://www.potterybarn.com/products/p9860/index.cfm?pkey=cbth&cm%5Fsrc=hero

Significantly increase exposure of paint mentions throughout Pottery Barn catalogs

Additionally, color will be called out in Pottery Barn Bed & Bath catalogs

BM color reference in PB Kids and PB Teen TBD Emphasize color in catalog editorials Strengthen link between the catalog and internet, namely

to promote a path to the page by page listing of colors used throughout the catalog

2008 Pottery Barn Catalogue 2008 Pottery Barn Catalogue InitiativesInitiatives

http://www.potterybarn.com/products/p609/index.cfm?pkey=cacc&cm%5Fsrc=hero

Documents

Benjamin Moore 2008 Group Advertising Program: Cleveland Area