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“DIFFERENTIATE OR DIE”Jack Trout, 1972
THE CHALLENGE1Increase brandname awarenessand brand value.2IncreasepaintpurchaseintentinWalmart.
The decision to partner with Walmart was designed to increaseawareness and access to product line and to improve potential...
ALLIANCE CONCERNS&
OLDER MORE ESTABLISHED DIY ADULTS3categoriesof simpleSOLUTIONpaintshoppersYOUNG, RENTING DIY FEMALESCURRENT WALMART SHOPPE...
THEY ALL HAVE ONE THING IN COMMON. . .. . . financial stress.
DREAMERSGlidden’s DIY “Make It My Own” female.She wants the world to knowshe is independent andmaking her own choices.Acti...
Current Walmart shoppers.They are open-mindedand have more purchaseintent.E X P L O R E R SYoung and family focused,they c...
L O C A T O R SMore established, older, DIY adults.They look forbrands they knowand trust.They have a mind-state of seeking.
“THE NEW CUSTOMER JOURNEY”In-storeOnlineOut-of-store
THE RESEARCHWhat really makes our prospects decide to paint?
QUESTIONNAIRESFOCUS GROUPSHOW DOES PAINTING MAKE YOU FEEL?85%POSITIVE10%NEGATIVE1%NEUTRAL4%N/A“Deepest aqua wasvery refres...
WORD CLOUDS&PERCEPTUAL STUDIES
INTERVIEWSWHY DID YOU CHOOSE TO PURCHASE PAINT FROM THAT STORE?Data Analysis From 238 Surveys69 49 33 32 27 25 12 12 2112P...
COMPARATIVECOVERAGE TESTGliddenValsparOlympicSherwin WilliamsBehr
6TYPESOFRESEARCHresulting in almost1 , 0 0 0IMPRESSIONS.
TANGIBLE CHANGE
BEHAVIORALsurveillanceSTUDY
PAINT IS AN EXPENSEIt is an “instead of” purchase decision.
WHAT CAN I FINDinside THATGLIDDEN CAN?WHATEVER I canMAKE OR CREATE
CORE ISSUESCustomers don’t come to Walmart with the intention of buying paint.Most customers don’t visit the paint departm...
CONSUMERINSIGHTSTATEMENT “Glidden/Walmart paintcustomers buy paint becausethey value the rewards foundinside the can and t...
BUYING PAINT IS THEPROMISE OF BETTERTHINGS.
“For financially limited, beginningdo-it-yourselfers, Glidden paint atWalmart opens a world ofpossibilities that delivers ...
G L I D D E N G E T S Y O U G O I N GWith a Brush of Brilliance
IT’S NOT JUST ABOUTCONTROL. . .. . . It’s about spendingmoney to get a positivereward.
ADVERTISING OBJECTIVESCreate advertising thatreachers our prospectsin or near Walmartstores or when theconsumer’s concepta...
TV spot
YOUR TRIP TO WALMART
BRUSH OF BRILLIANCE RV
GLIDDEN POP-UP STOREfeaturingQuarterly in-store magazineProject inspirationShopping listsGlidden - Walmart partnercompanies
gets you goingwith a brush of brillianceAvailable at WalmartMAGAZINECOLORING BOOKin-storein-store
discount!
THE PAINT DEPARTMENT
KITS INCLUDEpaintinstructionsstencilssupply lists
SIGNAGETHROUGHOUTTHE STORE.
PewInstitutestudyfoundlowerincomeandethnicallydiverseconsumersspendmoreandmoretimeonline.DIGITAL & SOCIAL MEDIA
GLIDDEN MICRO-SITEGlidden’s YMCA event linkstutorialsproject ideasphotoscontest entriesIncredican linklink to the DIY Netw...
Purchase two keydays during initiallaunch weekTWITTER
PUBLIC RELATIONS PLANDevelop a distinctive, unexpected PR program that added value to theGlidden name among our prospects.
A PR CAMPAIGN GLIDDEN CAN OWN
Our plan offers engagement, positive associationand brand exposure.BRUSH OF BRILLIANCE BUS TOUR
R E F U R B I S H I N GR E P A I N T I N G&
A L L - S T A R G A M E&
Not all stores have the same potential to market Glidden successfully.
MULTIPLE FACTOR INDEXPaint sales by regionPopulation density of segmentsRenters versus home ownersIncome dataEducation dat...
ABC PLANC store POPInteractive digital colorappCross-promotionsSignage & stickers4-color magazinesPop-up StoreCeiling POP ...
Concentrate message delivery on the three simplesolution segments.Utilize delivery systems that reach Walmart shoppers ins...
FOURTH QUARTERMAY JUNE JULY AUGUSTTRAD.MEDIA TRP’SCABLEUNIVISION 50TELEMUNDO 50BET 50DIY Net.Partnership 50Transit Top 10 ...
TRADITIONAL MEDIAHispanic and African American cable televisionThe DIY NetworkWalmart in-store Smart TVGeographically-targ...
DIGITAL MEDIAInternet micro-siteTwitter Trending TopicsYouTube ads & postsLinks to Glidden & Walmart pagesIncredibox “Incr...
AMBIENT MEDIAIn-store magazineYouTube daily diary video seriesInteractive floor projectionIn-store POPFloor decalsPop-up s...
MARKETING SERVICESPainted shopping cartsColoring books15% discount off project kitsBasketball gift cardsMonthly project ki...
GLIDDEN ALREADY HAS A GREAT MOBILE APP. . .. . .why reinvent the wheel?
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$1...
OUR PLAN IS DESIGNED TO DELIVERan 85average reacha n d 6 f r e q u e n c yIN OUR TOP300TIER STORES.
GLIDDEN FACES A SIGNIFICANT MARKETING CHALLENGE.But sales are growing.
GETS YOU GOINGwith a brush of brilliance
“DIFFERENTIATE OR DIE”Jack Trout, 1972
SHAKEN OR STIRRED?Can you tell which colors were machineshaken or hand whisked?No one we asked could tell the difference.
REDEFINE THE PRODUCT CATEGORY AND MAKE IT YOUR OWN.
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
NSAC Glidden Presentation
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NSAC Glidden Presentation

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

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NSAC Glidden Presentation

  1. 1. “DIFFERENTIATE OR DIE”Jack Trout, 1972
  2. 2. THE CHALLENGE1Increase brandname awarenessand brand value.2IncreasepaintpurchaseintentinWalmart.
  3. 3. The decision to partner with Walmart was designed to increaseawareness and access to product line and to improve potentialconvenience of purchaser.
  4. 4. ALLIANCE CONCERNS&
  5. 5. OLDER MORE ESTABLISHED DIY ADULTS3categoriesof simpleSOLUTIONpaintshoppersYOUNG, RENTING DIY FEMALESCURRENT WALMART SHOPPERSWant to put a bit of personal styleinto their surroundings withoutspending a lot of money.They are among Walmarts’ bestcustomers and Glidden’s bestprospects.Interested in routinemaintenance, and a quick,easy way to freshen their decor.
  6. 6. THEY ALL HAVE ONE THING IN COMMON. . .. . . financial stress.
  7. 7. DREAMERSGlidden’s DIY “Make It My Own” female.She wants the world to knowshe is independent andmaking her own choices.Actively looking for new ideasand inspiration.
  8. 8. Current Walmart shoppers.They are open-mindedand have more purchaseintent.E X P L O R E R SYoung and family focused,they come from a variety ofethnic backgrounds.
  9. 9. L O C A T O R SMore established, older, DIY adults.They look forbrands they knowand trust.They have a mind-state of seeking.
  10. 10. “THE NEW CUSTOMER JOURNEY”In-storeOnlineOut-of-store
  11. 11. THE RESEARCHWhat really makes our prospects decide to paint?
  12. 12. QUESTIONNAIRESFOCUS GROUPSHOW DOES PAINTING MAKE YOU FEEL?85%POSITIVE10%NEGATIVE1%NEUTRAL4%N/A“Deepest aqua wasvery refreshing.”
  13. 13. WORD CLOUDS&PERCEPTUAL STUDIES
  14. 14. INTERVIEWSWHY DID YOU CHOOSE TO PURCHASE PAINT FROM THAT STORE?Data Analysis From 238 Surveys69 49 33 32 27 25 12 12 2112PROXIMITYCONVENIENCESTORE/BRANDLOYALTYPRICEQUALITYSTAFFKNOWLEDGE/SERVICEQUALITYCREDIT/GIFTCARDS/DISCOUNTSOTHERCOLORSELECTIONRECOMENDEDINTERCEPT INTERVIEWS
  15. 15. COMPARATIVECOVERAGE TESTGliddenValsparOlympicSherwin WilliamsBehr
  16. 16. 6TYPESOFRESEARCHresulting in almost1 , 0 0 0IMPRESSIONS.
  17. 17. TANGIBLE CHANGE
  18. 18. BEHAVIORALsurveillanceSTUDY
  19. 19. PAINT IS AN EXPENSEIt is an “instead of” purchase decision.
  20. 20. WHAT CAN I FINDinside THATGLIDDEN CAN?WHATEVER I canMAKE OR CREATE
  21. 21. CORE ISSUESCustomers don’t come to Walmart with the intention of buying paint.Most customers don’t visit the paint department when they come toWalmart, and many customers don’t know the paint department exists.Paint is not a top of mind purchase intent for most members of ourtarget markets.Paint is not a casual convenience purchase, it is a considered plannedpurchase.Our prospect has to be enticed by paint to be reminded of the benefits.
  22. 22. CONSUMERINSIGHTSTATEMENT “Glidden/Walmart paintcustomers buy paint becausethey value the rewards foundinside the can and the rewardsthey create.”
  23. 23. BUYING PAINT IS THEPROMISE OF BETTERTHINGS.
  24. 24. “For financially limited, beginningdo-it-yourselfers, Glidden paint atWalmart opens a world ofpossibilities that delivers rewardsand tangible value with a return-on-investment that justifies purchase.”POSITIONINGSTATEMENT
  25. 25. G L I D D E N G E T S Y O U G O I N GWith a Brush of Brilliance
  26. 26. IT’S NOT JUST ABOUTCONTROL. . .. . . It’s about spendingmoney to get a positivereward.
  27. 27. ADVERTISING OBJECTIVESCreate advertising thatreachers our prospectsin or near Walmartstores or when theconsumer’s conceptaperture is open.1 Create visuallyappealing advertisingand advertising eventsthat relate to ourprospect’s world.2
  28. 28. TV spot
  29. 29. YOUR TRIP TO WALMART
  30. 30. BRUSH OF BRILLIANCE RV
  31. 31. GLIDDEN POP-UP STOREfeaturingQuarterly in-store magazineProject inspirationShopping listsGlidden - Walmart partnercompanies
  32. 32. gets you goingwith a brush of brillianceAvailable at WalmartMAGAZINECOLORING BOOKin-storein-store
  33. 33. discount!
  34. 34. THE PAINT DEPARTMENT
  35. 35. KITS INCLUDEpaintinstructionsstencilssupply lists
  36. 36. SIGNAGETHROUGHOUTTHE STORE.
  37. 37. PewInstitutestudyfoundlowerincomeandethnicallydiverseconsumersspendmoreandmoretimeonline.DIGITAL & SOCIAL MEDIA
  38. 38. GLIDDEN MICRO-SITEGlidden’s YMCA event linkstutorialsproject ideasphotoscontest entriesIncredican linklink to the DIY NetworkBrush of Brilliance Tour Scheduledaily video tour blog and diarydecorator blogsYouTube videosspecial offersfeaturing
  39. 39. Purchase two keydays during initiallaunch weekTWITTER
  40. 40. PUBLIC RELATIONS PLANDevelop a distinctive, unexpected PR program that added value to theGlidden name among our prospects.
  41. 41. A PR CAMPAIGN GLIDDEN CAN OWN
  42. 42. Our plan offers engagement, positive associationand brand exposure.BRUSH OF BRILLIANCE BUS TOUR
  43. 43. R E F U R B I S H I N GR E P A I N T I N G&
  44. 44. A L L - S T A R G A M E&
  45. 45. Not all stores have the same potential to market Glidden successfully.
  46. 46. MULTIPLE FACTOR INDEXPaint sales by regionPopulation density of segmentsRenters versus home ownersIncome dataEducation dataMinority populationCompetitive location densityMarketing spendingPaint sales by store
  47. 47. ABC PLANC store POPInteractive digital colorappCross-promotionsSignage & stickers4-color magazinesPop-up StoreCeiling POP & floor decalsPainted cartsGlidden tour bus in parking lotIn-store paint displayIncred- i-can Contest’Cross promotion signs in linenshousehold & toysInteractive digital floor projectionWalMart Smart TVSigns & stickers4-color magazinesB store POPPainted cartsGlidden tour bus in parking lotIncredibox contestSignage & product stickersCross promotionsOut-of-home mediaFloor projection“A” Stores “B” Stores “C” Stores
  48. 48. Concentrate message delivery on the three simplesolution segments.Utilize delivery systems that reach Walmart shoppers instore or near home.Raise awareness of paint as an investment withrewards.Utilize a combination of media types that impact allthree groups and selective messages targeted to specificsub-segments.Use message delivery systems with the potential toengage prospects and entertain.MEDIA OBJECTIVES
  49. 49. FOURTH QUARTERMAY JUNE JULY AUGUSTTRAD.MEDIA TRP’SCABLEUNIVISION 50TELEMUNDO 50BET 50DIY Net.Partnership 50Transit Top 10 AmarketsBUS WRAP Top 10 AmarketsTop 10 AmarketsDIGITALMICROSITETWITTERTREND TOPICINCREDIBOXSOCIALMEDIADIGITAL ADSyoutubeAMBIENTMEDIAWALMARTSMART TVGET GOINGBUS TOURIN-STOREMAGAZINEPOP-UPSHOPFLOORDECALSHANGINGPOP CANSIN-STORESIGNSPARTNERPRODUCTSTICKERSMARKETINGSERVICESMEDIASALES PRO-MOTION GIFTCARDSCONTESTPROMOTIONCROSS PROMO-TIONSGLIDDENCOLOR SHOP-PING CARTS W/SIGNSQUARTER THIRD QUARTER 2NDFIRST QUARTERSEPTEMBER DECMEBEROCTOBER MARCHNOVEMBER APRILJANUARY FEBRUARYMEDIA CALENDAR
  50. 50. TRADITIONAL MEDIAHispanic and African American cable televisionThe DIY NetworkWalmart in-store Smart TVGeographically-targeted-out-of-home includingtransit cards and bus wraps
  51. 51. DIGITAL MEDIAInternet micro-siteTwitter Trending TopicsYouTube ads & postsLinks to Glidden & Walmart pagesIncredibox “Incredican” game and socialmedia contest
  52. 52. AMBIENT MEDIAIn-store magazineYouTube daily diary video seriesInteractive floor projectionIn-store POPFloor decalsPop-up shops
  53. 53. MARKETING SERVICESPainted shopping cartsColoring books15% discount off project kitsBasketball gift cardsMonthly project kitsYMCA sponsorshipGlidden gets you going bus tour
  54. 54. GLIDDEN ALREADY HAS A GREAT MOBILE APP. . .. . .why reinvent the wheel?
  55. 55. 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$463,731.00ITEMCUBE Interactive Floor ProjectorCitilink Bus CardCeiling Hanger Paint BucketVinyl Floor Stickers SetsPainted Shopping CartsInstore MagazineGidden Rep Payment for POPPop-Up ShoppesWalmart In-Store TVInstore Signs SetSticker SetGlidden RVPanasonic CamcorderSalaryCNG ConversionCNG MileageTour Bus WrapPer DiemT-shirtsSigned BasketballsBasketballsBannerCourt PaintFlyers/VouchersRefreshmentsT-ShirtsSocial Media Contest Gift CardsCash Prize AwardsWeb MaintenanceIpageCrayon & Color Sets300 x 5000 150 x1000 =150 markets x 100 gift cards =DIY Network PartnershipSubtotalMEDIAMEDIA TOTALProductionAgency FeePRICING70 @ $2.86300 $1,000300 $703000 $20$150,000. per qtr.300 @ $3,000 x2 $180,000300 $882.003500 Sets3500 sets of 10001 $50,0002 $1,9993 $25,0001 $10,0001 $14,000360 $45,00015,000 $90,000150x $50.00 150 mkts. X200 balls x $4.25$127,500.00 200balls @ 4.252 $2005 $2005000 $371150 $2005000 $411 $1,0004 $5,0003 Years $66TVBUS WRAPS20 @ $25,000.Transit CardsTop 10 DMA’sTWITTER2-days Trend TopicDigital AdsTOTAL BUDGETContingency FundBUDGET
  56. 56. OUR PLAN IS DESIGNED TO DELIVERan 85average reacha n d 6 f r e q u e n c yIN OUR TOP300TIER STORES.
  57. 57. GLIDDEN FACES A SIGNIFICANT MARKETING CHALLENGE.But sales are growing.
  58. 58. GETS YOU GOINGwith a brush of brilliance
  59. 59. “DIFFERENTIATE OR DIE”Jack Trout, 1972
  60. 60. SHAKEN OR STIRRED?Can you tell which colors were machineshaken or hand whisked?No one we asked could tell the difference.
  61. 61. REDEFINE THE PRODUCT CATEGORY AND MAKE IT YOUR OWN.

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