This was a website and brand assessment presentation for Vista Paint. The objective of this deck was to evaluate the current state of the brand and show areas of opportunity.

1. VISTA PAINT
WEBSITE AND BRAND ASSESSMENT
carlaegonzales.com | April 4, 2017

2. • It’s all About Me
• Website Purpose
• Vista Paint Website
• Competitor: Sherwin-Williams
• Competitor: Dunn-Edwards
• SEO, Keywords and Social Media
• Print vs. Paint
• Who are You
• Next Steps
Overview

3. • I want to paint an accent wall in my guest bedroom
• Not sure what colors or paint to choose
• Need ideas and suggestions
• Ask my friends
It’s all About Me – The Customer
• I am a professional
• I have several clients all over California
• I need a good supplier who can help me grow my
business
• I need resources I can share with my customers
• Ask industry experts
A good website focuses on the customer’s needs not the brand’s product or service

4. • What is the website value proposition
• Overall impression:
• Primary purpose: drive customers away
from the web
• Focus is only on one store - Fullerton store
• Not sure which is the official site
• vistapaint.com
• vistapaintbenmoore.com
• No way to determine if users are going to
the store
• Customers are unsure of expected store
experience
Website Purpose – Web or Store

5. Vista Paint Website – Overview
• Overall impression:
• Targets B2B not the end-consumer
• Random images with no meaning – what’s
the back story or case study
• Look and feel is bland and not engaging
• No conversion opportunities
• Lacks “web to store” connection
• Site is not well organized or customer-
centric
• Content not relevant or is limited
• Who or what is the priority

6. • No individualize shopping experience - site
does not engage all paint-needing consumers
• Overall impression:
• Photos look plain, outdated and not exciting
• Site does not demonstrate it can meet
customer’s needs
• Navigation is not user-friendly - too many
drilldown links
• Content does not convey value of the products
or services
• Customers are bored and want to move on
quickly
• No conversion or success events
• Who is Rebecca Hartwig and how can she
help me
• Site does not appeal to women
Vista Paint Website – Homeowners

7. • Overall impression:
• Product list is overwhelming and not user-friendly
• Doesn’t lead customers to want to learn more or visit the store
• Images looks outdated
• Excessive drilldown links
• Content is limited, not relevant and does not lend to conversion opportunities
Vista Paint Website – Product Page

8. • No differentiation between store
experience, site looks the same across
categories
• Overall impression:
• Lost B2B opportunities
• Poor use of download materials
• No conversion funnel
• Lacks lead capture opportunities
• Customers are lost in the drilldown links
• Broken links - 404 errors
• NO CRM or account connections
• “Contact Us” makes customers work too
hard to get answers
Vista Paint Website – Contractors

9. Gain
customer insight
and Demonstrate
the brand can fulfill their needs
For Vista Paint to succeed with customers

10. • Strong brand message
• Site is segmented by customer and
needs
• Overall impression:
• Images are relevant and bright
• Site leads customers in
• Focus of finding a store –is not the
focus
• Large diverse product catalog
• Paints and supplies
• Automotive finishes
• Wallpaper and decorating store
• Industrial finishes
Sherwin Williams Website – Overview

11. • Strong store to web connection
• Category differentiates by customer
• Ecommerce style site platform
• Content is rich and full of engagement
• Site apps integrate with products
• Lead capture opportunities
• Paint Perks
• Account log-in
• MyS-W.com
• Mobile marketing
• Data collection and survey insights
Sherwin Williams Website – Customer Focus

12. • Strong brand position
• Good site navigation, site allows for
shop by paint brand or by needs
• Overall impression:
• Strong use of images
• User-friendly website
• Professional resources section
• Great web to store connection
• Rich relevant content - DIY blog and
How-to category
• Mobile marketing
• Lead and conversion opportunities
Dunn Edwards Website – Overview

13. • Vista Print is dominating the keyword
“Vista”
• Problem with Vista Print biding on your
keyword name:
• Increases cost of your paid ads
• customers are confused between the
different brands
• Drives customers away from the
Vista Paint
• Business marketing products are not
relevant to paint – Need to remove Vista
Print from Adwords
• Wasting money by paying Google for
your brand name
Print vs. Paint – Which Vista are You?

14. • Vistapaint.com is not optimized for organic, paid search, Panda or Hummingbird
• The brand is competing with itself
• Organic search is non-existent
• Not found on top keywords - low page raking
• Wasting money on paid ads - paying for free traffic
• STOP PPC marketing efforts until the site is optimized - reallocate resources
SEO, Keywords and Social Media – Traffic

15. • What is the social message
• Lack of brand positioning
• Little to no content
• Few Likes, Shares, and Tweets
• Limited to one location
• Lose global followers
• Gives the impression of small
business
• Outdated images
• Vista Paint can’t afford to look old or
be nostalgic in social circles
SEO, Keywords and Social Media – Relationships

16. Create
relevancy and
engagement Opportunities
For Vista Paint to succeed in SEO, SEM and Social Media

17. • What is your brand positioning
• Message is unclear or missing
• Small, out-of-date and out-of-touch
• Rebuild brand appeal
• Who are your customers
• B2B or Consumer
• Not connecting to customers or their
stages of needs
• Where’s the web presence
• Leading customers away from the web
• User-experience not present
• Where’s the store connection
• Store and web environment needs to
mimic each other
Who Are You? – Strengthen the Brand Position

18. • Customers prefer Vista Paint products: focus on quality, Feature best-selling paints
• Likeable staff: improve training and educate staff “Paint Experts”, focus on store specific needs
• Employees like their jobs and the company: create employee “Shout Out” opportunities
Who Are You? – Play to Your Strengths

19. Evolve,
change focus,
define and strengthen the
Brand Position
For Vista Paint to succeed on the Web

20. • Hire Carla Gonzales – up-to-date Digital Marketing Strategist
• Stop paid search - reallocate marketing efforts
• Remove Vista Print from keyword
• Develop a strategic digital marketing plan
• Improve brand positioning
• Consumer targeting
• Connect store experience to website
• SEO and paid search
• Social media and other marketing opportunities
• Revamp the Vista Paint website
• Create segmented micro-stores / categories
• Address customer’s needs
• Create lead and conversion opportunities
Next Steps – Create Long-Term Strategic Plan

21. Thank You
Questions and Comments