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.
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.Actively looking for new ideasand inspiration.
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.
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 refreshing.”
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
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 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.
CONSUMERINSIGHTSTATEMENT “Glidden/Walmart paintcustomers buy paint becausethey value the rewards foundinside the can and the rewardsthey create.”
“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
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 conceptaperture is open.1 Create visuallyappealing advertisingand advertising eventsthat relate to ourprospect’s world.2
PewInstitutestudyfoundlowerincomeandethnicallydiverseconsumersspendmoreandmoretimeonline.DIGITAL & SOCIAL MEDIA
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
Purchase two keydays during initiallaunch weekTWITTER
PUBLIC RELATIONS PLANDevelop a distinctive, unexpected PR program that added value to theGlidden name among our prospects.
Not all stores have the same potential to market Glidden successfully.
MULTIPLE FACTOR INDEXPaint sales by regionPopulation density of segmentsRenters versus home ownersIncome dataEducation dataMinority populationCompetitive location densityMarketing spendingPaint sales by store
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
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
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
TRADITIONAL MEDIAHispanic and African American cable televisionThe DIY NetworkWalmart in-store Smart TVGeographically-targeted-out-of-home includingtransit cards and bus wraps
DIGITAL MEDIAInternet micro-siteTwitter Trending TopicsYouTube ads & postsLinks to Glidden & Walmart pagesIncredibox “Incredican” game and socialmedia contest