GLIDDEN
EXECUTIVE SUMMARY CONTENTS
01
01
EXECUTIVE SUMMARY
01
Key Challenges
01
Target Profile
01
Big Idea
02
THE INSPIRATION
03
THE APPROACH
04
COMPETITIVE ANALYSIS
04
Competition
04
SWOT
05
RESEARCH
05
Challenges
05
Methods
06
Key Insights
07
Objectives
08-09
Awareness & Consideration
10
CREATIVE BRIEF
10
WHAT’S NEXT?
11-19
CREATIVE EXECUTIONS
11-14
In-Store
15-16
Television
17
Social Media/Mobile
18
Online
19
Sponsorships/Partnerships
20-22
MEDIA
20
Media Rationale
21
Media Budget
22
Media Schedule
23
Sources
23
Evaluation
24
CREDITS
HISTORY The Glidden paint brand traces its roots back to 1875 when Francis Harrington Glidden began a varnish-making business in Cleveland, Ohio. It has transformed into a strong competitor in the paint industry with a 13% market share and a large following of loyal customers. In 2010, Glidden accepted a deal to be the exclusive paint manufacturing partner of Walmart, ousting their top competitor Sherwin Williams.
KEY CHALLENGES Although Glidden has a 13% market share, Walmart shoppers are unaware that Walmart sells Glidden. Glidden must inform the following three target segments stated in the client provided case: “Renting Do-It-Yourself Shoppers—Make It My Own,” “Current Walmart Paint Shoppers—Family Focused,” and “Do-It-Yourself Shopping Walmart Home but not Paint— Routine Maintenance and Décor” that Walmart sells Glidden paint which is easy and convenient to buy and use.
TARGET PROFILE The target market is defined in terms of the three aforementioned segments, however we have distilled the first two into one segment called the “Younger DIY Renter” as both groups are concerned with price, availability, and convenience. They enjoy painting and seek simple, rental-friendly decorating options which make their apartment “their own.” We kept the third segment separate but now call them the “Older DIY Homeowners” because they don’t enjoy painting but seek home maintenance solutions which are quick, clean, and affordable.
BIG IDEA A wide range of Glidden paint is available at Walmart when the shopper is inspired, helping to bring their DIY dreams to life. The tagline, “Imagine what you can do today,” inspires the shopper to immediately act upon their ideas for home decor.
THE INSPIRATION RENTING DIYERS SHOPPERS
• Female Millennials who shop Walmart • Budget constrained • Least experienced in painting • Need simple projects that are more self-service and rental friendly
CURRENT WALMART PAINT SHOPPERS
• Younger, rural females with families • Lower income renters • Brand loyal to Walmart • Likely that they are part of a minority • Enjoy painting • Need simple, affordable decorating projects with family emphasis
DIYERS SHOPPING WALMART HOME, BUT NOT PAINT
• Older, baby boomer • Homeowner • Caucasian • Does not enjoy painting • More experienced, more confident • More of a perfectionist
FIGURE 1 ALL Walmart Shoppers RENTING DIYERS SHOPPERS & CURRENT WALMART PAINT SHOPPERS
Figure 1 depicts a ven diagram of how the three segments relate to one another.
emales F Lower budget Rental Friendly Less experienced with painting Time constrained More spontaneous DIYERS SHOPPING WALMART HOME, BUT NOT PAINT & CURRENT WALMART PAINT SHOPPERS Family oriented
02
THE APPROACH
We have combined client-provided information with MRI data related to current Walmart shoppers to develop Allison and Frank & Margaret. “These Younger DIY Renters “ and “Older DIY Homeowners” have been compared against demographic data about consumers who currently shop paint at Walmart.
YOUNGER DIY RENTERS
03
OLDER DIY HOMEOWNERS
• Ages 18-34 • Female • Renters • Enjoy painting • Low experience with DIY projects • Walmart shoppers • Have a low income • Are concerned with cost • Want rental friendly home décor projects
• Ages 35-64 • Caucasian • Baby boomer • Possible empty-nesters • DIY experienced • Current Walmart shopper • Homeowner • Need quick, simple, and affordable decorating options
Allison, a 25-year-old dental receptionist, is currently renting a ranch style home in Ellenwood, Georgia with her fiancé Michael, a maintenance worker. Their annual household income is $60,000. They have a two year old named Bradley. Allison is brand loyal to Walmart; buying groceries, beauty, and some apparel. She watches The Food Network on a regular basis and frequently uses social media sites. She enjoys DIY projects with her family, and is planning a room renovation for her son within the next year during her spare time.
High school sweethearts, Margaret & Frank, currently own a home in Northlake, Illinois. Margaret is retired and Frank is a manager at a golf retail store with an annual household income of $80,000. They have three children and five grandchildren. They’re Walmart loyal, shopping toys with their grandchildren and grocery and home with each other. Frank & Margaret’s hobbies include watching the evening news, baking, and bowling.
GLIDDEN’S SWOT
COMPETITION
STRENGTHS • Affordable for the target markets • Convenient to purchase at Walmart • Color Brilliance Collection is exclusively at Walmart • Strong re-branding in 2009
Slogan: “Glidden gets you going.” Market Share: 13% Ad Spending: $10 Million
WEAKNESSES • Lack of knowledgeable staff in the paint department at Walmart • Lack of awareness of paint at Walmart • Perception of poor quality among “Older DIY Homeowners” • Home improvement stores have more knowledgeable and efficient staff and higher quality paint compared to Walmart • Only 23% consideration among DIYers for purchasing paint at Walmart
OPPORTUNITIES • Redirect 200 million shoppers weekly at Walmart to the paint department • “Renting DIYers” and “Walmart Paint Shoppers- Family Focused” don’t buy according to brand, but by color according to our survey
THREATS • Home improvement stores are perceived as more trustworthy with loyal customers • The paint market is cyclical and highly affected by macroeconomics • An average room update is done every 5 years
Slogan: “Good. Better. Behr.” Market Share: 12% Ad Spending: $30 Million
Slogan: “Ask Sherwin-Williams” Market Share: 15.1% Ad Spending: $40 Million
Walmart’s brand of paint is called Color Place 60% of current Walmart paint sales
04
RESEARCH CHALLENGE:
FIGURE 2
Identify the reasons for the drop off among Walmart customers between awareness and intent to buy Glidden paint, and why it differs from home improvement stores.
WALMART 66% Awareness
23% Consideration
5% Purchase
4% Willing to Recommend
HOME IMPROVEMENT STORES 93% Awareness
70% Consideration
30% Purchase
29% Willing to Recommend
Figure 2 shows the current purchasing cycle at Walmart and home improvement stores.
METHODS
1
PRIMARY Thirty in-store visits to analyze the paint purchasing process at Walmart Thirty in-store visits to observe the point of purchase displays and visible sales promotion at Walmart locations Visits to Lowe’s and Home Depot to determine differences in purchasing paint at home improvement stores versus Walmart Surveys distributed through social media about buying patterns at Walmart and perceptions of Walmart service and products
05
2
SECONDARY MRI+ Media Mark Reporter data collection on current Walmart shoppers, specifically paint purchasers Case study provided by the client Social media posts regarding Glidden paint sold at Walmart on Glidden’s social media channels to learn what consumers are saying about Glidden Marketline Advantage
KEY INSIGHTS WE SURVEYED 100 PEOPLE:
Color is more important than brand.
i The information a consumer gets from the paint department employee is equal in weight to that received from friends and family
60% of Glidden customers would recommend it
=
Walmart is the last on consumers minds when shopping for paint
There is no relation between Glidden and Walmart in terms of likelihood to purchase or likelihood to shop
06
RESEARCH OBJECTIVES: Discover why there is such a low awareness (66%) and low consideration (22%) regarding purchasing Glidden paint among Walmart shoppers. This is shown in Figure 3. Identify why there is such a large perceptual gap in quality, knowledge, and service at Walmart compared to home improvement stores. Determine how consumers primarily use paint purchased at Walmart. Determine whether Walmart paint consumers are impulsive or deliberate when purchasing paint.
Figure 3 shows the gap between awareness and referral that Walmart has in comparisson of other home improvement stores.
FIGURE 3 WALMART
HOME IMPROVEMENT AWARENESS
COMMITMENT
REFERRAL
07
EN T EM ME AS UR
EM EN AS UR
ME
EVALUATION
T EN EM UR AS ME
NT ME RE SU
A ME
T
INTEREST
AWARENESS & CONSIDERATION Why do Walmart shoppers have such low awareness and consideration of paint at Walmart? What was found: • 66% of Walmart shoppers are aware that Walmart sells paint, but only 23% would consider purchasing. • Only 5% of the consumers would actually purchase it, and only 4% would recommend it. • 93% of consumers are aware that home improvement stores sell paint, and 70% would consider buying there. • 30% of the that would purchase, and 29% would be would recommend it. • This large perceptual gap results from the quality, knowledge, and service that Walmart lacks compared to home improvement stores in their paint department.
Are Walmart paint consumers impulsive or deliberate when purchasing paint? What was found:
FIGURE 4 Brand
Figure 4 dipicts that “DIY Shopping Walmart, but not paint” are more likely to buy by brand and are deliberate when selecting paint. While, “Renting DIY Shoppers” and “Current Walmart Paint Shoppers” buy by color instead of brand and are spontaneous when selecting paint.
DIY shopping Walmart, not paint
Spontaneous
Deliberate Renting DIYer Shoppers Current Walmart Paint Shoppers
Color
08
AWARENESS & CONSIDERATION What has created the large perceptual gap in quality, knowledge, and service of Walmart’s paint department compared to home improvement stores? What was found: • Walmart stores are not equiped to offer the same shopping experience for paint as home improvement stores. • Walmart currently doesn’t have a quality paint department as a result of a lack of knowledgeable employees and poor services.
Why do consumers paint? What was found: • Make rented spaces their own. • Changes, upgrades, and renovations. • Creative outlet such as furniture makeovers. • Routine maintenance.
Why should consumers purchase paint at Walmart? What was found: • Consumers are already shopping at Walmart; therefore it is convenient for them to purchase the paint at Walmart. • Glidden is within the Walmart shopper’s budget. • The Glidden Color Brilliance Collection is exclusively sold at Walmart stores.
09
WHAT’S NEXT?
CREATIVE BRIEF
ADVERTISING OBJECTIVES • Increase awareness from 66% to 78% • Drive consideration from 23% to 33% • Create the perception that Walmart’s paint department is a place for inspiration.
ADVERTISING STRATEGY The media strategy and creative executions have been specifically tailored to reach the two target markets to inspire them to visit the Walmart paint department.
MARKETING OBJECTIVES • Redirect Walmart shoppers to the Walmart paint department
MARKETING STRATEGY This will be achieved through a targeted media strategy and strategic creative executions.
MEDIA OBJECTIVES • 10.4 billion yearly Walmart shoppers • 27.04 million female shoppers buy Color Place paint • 10.8 million buy Glidden • Increase this number to 27 million • Reach 300 million with the message • Communicate with 150 million • 60 million shoppers to visit the paint department • 27 million to purchase • 40% of Walmart paint sales are Glidden • 3.6% of Glidden paint sales come from Walmart • Increase this to 9% or account for 81 million dollars in sales from Walmart
Key Fact
Glidden is the sole paint partner with Walmart stores. Walmart sells only two brands of paint: Walmart Color Place and Glidden. The Glidden Color Brilliance Collection is exclusively sold at Walmart stores. Currently, Walmart employees aren’t paint certified or completely educated about Glidden’s brand.
Problem Advertising Must Solve Walmart shoppers are unaware that Walmart is a Glidden paint destination. There is low awareness and low consideration for shopping Glidden paint at Walmart stores. There is a poor perception of the Walmart paint department. Creative will cover many different areas, but the main focus will be in-store promotion. In-store promotion will consist several approaches. There will be placards placed in different departments encouraging the consumer to check out the paint department. In addition to the placards, there will be floor decals to redirect the consumer to the paint department. In-store radio will also be a focus, with a spot running in the highest grossing stores alerting the consumer to the presence of Glidden within the store. Within these top grossing stores, there will be messages on the cart handles suggesting to the consumer to check out Glidden. Every Walmart store will have paint supply bundles to ensure the most convenient experience for the consumer. External promotion will consist of TV spots across multiple channels. Two different spots will be filmed, and each will target a different set of channels. There will also be one online only spot that will be shown on Hulu. There will also be sponsorships of Habitat for Humanity, Color Run™, and NASCAR.
MEDIA STRATEGY Glidden will use a strategic and cohesive media plan that will be relatable to the target markets by using a mix of traditional and nontraditional media vehicles. This will achieve brand awareness of Glidden at Walmart.
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IN STORE In-Store Radio The in-store radio spot redirects and alerts the shoppers to the paint department.
SFX:
DING
FEMALE ANNCR:
Attention Walmart Shoppers, dreaming of a renovation? Inspired by the color of any product around you? Take it to our paint department and they’ll color match it just for you to help make your renovation a reality, Glidden: Imagine what you can do today!
Floor Decals There will be splatters of paint throughout Walmart with the Glidden logo and tagline. This will insprire the consumer to go to the paint department.
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IN-STORE Shopping Cart Handles On each shopping cart handle there will be a hanging sign alerting the customer of Glidden’s availability within the store.
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IN STORE Paint Supply Bundle To ensure the easiest and most convenient shopping experience for Glidden consumers at Walmart, there will be “paint supply bundles� available in the paint department. These bundles will include paint brushes, rollers, roller covers, paint tape, paint can opener, paint tray, and liner.
Walmart Employee Training The most important recommendation is to improve paint education among Walmart team members. Glidden representatives will educate and inform select Walmart employees to train them to be paint experts. This is the best way to bridge the gap between customer perception of quality, knowledge, and service at the Walmart paint department.
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IN-STORE Department Placards Inspired by what you see? Visit our paint department! The above copy will be seen on the signage located throughout the store. The placards will redirect the customer to the paint department, with the offer to color match to what inspired the customer. These signs will be placed in the following departments: • Groceries • Clothing • Health and Beauty • Electronics • Pet Supplies • Bakery/Produce • Home Decor • Sewing Section • Clothing • Toys • Kitchen Supplies
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TELEVISION In each commercial the customer will be browsing through a specific department at Walmart. While browsing, the customer is inspired by the color of a particular item. The consumer will then proceed to the paint department to have the item color matched. The consumer takes their newly purchased paint home to begin their project. The commercials will be aimed at Younger DIY Renters.
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TELEVISION
16
SOCIAL MEDIA/MOBILE Facebook- Glidden will also be using Facebook to stay in contact with consumers and address comments, questions, and concerns. Via Facebook, they will run the “Glidd-ify Your Room” contest. This contest will consist of consumers posting pictures of their lifeless and ull looking rooms to their Facebook page and tagging Glidden. The picture that receives the most “likes” will win a shopping spree to the Walmart home décor section.
Twitter- Glidden will be making use of Twitter to stay in contact with consumers and address comments, questions, and concerns from followers. The first step is to get their account verified. In order to achieve verification, Glidden needs to submit a verification application to Twitter. Once the verified status is achieved, Glidden will be running a “What influences you” contest. In this contest, consumers will share what influenced them to paint something, and tweet a picture of it with the hashtag #InspiredByGlidden. The tweet with the most “retweets” and “favorites” will win a shopping spree at Walmart to makeover their home.
Instagram- Through Instagram, Glidden will be able to share new information through pictures, including Glidden colors and projects that were accomplished using Glidden paint. Glidden will also host “Paint with Glidden Contest” on Instagram where consumers can post pictures of a project they did using Glidden paint, and the one with the most favorites will win a room makeover by Glidden and Walmart.
Pinterest- Glidden will use Pinterest to interact with their consumers and potential customers. In addition, Glidden will run the “Dream Room Contest” via Pinterest. Consumers will create a pin board about what inspires them. The post with the most re-pins will be the winner, and Glidden will come in and makeover one of the rooms in their house similarly to the pin board they created.
Glidden App- The various Glidden placards located around Walmart will have a QR code placed on them. Once the user scans the code, it gives them ideas that go along with what inspired them, such as different paint chips that go along with that color, Pinterest boards similar to that product, and Pinterest project ideas.
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ONLINE
In this commercial the consumer will be looking through Pinterest on her phone and come across a photo of a painted dresser, which will inspire her to want to paint her own dresser. She will go to her local Walmart and meet with a paint specialist. She will take her newly purchased paint home and begin painting her dresser.
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SPONSORSHIPS
Habitat for Humanity Sponsorship of Habitat for Humanity will entail the following: In Walmart’s top twenty states, based on gross per capita revenue, paint will be provided for twenty homes. A total of four-hundred homes will be coated using five cans of paint per home.
NASCAR Glidden should continue its sponsorship of NASCAR but with the “Imagine what you can do today” message. MRI data reveals that Walmart paint shoppers are more likely to watch NASCAR so this provides Glidden with an opportunity to speak to these consumers at home.
Color Run The Color Run™ 5K is a unique experience focused less on speed and more on crazy, color fun with friends and family. Color runners are splattered with paint throughout the run. Glidden will sponsor white Tshirts with the Glidden and Walmart logo distributed for the Color Run™.
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MEDIA RATIONALE blog
99% of households posses at least one television. The average household’s TV is on for 6 hours and 47 minutes, daily. Americans watch 250 billion hours of TV annually.
Opportunity to interact with the 200 Million weekly Walmart customers. 90% of Americans live within 15 miles of a Walmart
Up to 50% of clicks are unintentional or fraudulent Display ads gain only around 1 click every 1000 impressions
Total Walmart shoppers index at 110 for “I often buy things spur of the moment”
50.4% of Americans own a smartphone Americans spend 2.4 hours on media devices daily Mobile Internet campaigns resulted in increases of 24% for ad awareness
61% of online consumers have made a purchase based on recommendations from a blog 81% of online consumers trust information and advice from blogs
67% of current internet users are on at least one social networking site Facebook: 1.06 billion monthly active users Instagram: 100 million users Pinterest: 25 million users Twitter: 500 million users
40% of consumer spending is impulse buying.
The average response rate for direct mail is 2.61% Only about 20% of people even consider reading direct mail pieces
Direct interaction with 200 Overall every dollar spent million weekly Walmart on PR has a 27.5 ROI customers Trusted source of 40% of consumers are information more likely to buy a new product when heard on the radio
Obtaining measurable results is difficult
143 million Americans watch TV online
It is more difficult to control the consumers perception
Hulu Plus: 3 million users
From 2010 to 2012, daily reach of magazines decreased by a total of 31.8%
Average time consumers spend on Hulu per month is 2.5 hours
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MEDIA BUDGET Mediums
May
Television Color Splash (HGTV) Good Eats (Food Network) Aarti Party (Food Network) Say Yes to the Dress (TLC) What Not to Wear (TLC) Off Their Rockers (Lifetime) Flip This House (Lifetime) American Pickers (History) Pawn Stars (History) Swamp Pawn (CMT) Reba (CMT) Total
 
Shows
Target Rating Points
CPM
Color Splash (HGTV)
288,840
$12.09
Good Eats (Food Network)
55,100
$33.19
Aarti Party (Food Network)
55,100
$33.19
Say Yes to the Dress (TLC)
127,600
$31.77
What Not to Wear (TLC)
127,600
$30.62
Off Their Rockers (Lifetime)
156,600
$26.72
Flip This House (Lifetime)
92,800
$26.02
American Pickers (History)
1,626,900
$33.59
Pawn Stars (History)
1,767,260
$34.21
Swamp Pawn (CMT)
288,840
$25.83
Reba (CMT)
288,840
$23.87
Web Commercial
Social Media
Hulu Plus Total
July
August September
58,652 58,652 58,652 58,652 7,316 7,316 7,316 7,316 7,316 7,316 7,316 7,316 16,232 16,232 16,232 16,232 15,632 15,632 15,632 15,632 8,370 8,370 8,370 8,370 9,660 9,660 9,660 9,660 109,332 109,332 109,332 109,332 241,860 241,860 241,860 241,860 200,000 200,000 200,000 200,000 60,000 60,000 60,000 60,000
4,500
4,500
4,500
4,500
58,652 7,316 7,316 16,232 15,632 8,370 9,660 109,332 241,860 200,000 60,000
4,500
Total 293,260 36,580 36,580 81,160 78,160 41,850 48,300 546,660 1,209,300 1,000,000 300,000 3,671,850
Percentage
37%
22,500 22,500
0.25%
Twitter Facebook Instagram Pinterest Total
1,000 1,000 1,000 1,000 4,000
1,000 1,000 1,000 1,000 4,000
1,000 1,000 1,000 1,000 4,000
1,000 1,000 1,000 1,000 4,000
6,000 6,000 6,000 8,500 26,500
10,000 10,000 10,000 12,500 42,500
0.46%
Mobile Glidden Pic 'n' Paint App Total
5,000
500
500
500
500
7,000 7,000
0.08%
In-Store Promotions
Cart Ads 288,800 Floor Stickers 241,735 Promotional Placcards 167,355 30-second Glidden Spot 20,459 Employee Training 1,000,000 Total
288,800 288,800 288,800 241,735 241,735 241,735 167,355 167,355 167,355 20,459 20,459 20,459 0 0 0
288,800 241,735 167,355 20,459 0
1,444,000 1,208,675 836,775 102,295 1,000,000 4,591,745
46%
6,000 6,000 6,000 222,960 222,960 222,960 10,000 10,000 10,000 10,000 10,000 10,000
6,000 222,960 10,000 10,000
30,000 1,114,800 50,000 50,000 1,244,800
12%
Production
419,605
4%
Media Total
10,000,000
Sponsorships Habitat for Humanity Bundles NASCAR Color Run Total
21
June
6,000 222,960 10,000 10,000
MEDIA SCHEDULE Month Week 1 Television Color Splash (HGTV) Good Eats (Food Network) Aarti Party (Food Network) Say Yes to the Dress (TLC) What Not to Wear (TLC) Off Their Rockers (Lifetime) Flip This House (Lifetime) American Pickers (History) Pawn Stars (History) Swamp Pawn (CMT) Reba (CMT) Web Commercial Hulu Plus Social Media Twitter Facebook Instagram Pinterest Mobile Glidden Pic 'n' Paint App In-Store Promotions Cart Ads Floor Stickers Promotional Placcards 30-second Glidden Spot Employee Training Sponsorships Habitat for Humanity Bundles NASCAR Color Run
May 2 3
4
1
June 2 3
4
1
July 2 3
4
1
August 2 3
4
1
September 2 3 4
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SOURCES 16 Social Media & Blogging Stats of 2012 | Visual.ly. (n.d.). Infographics & Data Visualization | Visual.ly. Retrieved March 7, 2013, from http://visual.ly/16-social-media-blogging-stats-2012 Hgtv.com Site Info. (n.d.). Alexa - The Web Information Company. Retrieved March 6, 2013, from http:// www.alexa.com/siteinfo/hgtv.com Media. (n.d.). www.pewinternet.org. Retrieved March 7, 2013, from http://pewinternet.org/~/media// Files/Reports/2013/PIP_SocialMediaUsers.pdf Pulizzi, J. (n.d.). Best Content Marketing | Collection of Infographics. Content Marketing Strategy, Research and “How-To” Advice Content Marketing Institute. Retrieved March 7, 2013, from http://contentmarketinginstitute.com/2012/02/bestcontent-marketing-infographics/ Walmart.com Site Info. (n.d.). Alexa - The Web Information Company. Retrieved March 6, 2013, from http://www.alexa.com/siteinfo/walmart.com Crum, C. (n.d.). Nielsen: Banner Ads 1.5X More Effective Than Text Messages | WebProNews. WebProNews - Breaking News in Tech, Search, Social, & Business. Retrieved March 22, 2013, from http:// www.webpronews.com/nielsen-banner-ads-1-5x-more-effective-than-text-messages-2013-02 Food Network. (n.d.). www.foodnetworkmediakit.com. Retrieved March 7, 2013, from www. foodnetworkmediakit.com/research/demographic-profile In Store Sampling. (n.d.). www.asmnet.com. Retrieved March 8, 2013, from www.asmnet.com/Newsroom/ PDF/200910-ShopperMarketing.pdf Internet Ads Irritating and Ineffective. (n.d.). www.businessweek.com. Retrieved March 7, 2013, from www.businessweek.com/debateroom/archives/2008/08/internet_ads_irritating_and_ineffective.html Network Demographics. (n.d.). - TV, Radio & Online Advertising Since 1994 -. Retrieved March 7, 2013, from http://www.nationaltvspots.com/ntvs-networks World Internet Users Statistics Usage and World Population Stats. (n.d.). Internet World Stats - Usage and Population Statistics. Retrieved March 7, 2013, from http://www.internetworldstats.com/stats.htm In Store Sampling. (n.d.). www.asmnet.com. Retrieved March 8, 2013, from www.asmnet.com/Newsroom/ PDF/200910-ShopperMarketing.pdf Internet Ads Irritating and Ineffective. (n.d.). www.businessweek.com. Retrieved March 7, 2013, from www.businessweek.com/debateroom/archives/2008/08/internet_ads_irritating_and_ineffective.html Small Business Marketing Tips. (n.d.). www.gaebler.com. Retrieved March 6, 2013, from www.gaebler. com/Direct-Mail-Response-Rates.htm
EVALUATION In-Store Sales Promotions: Compare glidden paint sales to the previous year. TV: Compare the number of purchasers against the reach that television advertising afforded. Social:
Facebook: Use Facebook analytics to measure increases in engagement; Facebook aquisition. Twitter: Use HootSuite to measure increases in engagment; Twitter acquisition. Pinterest: Use PinLeague to measure increases in engagement; Pinterest. aquisition; compare engagement in opinterest contest against similiar contests. Glidden App: Compare amount of downloads and users to that of the previous year.
Training: Hire mystery shoppers to shop the DIY department and report back on their experience; measure improvements over the course of the campaign. PR: Measure increases in media mentions from the previous year against the competition.
World Internet Users Statistics Usage and World Population Stats. (n.d.). Internet World Stats - Usage and Population Statistics. Retrieved March 7, 2013, from http://www.internetworldstats.com/stats.htm
We worked hard to deliver a successful, integrated plan that reaches your consumer in the most efficient way through eyecatching and high impact creative, strategically placed media, and carefully chosen markets. “Glidden: Imagine what you can do today” will be heard and will inspire the “Younger DIY Renter” and “Older DIY Homeowner.” Thank you, we look forward to working with you.
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CREDITS ACCOUNT TEAM
Meagan Williams- Leader Jake Thompson Amanda Davidson Alyssa Angellotti Alek Renkema Shaina Vitkus Megan Squanda
A SPECIAL THANK YOU TO: Clay Dedeaux Tom Mehl Susan Jones Paul Jackson Blair Entenmann
MEDIA TEAM
Laura Dix
Linda Plank
Alex Fulbright- Leader Thu Vu Jessica Avery Nichole Ranieri Katie Coffield Kara Cox Bo Wisneski Meagan Williams
Jeff Ek Chelsea Bess Dr. Tim Brotherton
CREATIVE TEAM
Katie Coffield- Leader Kayla Cox Kara Cox Bo Wisneski Toma Vulaj Matt VandenHeuvel
PLANS BOOK EXECUTION
Katie Coffield Kara Cox Meagan Williams Kayla Cox Bo Wisneski
Delonge, Hoppus&Partners 24