Final glidden plan by Fahima Al-Uqdah

Plans Book 7.indd 1

3/13/13 3:34 PM

E OF

Y R E V E A LE D

1 Opportunity Revealed

Walmart, where millions of consumers shop, is well

2 Objectives

known for creating everyday specials for items

4 Research

ranging from groceries and clothing to housewares

6 Target

and electronics. However, paint is not typically on

7 Brand Destination

this list.

8 Campaign Platform 9 Plan

This is the opportunity.

10 Prime 12 Promote

Consumers believe that home improvement and

16 Paint

specialty paint stores are the best source for all

18 Schedule

their painting needs, and the market has reinforced

19 Evaluation

this idea.

20 Appendix Our plan is to change this perception by positioning and promoting Glidden as an everyday ingredient that makes the everyday special â&#x20AC;&#x201C; from an everyday life event to an everyday occasion. Glidden becomes the everyday paint that consumers use anytime. Any home refresh project can be accomplished with everyday Walmart products, turning inspiration into instant achievement. Just add Glidden. Suddenly, the everyday Walmart shopper becomes the everyday Glidden buyer. Hereâ&#x20AC;&#x2122;s how we, at the Valenti Group, will do it.

Plans Book 7.indd 2-3

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Building Glidden brand awareness...

by overcoming these obstacles.

Our plan is to increase Glidden sales at Walmart by 35% just

CATEGORY INSIGHTS

as “Glidden gets you going” did for Glidden sales at Home Depot in 2010. To achieve this, we have devised a plan to

$26,482,775

increase Glidden awareness at Walmart from 66% to 89%,

which will increase market share from 9% to 12%, making Glidden a $1 billion brand at Walmart.

COMPETITION

$17,926,639

Competition is fierce. Behr, Valspar and Sherwin Williams outspend

$14,104,017

Glidden as much as 3 to 1.

$6,988,618 SWOT ANALYSIS

STRENGTHS • Walmart’s convenience as a one-stop shop • Walmart’s everyday low prices • Glidden’s history of innovation • Glidden’s DIY legacy

WEAKNESSES • Walmart’s poor customer

Employment, Total US and Frequent Walmart Shoppers

service and employees’ lack

Total US (BLS)

ECONOMY Unemployment continues to hover

Frequent Walmart Shoppers (IRI Panel and CPS data Oct 2011 - Jun 2012)

11.30%

around 7% nationally but is even

of paint knowledge

9.59%

greater for the Walmart shopper. The

• Consumers’ lack of Glidden

latest report shows Walmart shoppers

brand awareness

8.90%

8.20%

with 9.59% unemployment.

• Association of Walmart’s low

Oct

prices with low quality

Nov

Dec

Jan

Feb

Apr

Mar

2011

OPPORTUNITIES • Use new media to reach the target market • Low awareness of small everyday projects • Technology that impacts the paint purchase process

THREATS

• Strong competition from

PAYCHECKS SHRINK For those who are employed, paychecks are shrinking.

hardware, home improvement

Combining the expiration of the 2%

and paint specialty stores

payroll tax break with an additional

• Category with nearly identical

1% for Medicare, consumers are

deliverables

seeing their paychecks shrink by 3%.

• Consumer perception that

May

Jun

2012

Higher Agreement With Statement...

Generally Coincides with...

“Our household income is high enough to satisfy most of our desires/wants”

Higher Confidence

“My household never seems to get ahead, even when our income goes up”

Lower Confidence

painting is difficult

Food, gas and housing costs are all on the rise. In fact, gas alone is at a record level accounting for 4% of all household spending. This means that consumers will delay non-necessity purchases such as paint.

high better ridiculous

PRICES ARE RISING

decreasing

expensive

lower

What are the first three words that come to mind when we say “current gas prices”?

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We set out to understand the Glidden and Walmart consumer...

and found out that they don’t understand the brand.

OBJECTIVES

STRATEGIES

QUALITATIVE (50 Respondents)

• Utilize research to identify consumer perceptions towards

• To gain insight into the Walmart and Glidden consumer, we

Glidden, Walmart and painting

utilized both qualitative and quantitative research methods

• Understand consumers’ attitude, awareness and usage of

including: online surveys, sentence completion, word

Glidden being sold at Walmart

association and professional interviews

People don’t associate home décor and paint with Walmart.

Walmart shoppers and associates aren’t confident about buying paint at Walmart.

People favor Walmart’s prices but not its customer service.

PAINT

“Walmart is focused on delivering their brand promise: “Save Money. Live Better.” It means getting the best quality in less time for the least amount of money.” Alex Lopez-Negrete President and Chief Executive Officer, Lopez Negrete Communications

“I would go to stores like Home Depot or Lowes.” “No, I couldn’t find anyone to help me.”

CONSUMER

MIND MAP (50 Respondents)

“If my co-workers were more knowledgeable...”

6% 8% OTHER STORES

EXPERT INSIGHT

“I don’t think of Walmart for paint.”

QUANTITATIVE - Online Survey (400 Respondents)

HOME DÉCOR

CUSTOMER AND ASSOCIATE INTERVIEWS (50 Respondents)

50.1% Better price

94% 92%

When thinking about purchasing paint or doing a home décor project, which retail stores come to mind?

“I would probably go to Home Depot.”

73.6% Bad customer service 81.7% Lack employee knowledge of paint

How would you compare buying paint at Walmart to other retailers?

Glidden is viewed as a dated brand.

uninspiring

“What paint center?”

ASSOCIATE

unaware

plain

old-fashioned

unfamiliar

ADVERTISING

Would you consider buying paint at Walmart?

dated BRAND

traditional

Behr owns top-of-mind awareness.

Glidden has low advertising equity.

Glidden is not viewed as innovative. BEST QUALITY (58.2%)

Ask Sherwin Williams = 77.7%

36%

Good. Better. Behr. = 68.1%

12%

MOST POPULAR BRAND (36.9%)

Valspar – Love Your Color Guarantee = 24.7%

52%

Painting is viewed as fun yet challenging.

crafty

fun

color hard time consuming fun

project

WALMART difficult

intimidating scary

cheap dirty

bad customer service lack of knowledge

disorganized

INNOVATIVE (11.1%)

Which of the following taglines are you familiar with?

Paint brands and their top attributes.

Consumers consider buying paint at Walmart for small, not large, projects.

What are the consumers’ perceptions of Glidden?

BARRIERS TO OVERCOME

EXPERIENCE

AWARENESS

BRAND

WALMART EXPERIENCE

GLIDDEN & WALMART

GLIDDEN

42.1%

Painting a room in the house

39.7%

Paint an accent wall in the house

35.3%

Paint accessories Paint furniture or cabinets 30%

Paint wall art Maintenance painting (interior or exterior) 18%

Paint an entire interior of the home Paint an entire exterior of the home

convenient

time consuming

What first comes to mind when you think of painting?

When thinking about paint brands, which one first comes to mind?

one-stop shop

project DIY

change

tough

Glidden Gets Your Going = 20.7%

forgettable

WORD ASSOCIATION (50 Respondents)

Painting

expensive

12%

34%

29.4%

Consumers lack

Neither Glidden nor Walmart

Glidden has a relatively

confidence in the paint buying

is viewed as top-of-mind when

low advertising equity

experience at Walmart.

consumers consider DIY projects.

and is viewed as dated.

For which home décor or improvement projects would you consider buying paint at Walmart?

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D D E S TI NATI ON

To improve consumer confidence…

we must connect emotionally.

The target is named “Simple Solution Seekers,” because they

Our campaign is designed to change

are looking for everyday home decoration and improvement

Simple Solution Seeker brand perception

ideas. They are segmented into three groups (ME, WE

and behavior by creating a new category

and US) based on life stages that naturally trigger home

that Glidden will dominate.

improvement projects.

TODAY’S BELIEF

TOMORROW’S BELIEF

SIMPLE SOLUTION SEEKERS

“I associate painting with remodeling

“At Walmart, everyday projects can

and big projects. When I need to buy

be achieved conveniently, and I can

paint, I go to home improvement or

get a quality brand like Glidden for a

specialty stores for brands like Behr

great price.”

or Valspar.”

TODAY’S BEHAVIOR

TOMORROW’S BEHAVIOR

“I don’t view paint as an everyday

“I can easily turn my inspiration into

purchase, so when I start a new project,

action with Glidden at Walmart.”

I go to a home improvement store.”

ITY

esent

RENTING DIYer SHOPPER

age

WALMART PAINT SHOPPERS

WALMART HOME BUT NOT PAINT SHOPPERS

Laura is a college graduate

Maria and Terry just bought a new

George and Sandra have just

who just moved into her first

home. They both work full time and

become empty nesters. With all

apartment. She is eager to

are always on the lookout for ways to

of their free time, they can finally

personalize her home through DIY

make improvements. They enjoy the

update their home in the way

decoration. Although she lacks

thought of making special memories

they’ve always wanted.

experience, she can’t wait to show

for their children with simple and

off her “interior design” to friends

affordable DIY projects.

CHANGES BRAND PERCEPTION

FROM

Sometime

Anytime

Complex

Simple

Dated Slow

Contemporary Fast

and family.

CONSUMER INSIGHT Simple Solution Seekers look for everyday home projects to

CREATES NEW CATEGORY Everyday

fulfill emotional needs from expressing individuality (ME), making family memories (WE) or for personal satisfaction

While competitors focus on large

(US). They are driven by convenience and value yet don’t

projects from remodeling to

want to compromise quality.

redecorating, Glidden creates a new category that emphasizes an everyday

Instant

Refresh

Redecorate

instant refresh with simple DIY projects. Remodel

Plans Book 7.indd 8-9

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N PLATFOR M

Creating the Big Idea...

and bringing it to life.

STRATEGIC IDEA Our strategy highlights Walmart’s everyday low prices and Glidden’s simplicity. This positions Glidden as the special ingredient that makes everyday items and occasions instantly come to life, fulfilling the emotional needs of Simple Solution Seekers.

CREATIVE IDEA Our idea is to be able to instantly transform any space or item just by adding Glidden paint. Combining Glidden’s simplicity with

Glidden Makes The Everyday Instantly Special.

PRIME

PROMOTE

PAINT

How:

Reinvent the Customer Experience

Increase Awareness and Trial

Create an Instant Connection

Walmart’s convenience means that anyone can paint at anytime.

ANYONE

ANYTIME

INSTANT

CREATIVE EXECUTION The combination of Glidden and Walmart puts the consumer in control of their home improvement needs. Featured graphics demonstrate how the target can transform an

• Creates Instant Solution Center

• Use inside out media strategy that

• Make Glidden an everyday purchase

everyday life event or occasion into something special.

• Creates Instant Online Solution website

works from in-store to digital

• Create and maintain personal

Whether it is turning the everyday patio into an everyday

• Highlights Glidden’s Benefits

• Combine traditional and

relationships with consumers

getaway or an everyday room into everyday play.

• Combines the in-store and

non-traditional media

• Involve Walmart associates to

online experiences

• Kick-off instant savings promotion

increase sales performance

When: March and April, leading into the

When: May through July, the core

When: May 30 through September 31

May selling season

selling season

Why: Addresses Experience Barrier

Why: Addresses Awareness Barrier

Why: Addresses Brand Barrier

TAGLINE

Go. Do.

“Go. Do.” is a call to action that leads into the tagline “Glidden gets you going,” encouraging Simple Solution Seekers to turn everyday inspiration into instant action.

TONE The tone of the campaign uses informal and inspirational language to connect emotionally with Simple Solution Seekers maintaining Glidden’s brand voice.

Plans Book 7.indd 10-11

3/13/13 3:34 PM

Reinventing the customer experience...

from in-store to online.

In today’s retail environment, customers expect a highly personalized and integrated cross-channel brand experience. The Instant Solution Center reinvents the paint buying experience by making it engaging, interactive and fun.

INSTANT SOLUTION CENTER

INSTANT ONLINE SOLUTION

INSTANT HOW-TO

INSTANT INSPIRATION

INSTANT HOW-TO

Guides consumers through Instant Solution Center and allows

Search simple DIY projects that include Walmart products

Instructional videos that guide consumers

them to view different colors on their project

POINT OF SALE ADS Provides ideas and instructions for simple DIY projects that incorporate Walmart products INSTANT COLOR Upload your images and explore color possibilities

ORDER ONLINE Purchase your paint and have it ready for convenient pick-up

GO. DO. TEST STATION Use paint testers to find your color

Go. Do.

Easy

Fácil

2 in 1 Paint and Primer

Pintura y Base 2 en 1

Safe

Seguro

Low-Odor VOC Free

GLIDDEN TELEVISION

Original

Runs campaign ads and special promotions

MOBILE APP What: Connects to the Instant Solution Center so you can order online and reserve a pick-up time Why: 79% of mobile users use their smartphones for product research and shopping

Es bajo en VOC

Original

America’s First Paint

La primera pintura de America

Glidden gets you going

COUNTER CARDS Outlines Glidden’s benefit in both English and Spanish 10

Plans Book 7.indd 12-13

3/13/13 3:34 PM

Increase awareness and trial...

by promoting instant savings.

OBJECTIVES

STRATEGIES

WEBSITE BANNERS

• To generate 90% reach with an average 12 frequency so

• Use an inside-out strategy that includes in-store, digital and

What: Behaviorally targeted banners on high traffic sites and

that 50% of our audience will see our commercial three or

selective traditional media

Walmart homepage

more times

• Create a storewide trial event

Why: Online banners have a 125 viewership index

• To create immediate trial

• Frontload support to maximize awareness and trial • Adjust the campaign based on market and media dynamics

How Many: 120,000,000 How Much: $510,000 Turn your everyday home

into everyday play

Go. Do.

Get in-store coupons for everyday savings.

Glidden gets you going

KICK-OFF INSTANT SAVINGS PROMOTION

Graphics demonstrate how the target can transform an everyday life event or

What: Consumers will receive $10 worth of Walmart brand

occasion into something special. Colors on the image, tagline and call to action

items with purchase of a Glidden Paint Tester

Instant Savings

Why: To gain in-store consideration and awareness with our target and promotes interaction with the new

change to demonstrate this transformation.

$10 worth of Walmart brand items with purchase of a Glidden Paint Tester

streamlined in-store system

NATIONAL BROADCAST

Instant Savings

What: Roadblock of 15-second primetime commercials

$10 worth of Walmart brand items with purchase of a Glidden Paint Tester

Wednesday, April 30, at 8 p.m. CST on ABC (Modern Family),

Valid lid in store only. Coupon valid through 12/31/2013 on all regular re d items. Offer excludes any sales or clearance merchandise. This offer priced not be redeemed for cash or gift cards or combined with any other cannot offers.. Not valid on any prior purchases. Limit one per customer p per visit. Void if copied or transferred. transferred

How Many: 200,000,000

FREE

Glidden gets you going

How Much: $1,140,000

CW (Supernatural), and FOX (American Idol) with ongoing

Valid in store only. Coupon valid through 12/31/2013 on all regular priced items. Offer excludes any sales or clearance merchandise. This offer cannot be redeemed for cash or gift cards or combined with any other offers. Not valid on any prior purchases. Limit one per customer per visit. Void if copied or transferred.

FREE

support on HGTV Why: Roadblock generates 50% reach and HGTV has a 150 viewership index How Many: 44,633,300

How Much: $1,300,000 IN-STORE FLOOR DECALS

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(Frame 1) VO: Turn your everday

(Frame 2) VO: patio into an

(Frame 3) VO: everyday

(Frame 4) VO: getaway. (Pause)

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How Many: 31,200,000

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(Frame 5) VO: Instant freedom.

(Frame 6) Sound Effects: Ocean/Seagulls/Etc.

(Frame 7) Sound Effects Cont.: Ocean/Seagull/Etc.

Go. Do.

Get in-store coupons for everyday savings.

(Frame 10) Sound Effects: Transition Sound VO: Go. Do.

(Frame 11) Sound Effects: Transition Sound VO: Get in-store coupons for everyday savings

(Frame 8) Sound Effects: Transition Sound VO: Glidden gets you going

WALMART SMART NETWORK What: 15-second spots on the in-store Walmart Smart Network Why: Seen by 70% of Walmart shoppers each week

How Many: 2,800,000,000 for five month cumulative plan How Much: $1,000,000

Plans Book 7.indd 14-15

(Frame 9) Sound Effects: Transition Sound

3/13/13 3:35 PM

E CONT.

PRINT: MAGAZINE

INSTANT SOLUTION IN-STORE MAGAZINE

What: Full-page four-color ads in two issues of three

PARTNERSHIP WITH HEARST

life made simple

What: Quarterly, Glidden magazine available digitally and at

magazines Why: Highest circulation publications for each of the three

Walmart stores Why: Creates awareness of Glidden and inspires projects

Simple Solution Seeker target segments

similar to Walmart’s Delish magazine, which quickly became a ME - Cosmopolitan

top-five food publication

WE - Parents

How Many: 18,000,000 How Much: $300,000

US - Better Homes and Gardens. (DIY edition) How Many: 3,476,800

How Much: $1,200,000

space with color

Easy paint projects for your home’s exterior make every day easier

Instant Dormroom Turn your everyday space into the everyday you. Go. Do.

Glidden gets you going

SEARCH ENGINE MARKETING

BLOGGER SPONSORSHIP

What: Specific keywords that tie into our campaign i.e. instant

What: Sponsor popular DIY bloggers on Pinterest through

solutions, home décor, DIY

Pinbooster

Why: 69% of consumers search for home improvement and

Why: DIY pins have a 42% higher click-through rate than

décor products online

other pin types

How Many: 63,750,000

How Many: 5,000,000

STREAMING VIDEO

SOCIAL MEDIA ADS

What: Behaviorally targeted 15-second pre-roll ads on Hulu

What: Use promoted tweets on Twitter and behaviorally

and YouTube

targeted newsfeed ads on Facebook

Why: Online video now accounts for over 5% of total

Why: 58% of consumers look to social media for exclusive

broadcast viewership

content, events or sales

How Many: 85,000,000

How Many: 61,500,000

How Much: $510,000

Instant Freedom

Instant Enchantment Turn your everyday home into everyday play. Go. Do.

Plans Book 7.indd 16-17

Glidden gets you going

Turn your everyday patio into an everyday getaway. Go. Do.

Glidden gets you going

How Much: $510,000

How Much: $250,000

How Much: $500,000

3/13/13 3:35 PM

Creating a lasting connection...

from the store to the home.

OBJECTIVES

STRATEGIES

RELOCATION NICHE PROGRAM

• Create events, promotions and sponsorships that will

• Develop ongoing social media programs building on

What: Using Moversource, coupons will be sent via direct

generate public relations and social media buzz

Glidden and Walmart’s existing digital assets

mail to “change of address” applicants within a 3-mile radius

• Build ongoing social media efforts that foster lasting loyalty

• Develop partnerships that extend the campaign

of a Walmart

• Provide additional support to nine key markets

• Develop promotional support for key opportunity markets

Why: Focuses on moving as a key-trigger for refreshing a home How Many: 154,000

How Much: $346,000

POP UP DIY DEMONSTRATIONS What: Pop-up stores featuring $50 DIY projects will be placed

HOME FOR OUR TROOPS SPONSORSHIP

in key Walmart opportunity markets

What: On Memorial Day weekend, each time a consumer

Why: Special displays have historically increased sales by

purchases a can of Glidden paint, an additional can will be donated to “Home for Our Troops”

14% at Walmart

Why: In 2012, Homes For Our Troops raised over $10 million

How Many: 108,393,700

to build homes for returning veterans and their families, which

How Much: $500,000

ties into Walmart’s pledge to hire 100,000 veterans over the next five years How Many: 127,180,132 How Much: $50,000

INSTANT CHANGE CHALLENGE What: Consumers submit unique uses for Glidden paint and the person with the most likes on Facebook or re-pins on Pinterest will receive a $1,000 Walmart gift card and may be featured in Glidden advertising

How Many: 108,900,000

high concentration of Walmart stores

How Much: $9,000

Population

# of

Walmarts

% of Walmart

Atlanta

1.85%

2.35%

127

Birmingham (Ann & Tusc)

.65%

1.16%

179

Dallas – Ft. Worth

2.06%

2.55%

123

What: Every week, the Walmart that has the highest Glidden

Houston

1.70%

2.00%

118

sales will receive an employee breakroom makeover

Indianapolis

.96%

.98%

102

Why: Builds on current Walmart incentive programs

Kansas City

.80%

1.04%

130

Orlando – Daytona Bch, Melbrn

1.15%

1.62%

141

Raleigh – Durham

.87%

1.19%

136

Tampa – St. Pete (Sarasota)

1.52%

1.83%

120

Total

11.56%

508

14.72%

127

Stores

Index

WALMART BREAKROOM MAKEOVER

introducing Glidden to Walmart associates in a fun and Kansas City

Plans Book 7.indd 18-19

Indianapolis

engaging way

Durham Birmingham Dallas Houston

www.glidden.com

participants

Nine opportunity markets have been selected based on a

Market

Why: Similar contest by Chipotle garnered 100,000

KEY OPPORTUNITY MARKETS

% of

Glidden paint is available at Walmart stores near you.

Raleigh

How Many: 30,075,000 How Much: $20,000

Atlanta

Tampa Orlando

3/13/13 3:35 PM

JUNE

Finalizing the plan...

and measuring success.

MAY (kick-off)

MEDIA SCHEDULE

Pre-Testing (n=100)

60% of the budget has been allocated to the first two months

Testing confirms that the campaign will be effective. 80% found

of the program with the remaining 40% to the latter three

it likeable and memorable. 50% indicated that it would motivate

months. The total program delivers a 95% reach with a 20

them to consider purchasing Glidden paint.

average frequency and a 3+ reach of 75% fulfilling our set

JULY

awareness goals.

Post-Testing Valenti Group will measure the market effectiveness by :

SEPTEMBER (end) AUGUST

• Semi-annual brand health studies

• The number of impressions in the media plan

• The number of likes and engagement on social media

• The number of coupons redeemed

• The number of participants at events/promotions

We ask that you provide measures of: Media

• Glidden sales

Tactics

Cost

Impressions

Promotions

• Glidden shopping basket size

Walmart Smart Network

$1,000,000

2,800,000,000

Sponsorships

• Walmart associate satisfaction

IN-STORE

Percentage

Walmart In-Store Media

21.80% In-store Floor Decals

$855,000

31,200,000

Social Media

In-store Magazine Partnership with Hearst

$300,000

18,000,000

Streaming Video

The campaign will be closely monitored so that media and

Walmart Breakroom Makeover

$20,000

30,075,000

SEM

market-level support adjustments can be made if necessary.

TRADITIONAL

25% $1,300,000

44,633,300

Direct Mail

Print: Magazine

$1,200,000

3,476,800

Print 22.80%

$510,000

63,750,000

FUTURE THOUGHTS

Streaming Video

$510,000

85,000,000

This campaign sets in motion an instant everyday refresh

Website Banners

$510,000

120,000,000

movement that can be sustained beyond the 5-month

Social Media Ads

$500,000

61,500,000

program and has endless possibilities to be relevant to

Blogger Sponsorship

$250,000

5,000,000

different cultures, markets and occasions.

Instant Change Challenge

$9,000

108,900,000

contemporary.” – Sonia, 40

– Kate, 22

“It’s simple

“It feels clean,

and sweet.”

fresh, and peaceful.”

– Jimena, 32

– John, 51

$1,140,000

200,000,000

Relocation Niche Program

$346,000

154,000

Home For Our Troops Sponsorship

$50,000

127,180,132

FINAL THOUGHTS

Pop up DIY Demonstration

$500,000

108,393,700

Glidden is at a crucial crossroads. Much of its value to its

Developing instant connections makes Glidden an ongoing

parent company PPG is tied to the success of this Walmart

part of the consumer conversation.

5.50%

Production

$1,000,000 $10,000,000

10% 3,807,262,932

100

BUDGET

RETURN ON ADVERTISING INVESTMENT

All production markups and media commission in the $10

This plan will increase Glidden sales at Walmart from $720

million budget are net. This will cover the $500K agency

million to $952 million based on achieving our awareness

fee, providing a dedicated team of management, planning,

goals. That is an incremental $252 million of revenue, which

creative, media, production, traffic, social media, public

will translate to $93 million of gross profit based on a 37%

relations, and local event coordination to staff the account.

industry paint profit margin. The result is $8.30 of profit

Plus, it provides an additional $1 million that can be either allocated to extend the plan or held as a contingency.

Plans Book 7.indd 20-21

it’s young and

Kick-off Instant Savings Promotion

PRODUCTION

at it, I think

this myself.”

14.9%

EVENT

Total

I get it. I can do

Broadcast TV

Search Engine Marketing

PROMOTION

“When I look

Banner

National Broadcast DIGITAL

“I like the idea.

for every $1 invested in advertising.

program. The Valenti Group is confident that this plan will make Glidden “Glidden Makes the Everyday Instantly Special” creates a new

a $1 billion brand at Walmart.

painting category that Glidden will dominate. We can start the instant you sign this authorization. Transforming the paint center into an Instant Solution Center

Thank you.

makes it easy for consumers to turn inspiration into instant action. Promoting Glidden’s Instant Savings on hundreds of Walmart products will significantly increase awareness and trial.

Glidden Authorization 19

3/13/13 3:35 PM

Here’s what we found...

TEAM

5 Reasons Why Direct Mail is an Effective Marketing Tool. (n.d.). Multi-channel Marketing

Walmart Corporate - Walmart Economic and Customer Insights Report - Q2 2012. (n.d.).

Solutions for Web, Email, Mobile and Social, Landing Pages, Marketing Automation, Email

Walmart Corporate - News & Views. Retrieved January 22, 2013, from http://news.walmart.

Marketing - Digital Wavefront. Retrieved February 22, 2013, from http://www.digitalwavefront.

com/walmart-facts/walmart-economic-customer-insights-report-q2-2012

com/performance-marketing-blog/bid/99045/5-Reasons-Why-Direct-Mail-is-an-EffectiveWal-Mart Company Statistics | Statistic Brain. (n.d.). Statistic Brain | Numbers | Percentages | Financials | Rankings | Statistic Brain. Retrieved February 12, 2013, from http://www. 13 Powerful Social Media Advertising Stats - Salesforce Blog. (n.d.). Salesforce Blog - News

from the people who found it.

Secondary Sources:

Marketing-Tool

statisticbrain.com/wal-mart-company-statistics/

from the industry leader in cloud computing. Retrieved February 26, 2013, from http://blogs. salesforce.com/company/2012/12/13-powerful-social-media-stats-for-your-next-advertising-

Why It Pays to Spoil Employees | Inc.com. (n.d.). Small Business Ideas and Resources for

meeting.html

Entrepreneurs. Retrieved March 2, 2013, from http://www.inc.com/staff-blog/why-it-pays-tospoil-employees.html

35 Statistics That Fuel the Battle Between Pinterest and Google+ . (n.d.). Internet Marketing

Account Directors:

AEFH

Candace Queen

Drumbeat Marketing FKM

Plans Book Art Director: Amanda Nguyen

Resources:

Judy Riojas (Co-Dir.)

aspx#ixzz2McqR3t3W

ad-ology

Karina Neves

100 Million Americans Watch Online Video Per Day, Up 43% Since 2010 -comScore |

Flickr

Lisa Bowes

TechCrunch. (n.d.). TechCrunch. Retrieved February 17, 2013, from http://techcrunch.

Google Images

Ana Karen Tinajero

com/2012/02/09/100-million-american-watch-video/

Nielsen

Latoya Desireé Martin

SRDS Chong, S. (2010, April 14). How Twitter Promoted Tweets Can Benefit Businesses. Tech

Friends of UH Advertising Locke Bryan Lopez-Negrete Communications

Creative Team:

tabid/6307/bid/32362/35-Statistics-That-Fuel-the-Battle-Between-Pinterest-and-Google.

Experian Simmons

AAF Media Classic

Kelcey Kochner

Nicholas Pessarra (Dir.)

Blog | HubSpot. Retrieved February 23, 2013, from http://blog.hubspot.com/blog/