My Mix. Make Yours With Glidden. South Dakota State University
We live in the era of multi-tasking. We are constantly checking email, tweeting friends, and pinning our interests. Opening a New Tab allows us to uncover what we’ve been searching for or to discover something unexpected and exciting. A New Tab is a fresh start, a clean slate, and a different perspective. Our vision creates innovation, and our ideas spark interest. New Tab Marketing is a creative group consisting of hard-working individuals focused on targeted, strategic goals. Located in the heart of the Midwest, we take inspiration from our unique surroundings and provide result-oriented communication through advertising, promotions, public relations, and interactive media. New Tab Marketing. Open and Discover.
Creative MacKenzie Clayton Molly Erdmann Morgan Hauck Justin Larson Abby Settje Jake Windish In-Store Activation Cody Aman Emily Murtha Abby Viereck
New Media Angie Berry Matt DeBoer Ashley Eining Karissa Kuhle Tiffany Mennis
Promotions Caitlyn DeWitte Cole Erwin Kary Huls Erin Koens Becky Maher
Paid Media Betsy Jibben Beau McGregor Jenna Pierce Amelia Thompson
Employee Training Lizzy Cranny Barry Davis Cody King Dan Roberts Advisor Roxanne Lucchesi
Thanks to the research contributed by the following people: David Knudtson Didem Koroglu
Mary De Langhe Angela Neumiller
Zachary Reynolds Nick Wendell
The Challenge
Table of Contents
New Tab Marketing was challenged to create an integrated, multi-platform marketing effort focused on building awareness and consideration for the Glidden Brilliance Collection offered in U.S. Walmart stores. New Tab Marketing rose to the challenge and developed a research-focused strategy.
The Challenge Insights Target Audience/SWOT Positioning Showcase Inspire Create Active Share Engage Giving Back Delivery Why This Works Evaluate Sources
Executive Summary
Objectives
Glidden Brilliance Collection must overcome the challenges of low awareness, low consideration, and negative quality perceptions of paint offered in Walmart stores. Inconsistencies in Walmart’s associate product knowledge and customer service have reaffirmed consumers’ beliefs of the paint.
Increase awareness for Glidden paint offered at Walmart from 66% to 86% in six months
New Tab Marketing suggests an aggressive in-store, shopper-marketing campaign, supported by promotional, traditional, digital, and social media elements. We recommend embracing the Walmart relationship and aligning Glidden Brilliance Collection with customers’ motivation to shop the retailer — everyday low prices and one-stop shopping, with most stores open 24 hours a day.26 Creative messaging and media work together to lift negative quality perceptions of paint offered at Walmart.
Increase consideration for Glidden paint offered in Walmart stores from 23% to 30%.
Focusing on current Walmart shoppers will provide a greater return on investment and create opportunities for Glidden to engage with consumers most likely to use Glidden Brilliance Collection products.
Shift perception from “cheap paint” to quality paint offered at an affordable price
Build trust in Glidden Brilliance Collection through advertising, in-store experience and service Increase sales of Glidden Brilliance Collection in Walmart stores
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1 2 4 5 6 8 9 10 12 13 14 16 18 19 20
What We Did
28 27 7 4 3
DIY Paint Projects Book Reports
Insights Consumer Interviews In-depth interviews were conducted to uncover feelings associated with DIY projects, factors that influence purchasing decisions, and where DIYers are currently buying paint. Insight Consumers buy their paint and supplies for projects from the same retailer.13 Implication Glidden has more opportunities to boost consideration with Gen Why, How, Now and Frugal Families because they complete smaller projects more often.13
Research Plans
“I do [buy DIY supplies] if I need a lamp, a picture frame, or a minor furnishing [at Walmart] because it’s here and convenient.”
Concept Tests
A social media activity study was implemented to understand consumer perceptions of Glidden brand paint. The study also identified which platforms consumers use for particular functions.
Statistical Analyses Secondary Research
Online Evaluation
Insight Consumers buy Glidden because it is affordable and convenient. Glidden’s digital presence is broad but doesn’t align with how consumers wish to engage with brands online.23 Implication Glidden needs to focus social media engagement to top platforms used by target audiences. It is important to create content specific to how consumers use each platform.23
2
Retailer Interviews
In-store Observations
In-depth interviews were conducted to identify strengths and weakness of paint retail competitors.
In store observation of Walmart and other paint retailers made obvious which brands were effectively promoting paint.
Insight Location, superior product quality, employee knowledge, and customer loyalty give competitors an edge.4 Implication Glidden is challenged to find creative, in-store solutions to remind consumers of its availability and location. Glidden will have to create unique ‘touch points’ with consumers to overcome the barriers of associate product knowledge and service.4
DIY Focus Groups A focus group was conducted to identify why people perform DIY projects, buy certain paint brands, and uncover their thoughts on Walmart as a paint retailer.
Insight Glidden displays at Walmart are lackluster when compared to the displays of competitor brands at home-improvement and specialty paint stores. Implication Glidden needs to embrace in-store innovations within Walmart stores to increase consideration and better connect with consumers.
Insight The target audience primarily completes smaller scale projects and looks to save money without sacrificing quality.10 Implication Glidden paint at Walmart should be targeted toward smaller home/DIY projects.10
DIY Survey An online survey uncovered attitudes of both DIYers and bloggers. It focused on their DIY projects and how they chose paint. Insight Current Walmart paint customers are satisfied with paint quality and performance but desire better customer service.18 Implication Glidden needs to address that people like assistance when it comes to buying paint and that is something Walmart does not provide consistently.18
3
Glidden displays in Walmart are plain and unappealing. Shoppers could easily pass this section without notice.14 — Frugal Family Female
SWOT Analysis
Target Audience Focus Gen Why, How, Now
Strengths
Affordable price point Most widely distributed paint brand Brand resonates with DIYers
“[DIYers are] Thrifty, inexpensive, unique, vintage, colorful, creative, resourceful, and fresh.”13
Generation Why, How, Now are between the ages of 21 to 30. Most are recent college graduates or starting entry-level positions. They enjoy doing frequent small DIY projects to furnish their first homes or the apartments they rent—making the space their own.
Weaknesses
Consumers lack experience with the brand Low social media engagement Low confidence in the brand Glidden innovations lack novelty
The Frugal Family
Opportunities
“[DIYers are] Copycats, learn as-they-go, and creative.”13
E-commerce Shopper marketing Digital engagement Distribution in 3,158 Walmart stores 100 million weekly US Walmart shoppers
Frugal Families are between the ages of 32 and 47. They are established in their careers, but still budget conscious. They are willing to switch brands to save money. They enjoy doing some DIY projects for fun, but most focus on maintenance and things that ‘have’ to be done.
Threats
Walmart lacks recognition as a paint retailer Customer loyalty to independent retailers Negative perception of buying paint at Walmart Limited control over Walmart retail associates Direct competition for “value position”
Baby Bloomers “[DIYers are] Cheap, persistent, functional, and practical.”13
Baby Bloomers are between the ages of 50 and 65. The majority are homeowners and nearing retirement. Bloomers do few DIY projects and hire out larger renovations. They are very practical and budget conscious with projects they take on themselves.
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Campaign Strategy Challenges 1
Barrier
Solution Media mix using both broad and selective mediums
Awareness
Use media elements to elevate perception and build trust
Perception of paint offered at Walmart
2
In-store activation elements such as pallet displays, Walmart media, and shelf interrupters
Consideration
3
Sales
Positioning Statement
Associate product knowledge
Interactive digital display and employee training
Customer service
My Mix self-serve station
Glidden Brilliance Collection transforms bold ideas into finished projects with individual style. Glidden offers affordable paint solutions for every size project and skill level.
5
Showcase
How we do
Advertisements include cues to generate product familiarity with Glidden Brilliance Collection at Walmart. My Mix messaging creates buy-in and challenges consumers to make their mix.
Pink Ballet Slipper Learn more about the Glidden Brilliance Collection.
Theme Targeting Walmart segments based on their different life stages and inspiring them to explore their individuality with Glidden Brilliance Collection
Call to Action Drive consumers to learn more about Glidden Brilliance Collection through in-store and online Walmart elements
My Mix. Make Yours With Glidden
Advertisements include cues to generate product familiarity with Glidden Brilliance Collection
Tone Friendly Modern Personable Real
How I do
Pebble White
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In two hours, I transformed my old lawn chair into a masterpiece. The Glidden Brilliance Collection, available at Walmart, offers me convenience and affordability combined with time-tested quality.
6
Pin kB alle tS lipp er
Available at
Creative Elements Uniform appearance throughout Makes consumers recognize all creative in an instant
Deep Amethyst
Headline
Project
Demonstrate ways the paint can be used
People
Establish trust with consumers
Slogan
Challenge consumers to share their projects
Paint Can
Paint Chip
Reinforce the featured color choice
This can of paint is PRE-MIXED
“FRESH PINEAPPLE” Not your color?
7
French Country Blue
Make Your Mix
Showcases individuality of consumers and fun Glidden paint names
Reinforce and remind consumers that Glidden is a paint company
Blue Cloud
Make ‘Your Mix’ at the My Mix Station in the paint department
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MS: Father is recording daughter at ballet recital. Her pink ballet outfit stands out on stage.
Mother hands plate of pineapple to son. Young son throws pineapple onto table.
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MS: Father and daughter return home from recital. Daughter has ballet slippers slung over shoulder.
XCU: Mother cleans pineapple off table. Inspired by pineapple, she paints table with Gliddenâ&#x20AC;&#x2122;s Fresh Pineapple color.
CU: Paint drips off brush that is pulled from Glidden can. Narrator says, â&#x20AC;&#x153;My Mix. Make Yours With Glidden Brilliance Collection.â&#x20AC;?
Father joins daughter in her room that is painted Ballet Slipper Pink.
Magazines offer inspiration and motivation for DIY projects. By advertising within select magazines, Glidden has the opportunity to reach current Walmart shoppers, those in the market for redecorating, and those searching for DIY projects and inspiration. Print placement can be extended through online editions and social media.
â&#x20AC;&#x153;This is how we do Pink Ballet Slipper,â&#x20AC;? father says with his daughter in her bedroom.
â&#x20AC;&#x153;This is how I do Fresh Pineapple,â&#x20AC;? mother says at the newly painted table, feeding her son.
â&#x20AC;&#x153;Glidden is my mix,â&#x20AC;? says mother. â&#x20AC;&#x153;Our mix,â&#x20AC;? says father. â&#x20AC;&#x153;My mix,â&#x20AC;? says narrator. â&#x20AC;&#x153;Make Yours With Glidden.â&#x20AC;?
15-Second Pre Roll The commercial will be shown on Hulu. The ad assists Glidden in reaching its Gen Why, How, Now target segment, who frequently stream videos.
8
Create Digital Advertising
WM6 Brand Store “E-commerce spending reached $289.1 billion in 2012 — an increase of 13 percent from 2011.”22
Forrester Research anticipates that the online advertising market will reach $28 billion by 2017, with 17% annual average growth over the next five years. Online display advertising is growing because it’s working. It offers a unique combination of reach and targeting. 19
New Tab Marketing will integrate a “WM6 brand store” on Walmart’s website. Site-to-store pickup options will be made available. Seasonal promotions on storefront mirroring My Mix campaign Second page segmented by popular projects featuring customized how-to videos, paint products, accessories, coupon codes, social media activity, and product reviews Targeted e-newsletters sent to Walmart’s email drive traffic to the WM6 brand store. Convert consumer awareness and consideration into sales
How I do
Red Geranium Learn more about the Glidden Brilliance Collection.
My Mix. Make Yours With Glidden Re dG era niu m
Available at
Strategy Online display advertisements on selected websites will bring Glidden’s message to DIYers and keep them actively engaged. These display advertisements are scheduled to build awareness and bring consumers into consideration for Glidden’s brand. The online display advertisements will direct the viewer to the WM6 store and the viewer will automatically be connected to the online Glidden page.
9
Activate
Interactive Digital Display “Sometimes I have to wait forever for the paint clerk.”18
Walmart Media
By creating an interactive touchscreen display, Glidden overcomes product knowledge barriers by speaking directly to consumers.
Entrance TV Potentially seen by 100 million Walmart shoppers weekly Will bring awareness to Glidden Brilliance Collection paint and DIY department location
Houses product information, apps, and promotional ads Provides brand exlusive advertising
Product TV Integrated into end aisle locations near home décor, lawn and garden, and craft departments
Allows direct access to social media and product reviews Encourages instant customer feedback
Increases consideration of Glidden Brilliance Collection at the point of purchase Checkout TV Reminds consumers of Glidden Brilliance Collection offered at Walmart stores by emphasizing the convenience of shopping Walmart for DIY projects
Retail Refresh Small changes can elevate the presence of Glidden in Walmart. Our recommendations are flexible and can be implemented over time. Refresh items would include digital interactive displays, paint swatches, product relocation to end aisle, and My Mix self-serve stations. Glidden could consider updating signage or leasing space in Walmart.
Network displays for easy updating by Glidden
With engagement at the point of purchase, Glidden can shorten the product purchasing cycle, providing more opportunites for consumers to purchase the product. Initially, we recommend rolling this out in the top fifty Walmart Superstores.
Promotions A series of coupons distributed though in-store, online, and direct mail will be implemented throughout the peak painting season. Coupons will drive consideration and trial.
Getting Started
Inspiration
Twitter and Facebook will be used to promote discounts to targeted segments during each of the three promotional periods. Direct mail coupons will be sent to Frugal Families and Baby Bloomers at the beginning and near the end of the paint season.
i Promotions
10
Tips & Tricks
Demo Videos
About Glidden
Cross Selling
My Mix Station
“I was already at Walmart to purchase home decor and liked that I could get some matching paint.”18
“Sixty-four percent of shoppers believe self checkout options provide better customer service”22
Shelf interrupters display coordinating swatches that will be updated to reflect home décor trends “How I Do” message activates shoppers to investigate Glidden paint Activation at the point-of-purchase aligns Glidden with Walmart’s convenience factor
To overcome inconsistent customer service in Walmart, we recommend that Glidden invests in the research and development of a self-serve paint-mixing station. Touchscreen with self-guided instructions Help button and payment option on station Bar codes added to existing paint swatches to eliminate errors in digital color selection Create promotions to encourage usage Digital discounts offered and redeemed directly on station display 24 hour access
This can of paint is PRE-MIXED
“FRESH PINEAPPLE”
Self-serve choices have been successfully implemented in other areas of Walmart including Redbox rentals, photo printing kiosks, and self-checkouts.
Not your color?
Make ‘Your Mix’ at the My Mix Station in the paint department
Pallet Displays “Fifty percent of shoppers recall endcap and free standing displays most frequently.”2
Offer grab-and-go gallons of popular and seasonal color options
Glidden Brilliance Collection
My Mix Station
Deep Amethyst
Blue Cloud
French Country Blue
ple
eap
sh
Pin
Fre
Make Your Mix
Scan Your
Color
Swipe Your
Mix Paint
Card
Get Inspired
Help
Place near home décor, lawn and garden, and craft areas
Fre sh
Refresh to reflect different seasonal promotional periods Promote sales coupon attached to can
11
Pin eap ple
Employee Training
Share
The Problem People who shop at Walmart for paint lack experience. Potential consumers are not considering Glidden Brilliance Collection because they believe Walmart associates do not have adequate paint knowledge.
The Solution To overcome this barrier, Glidden will make a series of web-based, educational videos available to associates. The videos will cover basic product information including features and benefits, paint calculation, tools needed, and brand history. Employees will have the opportunity to watch each video and complete a short series of questions afterward. Once associates have completed the series, they will be considered “Glidden Certified.” Glidden Certification will be recognized by a “Glidden Certified” pin and announcement in the MyWalmart magazine.
“[Pinterest is] ... the perfect promotional “Seventy-nine percent of U.S. users are more platform for the home improvement industry.”25 likely to recommend brands they follow.”6
Boards promote DIY and room projects. Pinned projects drive traffic to the WM6 brand store. Consumers can repin “How I Do” photos, which link to blogger websites featuring Glidden advertisements.
Sponsored brand tweets target new and existing audiences. Tweets inspire with tips, tricks and images of completed projects, and link to My Mix Room Refresh Sweepstakes on the WM6 brand store.
“Eighty percent of users prefer to connect with brands on Facebook.”11
A ‘like’ campaign offers discounts to individuals who ‘like’ the Glidden Brilliance Collection Facebook page. Seasonal sponsored stories on Walmart’s Facebook page link to the WM6 brand store. Posts drive traffic to My Mix Room Refresh Sweepstakes on the WM6 brand store.
Why Not Mobile?
12
YouTube “Over 3 billion hours of video are watched each month on YouTube.”37
Utlize existing Glidden YouTube channel Overlay ads drive traffic to the WM6 brand store. Feature how-to videos on the WM6 brand store.
Walmart does not accept mobile coupons ... yet. Therefore, New Tab Marketing focused on in-store activation, innovations, online buying options, and offers delivered through social media.
Engage Earned Media Blogger Challenge “Fifty-five percent of bloggers share DIY projects on their personal blogs.”25
DIYers love to share their projects with others online. Glidden will invite fifty bloggers to compete in a $200 room remodel. Send invites to DIY bloggers that outline the challenge, rules, and how to participate.
1
Bloggers use a specific landing page on the WM6 brand store to create their mix by choosing paint, home décor, and accents.
2
Bloggers will share their “How I Do” photos and project descriptions on personal blogs where followers can select
3
to ‘like,’ pin or share on social media platforms.
1
Glidden will sponsor both tweets and Facebook stories of fan favorites. Glidden will advertise on participants’ websites.
Seasonality
By utilizing bloggers and social media, Glidden will build trust and increase consideration.
Glidden will launch the My Mix campaign during the prime painting season. Promotions will focus on three periods — Memorial Day, Fourth of July, and the Back to School season. In-store media and activation elements will coordinate Keep content fresh with updates to the WM6 brand store Creative messaging coincides with consumers’ DIY projects Feature seasonal color palettes (Back to School shown below)
2
Pallet displays offer pre-mixed, seasonal color choices
3
Very Berry
Glistening Moonlight
Caribbean Sea
Back to School
13
Giving Back The Color Run is the world’s largest and fastest growing 5K on the planet. The unique, non-competitive race includes paint stations where participants get blasted with colored powder as they run by. The Color Run Sponsorship aligns Glidden with a fresh, fun, and inspiring event on an affordable budget. Since The Color Run is in its infancy, our competitors have not yet exploited the idea. New Tab Marketing suggests partnering with Walmart to provide event volunteers and pledge corporate teams. Particpation in the events will incorporate into Walmart’s employee wellness program. Event signage and t-shirts will reflect commitment.
“The Color Run strives to encourage healthiness, happiness, individuality, and giving back to the community.”32
WM6 Link to The Color Run event registration
Feature the My Mix Room Refresh Sweepstakes
Cover photo promotes The Color Run
Stream live Twitter feed during The Color Run races
YouTube
Sponsored stories encourage participation and registration
Post pictures and updates of events using #RunWithGlidden
‘Social Events’ board displays pins of The Color Run photos
Images of the My Mix Room Refresh Sweepstakes winners show their personal mix
Sponsored tweets spread the word about sponsored events and My Mix Sweepstakes
Pins lead to the My Mix Room Refresh Sweepstakes page on the WM6 brand store
Ad overlays on Glidden’s videos drive consumers to register for the My Mix Room Refresh Sweepstakes on the WM6 brand store
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Having Fun
Engagement at Events
My Mix Room Refresh Sweepstakes
During the Color Festival, which is the celebration that occurs after the race, an inflatable paint can equipped with color canons will shoot out blasts of “paint” every ten minutes. Before each color blast, the DJ will start the Glidden Brilliance Collection color blast countdown. A photographer will be taking photos and uploading them to Facebook. Glidden sponsors will encourage tagging and sharing to create a viral social media movement.
“Sweepstakes encourage people to talk about a company, spreading the word about their products and services.”16 The My Mix Room Refresh Sweepstakes coincides with the Glidden Brilliance Collection Color Run Sponsorship. One grand prize winner will be selected at each sponsored race, receiving a $5,000 Walmart gift card. Purchases with gift cards are limited to Glidden Brilliance Collection and home décor products, will be given away. Registration is accessible through the WM6 brand store or at the websites of the sponsored race events. Social media will promote the sweepstakes.
This guerilla marketing tactic engages the target in a fun, memorable way.
Facebook timeline photos will further promote the campaign and encourage race participation
Signage will be displayed throughout the race.
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Delivery Television
Hulu and YouTube
Magazine
Consumer impact increases by more than 50% when advertisements are placed on television and online.15
Advertisers saw a 22% increase in ad recall and a 28% increase in intent to purchase on Hulu.27
Strategy The television schedule combines traditional and digital video to broaden reach and impact recall of the messages. A series of three-week flights are scheduled on Home & Garden TV, DIY Network, and TLC to generate awareness and interest during key high-traffic periods. These include Memorial Day, Fourth of July, and Back to School. This schedule will reach 32% of the defined target audience with an average frequency of two.
Strategy Strategy Glidden will advertise the 15-second Glidden will reach current Walmart commercial on the same channels as shoppers interested in redecorating and cable, as well as other DIY shows, videos, DIY projects in the selected magazines. and targeted YouTube keywords. The These magazines have both print and ad will direct the consumer to the WM6 online editions, earned media, and online landing page. Once the consumers view promotions. The online editions will feature the YouTube ad, we will use remarketing DIY project for readers to pin, like, or tweet. to increase impact by reengaging viewers This will enhance Glidden’s awareness and with follow-up ads across the Google consideration. The defined magazines will Display Network. Through digital video ads, reach 30% of their target audience, with an Glidden will reach 10,000,000 impressions. average frequency of two.
Media Budgets The following two charts display the final costs for the Glidden Brilliance Collection’s media plan.
Paid Media
Earned Media
May TRADITIONAL Television TLC DIY HGTV Preroll Hulu YouTube Magazine Media Woman's Day Better Homes & Gardens Country Living First For Women Direct Mail Coupons
June
DIY consumers refer to magazines multiple times – even saving them, giving advertisers the opportunity for added exposures.21
July
August
September
Total Spent $1,000,000
$250,000
$1,656,660
$1,817,200
16
SEM
Recent studies show that 60% of all conversions from online ads occur within the first half hour after a click.3 Strategy SEM advertisements will directly connect our audience to the WM6 store. Advertisements will be placed on Google and Yahoo display networks. Popular keywords will be used to reach our target audience and raise awareness of Glidden. We are using a CPM method of $4 with 7,500,000 impressions. Google and Yahoo side-bar advertisements will run for $24,000 per month. Placement will be contextual and managed. ONLINE SEM Yahoo! Google Display Ads Blogs MagazineTV websites Walmart Promotion Microsite Digital Newsletter Facebook Ads
May
June
Walmart
The Walmart website produces more than 812 million views through social media sites and produces more than 97.2 million monthly visits.35 Strategy Our audience will be reached through mediums including the Glidden WM6 page that runs during a six-month period. This site will continue to be updated as long as consumers show interest. Digital newsletters are sent out to the Walmart database in May, June, and August, parallel with promotions. We will partner with the digital newsletter for a themed email in May to help increase awareness of Glidden Brilliance at Walmart. July
August
September
Social Media
Facebook and Twitter have over 500 million users, and 125 million users are active daily.33 Strategy Online advertisements will be displayed on both Facebook and Twitter, the two most popular social media networks today. Behavioral targeting will be used in conjunction with targeting based on geography and demographics. Glidden will pay for advertisements on a cost per thousand basis to reach key target audience segments. By doing so, Facebook will guarantee the impressions to generate increased awareness.
Total Spent $305,000
Employee Training
$60,000
Media
Promotions
$5,815,860
$2,281,000
$350,000
$430,000
$7,000
Total
$10,000,000 In-Store
$1,174,950 Production
$688,190
17
Why This Works
1
“Each ad clearly shows how paint is customized to different styles, personalized to individuals.”18
What I Loved “I just can’t get over how well Glidden meshes with the ColorRun promotion. It just feels like they were made for each other.” — Justin L. “I really enjoyed brainstorming innovation ideas for Glidden. They have so much potential to engage in-store.” — Emily M. “My favorite part of working on the Glidden campaign was seeing everything come together. After a semester of research and months of hard work, it’s exciting to see how everything is integrated together.” — Jenna P. “I loved seeing the expression on friends’ and family’s faces when I told them about Glidden, and I even inspired them to use the brand.” — Amelia T.
Color is the most important factor to consumers when purchasing paint. Next, they focus on price and retail convenience. My Mix Glidden Brilliance Collection Campaign combines these needs while showcasing completed projects with individual style.
2
New Tab Marketing has integrated advertising, digital media, in-store activation, innovations, and promotions to activate consumers. The My Mix campaign gives Glidden the modern, easy, fresh image it wants.
3
“I thought it was really inspiring to learn how attached DIYers become to their projects and how much a paint color can truly inspire individuals to make their world brighter and more exciting.” — Abby S.
18
Evaluate
1
Awareness, consideration, perception, and in-store experience will be evaluated through pre and post campaign surveys. Campaign assessment will focus on knowledge, attitudes, perceptions, and intentions.
2
Social media activity will be monitored in real time and can be measured through simple metrics such as impressions, sales conversion, and likelihood to recommend. Media schedules will be monitored and evaluated post-flight.
3
Glidden will track and compare in-store and site-to-store sales before and after the My mix Glidden Brilliance Collection campaign.
Online Surveys Surveys will be sent to 3,500 randomly selected Walmart customers. One thousand completed surveys are expected during each measurement period. Each participant will be entered in a drawing for Walmart gift cards.
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What I Loved “My favorite part was learning how to develop a cohesive campaign through integrated creative elements.” — Jake W. “I loved learning about the Glidden brand. I didn’t even know what Glidden was going into this. Now I’m hooked!” — Morgan H. “Being able to work for a company as large as Glidden has made me realize how passionate I am about the advertising industry.” — Tiffany M. “Seeing the entire campaign finally come together was so rewarding. Our countless hours of hard work and dedication to the Glidden brand have formed a campaign that I am proud to say I was a part of.” — Cody K.
One Last Thought
Craft Paint Samples “Glidden paint test samples are great for school projects and can be purchased at Walmart.”18
Opportunity exists for Glidden to enter a new product category and build brand relations with a passionate DIY audience. Repackage sample paint as craft paint Introduce craft paint on POP displays in Walmart craft departments
Craft paint fulfills a recognized need, reaches new audiences, and positions Glidden as a premium option.
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18. Irwin, Cole, David Knudtson, Erin Koens and Morgan Hauck. Online Survey with DIYers. December
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Photo Credits Tall Woman Happy Portrait Fashion Comaniciu Dan Dumitru 3373976
Two Red Adirondack Chairs Robert Keenan 2566717
Toilet Room Krsmanouic 4521461
Pink Girls Bedroom Pablo Scrapinachis Armstrong 3086487
Happy African American Father Holding Baby Girl Flashon 4792661
Wooden Deck Chair Under the Tree David Gn 2760819
Happy Smiling Mature Blonde Man Corolanty 4803546