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TABLE OF CONTENTS
01 The Challenge 02 Research Objectives | Portfolio 03 SWOT 04 Target Proles 05 Target Insights RESEARCH INSIGHTS CREATIVE IDEAS OVERVIEW
EXECUTIVE SUMMARY
Painting is a paradox. Something so simple becomes an overwhelming task and the painter just wants to nish if he or she is determined enough to even start. Our research tells us our target segment is not condent when starting a project and does not consider Walmart as a paint retailer destination. Let Glidden Be Your Guide is a multi-dimensional campaign dedicated to empowering the DIYers at Walmart by not just telling them using Glidden paint is easy, but by showing them how. An empowered and informed consumer means more traffic to the painting department and an increased awareness of Glidden. Let Glidden Be Your Guide ts seamlessly into Gliddens national efforts while building Walmarts credibility as a paint retailer, leading to a protable partnership for the years to come.
09 Traditional 10 In-Store I Home Decor Dept 12 In-Store I Paint Dept 14 Walmart TV 15 Guerilla 16 Social Media Plan 17 Sponsorship 18 Glidden Rewards Program 19 Media Budget 20 Evaluation
THE CHALLENGE
01
Glidden is a deep-rooted American paint manufacturer that was founded in 1875 and has established itself as a company that is rst in innovation. In 2003, Glidden began seeing a decline in paint sales due to the housing crisis. Revamping its branding strategy in 2009, creating a big bang in the painting industry which left competitors in the dust. Fast forward to today and Glidden has partnered with Walmart, Americas #1 retail store. Gliddens Brilliance Collection, sold exclusivly at Walmart, is ready to hit the walls in homes everywhere, bringing new life into a room. Gliddens mission is to show consumers Walmart has earned its stars as a home dcor and painting supplies destination, moving traffic from pillows and lamps to gallons of the Glidden Brilliance Collection.
PARAMETERS
May to September 2014 Easy integration with Gliddens national campaign $10 Million
CAMPAIGN OBJECTIVES
01: Achieve a 14% point increase in awareness (from 66% to 80%) of Glidden Paint 02: Raise consideration from 23% to 46% (23% increase) for the Glidden paint brand within US Walmart stores 03: Increase sales of Gliddens Brilliance Collection
02
RESEARCH
Qualitative and quantitative research methods informed our understanding of Glidden and the targets.
Research Involved:
Visited Gliddens new home in Walmart Arranged one-on-one interviews with male and female respondents from cities across the US Conducted a nation-wide survey to investigate ndings from the one-on-one interviews Visited the paint departments of competitors stores
01
Simplied color selection experience Ready mix testers to sample before buying Innovators in the painting industry Convenient availability at Walmart Competitive pricing
Low Glidden brand awareness Walmart perceived as low quality Glidden display, organization and neatness varies across Walmart stores Walmart isnt established as a paint retailer
OPPORTUNITIES
Gliddens Brilliance Collection is exclusively sold at Walmart, the nations #1 retailer Partnership with Better Homes and Gardens dcor line Creation of painting occasions Consumer interest in DIY and home dcor
THREATS
Competitors have adopted Gliddens innovative techniques No control over Walmart associate training Painting viewed as a complicated task
A MISSED CONNECTION
INSIGHTS FROM ONE-ON-ONES
I usually think of going to Lowes and Home Depot for paint. Boomer To me, Walmart paint is like their toy section; if Im not going down that aisle, I walk right past it. Boomer Walmart has no intention of elevating their employee knowledge on anything. Walmart isnt catering to anybody who cares. Boomer I feel like Walmart is cheap and youre not getting quality paint there. Gen X I would only get paint at Walmart if I was already there and needed paint. Otherwise, I would go to Home Depot or Lowes. Gen X Walmart never seems to be that knowledgeable. - Millennial I would never go to Walmart rst. All the nice brands I hear of come from Lowes. Millennial I just dont think of Walmart as a place to buy home dcor. Millennial
RESEARCH
03
04
RESEARCH
CALCULATING COVERAGE
DIY ADVENTURERS
Female millennials Relationship driven High expectations Low income Painting novices
DIY ASPIRANTS
Young mothers Family oriented Familiar with paint Renters Loving
DIY PLANNERS
STATES
STATES
14 82 56 20 11 20 02
(SURVEY REACH)
180
PRIMARY RESEARCH
TOTAL PARTICIPANTS
254
SECONDARY RESEARCH
ARTICLES & SOURCES
SURVEYS ONE-ON-ONE INTERVIEWS WALMART IN-STORE VISITS COMPETITIVE STORE VISITS INTERVIEWS WITH WALMART ASSOCIATES
24 INDUSTRY NEWS 1 9 GLIDDEN/WALMART 62 TARGET AUDIENCE 49 MEDIA 30 TECHNOLOGY 29 PR | PROMOTION 29 COMMUNICATION THEORY 12 COMPETITION
FEELING
WALMART PAINT PERCEPTIONS
THINKING
LEVEL OF PAINT EXPERTISE 6% 9% 12% 28% 45%
ENGAGING
MEDIA THAT INSPIRE THEM Pinterest: 20%
73% 72%
Home Dcor Magazines: 20% Friends & Family: 16% Websites: 16% TV Shows: 15% DIY blogs: 10% None: 3%
Its convenient and right there; I can get it with my groceries. of Generation Xers would never buy paint from Walmart
I feel Walmart is kind of cheap and youre not going to get quality paint there. of Baby Boomers would consider buying paint from Walmart
55%
I'm not sure if I would shop at Walmart for paint; I'd have to check the quality and colors.
PERCEPTION OF GLIDDEN
67%
didnt know that Glidden was sold at Walmart
TOP OF MIND PAINT BRANDS 19% 17% 27% 60% 58% Glidden Behr Sherwin-Williams Valspar Benjamin Moore PERCEPTION OF PAINT COSTS
$0-5 $6-10 $11-15
of Generation Xers who have heard of Glidden perceive it as a reputable paint brand
of Baby Boomers who have heard of Glidden view it as old-fashioned
Fresh
Happy
Inspired
Proud
Stealthy
Comfortable Dizzy
Home
Excited
Energized
2%
$16-20
9%
$21-25
9%
$26-30
20%
$31+
31%
17%
?
6%
79%
will check out a paint brand recommended by friends or family
6%
RESEARCH
05
06
INSIGHTS
Glidden is an expert in paint, yet 67% of consumers dont realize they can buy it at the #1 retail store in the nation. By elevating Gliddens status as an expert and guide in the painting industry, the target segments will feel empowered to tackle painting projects. The knowledge that Glidden is a trusted and affordable brand will make Walmart the new paint shopping destination.
BIG IDEA
GREAT CAMPAIGNS CONNECT Across the board, our strategy for Glidden will integrate with every type of medium. From Facebook to the point-of-purchase, new Glidden customers will notice the continuity of the Let Glidden Be Your Guide campaign. GLIDDENS VOICE Glidden already recognizes everyone can paint. This campaigns purpose is to empower consumers by showing them how. By using a conversational and relatable voice, Glidden will inspire targets to paint and will earn credibility by guiding them through the process.
CREATIVE EXECUTIONS
TRADITIONAL
DIRECT MAIL LOYAL FANS
IN-STORE
EASY MATCH TAGS OVERHEAD SIGNS WALMART TV PROJECT PASSPORT GUIDEBOOK INFOGRAPHIC
GUERILLA
INTERACTIVE GUERILLA
DIGITAL
TABLET GUIDE APP SOCIAL MEDIA
PUBLIC RELATIONS
ST. JUDES SPONSORSHIP REWARDS PROGRAM
INSIGHTS
07
08
INSIGHTS
PAINT SELECTION
DIGITAL
GUERILLA
PR
58%
BRAND AWARENESS
of consumer loyality improved by communication with a company via social media (IBM Global Services, 2011)
59% 61%
47%
ENGAGEMENT
All great guerilla marketing allows people to interact with product or get exposed to it repeatedly as part of their routine (Geekwire, 2012)
50%
of consumers change shopping destinations to support a charitable cause (Ad-ology Research, 2012)
of the US population use smartphones to research product information within the store (Nielsen, 2012)
IN-STORE
COUPONS
PAGE REFERENCES Ad-ology Research. (2012). Home decorators in the U.S. N.p.:. Sales Development Services, Inc. Retrieved February 1, 2013. Falco, T. (2011). Taking social media public: Social media for successful citizen relationship management. IBM Global Services. 3. Hays, C. L. (2005). Wal-Mart Is Upgrading Its Vast In-Store Television Network. In The New York Times. Retrieved March 4, 2013, from http://www. nytimes.com/2005/02/21/business/media/21mart. html?_r=0 Nielsen (2012). Which smartphones apps do savvy shoppers use most? Nielsenwire. Retrieved from http://blog.nielsen.com/nielsenwire/online_mobile/ top-mobile-shopping-apps/ Patel, N. (2012, January 5). How guerrilla marketing can transform your boring product. In GeekWire. Retrieved March 4, 2013, from http:// www.geekwire.com/2012/guerilla-marketingtransform-boring-product/ ShopAtHome.com (2011). 2011 coupon trend report. ShopAtHome.com. Retrieved from http:// www.shopathome.com//press-releases/2011coupon-trend-report.aspx
70% 81%
The percentage of brand decisions made inside the store (Hays, C.L., 2005)
78%
34% 63%
of survey respondents with little to no painting experience seek guidance in the paint department (Fifth Element Survey Results)
of coupon users are between the ages of 18 and 34 years old (ShopAtHome.com, 2010)
CREATIVE
EXECUTIONS
GAINING MOMENTUM
Gliddens target segments are always searching for a good deal and avidly use coupons to ensure they get the best price on products. To move these groups from Glidden-Curious to Glidden-Loyal, we will offer a discount for choosing paint from the Glidden Brilliance Collection. A wooden postcard will be sent to consumers homes at the beginning of May, inviting them to visit Walmart and receive $5 off a gallon of Gliddens Brilliance Collection. The punch-out coupon in the form of a paint stirrer is good from May to September.
DIRECT MAIL
79% of our target segments will check out a paint brand recommended by friends or family. In order to reward Gliddens loyal enthusiasts, vouchers will be sent to online ambassadors of the Glidden brand for a free gallon of paint.
LOYAL FANS
pay attention to coupons and other savings offers (5th Element Survey)
67%
CREATIVE
09
10
CREATIVE
Large, overhead signs will grab the DIY shoppers attention while they are searching for the next item to purchase. The sign will encourage shoppers to download Gliddens easy-to-use app and draw attention to the Easy Match Tags next to all existing home decr products.
OVERHEAD SIGNS
The DIY shopper at Walmart appreciates help with accessory decisions. To aid with the decorating experience and place Glidden in the mind of the consumer, small tags will be placed in front of home dcor products, such as towels, and will display a complimentary color palette from the Glidden Brilliance Collection. The tag also invites consumers to use his/her smartphone to scan a barcode which directs them to the Glidden app and features the product color for paint palette coordination.
The home dcor section in Walmart will display a video featuring a DIYer who learns the benets of relying on the Glidden paint brand. See page 14.
WALMART TV
Find color selection tools and color-matching tips helpful in Walmart (5th Element Survey)
60%
85%
Enjoy shopping for accessories in home dcor (5th Element One-on-Ones)
CREATIVE
11
12
CREATIVE
POINT-OF-PURCHASE INTERACTIVITY
GLIDDEN GUIDE APP
The shoppers seeking immediate engagement in the paint department will nd assistance with the Glidden tablet located at the new Glidden Center. Consumers who dont own a smartphone or the Glidden app will have access to interactive features such as viewing the Top Ten lines and Glidden social media.
GLIDDEN TABLET
To simplify and organize the creative process, Project Passport will be offered to paint shoppers needing a place to store their ideas. Project Passport mimics the Glidden App and all of its abilities, such as folder pockets to store Easy Match Tags and XL paint swatches. It will also mention Gliddens social media platforms and suggest paint supplies.
PROJECT PASSPORT
Our targets love to be inspired and have fun while working on a project. The Guide Book is a 20-page, poster-sized hub of paint inspiration, powered by Glidden. It will feature relatable stories of room makeovers and DIY projects of big and small varieties that were accomplished using Glidden paint. Bar codes will act as guides to the Glidden app, introducing inspiring colors that can be added to the personalized Glidden design palette. Though Glidden is an expert in the paint department, our target is not, and they have a lot of questions. This is where empowering the consumer is key. The daunting task of painting will become simplied with an infographic cling on the paint counter, guiding consumers in a step-by-step process and answering common questions.
CREATIVE
13
14
CREATIVE
Man: This is the kind of project she doesnt quite realize she needs help with.
Man: Its a good thing Glidden has a helpful guide app, and useful Easy Match Tags, so you can ensure the couch goes juuuust right with the walls.
Woman: Are you thinking about painting part of your house? Let Glidden be your guide and youll love what you make.
140 Million
of average sales lift on seasonal product items advertised on Walmart TV (Retail Customer Experience)
18%
Yackey, B. (2010). Walmart reveals 18-month results for SMART Network. In Retail Customer Experience.com. Retrieved March 4, 2013, from http://www.retailcustomerexperience.com/article/4551/Walmart-reveals-18-month-results-for-SMART-Network
An interactive guerilla marketing technique placed inside of Walmart stores will capture the attention of all shoppers. The 36 pull-down banner will demonstrate to consumers how Glidden makes painting stress-free. The instructions Pull Me above a paint-roller handle will surprise the customer and once pulled will note features specic to the Glidden Brilliance Collection. The rolling action mimics the painting process, boosting consumers condence in home dcor painting while raising awareness of the Glidden brand.
INTERACTIVE GUERILLA
If you can make home decor projects look fun, then you have a winner. Female Millennial (5th Element one-on-ones)
CREATIVE
15
16
MONDAY
WEDNESDAY
TUESDAY
THURSDAY
FRIDAY
CREATIVE
TWITTER
Happy #July4th Lets see the most creative ways to use #RedWhite&Blue today. #CatchingColors Need help covering that red wall? #Gliddenspiration can help you out. *link
PINTEREST
Glidden will pin ideas for the Gallon Giveaway.
INSTAGRAM
Check out the #RedWhite&Blue we found! #CatchingColors
MYCOLORTOPIA
All social media platforms will direct traffic to MyColortopia.
You have a chance to win $1,000! Check out MyColortopia to learn how you can win your dream room! The weekend is almost here! What is your inspiration for DIY projects? Need some help? Check out MyColortopia. On Friday's, Facebook will promote the Gallon Giveaway Contest
Dont forget to pin your #DreamRoom ideas for a chance to win $1,000! #GallonGiveaway *link to contest Inspiration at its nest! *MyColortopia. com or Pinterest or Instagram. #Gliddenspiration
How would you #DIY this lamp? Use our Pinterest board for #Gliddenspiration! *link This is what @Amanda plans on accomplishing this weekend! #Gliddenspiration
#GallonGiveaway Inspiration pins and pins of completed projects from contestant entries.
Instagram your #weekendproject! Wed love to see what youve been up to! #CatchingColors
PROMOTED TWEETS
Twitter is a platform for ongoing conversation. Glidden will jump in on the chat by promoting the Gallon Giveaway Contest and the St. Judes sponsorship with the following tweet at the beginning of each month: Support @StJude and win $1000! Visit us at *link to request your free gallon of paint & enter your ideas! #GallonGiveaway.
SEO
In order to increase awareness across owned and earned digital platforms, Glidden will streamline communication to leverage assets. This will increase organic rankings on the search terms affordable recommended and beginner in home painting categories.
KEYWORD AFFORDABLE RECOMMENDED BEGINNER COMPETITION HIGH LOW MEDIUM MONTHLY GLOBAL SEARCHES 5,000,000 2,240,000 5,000,000
HELPING OTHERS
ST. JUDE SPONSORSHIP & GALLON GIVEAWAY
+
DONATED PER GALLON
$5
Brightening the lives of children is an inspirational value to our target segments. Glidden will join in this cause by becoming a corporate sponsor of St. Jude Childrens Research Hospital. Over the ve-month campaign, Glidden will aspire to raise $500,000 by using a multi-dimensional approach.
TOP TEN
MAY Growing Up Colors
4000
WINNERS
GALLONS
40
At the beginning of each month, Glidden will select a Top Ten line to be featured as a donation point for paint purchasers. $5 from each gallon of paint sold from the specied collection will be donated to St. Jude.
$1000
GIFTCARDS GRAND PRIZES
To highlight this sponsorship, 1,000 gallons from the Top Ten line each month will be given away via social media request. Contestants will receive the gallon at home and will have 10 days to creatively use it. Posting the creation on Twitter or Instagram with the hashtag #GallonGiveaway or by tagging Glidden on Facebook will enter them into the competition.
04
The ten winners chosen from each month will receive a $1,000 Walmart gift card. In September, the 40 former winners will be invited to participate in a grand competition with an even bigger prize: a complete room makeover by a Mycolortopia blogger.
CREATIVE
17
18
CREATIVE
HELLO MIXOLOGIST
ASSOCIATE RECOGNITION
ASSOCIATE APRON
Walmart associates in the paint department will receive an apron made with them in mind. The apron will co-brand Walmart and Glidden, building awareness of Glidden's availability at the nation's #1 retailer. This will establish visible credibility for Walmart as a home dcor paint destination.
GLIDDEN REWARDS
Glidden wants to reward Walmart associates for supporting customers in the paint purchase process. The 500 employees with the highest personal increase in Glidden sales each month will be rewarded with a $50 gift card.
say informed sales associates would be helpful in Walmarts paint department (5th Element Survey)
59%
BUDGET
$500,002
22,566
22,000,000,000
4,000
1,440,500
22,001,467,066
*Earned space does not require money from budget **Calculated with statistics from PBS
OVERVIEW
19
20
OVERVIEW
BEYOND 2014
EVALUATION STRATEGY
MEASURING OBJECTIVES
OBJECTIVE 01
Achieve a 14% point increase in awareness (from 66% to 80%) METRICS Guerilla: Tracking Glidden's top of mind awareness, recall and recognition via post-testing Website: Website traffic, referrals and engagement Social Media: Impressions
OBJECTIVE 02
Raise consideration from 23% to 46% (a 23% increase) METRICS Social Media: Engagement, fans, mentions and subscribers PR/In-store: Track sales throughout promotional periods and purchase intentions
OBJECTIVE 03
Increase sales of Glidden's Brilliance Collection METRICS Coupons (Mail-Out & Email): Sales and coupon redemption in Walmart stores Associate Recognition: Paint sales in Walmart stores Sponsorship: Increased sales percentages for promoted Top Ten line each month
CAMPAIGN TRACKING
We will assess our campaign's performance on an ongoing basis by tracking target engagement and experiences across multiple platforms. Tracking studies will identify aspects of the campaign that are doing well. Glidden can respond quickly to the strengths and any emerging weaknesses.
Let Glidden Be Your Guide doesnt have to stop in September; it can seamlessly t into Gliddens current national brand efforts and provide new avenues for exploration. We have adapted Anyone Can Paint into an innovative strategy for Walmart by using Glidden's original brand voice.
AGENCY STATEMENT
OUR TEAM & SPECIAL THANKS
PUBLIC RELATIONS I SOCIAL CREATIVES
LEADERSHIP
DR. WATERS
DR. PARK
LEADERSHIP Amanda Combs I Account Executive Amber Perdue | Assistant Account Executive Christa Scott | Creative Director Kaitlyn Jaeger | Media Planner PUBLIC RELATIONS | SOCIAL Hallie Petersen | PR & Sponsorship Manager Jeremy Carter | Marketing Manager Tinsley Andrews | Social Media Director Kari Hanson | Social Media Strategist CREATIVES Jacob Cordonnier | Designer Ricardo Moreno | Creative Developer Evan Melgren | Multimedia Manager Jessica Tasetano | Photographer Alexandria Smith | Presentation Coordinator
WE BELIEVE A SUCCESSFUL CAMPAIGN STEMS FROM FOUR FUNDAMENTAL ELEMENTS: 01: Tell the story of our brand 02: Provide a real experience for the consumer 03: Disrupt the everyday patterns of the status quo 04: Inspire audience participation The 5th Element is the agency behind the work. We are a group of truth-seekers that lay down the groundwork and build up, bringing everything together into one unied campaign. SPECIAL THANKS Dr. Regina Waters | Dr. Sun-Young Park Ann San Paolo | Nicole Sparks | Aaron Woolken Bass Printing | Ad-ology | Veer Images | AAF