This document outlines a marketing plan for Glidden paint sold exclusively at Walmart. The goal is to increase awareness of Glidden paint at Walmart and encourage more do-it-yourself (DIY) projects among three target audiences: female millennials, young families, and baby boomers. The plan includes situation analysis, objectives, target market profiles, and media strategy. The key objectives are to increase awareness of Glidden at Walmart to 85%, increase consideration to 63.8%, and increase purchases to 27.4%. The media strategy involves prime time television, spot television, digital/social media, and public relations to reach the target audiences.
Get Branding Smart - The Continued Allure of Premiumemmersons1
The document discusses the continued growth of the premium market segment globally. While consumers have become more cost-conscious, they still are willing to spend more on premium products that provide an emotional benefit rather than just rational attributes like quality ingredients. Smaller companies have accounted for nearly half the recent growth in premium products by offering authentic, artisanal options that align with consumers' desired self-image. To remain competitive, premium brands must focus on conveying their brand story and offering unique experiences that appeal to customers' emotional needs rather than just touting functional benefits.
If 2020 were to be summed up in one word, ‘unprecedented’ would be it. While great strides have been made in developing a vaccine, dynamic business changes are likely to linger in 2021. For e-commerce businesses, the following trends might indicate what brand managers should expect.
In recent years, many companies are turning their back on “brand investment” and aggressively pursuing what is known as "no branding principles". In this paper, Browne and Mohan consultants recommend approaches to use "no branding" principles for their products and services
Social Media Brand Strategy: The Four Districts ApproachDiamond Marketing
This document outlines an approach for social media brand strategy called "The Four Districts Approach". It describes four major social media platforms - Instagram, Twitter, Facebook, and Snapchat - as distinct "districts", each with their own unique demographics, challenges, opportunities, and cultural rules that brands must follow to be successful. The document provides examples of brands that effectively follow the cultural rules of each district compared to those that break the rules. It is intended to help brands properly customize their strategies for each individual social media platform.
The Best Retail Brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from around the world. The U.S. brands are valued for the fifth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
How retail business - small, large and online - can benefit from private label brands and products. From developing a niche to the legal requirement of partnerships, discover how to make private label work for your retail business. A great piece of content I made for ASD Market Week as part of our lead generation efforts.
This document provides background information on Drunk Elephant's 2021 integrated marketing campaign. It includes a SWOT analysis, customer and target market profiles, objectives and strategies. The target market is millennial activists aged 23-38 who care about environmental and ethical issues. Objectives are to boost relevance to millennials, increase web traffic and social media following. Strategies include redesigning the website and social media accounts, creating a skin care blog, and subscription savings programs. The creative strategy focuses on protecting both skin and the environment. Promotional strategies include Instagram, TikTok, and magazine advertisements.
Get Branding Smart - The Continued Allure of Premiumemmersons1
The document discusses the continued growth of the premium market segment globally. While consumers have become more cost-conscious, they still are willing to spend more on premium products that provide an emotional benefit rather than just rational attributes like quality ingredients. Smaller companies have accounted for nearly half the recent growth in premium products by offering authentic, artisanal options that align with consumers' desired self-image. To remain competitive, premium brands must focus on conveying their brand story and offering unique experiences that appeal to customers' emotional needs rather than just touting functional benefits.
If 2020 were to be summed up in one word, ‘unprecedented’ would be it. While great strides have been made in developing a vaccine, dynamic business changes are likely to linger in 2021. For e-commerce businesses, the following trends might indicate what brand managers should expect.
In recent years, many companies are turning their back on “brand investment” and aggressively pursuing what is known as "no branding principles". In this paper, Browne and Mohan consultants recommend approaches to use "no branding" principles for their products and services
Social Media Brand Strategy: The Four Districts ApproachDiamond Marketing
This document outlines an approach for social media brand strategy called "The Four Districts Approach". It describes four major social media platforms - Instagram, Twitter, Facebook, and Snapchat - as distinct "districts", each with their own unique demographics, challenges, opportunities, and cultural rules that brands must follow to be successful. The document provides examples of brands that effectively follow the cultural rules of each district compared to those that break the rules. It is intended to help brands properly customize their strategies for each individual social media platform.
The Best Retail Brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from around the world. The U.S. brands are valued for the fifth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
How retail business - small, large and online - can benefit from private label brands and products. From developing a niche to the legal requirement of partnerships, discover how to make private label work for your retail business. A great piece of content I made for ASD Market Week as part of our lead generation efforts.
This document provides background information on Drunk Elephant's 2021 integrated marketing campaign. It includes a SWOT analysis, customer and target market profiles, objectives and strategies. The target market is millennial activists aged 23-38 who care about environmental and ethical issues. Objectives are to boost relevance to millennials, increase web traffic and social media following. Strategies include redesigning the website and social media accounts, creating a skin care blog, and subscription savings programs. The creative strategy focuses on protecting both skin and the environment. Promotional strategies include Instagram, TikTok, and magazine advertisements.
This is a fully-integrated marketing campaign the NSAC team from the University of Houston developed for our client, JCPenney. I acted as Media Director and Lead Presenter.
The document discusses brands versus private labels. It outlines some advantages of private labels such as higher profit margins and supply chain efficiencies. However, it also notes that brands provide benefits like quality assurance and help build customer loyalty over time. The document examines the rise of private labels in India and factors driving their growth. It provides tips for brand manufacturers on evaluating private label opportunities and maintaining brand strength in the face of competition from private labels.
The document discusses building brand equity in the wine industry. It begins by noting that branding is important for mid-sized wineries to stand out from competitors. The document then defines what a brand is - the idea or concept a product holds in a consumer's mind - and defines brand equity as the value of a brand. High brand equity provides competitive advantages like reduced costs and higher prices.
The document provides tips for building a wine brand, including differentiating the brand, knowing the target consumer, and communicating consistently across all customer touchpoints. It emphasizes the importance of public relations, offering value to consumers, and using non-traditional advertising beyond print and broadcast. The overall message is that strong branding requires understanding consumers and
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
This document outlines Ryan McDaid's work as a brand strategist on several client projects. It describes challenges faced by Seventh Generation to appeal to mainstream consumers while retaining core customers, and the strategic approach developed to make their communications "a little brighter." For Trojan condoms, the challenge was to maintain brand integrity while expanding into new product categories, which led to identifying opportunities in sexual pleasure products. For Chobani yogurt, the goal was to disrupt the healthy snacking category through portfolio innovation, clearer communications, and revolutionary distribution methods like interactive refrigerated vending machines.
The document discusses the advantages and disadvantages of private label products versus nationally branded products from a retailer's perspective. Some key advantages of private labels are greater control over the product and business, substantial savings in product costs, and brand equity that belongs solely to the retailer. However, private labels also require more time and resources to develop properly. Nationally branded products have advantages like widespread recognition but can reduce retailer control and profit margins. The document concludes the retailer should pursue their core business of retailing by controlling key elements like quality and branding through a private label strategy while also offering some national brands.
As the world struggles to free itself from global recession, the one silver lining in an otherwise grim scenario is the expected growth of private label brands. Indeed, the continued growth of private labels remains one of the major macro trends affecting FMCG (and other) sectors.
In this short round up, Cocoon Group summarizes a few of the trends driving and affecting private label brands - with a particular focus on opportunities for (Central and Eastern) Europe.
Hunter Cattle is a family farm focused on sustainable and humane agricultural practices. They produce grass-fed beef, free range chicken, and pastured pork. The farm's branding process involves defining their brand DNA, personality, and brandscape. Their brand DNA establishes their core values of caring for animal welfare, the environment, and their community. Their mission is to advocate for healthy living through authentic animal husbandry. Their brand personality assessment will analyze traits like reliable, genuine, and down-to-earth to guide how they present themselves.
Magnum is an ice cream brand owned by Unilever that is considered a premium product. Magnum and Häagen Dazs base their pricing strategies on premium product pricing to attract status-conscious customers by pricing their products higher than competitors to be perceived as high quality. Price reductions can increase sales in the short term by gaining consumer awareness, but large reductions may cause consumers to no longer see the products as premium.
Successful brands share common features such as conducting research to understand consumer attitudes, differentiating their brand strategy based on insights, and consistently executing their strategy over the long term with financial commitment. The document outlines five steps for brand growth: 1) Conduct research to understand the current brand position and market, 2) Develop a differentiated strategy based on insights, 3) Invest in executing the strategy through advertising with high impact creative executions, 4) Quantitatively pre-test advertisements, and 5) Maintain consistency in the brand strategy over time. Case studies show that following these steps can lead to increased market share and financial success for brands.
Global brands face the challenge of appealing to consumers across diverse markets while maintaining a consistent brand identity. To be successful, companies need a comprehensive branding strategy that considers both global and local needs. This involves conducting thorough internal and external brand audits to understand brand perceptions within the company and among consumers in different regions. With insights from the audits, companies can develop a branding framework that establishes core global values while allowing flexibility for local adaptation, engaging consumers and maximizing returns over the long term.
The document summarizes the alcohol drinks market in Thailand. It analyzes the industry structure, key competitors, Bacardi's market share and product profile. It then outlines Bacardi's segmentation, targeting, positioning and marketing strategies to increase market share over the next 3 years, including expanding distribution channels, new flavors, and an integrated marketing communications plan. Key performance indicators are identified to monitor progress.
Private labels, also known as store brands, are products designed, developed, and sold exclusively by retailers. They first emerged in the 1960s as a way for retailers to offer cheaper alternatives to national brands. Private labels now exist to satisfy consumer demand for lower prices as well as to increase retailer profits. While early private labels focused on low price and quality, they have since evolved to match national brands in quality and some even outperform national brands in attributes like value and reliability. Looking ahead, private labels are projected to capture 50% of the global market by 2025 as they continue aligning with national brands. National brands will also continue to thrive by focusing on rare, exclusive, or high-quality products.
This document provides information about Heritage Foods, an Indian supermarket chain. It summarizes Heritage's store presence in Hyderabad, Bengaluru, and Chennai, customer demographics including most customers being ages 25-55 with monthly incomes over 30,000 rupees, and store formats ranging from 2500-6000 square feet. It also outlines Heritage's branding and marketing partnership opportunities available to other companies, including various in-store media placements and promotional campaigns.
This document discusses brand consciousness. It defines brand as the identity of a product, service, or business including elements like name, logo, and colors. It explains that brand awareness arises from familiarity with a brand's existence and availability. Brand consciousness has increased as more brands influence consumers and people use brands to enhance their image or fit in socially. However, too much brand dependence can distract from an individual's original personality.
Why is this Session important?
Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.
This document discusses the importance and reasons for rebranding a company. It provides examples of major companies like Pepsi, Google, and Starbucks that have rebranded multiple times. The document outlines some of the top reasons for rebranding, including staying relevant in a changing market, improving consumer loyalty, and attracting new opportunities. It emphasizes that rebranding is essential for business success to keep up with competition and changing consumer preferences. A well-executed rebranding involves careful strategy, stakeholder engagement, and memorable visual elements to introduce a new brand position and identity that connects with current and new audiences.
El estilo chic o shabby chic se inspira en las casas de campo inglesas donde predominaba el color blanco. Consiste en mezclar elementos antiguos y modernos para crear un espacio elegante pero humilde, evocando la decoración desgastada de las grandes casas rurales. Los colores suaves, muebles descoloridos y lámparas de araña crean una atmósfera romántica y femenina.
Shabby chic is a style of interior design that embraces worn, distressed, and antiqued furniture and decor. It values well-loved pieces with signs of use and age rather than new, pristine items. The shabby chic aesthetic intentionally cultivates an impression of relaxed, casual elegance through the use of soft pastel colors, floral patterns, and distressed woods.
This is a fully-integrated marketing campaign the NSAC team from the University of Houston developed for our client, JCPenney. I acted as Media Director and Lead Presenter.
The document discusses brands versus private labels. It outlines some advantages of private labels such as higher profit margins and supply chain efficiencies. However, it also notes that brands provide benefits like quality assurance and help build customer loyalty over time. The document examines the rise of private labels in India and factors driving their growth. It provides tips for brand manufacturers on evaluating private label opportunities and maintaining brand strength in the face of competition from private labels.
The document discusses building brand equity in the wine industry. It begins by noting that branding is important for mid-sized wineries to stand out from competitors. The document then defines what a brand is - the idea or concept a product holds in a consumer's mind - and defines brand equity as the value of a brand. High brand equity provides competitive advantages like reduced costs and higher prices.
The document provides tips for building a wine brand, including differentiating the brand, knowing the target consumer, and communicating consistently across all customer touchpoints. It emphasizes the importance of public relations, offering value to consumers, and using non-traditional advertising beyond print and broadcast. The overall message is that strong branding requires understanding consumers and
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
This document outlines Ryan McDaid's work as a brand strategist on several client projects. It describes challenges faced by Seventh Generation to appeal to mainstream consumers while retaining core customers, and the strategic approach developed to make their communications "a little brighter." For Trojan condoms, the challenge was to maintain brand integrity while expanding into new product categories, which led to identifying opportunities in sexual pleasure products. For Chobani yogurt, the goal was to disrupt the healthy snacking category through portfolio innovation, clearer communications, and revolutionary distribution methods like interactive refrigerated vending machines.
The document discusses the advantages and disadvantages of private label products versus nationally branded products from a retailer's perspective. Some key advantages of private labels are greater control over the product and business, substantial savings in product costs, and brand equity that belongs solely to the retailer. However, private labels also require more time and resources to develop properly. Nationally branded products have advantages like widespread recognition but can reduce retailer control and profit margins. The document concludes the retailer should pursue their core business of retailing by controlling key elements like quality and branding through a private label strategy while also offering some national brands.
As the world struggles to free itself from global recession, the one silver lining in an otherwise grim scenario is the expected growth of private label brands. Indeed, the continued growth of private labels remains one of the major macro trends affecting FMCG (and other) sectors.
In this short round up, Cocoon Group summarizes a few of the trends driving and affecting private label brands - with a particular focus on opportunities for (Central and Eastern) Europe.
Hunter Cattle is a family farm focused on sustainable and humane agricultural practices. They produce grass-fed beef, free range chicken, and pastured pork. The farm's branding process involves defining their brand DNA, personality, and brandscape. Their brand DNA establishes their core values of caring for animal welfare, the environment, and their community. Their mission is to advocate for healthy living through authentic animal husbandry. Their brand personality assessment will analyze traits like reliable, genuine, and down-to-earth to guide how they present themselves.
Magnum is an ice cream brand owned by Unilever that is considered a premium product. Magnum and Häagen Dazs base their pricing strategies on premium product pricing to attract status-conscious customers by pricing their products higher than competitors to be perceived as high quality. Price reductions can increase sales in the short term by gaining consumer awareness, but large reductions may cause consumers to no longer see the products as premium.
Successful brands share common features such as conducting research to understand consumer attitudes, differentiating their brand strategy based on insights, and consistently executing their strategy over the long term with financial commitment. The document outlines five steps for brand growth: 1) Conduct research to understand the current brand position and market, 2) Develop a differentiated strategy based on insights, 3) Invest in executing the strategy through advertising with high impact creative executions, 4) Quantitatively pre-test advertisements, and 5) Maintain consistency in the brand strategy over time. Case studies show that following these steps can lead to increased market share and financial success for brands.
Global brands face the challenge of appealing to consumers across diverse markets while maintaining a consistent brand identity. To be successful, companies need a comprehensive branding strategy that considers both global and local needs. This involves conducting thorough internal and external brand audits to understand brand perceptions within the company and among consumers in different regions. With insights from the audits, companies can develop a branding framework that establishes core global values while allowing flexibility for local adaptation, engaging consumers and maximizing returns over the long term.
The document summarizes the alcohol drinks market in Thailand. It analyzes the industry structure, key competitors, Bacardi's market share and product profile. It then outlines Bacardi's segmentation, targeting, positioning and marketing strategies to increase market share over the next 3 years, including expanding distribution channels, new flavors, and an integrated marketing communications plan. Key performance indicators are identified to monitor progress.
Private labels, also known as store brands, are products designed, developed, and sold exclusively by retailers. They first emerged in the 1960s as a way for retailers to offer cheaper alternatives to national brands. Private labels now exist to satisfy consumer demand for lower prices as well as to increase retailer profits. While early private labels focused on low price and quality, they have since evolved to match national brands in quality and some even outperform national brands in attributes like value and reliability. Looking ahead, private labels are projected to capture 50% of the global market by 2025 as they continue aligning with national brands. National brands will also continue to thrive by focusing on rare, exclusive, or high-quality products.
This document provides information about Heritage Foods, an Indian supermarket chain. It summarizes Heritage's store presence in Hyderabad, Bengaluru, and Chennai, customer demographics including most customers being ages 25-55 with monthly incomes over 30,000 rupees, and store formats ranging from 2500-6000 square feet. It also outlines Heritage's branding and marketing partnership opportunities available to other companies, including various in-store media placements and promotional campaigns.
This document discusses brand consciousness. It defines brand as the identity of a product, service, or business including elements like name, logo, and colors. It explains that brand awareness arises from familiarity with a brand's existence and availability. Brand consciousness has increased as more brands influence consumers and people use brands to enhance their image or fit in socially. However, too much brand dependence can distract from an individual's original personality.
Why is this Session important?
Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.
This document discusses the importance and reasons for rebranding a company. It provides examples of major companies like Pepsi, Google, and Starbucks that have rebranded multiple times. The document outlines some of the top reasons for rebranding, including staying relevant in a changing market, improving consumer loyalty, and attracting new opportunities. It emphasizes that rebranding is essential for business success to keep up with competition and changing consumer preferences. A well-executed rebranding involves careful strategy, stakeholder engagement, and memorable visual elements to introduce a new brand position and identity that connects with current and new audiences.
El estilo chic o shabby chic se inspira en las casas de campo inglesas donde predominaba el color blanco. Consiste en mezclar elementos antiguos y modernos para crear un espacio elegante pero humilde, evocando la decoración desgastada de las grandes casas rurales. Los colores suaves, muebles descoloridos y lámparas de araña crean una atmósfera romántica y femenina.
Shabby chic is a style of interior design that embraces worn, distressed, and antiqued furniture and decor. It values well-loved pieces with signs of use and age rather than new, pristine items. The shabby chic aesthetic intentionally cultivates an impression of relaxed, casual elegance through the use of soft pastel colors, floral patterns, and distressed woods.
I attempt to answer typical questions regarding our paint and how much it covers in this short, user-friendly presentation. How much Rachel Ashwell SHABBY CHIC® paint do I need to refinish my bedroom set? How much Junk Gypsy™ paint do I need to repaint my daughter's dresser? What's the difference between traditional paint coverage and a chalk & clay paint's coverage? How many ounces are in a quart?
Makes Blooming Scents Floral and Wedding Planning ShoppeJoyce Dickerson
This document contains floor plans, furniture layouts, and material selections for Makes Blooming Scents Florist and Wedding Planning. It includes perspectives of different walls showing layout and design. Furniture items like a work counter, storage shelves, dining table, and display pedestals are included. Upholstery, flooring, countertop, and paint color selections are provided for the space. Appliances such as a refrigerator and microwave are also noted. The plans provide all the necessary details to visualize and implement the design for Makes Blooming Scents.
The document describes 26 different interior design styles including American Traditional, Arabian, Art Deco, Arts & Crafts, Chinese, English Country, French, Gothic, Industrial, Japanese, Medieval, Minimalist, Modern, Moroccan, Rustic, Scandinavian, Shabby Chic, Shaker, Southwestern, Spanish, Tuscan, Victorian, and Zen. Each style is defined by 2-5 characteristic design elements, colors, textures, and furnishings commonly found in homes of that style.
Glidden Paint Campaign Book -- GP RelationsIthaca College
Strategic Communications plan for Glidden Paint by the GP Relations team in Professor Scott Hamula's Introduction to Strategic Communications class at Ithaca College.
This document presents the big idea and campaign for a student advertising team called Circle Advertising representing Glidden paints. Through primary research including surveys and interviews, they identified three target audiences: Opportunists (value-driven multicultural families), Enthusiasts (female millennial DIYers), and Traditionalists (older, experienced homeowners).
The big idea is called "Echo", representing how color and painting allows people to re-experience memories and express their personality. The tagline is "Paint Beyond Your Walls". The campaign aims to build recognition of Glidden paints in Walmart stores and trust in their quality. It includes in-store promotions and digital advertising to introduce, engage, and build trust
This document summarizes the research and strategy developed by the advertising agency Circle Advertising for their client Glidden paint. They conducted primary research through surveys, focus groups, interviews and observations to understand target audiences' perceptions of Glidden and Walmart. Their research found low awareness of Glidden paints at Walmart and a perception that Walmart translates to low quality for Glidden. Circle Advertising identified three target audiences - Opportunists, Enthusiasts and Traditionalists - and developed a campaign strategy centered around Simon Sinek's Golden Circle concept to communicate Glidden's purpose and inspire the targets audiences to take action.
Caldera conducted research including focus groups, employee interviews, and observations of Walmart customers to understand barriers to buying paint at Walmart. Key findings included that DIYers fear making mistakes and additional costs when painting. They also want independence and customization. The research showed that empowering customers and normalizing failure could help them feel more comfortable painting fearlessly.
This is an integrated marketing campaign for Glidden Paint at Walmart. It was entered into the NSAC AAF Competition. The campaign was created as part of my capstone class for college and was completed with the helped of my whole class.
1. While loyalty is often seen as a key priority for marketing departments, the evidence shows that potential gains from new customer acquisition are typically higher than gains from increased loyalty alone.
2. Customer loyalty varies only slightly across brands and is primarily determined by a brand's market penetration, making it difficult to achieve significantly higher loyalty levels.
3. For most brands, growth comes more from winning new customers rather than extracting more from existing loyal customers, as loyalty increases only minimally even for fast-growing brands. The primary role of marketing should be customer acquisition, not loyalty improvement.
The document provides an executive summary and contents section for an advertising campaign created by the Arrowhead Advertising Team at Florida State University for Glidden paint sold at Walmart. Through extensive primary and secondary research, the team found that do-it-yourself homeowners (DIYers) are motivated by small life changes and cherish everyday moments, providing an opportunity to inspire more frequent, smaller painting projects. The campaign focuses on how Glidden at Walmart makes it simple to express the little things in life through affordable paint options and small home improvements. It includes strategic recommendations for digital, social, in-store and other integrated marketing tactics to convey this message to DIYers in a unique way.
This document provides an overview of Circle Advertising's campaign for Glidden paint to be sold in Walmart stores. The campaign aims to build brand recognition for Glidden and trust in its paint products among three target audiences: multicultural "Opportunists", millennial female "Enthusiasts", and older Caucasian "Traditionalists". Through in-depth research, the agency identified barriers such as weak brand recognition and a lack of trust in Walmart store brands. Their big idea, "Echo", encourages consumers to use Glidden paint to re-experience memories and express their personalities. The five-month integrated campaign will use in-store promotions, social media, and online advertising to energize, engage, and
The document outlines a marketing campaign for Glidden Brilliance paint that will take place in Walmart stores and utilize various in-store, digital, social and mobile tactics to increase awareness, consideration and purchase of the paint brand. The campaign will kick-off with a large upcycling event hosted by DIY celebrity Lara Spencer and then include a traveling truck tour, in-store displays and incentives, a mobile app, and engagement on social media all aimed at positioning Glidden Brilliance as a fearless, community-minded brand for DIY projects. The goal is to increase awareness of Glidden Brilliance in Walmart from 66% to
ALDI analyzed their top selling exclusive product, the Mamma Cozzi's Pizza Take and Bake. It is a popular item due to its affordable $6 price point and variety of pizza types. However, its extra-large size is too large for some customers. The pizza appeals to ALDI's target demographics of busy mothers and younger customers seeking convenient meals. ALDI sees opportunities to expand offerings to better meet customer needs.
This document provides a marketing strategy and campaign for Glidden Brilliance paint to build awareness and consideration within Walmart among three target segments. The plan repositions Glidden Brilliance as a home decoration necessity through an exclusive partnership with Better Homes and Gardens at Walmart. Research found targets prefer smaller paint projects and one-stop shopping. The "Open the Door" campaign will position Glidden Brilliance as a home decor paint brand through in-store promotions and traditional advertising emphasizing the partnership.
Glidden partnered with Walmart to increase brand awareness and paint sales. Research identified three key customer segments - do-it-yourself females, current Walmart shoppers, and older DIY adults. Paint purchases provide psychological and financial rewards for these cost-conscious customers. Glidden's marketing plan aims to promote paint as an affordable investment through in-store displays, social media campaigns, and a bus tour to drive sales at Walmart locations. The multi-million dollar budget incorporates traditional, digital, and ambient advertising over an 18-month period.
Here are some tips for
painting a lamp:
- Clean the lamp thoroughly
- Sand any rough surfaces
- Apply 2 coats of primer
- Choose your Glidden Brilliance color
- Apply 2 coats of paint, allowing to dry
between coats
- Finish with a clear coat if desired
- Plug it in and enjoy!
Let me know if you have any other
questions!
User: Thanks! Do you have any color
suggestions?
The document discusses a marketing campaign for Glidden paint at Walmart stores. It aims to position Glidden paint as the ideal solution for DIY projects, empowering consumers to transform their homes. Research found the target audiences value education initiatives and see their home as central. The campaign concept is "Bring It Home", encouraging consumers to begin their paint journey at Walmart with Glidden. Elements include print ads, direct mailers, online banners, and in-store brand activations like painted miniature rooms in transparent paint cans.
As part of my senior capstone class--Ad Lab--students participated in the American Advertising Federation's National Student Advertising Competition. This year's client was Glidden Paint at Walmart. All nineteen students turned Ad Lab into an ad agency simulation with different department heads and teams. Our presentation and plan book were crowd favorites. In fact, we were one of the top three winning teams in our district.
Everyone is clamoring for the attention of your customers, and the commotion is making them tune out. How do you cut through all of the racket so you can reach the people who actually want what you have to offer? We surveyed 150 marketers to find out, and the results are in The State of Customer Acquisition, a report that outlines the strategies and tactics they found most effective.
Hear from TOMS’ Director of Customer Experience, Stacy Carpenter, and SheerID’s Vice President, Bill Schneider, for a 45-minute webinar in which they share the report’s top findings and discuss:
* New techniques to differentiate your message
* Which type of promotions are most effective and why
* How to lower your customer acquisition costs
The document provides an overview of a marketing campaign created by CHOMP Agency for Mary Kay to target millennial women aged 18-25. Extensive research was conducted, including surveys, focus groups, and interviews. Key insights found that the target market perceives Mary Kay as outdated, expensive, and inaccessible. The campaign's big idea is for Mary Kay to provide "stepping stones" for young women to grow into successful adults. The strategy is to change negative perceptions of Mary Kay by making the brand more relatable and transparent through the tone "Let's Be Real". The execution includes rebranding elements of Mary Kay to appeal more to millennials and featuring a celebrity endorsement.
Aldi has established itself as a reputable global retailer known for providing great quality products at low prices. To grow its market share, Aldi focuses its marketing strategies on generating customer loyalty and demonstrating that its store brand products are equal in quality to famous brands. Aldi's "Like Brands" campaign involves blind taste tests that confirm consumers like Aldi's brands as much as famous brands. This campaign allows Aldi to effectively communicate its quality and value.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
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Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
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With Regards
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Coimbatore
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
3. EXECUTIVE SUMMARY
1
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.
2
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
3
8. SWOT ANALYSES
6
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
7
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
8
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.
9
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.
12
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.
15
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
18
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).
19
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.
20
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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25. 23
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.
28. 26
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.
29. 27
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.
30. 28
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.
34. 32
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.
33
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.
39. 37
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.
43. 41
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/