3. EXECUTIVE SUMMARY
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Jordan Devlin, Alayna Dixon, Stephens Dodson, Michael Grob, Oneisha Hughes,
Ryan Rowley, Karelia Schmitz, Katelyn Sonnier and Kamila Zaidieh
Burgeon Advertising was challenged to develop an interactive multi-platform marketing campaign to aid
the Glidden paint brand sold exclusively at Walmart. The duration of the campaign will be from May to
September 2016, with a $10 million budget. This marketing plan will increase awareness and consideration
among three segments of Glidden’s target audience: Female Millennials, Young Families and Baby
Boomers. The goal of this campaign is to encourage do-it-yourselfers (DIYers) to make Glidden paint at
Walmart their first choice.
Sales are currently low due to a lack of awareness that Walmart sells paint, let alone Glidden. Hardware
stores garner 90% of paint consumer’s sales at this time. In order to maintain and advance Walmart and
Glidden’s market share in the paint market, it is important that strategic efforts are made to market to
do-it-yourself fanatics. Burgeon Advertising has discovered that despite a consumer’s budget, time or skill
level, everyone has an excuse (sometimes many) as to why they push back or cannot complete their home
improvement projects. Consumers need to stop rationalizing their excuses and get on with making their
residences feel like homes.
In answer to this discovery, Burgeon Advertising has created the “Can Your Excuses” campaign to speak
actively and directly to DIYers who need a further incentive to complete their home improvement
projects. For years Glidden has prided itself in being the paint brand that “gets you going.” It is time for
Glidden to inspire current Walmart shoppers to consider the retailer as not only a viable outlet to buy
paint, but the best choice for any DIY project too. Combining the convenience and value of Walmart with
the proven high-quality of Glidden makes for the ideal DIY retailer.
4. SITUATION ANALYSIS
MARKETING PROBLEM
The central problem facing the Glidden paint brand is a general lack of awareness that Walmart sells
Glidden in 3,500 stores across the United States. Only 66% of DIY consumers are aware that Walmart
actually sells paint, let alone Glidden. Although this percentage may not appear critical, there is a 93%
awareness rate of home improvement stores in contrast. Low awareness is further troubling due to its
ability to cause a much lower consideration rate, thus decreasing purchasing rates as well. Due to 90%
of paint consumers gravitating towards specialty stores and hardware or home improvement outlets for
their painting needs instead of Walmart, Glidden must actively address awareness and consideration
levels if it is to gain prominence in the paint market.
In order to increase brand awareness, purchase consideration and market share, it is important to
consider the limitations of Glidden’s current advertisements. Their recent campaign messages lack
originality and fail to distinguish the brand from its competitors.
Despite their experience in the paint industry, Glidden faces the challenge of building brand awareness
among the target audience of “do it yourselfers”. Glidden’s goal is to increase brand awareness and
consideration among three segments of the target audience, specifically at Walmart locations. Walmart
exclusively showcases the Glidden brand; however, Glidden lacks brand awareness and market share with
the DIY audience.
Additionally, the brand’s presence in Walmart stores is unknown to consumers. Glidden’s market share
dropped 40% from 2003 to 2008, so it is time for Glidden to take back their brand. In order to
regain that market share loss, the company partnered with Walmart to sell Glidden paint. While this does
give DIYers a convenient place to find affordable, quality paint, Walmart is not seen as a paint specialty
store. Thus, DIYers will go to stores like Home Depot or Lowes to buy their paint. If Glidden does not take
further action now, the brand’s overall awareness will suffer, which might result in an even lower market
decline.
Consumer Perception is also a problem for Glidden currently. Glidden’s founding in 1875 is both a strength
and a weakness for the company. While this gives customers a sense of tradition and trust for the brand,
consumers also view Glidden as their grandmother’s paint brand. This idea does not just stem from the
company’s old age. Young DIYers thrive on social media engagement and interactions. Unfortunately,
Glidden lacks a strong social media presence across their four different platforms. In addition, their social
media does not reflect current trends in young DIYers, which deters traffic and use of these interactive
outlets.
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5. BRAND ANALYSIS
MARKET SIZE & SHARE - The paint market size is $14.8 billion. This number was derived from the total
revenue amounts of each of Glidden’s main competitors in 2012.
Glidden: $1.5 billion - 10.1% Market Share
Olympic: $1.5 Billion - 10.1% Market Share
Behr: $1.2 billion - 8.1% Market Share
Benjamin Moore: $1.1 Billion - 7.4% Market Share
Sherwin Williams: $5 billion - 33.8% Market Share
Valspar: $4.5 billion - 30.4% Market Share
SEASONALITY - Through an analysis of seasonal sales for Sherwin Williams in 2012, the seasonality for
Glidden’s 2016 campaign was selected as May-September. This time segment represents the period when
the highest revenue is earned in the second and third quarters of the year, so Glidden should enhance their
sales during this time period when consumers are already purchasing paint.
BRAND DEVELOPMENT INDEXES BY SEGMENT BY REGION
CATEGORY DEVELOPMENT INDEXES BY SEGMENT BY REGION
NORTHEAST
Segment One: 183
Segment Two: 96
Segment Three: 111
MIDWEST
Segment One:100
Segment Two: 119
Segment Three: 98
SOUTH
Segment One:93
Segment Two: 85
Segment Three: 101
WEST
Segment One:52
Segment Two: 110
Segment Three: 91
NORTHEAST
Segment One Index: 3
Segment Two Index: 18
Segment Three Index: 148
MIDWEST
Segment One Index:18
Segment Two Index: 23
Segment Three Index: 58
SOUTH
Segment One Index:145
Segment Two Index: 144
Segment Three Index: 116
WEST
Segment One Index:183
Segment Two Index: 66
Segment Three Index: 83
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8. SWOT ANALYSES
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Strengths
Well-known and trusted brand
Sold and distributed throughout the US
Interactive website with helpful tips
High quality product
Affordable Price; $23-$29 per gallon
Condensed paint color portfolio
Partnership with Walmart and Better Homes & Gardens
Weaknesses
Known as an outdated brand
Small social media following
Customers choosing cheaper options
Walmart not considered for DIY products
Only 66% of consumers aware that Walmart sells paint
Only 23% of consumers consider purchasing paint from Walmart
Opportunities
Utilize social media to increase brand awareness
Create a new paint app
Inspire existing Walmart shoppers with simple projects
Threats
Competitors have a stronger social media presence
Competitors copying Glidden’s 2-in-1 paint
Strengths
Well-known brand
Barriers of market entry
Profitable brand
Contains a large market share
Weaknesses
Expensive
Available only at Home Depot
Opportunities
Global markets
Growing economy
Threats
Increase in labor costs
Growing competition
Lower profitability
Strengths
Company has global presence
Wide variety of products
Known for continuous innovation
Large market share
Has a perception of being a quality and trusted brand
Weaknesses
Not many joint ventures with small businesses
Changing taste in consumers
Opportunities
Expansion into international markets
Creating more eco-friendly products
Threats
Economic meltdown in Europe
Housing crisis
Tough competition from other American and international paint
9. Strengths
Experienced brand
Easily accessible
Weaknesses
Expensive
Opportunities
Sold at Walmart
Growing demand
Threats
Failing economy
Large competition
Competing against Glidden for sales at Walmart
Strengths
Strong brand awareness
High profitability
Weaknesses
Expensive
Opportunities
Tapping into the young millennial shoppers
New products and services
New markets
Threats
Failing housing market
Failing economy
Strengths
Carried through PPG’s family
Has paint for the ceiling, kitchen & bath
Weaknesses
Lowe’s loyal customers
Tapping into the young millennial
Opportunities
Sold only at Lowe’s
Not many joint ventures with other companies
Threats
Lowe’s sells other paint brands
Weakening economy
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10. MARKETING STRATEGY
OBJECTIVES
Marketing Objective: To increase revenue from Glidden paint sold at Walmart by 1% between May 2016
and September 2016.
A 1% increase in revenue would amount to $148 million more dollars for Glidden.
Advertising Objective 1: To increase awareness that Glidden paint is sold at Walmart to 85% by
September 2016 among the three target audiences.
Currently 66% of DIY consumers are aware that Walmart sells paint. Home improvement stores have a
93% awareness. We want to create a reasonable objective, but also be highly competitive with home
improvement stores. Walmart needs to increase awareness so that there will be more opportunity to have
higher consideration and purchase levels.
Advertising Objective 2: To increase consideration of Glidden at Walmart to 63.8% by September 2016
among the three target audiences.
Currently 23% of DIY Walmart consumers consider purchasing Glidden paint. Home improvement stores
have a 70% consideration. We used home improvement stores’ 75% conversion rate from awareness to
consideration to determine the increase to 63.8%. A higher consideration rate will create more
opportunity for increasing purchase intent of Glidden in Walmart stores.
Advertising Objective 3: To increase purchases of Glidden at Walmart to 27.4% by September 2016
among the three target audiences.
Currently only 5% of DIY Walmart consumers have the intent to purchase Glidden paint. Home
improvement stores have a 30% purchase intent. We will use home improvement stores’ 43% conversion
rate from consideration to purchase to determine the increase to 27.4%. If purchase intent is higher, we
will have the opportunity to increase revenue and customer satisfaction, producing a higher willingness to
recommend the brand.
Media Objectives:
Segment 1 - Reach 80% of 18-24 year old females at least 4 times
Segment 2 - Reach 80% of 24-35 year old females at least 4 times
Segment 3 - Reach 80% of 50+ year old females and males at least 4 times
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11. TARGET MARKET PROFILE
Segment 1: Female Millennials (Renting DIY Shoppers, Ages 18-24)
Female Millennials are relatively inexperienced with painting, making them less confident; however, this
target demographic is eager to personalize their rentals. Whether the project is to paint walls or decorate
a piece of furniture, these DIYers seek personalization and self-expression. Low budgets may constrain
their projects, but not their creativity. These Female Millennials are actively seeking simple DIY projects to
make their new spaces feel like home. Due to their lack of experience, they are likely to visit more
traditional paint retailers who they perceive to offer more involved customer service than Walmart.
Currently, few Female Millennials identify Walmart as a paint retailer.
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14. Segment 2: Young Families (Current Walmart Paint Shoppers, Ages 25-34)
The Young Families segment enjoys painting and simple, affordable decorating projects. Currently, this
group shops at Walmart and 72% of this demographic have purchased paint from the retail giant. This
means that Glidden should focus on affordability, milestones and quality-assurance. Glidden will offer
them the low price of paint they desire to transform their home as they transition into new chapters of
life. They are loyal to Walmart because of the high value they receive for low-prices that meet their
budgets. As far as DIY projects, they are interested in family centered home improvement like
redecorating their child’s room and other one day projects.
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17. Segment 3: Baby Boomers (DIYers Shopping Walmart Home, But Not Paint, Ages 50+)
Baby Boomers are experienced and confident painters seeking perfection in their home improvement
projects. While they acknowledge the convenience and value Walmart offers them in shopping for other
home goods, they do not consider the retailer for their painting needs. These homeowners see DIY
projects as burdensome, not enjoyable. When it comes to home maintenance, they desire projects that
can be completed quickly.
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20. TARGET MARKET RESEARCH
In order to gather background research about public opinion of painting and DIY projects, an online survey
was conducted via Google Forms. A total of 65 participants shared about their needs and wants in regards
to paint products. Of those participants, all three target segments were represented, although the
majority were members of segment one. 18-25 year olds composed 55.4 % of the participant pool. 72.3%
of participants were female and 76.2% were caucasian. 65.6% of participants were renters and 27.7% had
an annual personal income level between $10,001 - $30,000.
These findings were used to develop three creative strategies for promoting Glidden paint at Walmart. The
following statements highlight the overall findings.
“Procrastination/excuses keep me from accomplishing my home improvement projects.”
23.1% Strongly Agree & 27.7% Agree
“I research and look at reviews of different paint brands online before purchasing.”
27.7% Disagree & 26.2% Strongly Disagree
“I try to find deals on painting supplies because I have a limited budget.” 58.5% Agree
“When I have purchased paint in the past, I have selected _____ brand(s).” Participants were
able to name all of Glidden’s competitors, but only 6/65 mentioned Glidden. This shows
that participants have low awareness of the brand, but when asked if they had a favorite
brand, only 27.7% of respondents said yes. This is encouraging for Glidden and shows that
there is an opportunity for an increase in awareness that could significantly impact pur-
chase consideration.
“When I have purchased paint in the past, I have gone to ______. Only 10/65 participants
named Walmart when asked where they have purchased paint. This shows an area that
Glidden can significantly improve in.
“I consider Walmart for my painting needs.” 60% Disagree & 18.5% are Neutral
“It is convenient to be able to purchase paint from a 24-hour store like Walmart.”
53.9% Agree & 18.5% are Neutral
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21. MEDIA STRATEGY
The media selections for each segment were chosen from the results of a Quintile and Simmons OneView
analysis within each region for each segment. In order to stretch the budget to reach as many consumers
as possible, it is imperative that the media outlets selected are very specific with where
Glidden will advertise to ensure that the target audience is effectively reached.
PRIME TIME TELEVISION
In order to reach Glidden’s audience nationally with ease, it was determined that Prime Time Television
would be effective. Television stations and shows with average high index numbers with all three
segments were chosen. Some of those stations include: Cooking Channel (110), Food Network (116), GSN
(120) and Lifetime (137). The Television shows include Grey’s Anatomy (127), Law & Order SVU on NBC (116)
and 2 Broke Girls (112).
SPOT TELEVISION
Burgeon Advertising recognizes that due to the limited budget provided, Spot Advertising in the Midwest
and Northeast will be useful because of their high CDI numbers.
In the Northeast, advertisements for segment one will air on the following television stations: Cooking
Channel (245), ESPN (234), Fuse (247) and HGTV (195) during the following times: Saturday 9-10 a.m. (217)
and Sunday 12-1 p.m. (243). Advertisements for segment two will air on stations such as Animal Planet
(172), CMT (194), Oxygen (158) and TLC (168) during the following times: Saturday 7-10a.m. (135) and
Saturday 5-6 p.m. (131). Advertising for segment three will use the following television stations: ESPN
Classic (149), Fuel TV (156), Fuse (170) and IFC (173) during the following times: Mon-Fri 11-12 p.m. (137),
Saturday 7-8 a.m. (153), and Sunday 7-8 a.m. (171).
In the Midwest, advertisements for segment one will focus on the following television stations: Adult
Swim (165), AMC (168), Syfy (169) and VH1 (211) during the following times: Monday-Friday 6:30-7 p.m.
(137), Saturday 1-4 p.m. (143) and Sunday 5-6 p.m. (127). Advertisements for segment two will air on
Cinemax (147), Discovery (120) and National Geographic Wild (143) during the following times: Mon-Fri.
2-3 p.m. (148), Mon-Fri. 6-6:30 p.m. (131) and Sunday 8-p a.m. (159). Advertisements for segment three
will air on ESPN Classic (136), Fuel TV (145), FSN (194) and TBS (110) during the following times: Mon-Fri
12-1 a.m. (139), Saturday 10-11 a.m. (134) and Sunday 10-1 (130).
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22. PRINT ADVERTISEMENTS
Research shows that segment one likes print outlets that focus on Child Rearing/Parenthood (143),
Entertainment (158) and Women’s Fashion, Beauty, and Grooming (248), the following magazines will be
used to reach members of this target audience: Cosmopolitan (524), In Touch Weekly (332), OK! USA (331)
and Star (264). Research shows that segment two likes prints types that focus on Child Rearing/Parent-
hood (228), Entertainment (150), and Women’s Fashion, Beauty and Grooming (254), making the follow-
ing magazines appropriate for reaching them: Baby Talk (546), Parents (436) and OK! USA (343).
Advertisements for segment three will run in the following print outlets: Entertainment (103), Home
Services (137), Metropolitan, Regional, State (162), and News Weekly (134). Specific magazines for Segment
Three are The American Legion (179), Southern Living (171), Good Housekeeping (160) and Country Living
(158).
RADIO
Radio slots for Glidden’s 2016 advertisements will focus on a mix of stations based on the target
audience’s favorite genres of music. A few genres segment one likes are Teen Pop (361), Hip-hop/Rap
(295), Pop Hip-Hop(263) and Pop R&B (247). Segment two enjoys Teen Pop (331) Pop Hip Hop (293) and
Pure Pop (265). Segment three listens to Local News (117), 60’s and 70’s Classic Rock and Pop (141) and
New Age (116).
DIGITAL
Due to high index numbers, the following digital outlets have been selected to effectively reach Glidden’s
target audience segments in 2016. Websites frequently used by segment one include Pandora (224), Hulu
(219) and All Recipes (160). Members of segment two visit Food Network (236), Groupon (259) and All
Recipes (211). Segment three uses HGTV (110), HSN (108) and Consumer Report (104).
Glidden will advertise on mobile apps for segment one and two. For segment one, the following apps will
be used: Games (184), Music/Radio (187) and Photo/Video (165). For segment two, the following apps will
be used: Games (183), Music/Radio (217), and News (225). Members of segment one frequently use social
media platforms like Twitter (319), Pinterest (229) and Facebook (164). Members of segment two regularly
use Pinterest (323), Twitter (196) and Facebook (159) as well. Members of segment three use Classmates.
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23. NORTHEAST 31.3%
Segment 1 - 47%
Segment 2 - 24.6%
Segment 3 - 28.4%
MIDWEST 25.6%
Segment 1 - 31.5%
Segment 2 - 37.5%
Segment 3 - 30.1%
SOUTH 22.5%
Segment 1 - 33.3%
Segment 2 - 30.5%
Segment 3 - 36.2%
WEST 20.6%
Segment 1 - 20.6%
Segment 2 - 43.5%
Segment 3 - 35.9%
GEOGRAPHIC WEIGHTING
Burgeon Advertising will allocate its budget to each region based on an average of the CDI for each
segment. Then each segment will be allocated an appropriate portion of that budget based on an average
of their CDI numbers. The geographic weighting is displayed in the map below.
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CREATIVE STRATEGY
To better understand consumer perceptions of Glidden’s messages for the 2016 campaign, three
contrasting creative concepts were developed and tested among members of the target audience via
in-depth interviews and online surveys.
CONCEPT 1: “Can Your Excuses” - Everyone has a DIY project they have used some lame excuse
to push to the end of their to-do list. “I’m too busy to tackle that project,” “It’ll cost too much,” “We’ll
repaint the hall when the kids get older.” Whether it is updating a child’s room, covering 70s wood
paneling in a living room or making over a yard sale dresser, everyone has that project they have been
meaning to get around to for way too long. Whatever the cover, DIYers are putting their dream projects on
the back burner.
This concept encourages DIYers to take charge of their home improvement projects and can their excuses.
Messages emphasize high performance paint available conveniently at an affordable price. This concept is
based on the ration segment according to Taylor’s Six-Segment Message Strategy. It appeals to consumers
by trying to rationalize overcoming procrastination becauese the product information provided is stronger
than their excuses.
Painting can be a long decision process, with a lot of options and information needed for each project. The
consumer should not have to feel overwhelmed because completing their project is as easy as a trip to the
local walmart. The Glidden brand is positioned as the solution to all of their project needs. With the right
place and the right price, who would not want to get their project done?
CONCEPT 2: “Color Confidence” - The confidence this concept refers to not only applies to the
ease of painting, but also many other struggles of painting that Glidden makes simpler. When the target
audience purchases Glidden, they can confidently budget it into their expenses because it is affordable.
When consumers are ready for a change, they can confidently pick the right color with Glidden’s
condensed color pallet. When it is time to begin a project, DIYers can literally color the project with
confidence due to Glidden’s user-friendliness.
This concept is based on the ego segment according to Taylor’s Six-Segment Message Strategy. The ego
segment embodies the consumer. It hones in on the identity the consumer desires to be and aims to fulfill
their request. This ego segment positions the brand as the consumer’s solution to reaching their ideal
identity. For the product of paint, consumers have a strong personal and emotional bond to the product
in which they are purchasing. This ties in perfectly with the ego segment.
Ego is known as the “I Am Me” segment. Since painting is used to express oneself, the consumer should
have a strong emotional tie to their paint because as more than a bucket of liquid. Concept two shows
Glidden as the brand that fits unique consumer personalities and moods; the paint that shows who they
are. The consumer wants to feel confident and embody confidence in all that they do, including a paint
purchase. This concept appeals to this consumer desire.
26. CONCEPT 3: “Paint that Doesn’t Leave You Penniless” -This concept tells consumers that
Glidden will not break your budget. With this concept, Glidden would use the slogan “Glidden: since 1875”
to emphasize the quality and tradition of the brand. When overwhelmed with many paint options and
brands, it is important to show the consumer the qualities of Glidden that set it above and apart from its
competitors. Glidden provides high quality products without leaving the consumer penniless.
This concept is based on the ration segment according to Taylor’s Six-Segment Message Strategy. The
ration segment focuses on facts and information. The consumer desires to know everything about the
product category before making a purchase decision so that they can weigh each option. This concept
reassures consumers that the Glidden brand will provide a great product at an affordable price that fits
their budget.
There are many considerations that go into purchasing paint. For example, the price of the paint, priming/
coating process, quality of the paint, color of the paint and the lifetime of the paint. Consumers are faced
with these decisions and many more for each brand of paint. For this reason, a ration strategy can be
executed to showcase the important qualities Glidden possesses that are important to the consumer.
ONLINE SURVEY
An online survey was conducted via Google Forms. Of the 77 respondents, 18.2% were male and 81.8%
were Female. The racial representation is as follows: 72% Caucasian, 20% African American, 1.3% Indian
and 6.7% Other.
Survey participants were questioned about their perceptions of the relevance, uniqueness, believability,
likeability, ability to increase intent to purchase, memorability, meaningfulness and recognizability of each
concept. Of the 10 items asked, concept one received a 70% more favorable response than concept two,
and a 60% more favorable response than concept three. When asked which concept was the best overall
after reading all three concepts, the majority of participants chose concept one ( 33/77 or 42.86%).
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27. 25
IN-DEPTH INTERVIEWS
In-depth interviews were conducted with 18 individuals. Six participants represented each of the three
target segments. More qualitative responses were gathered through the use of open-ended questions to
further evaluate the three concepts. The results indicated a strong majority in favor of concept one, with
12 out of the 18 participants selecting this concept as the most preferable. A few of their comments were:
“Concept one is the most relevant because everybody has
excuses for not doing home improvement projects since they can
be a real pain.” - Segment 2 Respondent
“Most companies focus on price, but concept one addresses the
real reason I don’t get around to my projects.”
- Segment 3 Respondent
“Concept one is different from other ads I’ve heard and is
encouraging without being offensive since it’s punny!”
- Segment 1 Respondent
Chosen Creative Strategy: Concept 1 “Can Your Excuses”
Concept testing results from the online survey and in-depth interviews both strongly favored concept one.
Due to its relevance, uniqueness, believability, likeability and strong ability to increase intent to purchase,
it was chosen for the 2016 campaign.
Strengths: it provides lots of opportunities for IMC because of the can pun, it appeals to all three target
audience segments better than the other two concepts
Weaknesses: it is not Glidden specific so any brand could use it, it could be seen as slightly offensive
To communicate the campaign tagline creatively, various types of painting projects will be highlighted
from children’s room makeovers to shabby chic projects. A variety of projects and excuses will be used to
elicit attention from many members of Glidden’s target audience.
The main theme of the 2016 campaign is overcoming personal obstacles and excuses that prevent DIYers
from completing their projects. The “Can Your Excuses” creative approach allows Glidden to encourage
consumers to stop procrastinating and start painting. The tagline will consistently be used in all
campaign advertisements with varying images to suit each target audience. Advertising copy will provide
brief statements suggesting the need to complete projects and offering the convenience of Glidden at
Walmart as the solution.
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CREATIVE BRIEF
CAN YOUR EXCUSES
Is that project still waiting to be completed? Why has it not been finished? Time? Money? Lack of skills?
Whatever the excuse, it is time to “can it” with Glidden. Glidden paint is the answer to helping
consumers complete any DIY project. Glidden knows that DIY projects are time consuming… time
consumers do not have. CAN IT. Glidden paint is so easy to use that any DIYer will feel like a professional.
Glidden fulfills every need of a DIYer with its low-price, high quality paint. Stop making excuses, get
Glidden and finally accomplish that DIY project.
OBJECTIVE
Glidden paints wants to be every DIYers go-to paint brand and for consumers to consider Walmart stores
to be the place they go to when purchasing paint. Since people are busy, DIY projects are often placed on
the back burner. Glidden wants to motivate, encourage and excite the target audience to get their DIY
projects done. The brand will satisfy all DIYer needs to empower them to stop making excuses and finally
complete their projects. Glidden must be seen as the easiest, yet best quality paint when it comes to
finishing a project.
TARGET AUDIENCE DEMOGRAPHICS
The primary target audience will include female DIYers ages 18 to 49. These women are operating on
tighter budgets and are not yet homeowners. Due to their renting status, it is important for Glidden to
focus on smaller projects such as re-painting a dresser. The secondary target audience consists of both
males and females ages 50 years and older. This segment includes homeowners with higher incomes.
TARGET AUDIENCE PSYCHOGRAPHICS
The primary target audience needs convenience and ease when shopping their next DIY project. These
women really enjoy shopping with friends and shop frequently. Coupons or sales provide big incentives for
women to shop at stores they might not usually visit. The secondary audience does not consist of those
who necessarily enjoy shopping. They shop at convenient stores and strongly prefer local retailers over
national chains.
CURRENT THOUGHT
Glidden is seen as your grandma’s paint brand. Due to the company’s older age, younger demographics
views Glidden as an outdated brand that they would not pick to complete DIY projects. While some of the
primary audience revealed they have purchased Glidden paint before, it is certainly not their go-to DIY
brand. The secondary target audience feels a sense of tradition and strength in Glidden’s brand, however,
the lower price of the paint brings down the perceived quality. Glidden is not the first brand either
segment would immediately think of when preparing for their next project.
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DESIRED THOUGHT
When it comes to DIY projects, Glidden knows that life can get in the way. Excuse after excuse after
excuse and six months later, the project still is not done. With Glidden, these excuses hold no value. It is
time to buy Glidden and can your excuses. Glidden will not break your budget. Glidden is easy to use and
will not consume valuable time. Glidden is the only paint brand that can make any inexperienced DIYer
feel like a professional.
SINGLE MOST IMPORTANT THOUGHT
GLIDDEN COVERS ANY EXCUSE: STOP PROCRASTINATING, START PAINTING
RATIONALE
The target audience does not see painting or DIY projects as the best use of their time. “Can Your Excuses”
will motivate and encourage DIYers to stop making silly excuses and get their projects done with Glidden.
Consumers have a lot of decisions to make when it comes to purchasing a paint brand. The target
audience is concerned with color, price, time, where to buy and many more minor details. Glidden is
positioned as the solution to any and all of these factors. When the target audience thinks of confidently
completing their next DIY projects, Glidden is the only paint brand they should consider purchasing.
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PRINT ADVERTISEMENTS
Four print advertisements will be placed in strategic publications with high index numbers for target
audience segments. Each advertisement displays a different home improvement project that needs
attention and offers Glidden at Walmart as the solution to getting the job done. A breakdown of where
and when these advertisement will run can be found in the media flowchart, media strategy and budget
spreadsheet.
CREATIVE EXECUTION
In order to deliver the 2016 campaign messages, a number of creative elements will be used. Four print
advertisements, one radio commercial and three television commercials will display a variety of images
and statements to relay the “Can Your Excuses” campaign to all three of Glidden’s target audience
segments.
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RADIO COMMERCIAL
(35 SECONDS)
MUSIC: LIGHT, HAPPY MUSIC FADES IN
FVO: “I’m just too busy to tackle that project...”
MVO: “We’ll repaint the hall when the kids get older...”
FVO: “When we’ve got the money, I’ll get around to fixing it...”
FVO: “I’m not too sure how to… I’ve just never painted before...”
ANNCR: (STRONG MALE VOICE) “Life gets busy and with excuse after excuse, projects slip by. Glidden
gets it... that’s why we offer affordable products in convenient locations. Our paint puts confidence in your
hands, making you the pro for any DIY project. It’s time to can your excuses. It’s as easy as a trip to your
local Walmart”
MUSIC: LIGHT, HAPPY MUSIC FADES OUT
____________________________________________________________________________________________________________
By using at least one voiceover and excuse that applies to each of the three target segments, all members
of Glidden’s audience will be able to relate to this radio advertisement. The message reinforces the Can
Your Excuses tagline to encourage DIYers to stop procrastinating, while also giving them a confidence
boost in knowing this product can help them succeed no matter their skill level. A breakdown of where
and when these advertisement will run can be found in the media flowchart, media strategy and budget
spreadsheet.
TELEVISION COMMERCIALS
Three television commercials will run during Glidden’s 2016 campaign. Each of the commercials are
uniquely designed to target the three target segments separately. All three reinforce the “Can Your
Excuses” tagline by highlighting a home improvement problem and offering Glidden paint at Walmart as
the solution. A breakdown of where and when these advertisement will run can be found in the media
flowchart, media strategy and budget spreadsheet.
35. A wife is shown nagging her husband about finishing
painting their basement. “Rick, you have GOT to can
your excuses and finish the basement. When I get back
from my trip, it better be finished,” she says.
A scene of their unfinished basement is shown.
The husband procrastinates all week about doing the
project, then gets nervous and scrambles to complete it
the night before his wife’s return.
He runs to Walmart since it is too late to shop at other
stores. He is pleased to find friendly customer service
and just the products he needs.
He turns the basement into an awesome man cave with
sports paraphernalia everywhere.
The wife returns from her trip and bursts into laughter
when she discovers what he has done, but cannot be
mad because he did finally get the room finished.
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COMMERCIAL ONE is intended for segment three. The actors in this commercial will be a couple ages
50 years or older to identify with the target segment. By presenting an example of a project real
consumers might be struggling with, this commercial will relate to the target audience and encourage
them to shop at Walmart for Glidden paint too.
36. 34
A young girl is walking down the sidewalk with her
friends on their way to a sleepover at her home. She
gives her friends lots of excuses before they get to the
house about why her room looks a little childish.
A scene of her immature bedroom walls is shown.
The girl’s friends are horrified. They tell her, “Your dad
has GOT to can his excuses and fix your room.”
The girl is embarrassed about her childish room and
explains to her parents how badly she needs to
redecorate.
She tells them how affordable Glidden is at Walmart to
convince them to tackle the project.
The family goes to Walmart and finds just the right
products at the right prices.
COMMERCIAL TWO is intended for segment two. Since this segment is composed of families, the use
of a young girl and her parents in the commercial will help members of the segment to relate to the
storyline. By presenting Glidden paint at Walmart as the solution to their problem, members of this
segment will be encouraged to consider the brand and retailer for their personal projects.
37. 35
A young woman packs up her things to move out of her
parents home and into her own apartment for the first
time.
Her parents are happy for her new job and wave
goodbye.
The daughter procrastinates about unpacking and
decorating the new apartment. She sits on the floor
when friends are over because she has no furniture.
Six months pass and the procrastination continues. It is
now Christmas and her parents surprise her by flying out
to visit. She really wants her parents to see her as a
successful adult, so she needs to have her apartment
looking presentable.
She makes a quick trip to Walmart to pick up some
Glidden paint to freshen up and personalize the space.
She completes her project just in time for their arrival
and is happy with her newly decorated space.
COMMERCIAL THREE is intended for segment one. Female millennials will be able to relate to the
young woman in the commercial since she is experiencing a time in life similar to their own personal
experiences. By emphasizing the convenience and affordability of Glidden, this commercial will increase
consideration of Glidden among members of target segment one.
38. 36
PROMOTION STRATEGY & IMC EFFORTS
A variety of integrated marketing communication efforts will be implemented to increase the
effectiveness of Glidden’s 2016 campaign. By incorporating non-traditional advertising elements into the
promotional mix, consumers will be more receptive to the messages due to their creative and novel
presentation.
SALES PROMOTIONS
NATIONAL SOCIAL MEDIA CONTEST - Glidden will hold a national social media contest to interact with
consumers and increase awareness of the brand. For the contest, people will nominate their friends,
family members, etc who really need to can their excuses and finish their home improvement projects.
Participants will submit videos and/or photos via social media using the hashtag #CanIt.
The contest will be promoted during the first two months of the campaign to create buzz and excitement
amongst consumers. The contest will launch in July and take place over the course of this one month. Each
week Glidden will select a finalist who will advance to the next round of the competition. This will keep
consumers engaged and excited throughout the contest. In addition, the online competition will have an
overall winner chosen during the last week of the contest. Online voting will determine the overall
winner who will receive all of the supplies needed to finish their DIY project for free. This will be a fun way
for consumers to interact with the brand while helping their friends get their projects completed. Seeing
the pictures of what people need to fix will be interesting to others and create online buzz as people seek
the campaign to see what crazy photo will be submitted next. This contest will also increase awareness of
the Glidden brand.
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SPONSORSHIP
Glidden will sponsor Color Run 5K by providing paint to be thrown during races. This will update the race’s
current powder based color concept. This tactic will apply the “Can Your Excuses” tagline to more than
painting since the public will be encouraged to can their excuses for not being fit by participating in the
race. The sponsorship will begin in May of 2016 and continue throughout the entire campaign period at
races along the tour across America.
Since Color Run 5K’s are already extremely popular, Glidden will be seen more favorably through this
association. Color Run 5K’s have been dubbed “the happiest 5k on the planet.” The sponsorship of this
event will also paint Glidden as a fun and exciting brand, further motivating DIYers to use their products.
Since runners come from all age brackets, this tactic will reach all three segments of Glidden’s target
audience, but focus primarily on the female millennials and young families segments.
40. 38
SAMPLES
In store kiosks called Freeosks will be used to distribute Glidden samples to Walmart shoppers during
the months of June and August in the Northeast and Midwest. Customers will be required to use their
Walmart receipts to gain access to the kiosk machines. While customers wait to obtain their samples they
will be shown a short 20 second commercial as the machine processes the transaction. This will assist
Glidden in gaining more reach for their advertisements. Customers will receive a free small tin of white
paint that they can bring to the paint department to get colored. This will encourage customers to test
the product and increase their likelihood of checking out the paint selection within the store. Since the
samples are too small to complete any project fully, it will also increase further purchase intentions to get
more paint to finish the task.
41. PUBLIC RELATIONS
OWNED MEDIA STRATEGY - To enhance one of the owned media strategies Glidden is currently using,
a “Can Your Excuses” tab will be added to Glidden’s Colortopia website. This site is currently used as an
informational blog for DIYers to gain inspiration and instruction on projects. Although users can
currently upload their before and after projects on the website, Glidden will incorporate the new
campaign into their pre-existing practices. This tab will reach beyond showing photos for comparison to
incorporate more of the personal stories behind the projects. This tactic will use ethos appeal to interest
consumers. The results of the online contest will also be posted here to drive traffic to the site.
A Pinterest button will also be added to individual posts to encourage more shared media. Although
Glidden’s Pinterest link is shown in the footer of the page, adding Pinterest buttons to each post will in-
crease sharing exponentially.
EARNED MEDIA STRATEGY - Glidden’s 2016 earned media strategy is aimed at gaining free promotional
coverage from an interactive display. There will be a massive paint can at a handful of Walmart stores
across America with steps in the shape of paint spilling out of the can. Participants will be encouraged to
walk up to the can and tell the machine the DIY excuses they are canning. In response to their statements,
the machine will spit out coupons, paint brushes, paint trays, buckets of paint, etc. to reward customers
for participating. This strategy will take place during May of 2016 to draw attention to the new campaign.
Cans will appear at Walmarts in select cities in the Northeast and Midwest.
This tactic will create buzz through the wow factor of it. A massive paint can giving out freebies will be
shocking to people, leaving consumers in awe of the activity. Whether or not people are at Walmart to
purchase paint, they will undoubtedly tell their friends and family about the experience, generating more
word-of-mouth advertising than any other paid advertising could.
39
42. 40
COPY TESTING & EVALUATION PLAN
In order to ensure that the budget is being spent wisely, Burgeon Advertising will conduct a variety of
campaign evaluations. These evaluation methods will take place before, during and after the campaign
period. Each test will examine different aspects of the strategy and ultimately gauge the overall success of
the campaign. Participants will be compensated both monetarily and with coupons. Additionally, a
research analyst will be hired for $40,000 to compile, sort and evaluate each stage of testing. Campaign
evaluations will costs a total of $100,000.
PRE-TESTING
Pre-testing will occur in the months leading up to the launch of the campaign. Focus groups will be
conducted in the four target regions for this campaign. These cities include Indianapolis, IN, Albuquerque,
NM, Buffalo, NY and Nashville, TN. All four cities were chosen based on their strong representation of the
primary and secondary audience as well as wide area coverage, high media availabilities and strong
network deliveries. In each test market, 10 focus groups will be conducted containing 10 members of the
target audience. Five of these focus groups will be considered controlled groups that will only be exposed
to Glidden’s current advertising messages. The other five groups will be exposed to Glidden’s new
campaign advertisements. The hired research analyst will compare the results of both groups and confirm
if the advertising objectives are met. The focus groups will begin in December 2015 and run until end of
February 2016. This gives Glidden time to tailor their message to the results of the focus groups if needed.
Participants will be paid $50 for their involvement, which totals to $20,000 spent in pre-testing research.
COPY TESTING
Copy tests will occur throughout the entire campaign period. These tests will be conducted through online
surveys to test the campaign’s current success. Ad tracking studies will be used to measure the effects of
campaign message memorability, likability, brand recall and purchase intention. If the campaign
messages are not likable or easily recalled by participants, Glidden can change certain elements to
ensure the best results. The ad tracking studies will be executed with online surveys and sent out every
two weeks throughout the campaign period. Participants will be incentivized with discount coupons in
order to complete the copy tests. We will aim to reach 100 target audience members each survey period in
order to gain insightful results. Copy testing research will cost $20,000.
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POST TESTING
Post testing will be conducted at the conclusion of the campaign. The post testing period will be in
November 2016 in order to evaluate the overall success of the campaign. Similar to the pretesting
portion of evaluation, post testing will happen in the four chosen test markets through focus groups. The
10 focus groups in each city will contain 10 members of the target audience. A combination of memory
tests and likability tests will be used. The memory test will ask questions to see if the target audience
remembers Glidden’s new campaign, can recall the campaign and ask them what they remember about
the campaign. These will directly test if the advertising objective of increasing brand awareness has been
met. In addition, these memory tests will show if the media objectives were accomplished. Higher
memorability rates amongst the target audience will prove that they were reached a frequency of at least
four times. In the same focus groups, likability tests will be used to ask questions related to the
audience’s feelings toward the campaign. Whether the messages were relevant, if the messages
stimulated curiosity and most importantly, if the messages were likable will be tested. American
Advertising Federation research has shown that an ad effectiveness is greatly influenced by its likability.
The likability tests will evaluate the advertising objectives as well to determine if the likability was high
enough to cause purchase consideration. The marketing objective will be evaluated in the post testing
period by looking at the increase in market share. Focus group participants will be paid $50 for their help,
which totals to $20,000 for post testing research.
CONCLUSION
Through a mixture of traditional, interactive, social and in-store ads that encourage Walmart DIY
shoppers to stop procrastinating on their home improvement projects, Glidden will inspire customers to
make their dreams a reality. Anyone can become a weekend warrior with the proper supplies,
conveniently available at their local Walmart. Where else can you get soap, milk and all of your paint
supplies in the same place? Burgeon Advertising and Glidden encourage the DIY shopper to “Can Your
Excuses” and visit Walmart today.
44. REFERENCES
“Property Brothers’ Drew and Jonathan Scott in Atlanta” (2013.) Retrieved from http://www.
accessatlanta.com/weblogs/radio-tv-talk/ on September 21, 2015. Photo credit:HGTV
National Student Advertising Competition Glidden Case Study and Policies and Procedures
Guide 2014. Education Services, American Advertising Federation.
Paint Buying Guide. (2015, May 1). Retrieved September 21, 2015, from http://www.
consumerreports.org/cro/paints/buying-guide.htm
2013 NSAC Case Study: Glidden.” 25 August 2015. http://moodle2.lsu.
edu/pluginfile.php/1354817/mod_resource/content/1/NSAC_CaseStudy_PP_Glidden.pdf
http://www.behr.com/consumer/
http://www.glidden.com/Home
http://www.sherwin-williams.com
http://www.olympic.com
http://www.valsparpaint.com/en/index.html
Simmons OneView: https://oneview-experian-com.libezp.lib.lsu.edu/
“The Gang of 5” (2013). Retrieved from http://paintingprotimes.com/blog/2013/06/24/the-gang-of-5/
