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TRANSCRIPT
East Tennessee State University
Brilliance
com/2012/08/24/how-to-paint-your-walls-with-ombre-effect/
Retrieved from http://thesassypepper.blogspot.com/2012/04/
Staff. (2007, January). Chalkboard paint home helpers. Martha
Whitmer, M. (2012, August). Large colorful dry erase calendar.
blog/2012/10/diy-in-de-standaard-magazine-vitrinekistjes.html
Table of Contents GLY06
1 Secondary Research
2 Primary Research
4 Target Audience
5 Our Big Idea
10 Creative Solutions
18 Media Plan
20 Budget
21 Measurements + Evaluation
9%66%
Walmart holds a low market share for interior andexterior paints due to perceptions in the quality,
45% of paint is purchased by DIYers
More Women shop at walmartThan home depot or lowe’s
$ $
59%$ $
62%
$ $
64%
Professional CareersHome Value $100,000-$500,000
College GraduatesProfessional Careers
Home Value $200,000-$500,000
High School GraduatesBlue Collar
Home value $50,000
Willingness to buy new pr
oduc
ts af
ter talking to friends
77%
College Graduates
Willingness to buy new productafter talking to a professional
of Walmart shoppers are womenof Lowe’s shoppers are men of Home Depot shoppers are men
GLR06Secondary Research
Discover Your Brilliance • 1
Primary research from our national secret shopper survey highlighted the disconnect between the Walmart shopper and their confidence in buying paint in-store. 50% 50%
Yes20%
80%
16%
Was t
he As
sociate KNOWLEDGEABLE?
No61%
N/a9%
30%Yes
Was the associate available?
“ ”FeMale 25-34 Los Angeles, Ca
“It would have been the same had I gone with a friend and discussed my questions with them as opposed to the Walmart employee.”
“ ”I stood in the paint dept. for 10 minutes thinking someone would help me, but no one ever did.
Male 25-34 Colorado SPRINGS, CO
“ ”At least 3 people told me they didn’t know of any low odor paints; not too impressed.
Male 45+ Soddy Daisy, TN
Gave up and left
FeMALE 35-44
“Florence, KY
”She had no idea and even told me to try Home Depot or Lowe’s, they would be able to help.
2 • Discover Your Brilliance
We analyzed over 40,000 words of text from leading DIYer blogs using Leximancer.Three main themes emerged from our word map.
LoveFun
amazing thought
beautiful Lookaw
esom
e
PAINT Crib
furniture
wallColorstri
pes
painting
Sharingcute
looksroomidea
time
projecthome
brushbe
tter
Objective:To raise awareness and consideration for the Glidden Brilliance brand in U.S. Walmart stores targeting four distinct audience segments. Address the need for building trust between the shopper, who has an idea to paint an awesome room, and the Walmart associate who can deliver the project’s paint requirements.
Discover Your Brilliance • 3
Young and RestlessYoung and Restless—single female Millennials are the
living embodiment of discovery. Their youth makes them less experienced and therefore less confident in their painting abilities. Their wallets are tight but their ideas are endless.
Ready RetireesReady Retirees value practicality before pizazz. They have
reservations about buying their paint at Walmart because they aren’t sure if Walmart’s quality and customer service compares to traditional home improvement stores.
Budgets and Baby Bottles Budgets and Baby Bottles are current Walmart paint
shoppers. Walmart’s convenience allows these young families to accomplish big impact projects on a small budget.
The Target Audience
Within Budgets and Baby Bottles, we will also be focusing on family-focused Hispanics who appreciate the one-stop
shopping Walmart offers.
4 • Discover Your Brilliance
GLY06Our Big Idea
Trust is a major factor for DIYers. The biggest disconnect between
consumers and Glidden at Walmart has nothing to do with the brand itself but rather the lack of a trained professional to assist them with their project needs. Since 90% of consumers make unplanned purchases, it’s important for an associate to be ready, trained, and available whenever brilliance strikes.
In order to give our DIYers the expert advice they expect, we are implementing the Glidden Certification Program (GCP). The GCP is a continuous education program utilizing multiple interactive video modules covering basic Glidden knowledge such as VOC information, proper tools and materials, as well as which finishes work best for different surfaces and purposes. Upon completion of the GCP, the Walmart associate will be certified to effectively help and advise shoppers.
From the day we are born, we begin to look for ways to express ourselves. We cry to let our mothers know we are hungry or in pain. We giggle and coo to show affection and display our happiness. As we get older, we start to express our more complex feelings of who we are by the outfits we wear and the types of activities we are involved in. Once we reach adulthood, the way we decorate and present our homes is a major reflection of who we are and what we value. For DIYers their projects are their means of self-expression and inspiration is everywhere, especially within the aisles of Walmart. Come with us to...
Glidden Certification Program
Brilliance
Discover Your Brilliance • 5
Glidden Brilliance DIY Recipe Cards
For DIYers, inspiration can come at any moment, in any aisle at Walmart. To capitalize on this, selected items throughout the store will be paired with the perfect step-by-step Glidden Brilliance DIY Recipe Card; reminding shoppers they can get everything they need, including paint, at their favorite one-stop shop, Walmart.
Associate Led DIY Workshops
Our newly certified paint associates will build trust and drive consideration through word-of-mouth with DIY workshops every other Saturday. These workshops will focus on various DIY techniques and will utilize products that can be found right inside Walmart.
Our Glidden’s Day of Brilliance kick-off event will be at the top ten Walmart locations on Saturday, May 10, 2014. These events will be held in Walmart parking lots and will include a kick-off DIY workshop, live music, food, shopping cart races, giant canvases to be hit with paint balloons, edible crafts for kids, swag, and so much more.
Back of Card
6 • Discover Your Brilliance
Glidden 6-Month Mortgage / Rent Giveaway
When the Great Recession hit in December 2007, over 60% of American households experienced a decline in wealth, leaving many families struggling to pay their mortgage. According to research, the average Walmart shopper took the biggest hit. Although the economy is picking up, most low to middle income families are still concerned about the future.
To generate buzz and encourage consumers to discover Glidden at Walmart, we will launch the Glidden 6-month Mortgage/Rent Giveaway. Fifty winners, ten a month, will walk away with six months of mortgage or rent payments—they will also have the option to gift their winnings to someone else. This will drive consideration by prompting friends to “support” friends entered in the contest by also shopping the brand. This giveaway will create brand stories with “personal moments” that connect the brand with family, home, and love. Shoppers may register to win up to ten times.
Shoppers will register to win on the Discover Your Brilliance website by:
» Entering the code featured on the lid of each gallon can of paint » Giving positive feedback to the local paint associate who assisted them » Posting a picture of their item of inspiration and their finished DIY project along with which color in the Glidden palette they used
If the shopper utilizes each method, they will receive an extra entry. That’s eleven chances to win!
As a pull strategy, our newly certified paint associates will also compete to win six months of mortgage or rent payments. Our incentive program is based on the Walmart associate accumulating gold paint can pins through additional training and positive mentions from shoppers. At the end of our campaign, the top fifty pin earners will win!
Associates will earn pins by: » Completing additional interactive training modules » Receiving a positive review from a Walmart shopper on the Discover Your Brilliance website
Discover Your Brilliance • 7
DiscoverYourBrilliance.com
Our three entry methods
DIY demonstration videos and schedule of future
demonstrations
Link to Glidden website. Glidden’s website will have a
Discover Your Brilliance link as well. Brilliant Bloggers: links to MyColortopia.com
Link to Glidden’s color palette with matching Walmart home decor items
To increase awareness and consideration, all media will drive shoppers to the Discover Your Brilliance website. Once on the website they can post their own entries to the site and to social media. Our website will also push content to various social media channels, tying together all aspects of our campaign. Weekly newsletter option upon registration
8 • Discover Your Brilliance
1,000
DIY Recipe Cards
DiscoverYour Brilliance
Discover Your Brilliance Mobile App
Our app will feature a mobile version of the website as well as a store locator that allows shoppers to order their paint for pick-up in the store. We will also have a matching game based on user submitted inspirations and the coordinating color in the Glidden palette, using social media to connect and play with friends.
Social Media Integration
Not only are we generating and pushing content to these platforms but also building relationships by actively engaging with shoppers and leveraging brand relationships such as Better Homes & Gardens—liking their post and commenting when appropriate. All media will drive consumers to one or more social outlets.
Discover Your Brilliance • 9
Because of Hispanic engagement with magazines, you’ll also find this ad in Spanish.
Creative Solutions GLG05
We reflected our four main audiences in a dynamic campaign that shows them finding inspiration for that DIY project while shopping at Walmart. From avocados to plush toys to automotive, we build awareness that leads our shoppers to the paint department where they will find a certified associate to help them discover their brilliance. Certification is going to drive consideration by building trust. Ultimately, Glidden helps them accomplish their dream project. As an added incentive, Glidden’s 6-month Mortgage/Rent Giveaway will drive consideration, set social media abuzz, and inspire associates to build stronger relationships with all Walmart paint shoppers and the Glidden brand.
Magazine
You got inspired to paint the garage while picking up a few things at Walmart. The *OLGGHQ�FHUWLÀHG�SDLQW�DVVRFLDWH�PL[HG�WKH�SHUIHFW�VKDGH�RI�EOXH�DQG�\RX�ZHUH�RXW�WKH�GRRU��'LVFRYHU�D�EUDQG�WKDW�PHHWV�\RXU�KLJK�VWDQGDUGV�
9LVLW�RXU�ZHEVLWH�DW�ZZZ�'LVFRYHU<RXU%ULOOLDQFH�FRP
Brilliance
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:*%�� �6WHHO%OXH
WGR03 #SweetBabyGirl
While shopping at Walmart you found inspiration for your little girls’ room. 7KH�*OLGGHQ�FHUWLÀHG�SDLQW�DVVRFLDWH�JDYH�\RX�VRPH�SRLQWHUV�DQG�PL[HG�WKH�SHUIHFW�FRORU���'LVFRYHU�FRPIRUWDEO\�SULFHG�RQH�VWRS�VKRSSLQJ�
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Brilliance
Only at#Brilliance
10 • Discover Your Brilliance
Inspiration can be found in every aisle! Add a little help from a Glidden FHUWLÀHG�SDLQW�DVVRFLDWH�DQG�YRLOD³D�SHUIHFW�FRORU�PDWFK�IRU�WKDW�WKULIW� VWRUH�ÀQG��'LVFRYHU�H[SUHVVLRQ�RQ�D�VKRHVWULQJ�EXGJHW�
9LVLW�RXU�ZHEVLWH�DW�ZZZ�'LVFRYHU<RXU%ULOOLDQFH�FRP Only at�%ULOOLDQFH
Special:Avacados
WGG12 #FreshGuacamole
Discover Your Brilliance • 11
Print will appear at transit locations such as bus stops, airports, and subways. These media
speak to everyone - especially our Ready Retirees who are frequently on the go.
In-store posters build awareness and drive consideration for Walmart’s paint section.
Transit / In-Store
12 • Discover Your Brilliance
Driving consideration for the Glidden 6-month Mortgage/Rent Giveaway
This Flash banner ad brings our print ad to life and drives consideration.
» _ » _ » _
Billboard
Banner Ad
Discover Your Brilliance • 13
A young woman is browsing the aisles at Walmart, as an empty, white frame follows her. As she walks, various products catch her attention. She glances at a few with curious interest, and the frame behind her fills in with the color of each product she notices.
The woman walks up to a fruit display, and finds a piece of fruit. The frame behind her changes color one last time.
The colored frame follows the woman to the paint counter, where a Glidden-Certified Walmart associate waits. The Walmart associate hands the woman a gallon of Glidden paint. The frame transfers to the wall in front of the woman and expands out to color the entire
wall. The woman admires the new color of her room, her ideas now fully realized.
Hispanics utilize radio more than any of our other audience segments. Therefore, this will also be in Spanish.
VO: Summer’s here and that means that it’s painting season! Have some ideas to redo a room? Paint some furniture? Come join us at Walmart on New Circle Road this Saturday, May 10th from 12pm–3pm for Glidden’s Day of Brilliance. Learn how to do a DIY project with a demonstration by your certified Walmart paint associates. We’ll have live music by Folk Soul Revival, food, shopping cart races, paint balloons, swag AND find out how you can enter the Glidden 6-Month Mortgage/Rent Giveaway.
30-second Radio
TV Storyboard
VO:
VO: For DIYers, inspiration can come at any moment, in any aisle at Walmart. With Glidden-Certified Walmart associates to help you every step of the way, it’s easier than ever to Discover Your Brilliance.
www. Brilliance.com #Brilliance
Enter to win the Glidden 6-month Mortgage/Rent Giveaway at DiscoverYourBrilliance.com
14 • Discover Your Brilliance
To create buzz and drive consideration, our Gifts of Brilliance page highlights winners of the 6-month Mortgage/Rent Giveaway, especially those who chose to gift their winnings to someone else.
Website
Discover Your Brilliance • 15
Social Media
@GliddenGlidden
#Handyman
Dyed my hair Ombre, decided to do my walls the same style.
Helped my wife out with the shelves.
Repainted my dresser, looks awsome thinking about going back toWalmart to get more colors.
Painted my music studio with Glidden #Brilliance #SteelBlue
Related: #SweetBabyGirl, #FreshGuacamole, #SteelBlue
#Brilliance
48,345
16548,345
Discover Your Brilliance
Walmart and Glidden have now teamed up to help you discover your brilliance.Let us help you find the perfect project with our new DIY workshops and recipe cards.
Discover Your BrillianceDiscover Your Brilliance
DiscoverYourBrilliance.com
201102250
Discover Your BrillianceDiscoverYourBrilliance
16 • Discover Your Brilliance
Public Relations
1-800-925-6278 www.DiscoverYourBrilliance.com
FOR IMMEDIATE RELEASE Contact: Walmart Newsroom
1-800-331-0085
WALMART TO KICK-OFF GLIDDEN MORTGAGE/RENT GIVEAWAY
Walmart announces they will kick-off the Glidden 6-month Mortgage/Rent Giveaway on
May 10, 2014 at the Walmart Supercenter on New Circle Rd. in Lexington, KY
LEXINGTON, KY - April 19, 2013 – Walmart announced that they will be kicking off their 6-month
Mortgage/Rent Giveaway with Glidden’s Day of Brilliance. The free event will take place in the New
Circle Rd. Walmart Supercenter parking lot on May 10th from noon to 3:00 p.m.
“This will be an exciting community event for all our shoppers,” says John Miller, the Walmart
manager at the New Circle Rd. location. “It’s a chance for them to come out and meet our
Glidden-Certified paint associates and have some fun! We’re hoping to get people inspired and
pumped about Glidden paint!”
Glidden’s Day of Brilliance will include their first DIY workshop, led by the Glidden-Certified
paint associates. There will be live music, swag, food from local restaurants, fun games like shopping
cart races and painting canvases with paint balloons. Bring the kids to join in and make some
edible crafts!
The Glidden 6-month Mortgage/Rent Giveaway will run nationally from May through Septem-
ber. Each month, ten winners winner will walk away with six months of mortgage or rent payments.
They will also be given the option to gift their winnings to someone else if they wish. Those who shop
Glidden paint at Walmart can enter the giveaway at www.DiscoverYourBrilliance.com by entering the
code found on the bottom of Glidden Brilliance paint can lids or by reviewing their local associate
who helped them with their paint purchase. They can also enter by sharing their Brilliance, which is
their before-and-after paint project. Shoppers may register to win up to ten times. If a shopper utilizes
all three entry methods, they will receive an extra entry. That’s eleven chances to win!
For more information, visit www.DiscoverYourBrilliance.com or check out the
Discover Your Brilliance Facebook page.
# # #
Discover Your Brilliance • 17
Media Plan : SoLoMo GLB02
Social: Branded content that naturally integrates into our social feeds offers value and entertainment relevant to our audience, which they are more willing to share. We know this because 69% of online adults use a social networking site and of those adults 41% check-in multiple times throughout the day. With 71% of women maintaining at least one social networking site the potential impact is impossible to ignore.
Local: Localization is the key to personalization and engagement. Specifically identifying ten cities with the highest concentration of our target audience for Glidden’s Day of Brilliance will optimize the amount of initial social buzz our campaign receives. With 66% of shoppers willing to make a purchase after speaking with a professional, we will strategically target 2,750 Walmarts for our Glidden Certification Program, DIY workshops, and in-store advertising by geographic regions. All of our local efforts will be amplified socially through the distribution of branded content such as DIY workshop videos, DIY Recipe Cards and Gifts of Brilliance winner profiles in order to optimize our awareness and consideration objectives.
Mobile: Social media spiked 37% year-over-year in 2012. This increase was driven by a near doubling of consumption on mobile apps; therefore our Discover Your Brilliance app will afford us the opportunity to reach our target audience with branded content where they are—on the go.
Involvement/Loyalty/Advocacy: » Triple the average time spent with the Glidden Brilliance brand during the course of our campaign » Double brand affinity from May 2014 through September 2014 » Deliver 20% target opt-in for sharing and posting DIY projects and associate reviews on social media/DiscoverYourBrilliance.com
Reach & Frequency: » Reach 85% of our target audience an average of 5 times per month » Increase social traffic by 200% the week following Glidden’s Day of Brilliance » Achieve national PR/social buzz for our giveaway
Active Consideration and Conversion: » 70% increase in sales among our target audience » Triple volume of sales leads from May 2014
through September 2014 » Achieve 85% audience capacity at all DIY workshops (capacity will vary by city) » Register one million unique visitors for Discover Your Brilliance website from May 2014 through September 2014
Media Objectives
18 • Discover Your Brilliance
75% of adult Hispanics read magazines with 69% agreeing that magazine advertising gives
them “a good idea of what to buy.”
TV remains an easy way to engage Baby Boomers with the average prime time
viewer being 51 years of age. 55% of Baby Boomers watch cooking shows
very often or occasionally.
55% of Millennials say that TV encouraged them to look online.
By 2015 90% of Millennials are expected to consume videos online.
63% of Pinterest users are over the age of 35 and women represent 79% of all users.
®
AdWords
Other Media Considerations » Language specific tactical media buys to address
our Hispanic audience » Event/promotion opportunities have been coordinated for key designated market areas to enhance consumer touchpoints/local buzz » Consumer/associate relationships are strengthened by connecting consumers with associate led DIY workshops. The Glidden-Certified associate becomes an ambassador for our campaign
Discover Your Brilliance • 19Discover Your Brilliance • 19
Media Budget
868.5
400 150 150 150 150
290 290 290 1,738.5
$9,950,000Grand Total:
3,221.5690550
650375100
1,000
1,50075
5050
15 15 15 15 15300 300 300 300 300
572.3 572.3 572.3 572.3 572.3138 138 138 138 138110 110 110 110 110
65 65 65 65 390
100
55 55 55 55 55
Cable
OOH
Radio
Ad Networks
Website/Social/App
DIY Recipe Cards
Giveaway
DIY Workshops
Day of Brilliance
Paid
Events/Giveaway
Digital/Owned 44%45%
11%
10% of the budget has been allocated for production andevaluation which is embedded in the total media cost.
Cost/000($)
20 • Discover Your Brilliance
Measurements + Evaluation GLV04
Return on investment (ROI) will be measured by analyzing data from all digital platforms as well as events and in-store.
KPI Monitor/Optimizing Schedule » Benchmark applicable KPIs two months prior to launch of campaign » Monitor weekly progress across objectives » Optimize and react positively to all feedback on social media ensuring that Glidden Brilliance maintains a positive relationship with its customers
Evaluations will be based on the following key performance indicators (KPI)
Awareness Goal KPIs: » Post-buy media analyses using audience data » Brand awareness (aided vs unaided) measured digitally and onsite » Ad awareness (aided vs unaided) measured digitally and on-site
» Unique site visits » Social Media adds (e.g. Facebook likes, Twitter followers, etc.) » News coverage and press release usage tracking and AVEs (advertising value equivalents)
Involvement/Loyalty/Advocacy KPIs: » Time spent with brand (calculate using multiple sources) » » Brand perception (pre/post measures at events and online) » User generated content creations (e.g. Share Your Brilliance on Pinterest) » Social media share analytics » Social media mentions
Active Consideration and Conversion KPIs: » Sales of Glidden Brilliance paint » Event Attendance » DiscoverYourBrilliance.com page views
Website/Giveaway/Events
Email Newsletter
Banner Ads
Press Release
Public Appearances
TV Commercial
Billboard
Paint Chips
In-Store Network Transportation AdsMagazine Ads
Radio
EarnedPAID Owned
Altonen, Timothy
Baker, Chris
Carter, Katelyn
Coelho, Mouzer
Crum, Matt
Fernando, Michael
Fillers, Stephen
Garren, Katelyn
Hammond, Jenny
Howard, Rebecca
Li, Meng
Lowe, Chelsea
Lv, Peng
McCurdy, Hali
Putney, Tripp
Stacy, Matthew
Vernon, Rachael
Wilson, Mitchell
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�
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