Using Integrated Marketing to                         Reach Younger Consumers                        Carol Wentworth, VP M...
Current True                        • 53% of True Value customers are over 50     Value Customer                      • 77...
$1,700     Impact of                                         $1,600     Boomers is                                        ...
X and Y and                         • Many Gen X and Gen Yers are     Home                                  becoming first...
Gen X/Y and the                     • In 2010, Lowe’s and Depot had     BIG BOXES                             almost 75% o...
Go-To for Gen X?
Not your Fathers                    • True Value introduced an innovative     True Value                            store ...
Reactions to DTV
DIY Enthusiast                      • Very interested and involved in                                           improving ...
Information                         • Don’t know how to perform home     Please!                               repairs/ im...
Questions?                          • Opportunity to position the brand as a     Answered.                             res...
Gen Y Consumes Media Differently  Monthly Media Consumption   Gen Y                 Boomers                hours          ...
Awareness and                       • Differences in media consumption     Engagement                            necessita...
Not just     integrated     media,     “blended” media© MARC USA, 2011 — All Rights Reserved
‘Duel’ Focuses on Experienced DIYer
‘Sheepish’ Features Emerging DIYer
StartRightStartHere     features advice, tips     and tools to     complete all kinds     of projects© MARC USA, 2011 — Al...
Hardwarian Videos
QR code on     National Print     links to True     Value Mobile     Portal© MARC USA, 2011 — All Rights Reserved
Mobile-optimized     websites provide     tips, advice and     inspiration                                         StartRi...
QR code on National     $5 off $25 coupon     links to store finder     on mobile site© MARC USA, 2011 — All Rights Reserved
Email directs     DIYer to Videos© MARC USA, 2011 — All Rights Reserved
Circulars direct     consumers to     site for project     advice and tips© MARC USA, 2011 — All Rights Reserved
Circulars drive     consumers to     site for     information and     e-commerce© MARC USA, 2011 — All Rights Reserved
QR Codes on     in-store signage     lead to site for     tips and advice© MARC USA, 2011 — All Rights Reserved
Extending     the Brand to     Emerging     DIYers                                          DIY True Stories contest feat...
Web of Consumer Engagement
Closing                             • Fundamental emotional connections can     Thoughts                              tran...
Jean McLaren                                         MARC USA                                         EVP, Chief Marketing...
©2011 MARC USA All rights reservedAll ideas, concepts, strategies, trademarks and materials that we provide to you are bei...
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Using Integrated Media to Reach a Younger Consumer

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Presentation shows how True Value Hardware used integrated media to reach a younger consumer

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Using Integrated Media to Reach a Younger Consumer

  1. 1. Using Integrated Marketing to Reach Younger Consumers Carol Wentworth, VP Marketing Jean McLaren, EVP, Chief Marketing Officer, MARC USA© MARC USA, 2011 — All Rights Reserved
  2. 2. Current True • 53% of True Value customers are over 50 Value Customer • 77% of loyalty program members are over 45© MARC USA, 2011 — All Rights Reserved
  3. 3. $1,700 Impact of $1,600 Boomers is $1,500 Declining $1,400 25-34 $1,300 45-54 $1,200 $1,100 $1,000 2008 2009 2010 Source: True Value Consumer Tracking Study© MARC USA, 2011 — All Rights Reserved
  4. 4. X and Y and • Many Gen X and Gen Yers are Home becoming first-time homeowners Improvement Source: True Value Consumer Tracking Study© MARC USA, 2011 — All Rights Reserved
  5. 5. Gen X/Y and the • In 2010, Lowe’s and Depot had BIG BOXES almost 75% of share of Home Improvement spend among 25-44 year-olds • Awareness of True Value is significantly lower with Gen X and Y vs. Boomers Source: True Value Consumer Tracking Study© MARC USA, 2011 — All Rights Reserved
  6. 6. Go-To for Gen X?
  7. 7. Not your Fathers • True Value introduced an innovative True Value store format: Destination True Value • Completely redesigned with the DIY Enthusiast in mind • More than 3 Million retail square feet remodeled since 2009© MARC USA, 2011 — All Rights Reserved
  8. 8. Reactions to DTV
  9. 9. DIY Enthusiast • Very interested and involved in improving their home • Do the work themselves; not because they have to – because they want to • Spend an average of $2K/year on Home Improvement projects© MARC USA, 2011 — All Rights Reserved
  10. 10. Information • Don’t know how to perform home Please! repairs/ improvements • Don’t have the right tools • Feel largely ignored by retailers, often turn to parents for help or advice • Want easy, simple instructions that aren’t condescending • Appreciate step-by-step and/or visual guidance (pictures, videos)© MARC USA, 2011 — All Rights Reserved
  11. 11. Questions? • Opportunity to position the brand as a Answered. resource for the DIY enthusiasts • Leverage vast, local retailer knowledge and be the ‘go to’ place for the right advice© MARC USA, 2011 — All Rights Reserved
  12. 12. Gen Y Consumes Media Differently Monthly Media Consumption Gen Y Boomers hours 80 116 hours 64 48 # 9 15 # 10 8 Source: MRI data
  13. 13. Awareness and • Differences in media consumption Engagement necessitated a more robust media mix, including: • Traditional media (TV, radio, print) to deliver awareness • Experiental media (rich microsites, project advice, how to videos) to deliver an engaging brand experience© MARC USA, 2011 — All Rights Reserved
  14. 14. Not just integrated media, “blended” media© MARC USA, 2011 — All Rights Reserved
  15. 15. ‘Duel’ Focuses on Experienced DIYer
  16. 16. ‘Sheepish’ Features Emerging DIYer
  17. 17. StartRightStartHere features advice, tips and tools to complete all kinds of projects© MARC USA, 2011 — All Rights Reserved
  18. 18. Hardwarian Videos
  19. 19. QR code on National Print links to True Value Mobile Portal© MARC USA, 2011 — All Rights Reserved
  20. 20. Mobile-optimized websites provide tips, advice and inspiration StartRightStartHere.com TrueValuePaint.com© MARC USA, 2011 — All Rights Reserved
  21. 21. QR code on National $5 off $25 coupon links to store finder on mobile site© MARC USA, 2011 — All Rights Reserved
  22. 22. Email directs DIYer to Videos© MARC USA, 2011 — All Rights Reserved
  23. 23. Circulars direct consumers to site for project advice and tips© MARC USA, 2011 — All Rights Reserved
  24. 24. Circulars drive consumers to site for information and e-commerce© MARC USA, 2011 — All Rights Reserved
  25. 25. QR Codes on in-store signage lead to site for tips and advice© MARC USA, 2011 — All Rights Reserved
  26. 26. Extending the Brand to Emerging DIYers  DIY True Stories contest features consumer videos  Winners receive cash and expert Hardwarian advice to finish their DIY project  Entirely Facebook based  2x increase contest entries (vs. 2010)© MARC USA, 2011 — All Rights Reserved
  27. 27. Web of Consumer Engagement
  28. 28. Closing • Fundamental emotional connections can Thoughts transcend demographics and even lifestage • While mass media are still effective, to reach Millennials one-to-one media such as mobile and social are essential • Think “blended” rather than integrated. One touchpoint should lead to the next seamlessly and leverage the consumer’s behavior. • Customize your campaign to best suit the purpose of each touchpoint.© MARC USA, 2011 — All Rights Reserved
  29. 29. Jean McLaren MARC USA EVP, Chief Marketing Officer 325 N. Lasalle, Suite 750 Chicago, IL 60654 T 312-494-7862 M 312-933-4538© MARC USA, 2011 — All Rights Reserved
  30. 30. ©2011 MARC USA All rights reservedAll ideas, concepts, strategies, trademarks and materials that we provide to you are being presented for the solepurpose of allowing you to determine whether you wish to use the presentation concepts and materials and toengage MARC USA’s ongoing services. You acknowledge and agree that the presentation concepts and materialsare and will remain our property (regardless of whether the physical embodiment of the creative work is in RubyTuesday’s possession in the form of copy, artwork, etc.), and MARC USA shall retain all right, title, and interesttherein. If you decide that you would like to use the presentation concepts and materials in any manner, or if youwould like to engage our ongoing services as your agency, we will negotiate in good faith and enter into aseparate agreement setting forth the terms of our services, including the amount of our compensation.

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