This is the presentation I created for the Central Edge presentation team for the 2013 NSAC.

2. “DIFFERENTIATE OR DIE”
Jack Trout, 1972

3. THE CHALLENGE
1Increase brand
name awareness
and brand value.
2Increasepaint
purchaseintentin
Walmart.

4. The decision to partner with Walmart was designed to increase
awareness and access to product line and to improve potential
convenience of purchaser.

5. ALLIANCE CONCERNS
&

6. OLDER MORE ESTABLISHED DIY ADULTS
3categories
of simple
SOLUTION
paintshoppers
YOUNG, RENTING DIY FEMALES
CURRENT WALMART SHOPPERS
Want to put a bit of personal style
into their surroundings without
spending a lot of money.
They are among Walmarts’ best
customers and Glidden’s best
prospects.
Interested in routine
maintenance, and a quick,
easy way to freshen their decor.

7. THEY ALL HAVE ONE THING IN COMMON. . .
. . . financial stress.

8. DREAMERS
Glidden’s DIY “Make It My Own” female.
She wants the world to know
she is independent and
making her own choices.
Actively looking for new ideas
and inspiration.

9. Current Walmart shoppers.
They are open-minded
and have more purchase
intent.
E X P L O R E R S
Young and family focused,
they come from a variety of
ethnic backgrounds.

10. L O C A T O R S
More established, older, DIY adults.
They look for
brands they know
and trust.
They have a mind-
state of seeking.

11. “THE NEW CUSTOMER JOURNEY”
In-store
Online
Out-of-
store

12. THE RESEARCH
What really makes our prospects decide to paint?

13. QUESTIONNAIRES
FOCUS GROUPS
HOW DOES PAINTING MAKE YOU FEEL?
85%
POSITIVE
10%
NEGATIVE
1%
NEUTRAL
4%
N/A
“Deepest aqua was
very refreshing.”

14. WORD CLOUDS
&
PERCEPTUAL STUDIES

15. INTERVIEWS
WHY DID YOU CHOOSE TO PURCHASE PAINT FROM THAT STORE?
Data Analysis From 238 Surveys
69 49 33 32 27 25 12 12 2112
PROXIMITY
CONVENIENCE
STORE/BRAND
LOYALTY
PRICE
QUALITY
STAFFKNOWLEDGE/
SERVICEQUALITY
CREDIT/GIFTCARDS/
DISCOUNTS
OTHER
COLORSELECTION
RECOMENDED
INTERCEPT INTERVIEWS

16. COMPARATIVE
COVERAGE TEST
Glidden
Valspar
Olympic
Sherwin Williams
Behr

17. 6TYPESOFRESEARCH
resulting in almost
1 , 0 0 0
IMPRESSIONS.

18. TANGIBLE CHANGE

19. BEHAVIORAL
surveillance
STUDY

20. PAINT IS AN EXPENSE
It is an “instead of” purchase decision.

21. WHAT CAN I FIND
inside THAT
GLIDDEN CAN?
WHATEVER I can
MAKE OR CREATE

22. CORE ISSUES
Customers don’t come to Walmart with the intention of buying paint.
Most customers don’t visit the paint department when they come to
Walmart, and many customers don’t know the paint department exists.
Paint is not a top of mind purchase intent for most members of our
target markets.
Paint is not a casual convenience purchase, it is a considered planned
purchase.
Our prospect has to be enticed by paint to be reminded of the benefits.

23. CONSUMER
INSIGHT
STATEMENT “Glidden/Walmart paint
customers buy paint because
they value the rewards found
inside the can and the rewards
they create.”

24. BUYING PAINT IS THE
PROMISE OF BETTER
THINGS.

25. “For financially limited, beginning
do-it-yourselfers, Glidden paint at
Walmart opens a world of
possibilities that delivers rewards
and tangible value with a return-on-
investment that justifies purchase.”
POSITIONING
STATEMENT

26. G L I D D E N G E T S Y O U G O I N G
With a Brush of Brilliance

27. IT’S NOT JUST ABOUT
CONTROL. . .
. . . It’s about spending
money to get a positive
reward.

28. ADVERTISING OBJECTIVES
Create advertising that
reachers our prospects
in or near Walmart
stores or when the
consumer’s concept
aperture is open.
1 Create visually
appealing advertising
and advertising events
that relate to our
prospect’s world.
2

35. TV spot

36. YOUR TRIP TO WALMART

37. BRUSH OF BRILLIANCE RV

38. GLIDDEN POP-UP STORE
featuring
Quarterly in-store magazine
Project inspiration
Shopping lists
Glidden - Walmart partner
companies

39. gets you going
with a brush of brilliance
Available at Walmart
MAGAZINE
COLORING BOOK
in-store
in-store

40. discount!

42. THE PAINT DEPARTMENT

43. KITS INCLUDE
paint
instructions
stencils
supply lists

46. SIGNAGE
THROUGHOUT
THE STORE.

47. PewInstitutestudyfoundlowerincomeandethnically
diverseconsumersspendmoreandmoretimeonline.
DIGITAL & SOCIAL MEDIA

49. GLIDDEN MICRO-SITE
Glidden’s YMCA event links
tutorials
project ideas
photos
contest entries
Incredican link
link to the DIY Network
Brush of Brilliance Tour Schedule
daily video tour blog and diary
decorator blogs
YouTube videos
special offers
featuring

51. Purchase two key
days during initial
launch week
TWITTER

53. PUBLIC RELATIONS PLAN
Develop a distinctive, unexpected PR program that added value to the
Glidden name among our prospects.

54. A PR CAMPAIGN GLIDDEN CAN OWN

55. Our plan offers engagement, positive association
and brand exposure.
BRUSH OF BRILLIANCE BUS TOUR

56. R E F U R B I S H I N G
R E P A I N T I N G
&

58. A L L - S T A R G A M E
&

59. Not all stores have the same potential to market Glidden successfully.

60. MULTIPLE FACTOR INDEX
Paint sales by regionPopulation density of segments
Renters versus home owners
Income data
Education data
Minority population
Competitive location density
Marketing spending
Paint sales by store

61. ABC PLAN
C store POP
Interactive digital color
app
Cross-promotions
Signage & stickers
4-color magazines
Pop-up Store
Ceiling POP & floor decals
Painted carts
Glidden tour bus in parking lot
In-store paint display
Incred- i-can Contest’
Cross promotion signs in linens
household & toys
Interactive digital floor projection
WalMart Smart TV
Signs & stickers
4-color magazines
B store POP
Painted carts
Glidden tour bus in parking lot
Incredibox contest
Signage & product stickers
Cross promotions
Out-of-home media
Floor projection
“A” Stores “B” Stores “C” Stores

62. Concentrate message delivery on the three simple
solution segments.
Utilize delivery systems that reach Walmart shoppers in
store or near home.
Raise awareness of paint as an investment with
rewards.
Utilize a combination of media types that impact all
three groups and selective messages targeted to specific
sub-segments.
Use message delivery systems with the potential to
engage prospects and entertain.
MEDIA OBJECTIVES

63. FOURTH QUARTER
MAY JUNE JULY AUGUST
TRAD.
MEDIA TRP’S
CABLE
UNIVISION 50
TELEMUNDO 50
BET 50
DIY Net.
Partnership 50
Transit Top 10 A
markets
BUS WRAP Top 10 A
markets
Top 10 A
markets
DIGITAL
MICROSITE
TWITTER
TREND TOPIC
INCREDIBOX
SOCIAL
MEDIA
DIGITAL ADS
youtube
AMBIENT
MEDIA
WALMART
SMART TV
GET GOING
BUS TOUR
IN-STORE
MAGAZINE
POP-UP
SHOP
FLOOR
DECALS
HANGING
POP CANS
IN-STORE
SIGNS
PARTNER
PRODUCT
STICKERS
MARKETING
SERVICES
MEDIA
SALES PRO-
MOTION GIFT
CARDS
CONTEST
PROMOTION
CROSS PROMO-
TIONS
GLIDDEN
COLOR SHOP-
PING CARTS W/
SIGNS
QUARTER THIRD QUARTER 2NDFIRST QUARTER
SEPTEMBER DECMEBEROCTOBER MARCHNOVEMBER APRILJANUARY FEBRUARY
MEDIA CALENDAR

64. TRADITIONAL MEDIA
Hispanic and African American cable television
The DIY Network
Walmart in-store Smart TV
Geographically-targeted-out-of-home including
transit cards and bus wraps

65. DIGITAL MEDIA
Internet micro-site
Twitter Trending Topics
YouTube ads & posts
Links to Glidden & Walmart pages
Incredibox “Incredican” game and social
media contest

66. AMBIENT MEDIA
In-store magazine
YouTube daily diary video series
Interactive floor projection
In-store POP
Floor decals
Pop-up shops

67. MARKETING SERVICES
Painted shopping carts
Coloring books
15% discount off project kits
Basketball gift cards
Monthly project kits
YMCA sponsorship
Glidden gets you going bus tour

68. GLIDDEN ALREADY HAS A GREAT MOBILE APP. . .
. . .why reinvent the wheel?

69. Cost
$3,500.00
$200
$300,000
$21,000
$60,000
$600,000
$180,000
$264,600
$650,000
$210,000
$48,000
$50,000
$4,000
$75,000
$10,000
$20,000
$14,000
$45,000
$90,000
$7,500.00
$127,500.00
$400
$1,000
$371
$30,000
$20,000
$11,000
$20,000
$3,000.00
$198.00
$225,000
$150,000.00
$50,000.00
$4,368,448.00
$4,350,000
$500,000.00
$420,000.00
$250,000.00
$25,000.00
$5,545,000.00
$200,000.00
$500,000.00
$9,525,069
$463,731.00
ITEM
CUBE Interactive Floor Projector
Citilink Bus Card
Ceiling Hanger Paint Bucket
Vinyl Floor Stickers Sets
Painted Shopping Carts
Instore Magazine
Gidden Rep Payment for POP
Pop-Up Shoppes
Walmart In-Store TV
Instore Signs Set
Sticker Set
Glidden RV
Panasonic Camcorder
Salary
CNG Conversion
CNG Mileage
Tour Bus Wrap
Per Diem
T-shirts
Signed Basketballs
Basketballs
Banner
Court Paint
Flyers/Vouchers
Refreshments
T-Shirts
Social Media Contest Gift Cards
Cash Prize Awards
Web Maintenance
Ipage
Crayon & Color Sets
300 x 5000 150 x1000 =
150 markets x 100 gift cards =
DIY Network Partnership
Subtotal
MEDIA
MEDIA TOTAL
Production
Agency Fee
PRICING
70 @ $2.86
300 $1,000
300 $70
3000 $20
$150,000. per qtr.
300 @ $3,000 x2 $180,000
300 $882.00
3500 Sets
3500 sets of 1000
1 $50,000
2 $1,999
3 $25,000
1 $10,000
1 $14,000
360 $45,000
15,000 $90,000
150x $50.00 150 mkts. X
200 balls x $4.25
$127,500.00 200balls @ 4.25
2 $200
5 $200
5000 $371
150 $200
5000 $4
11 $1,000
4 $5,000
3 Years $66
TV
BUS WRAPS
20 @ $25,000.
Transit Cards
Top 10 DMA’s
TWITTER
2-days Trend Topic
Digital Ads
TOTAL BUDGET
Contingency Fund
BUDGET

70. OUR PLAN IS DESIGNED TO DELIVER
an 85average reach
a n d 6 f r e q u e n c y
IN OUR TOP300TIER STORES.

71. GLIDDEN FACES A SIGNIFICANT MARKETING CHALLENGE.
But sales are growing.

72. GETS YOU GOING
with a brush of brilliance

73. “DIFFERENTIATE OR DIE”
Jack Trout, 1972

75. SHAKEN OR STIRRED?
Can you tell which colors were machine
shaken or hand whisked?
No one we asked could tell the difference.

76. REDEFINE THE PRODUCT CATEGORY AND MAKE IT YOUR OWN.