Kaleido Advertising proposes a marketing campaign for Slobproof! Paint Pen to increase brand awareness and sales. They recommend targeting both men and women ages 30-55 who enjoy home improvement projects. The campaign would use social media, online advertising, magazines, and an interactive element to showcase the pen's convenience and value. The goal is to position Slobproof! as the solution for quick, easy wall touch-ups.

1. Slobproof! Presentation

2. Meet Our Team

3. Kaleido Advertising
How we’ll turn ordinary into extraordinary:
We are creative and unique
We’ve looked at the problem, from every perspective
Mix of traditional and unconventional marketing tactics
Extensive research
All-encompassing approach
Broaden Your Scope

4. Background: Slobproof
1999
Design Solutions is founded by Debbie Wiener
2005
Slobproof! is launched, Sam Weinberger becomes Managing Director
2009
Slobproof! Touch-Up Paint Pen is created
2015
Slobproof! Touch-Up Paint Pen is launched in Lowe’s Stores

5. Background: Slobproof! Paint Pen

6. Background: Slobproof! Paint Pen
The Problem
Scuffed up, dented, cracked, or dirty walls
Why it’s the Perfect Solution
Mess-free, stress-free touch-ups
Quick and convenient to store and to use
Easy to use and fill
Inexpensive
No more scrubbing
Durable

7. Background: Slobproof! Paint Pen
This fall, the Touch-Up Paint Pen will debut in their
first large retailer, Lowe’s Home Improvement, and
will be stocked in 1000 stores on the East Coast and
Mid-Atlantic regions.

8. Our Goal
Create a comprehensive marketing campaign to:
Communicate the value propositions
Influence consumers to purchase and spread word of mouth
Increase brand awareness

9. SWOT Analysis
Strengths Weaknesses
● Strong Value Proposition-
Convenient & Long-lasting
● Innovative Product with great
reviews.
● Unknown product
● Limiting Product Features
● Not much publicity so far other than
earned media and word of mouth.
Opportunities Threats
● New in market, niche product—with
good marketing, it could go far.
○ Not much direct
competition.
● Bridges two different markets.
(cleaning/painting)
● People’s current lifestyle habits/
fears of messing up walls
● Other solutions out there to fixing a
scuff/ mark on wall- like rags and
cleaners.

10. Competitors
Direct Competitors:
Shur-Line Touch-Up Painter
The Woolie
Shur-Line Trim & Touch-Up Roller
ColorGlide Pro
Indirect Competitors:
Spackle kits (drydex)
All Purpose Cleaner
Mr. Clean Magic Eraser
Tough & Tender

11. Research
Primary Research Results from Survey:
Women (30-60)
Enjoy bright colors, creative packaging, illustration of use, large print.
Primarily care about product purpose, location is secondary
Don’t want to spend time on scuffs, uses a cleaner/rag to fix scuffs
Would rather hire outside help to paint or make husband go to store.
Men (30-60)
Enjoy fixing small things around the house for cheap
More about actual product, not fluff
Like explanation included on packaging

12. Target Market
Primary Target Audience (Slobproof)
Female
Ages 30-55
Married with children and/or pets
Suburban Homeowner
Secondary - Customers of Lowe’s (Lowe’s Media Plan)
“Early Squatters” (Newlyweds, New Homeowners)
Ages 25 - 34
Middle to Upper-Middle Class
Suggested Target Market
Both men and women
Ages 30 - 55
Middle to Upper- Middle Class
Suburban Homeowners

13. Recommended Strategy
Target both women and men age 30-55
Early squatters as secondary target market
Change packaging according to research
Avoid comparative advertising

14. Recommended Strategy
Social media (Facebook, Twitter & Pinterest)
Online media (YouTube, Google Adwords & DIY Blogs)
Magazines and POS display enhancement
Interactive Marketing campaign

15. The proof is in the pen.

16. Branding Guidelines

17. Ad Campaign
The pen is mightier than the _______.

18. Magazine Ad Mock Up

19. Packaging

20. Point-of-SaleDisplay

21. Media Strategy
The 4 Ways to Broaden the Slobproof Brand Scope:
Social Media
Internet Exposure
Magazine Advertisements
Interactive Advertising

22. Media Research

23. Facebook:Page,Banner&Ads

24. TwitterMockUp

25. PinterestMockUp

26. Inspiration of the “Do-It-Yourself” Individual
88% use search engines when considering a project
73% visit retail websites while doing a project
65% would be more likely to purchase a product with a “how-to” video available
49% watch “how-to” videos during their project

27. DIYBlogMockUp

28. Magazine Ad Mock Up

29. Interactive Advertising Campaign
Color by number art mural
Make your home more beautiful
with Slobproof Paint pens

30. Value & convenience reaching the homes of DIY-ers everywhere
+ =
Final Remarks

31. Thank
You!