Ilana Marshall
Joanna Salwa
Zachary Feinerman
Katherine Vorobyova
Nicholas Smart
I. Agency Info
a. Agency name
Optimum Advertising
b. Agency philosophy / beliefs
At Optimum Advertising, your business becomes our business. In a good way. Our small little
shop allows us to prioritize your hopes and dreams in not-so-small proportions. Our mission is
to communicate the pride that you have in your business and, ultimately, connect you to the
people through memorable and successful advertising. While staying true to the traditional
means of advertising, we have also implemented innovative, digital strategies to help
businesses like yours thrive. This strategic balance has guaranteed us client success time and
time again.
Unlike other agencies, we see you for who you are. And that is NOT one of 400 other brands.
You will NOT be speaking with one of our 100 representatives and you will NOT be one of 50
that we have to “get back to”. We guarantee that you will not get lost within our agency, literally
and figuratively speaking. You will be made key priority and all of your advertising and
marketing needs will be satisfied in a prompt and efficient manner.
c. Why you are perfect for the business? What will you bring that no other agency can?
We are perfect for the business in that we are a creative agency fit for your creative brand. We
are eager to hear your ideas and will be more than happy to offer you some of our own. Our
commitment to you is unbeatable. As an agency we treat our clients as direct cohorts, and work
with you using our measurable interpersonal skills.
II.
a.
Market and Client Brand/Product landscape
Business Category information
All brands contributing to the paint industry must stay aware of the recent housing market crash
and overall economic downturn. Fortunately, patterns are showing signs of stabilization. This
could indicate a growth in paint purchases. Glidden has the opportunity to appeal to consumers
by keeping in mind the “family on budget”. Creative advertising and promotional strategies
could be used to relay the message that Glidden is a trusted, reliable brand that is priced to
meet the needs of consumers who are trying to save money.
b.
Client
i. Current Advertising/Marketing Communications
Today, Glidden is advertised (and sold) with the idea that painting is easy. It’s now portrayed as
colorful and encouraging, promoting confidence through the most recent “Everyone Can Paint”
campaign. This is a huge step forward from Glidden’s old advertising that, for example, in one
commercial featured a typical woman painting her house while smiling for no reason. Glidden
has also recently broadened to include interactive and social media advertising. In one such
effort, Glidden invited painters to upload a photo of themselves to the brand’s home page for the
chance to be one of 50 painters whose photo was featured on the Times Square Jumbotron last
year.
According to PR Newswire, “the ‘Everyone Can Paint’ campaign (developed by DDB New York
and its European partner ETCETERA) celebrates the reluctant or unexpected painter by
demonstrating that with Glidden, anyone can paint and love the results.”
(http://www.prnewswire.com/news-releases/glidden-paints-launches-new-integrated-adcampaign-121955288.html)
These “reluctant” or “unexpected” painters have been featured in, often humorous and feel-good
commercials, as: nuns, cowboys, children, etc.
The Glidden products that communication should be focused on include:
Glidden EZ Track Ceiling Paint (goes on pink, dries on white)
Glidden Trim & Door Paint
All Glidden 2 IN 1 and 3 IN 1 Paint Products
Glidden Team Colors (during various athletic seasons)
c.
Current Brand Positioning.
Glidden’s current message states that painting doesn’t have to be left only to the professionals.
It can be fun and easy for everyone. Glidden provides all of the necessary tools, tips, and tricks
for anyone to be able to pick up a paintbrush and “get going”. This message has, thus far, been
successful amongst consumers. Glidden will soon need a new message or new advertising to
uphold its status.
d.
Current Brand Equity /Product SWOT.
The “Everyone Can Paint” campaign, while encouraging, may seem too much like grasping at
ANYONE to buy the brand. This campaign makes it difficult to target a demographic, as
everyone is the target demographic. This also makes the possibility of reaching everyone
through advertising very challenging and costly.
Another communication problem is that consumers may find it difficult to differentiate Glidden
from other DIY brands such as Valspar and Olympic.
Glidden is unique.
It has followed people through their painting journeys since 1875 and remains one of the top
brands in the painting industry today. This is an advantage that Glidden has over competing
brands and could potentially serve as the start of a new successful “timeline” campaign, in
which different generations are shown painting with Glidden. This will set it apart from
competitors and give it a new edge.
III.
Competitive Analysis
Sherwin Williams:
Sherwin-Williams is the largest paint conglomerate in the United States. Sherwin-Williams has
an edge on other paint companies since it's not only the most successful painting company
nation wide, but it's also one of the biggest producers of product in the world. Sherwin-Williams
has managed to remain relevant throughout it's entire run which extends over a hundred years.
Sherwin-Williams uses marketing in order to implement new approaches to its brand image.
This includes an extension to their product line called the Emerald Paint Collection. Emerald
Paint Collection has a product line consisting of sophisticated acrylic latex paint. SherwinWilliams reaches its audience through viral videos, television ads, print ads, and online
marketing tools such as apps and color sequencers. Although Sherwin-Williams is synonymous
with painting professionals, they are taking a different route at expanding to newer audiences.
The company recently developed an app called Colorsnap for Iphone users which lets users
implement color to a particular photo to see how it would look in a real life setting. This kind of
innovation is what sets Sherwin-Williams apart from its competitors.
Valspar:
Valspar is a paint manufacturer that operates as a host for multiple brand extensions such as
Plati-Kote, House of Kolor, Cabot Stain, and Barn and Fence. Something Glidden has to
consider is that they're in the same price category as Valspar. Meaning, they have to
differentiate themselves in order to be the prime choice when considering purchasing paint
products. Most paint companies focus on the paint and what they have to offer. Valspar takes
an unconventional approach by focusing more on aesthetic and abstract feel of the paint.
Valspar has a very broad demographic and is typically the choice for artists and "self-doers".
Valspar is commended for their vibrant and attention to detail in their paint.
Behr:
Behr is one of the more recognizable painting manufacturers in the world. What makes this
brand so appealing is that it's easy to find, and at a fixed rate that buyers agree with. This is
troublesome to Glidden because the brands are very similar, and loyalty that might've gone to
Glidden will go to Behr due to the closeness in features and rates for products. The main
problem for Glidden and paint companies in general is that customers are typically not picky so
unless a brand stands out it's fair game for any company. Behr has a very diverse product line
with over 1800 colors in their versatile paints. Behr recently modified their brand image and
introduced Behr's Premium Ultra, which is an easier application for interior and exterior
surfaces. Behr takes a different approach to advertising in the form of print ads. Print ads aren't
as noteworthy in today's rapid technological world. But to their credit Behr makes sure these
ads are stylish, informative and insightful.
Painting alternatives:
These are things like vinyl decals and doing other home decorating as an alternative to painting.
These things are seen as faster, easier, potentially cheaper and less permanent ways to
decorate an interior space. These unique “solutions” are a big threat to a brand like Glidden
because customers of Glidden are looking for these qualities when they make their buying
decisions.
IV.
a.
Target Segmentation & Insight
Who is our core consumer (demographics, psychographics, brand attitude/usage)?
Glidden’s core consumer is the DIY-er. We will be targeting consumers from ages 18 to 45 who
are in the lower to middle socioeconomic class. New families, couples and individuals who are
homeowners, or first time home buyers are a great target market for a paint company that sells
a lower priced paint.
Research shows that most first time home buyers age is averaged at 31 years old. Individuals
and families under 35 years of age typically rent their homes. Renters are able to paint walls in
their homes, which is why we are still targeting a younger consumer. A study completed in 2011
shows that the majority of consumers “undertook their own interior painting (84%) and
interior/exterior staining (86%).”
The younger target market (millennials) is connected through social media, blogs, and their
smartphones. Moms are also spending a lot of time on “mommy blogs” and social media
websites.
b.
Consumer “day in the life”
The target market is most likely a conscious spender when it comes to buying clothes, house
products, etc with a DIY outlook on home projects. It’s highly possible they watch shows on
networks such as HGTV which shows a lot of home improvement projects which could serve as
inspiration to the consumer to paint their home. Additionally networks like Bravo and TLC are
targeted towards women are also major channels the consumer would watch. The subcategory
of the target market is millennials, who live in a world consumed by technology, therefore, they
spend a lot of time on the internet looking at Pinterest and Tumblr as well as other blogs for
ideas for their home. They also spend time interacting with and learning about brands through
their websites.
c.
Target Collage
Sarah
d.
What they say about our brand now?
Many consumers have positive reviews about Glidden products. Majority of people say that the
paint provides good coverage and requires at most, only two coats.
Quote from Blog:
“Because of this experience, I can tell you with the utmost certainty that when Glidden says their
DUO Paint + Primer can help you get great results while saving you time and money, they are
telling you the truth.”
There are also consumers with negative reviews, saying that Glidden paint peels off the walls
after a few days and has poor coverage.
e.
What they could say and do about our brand if plan the advertising right.
A study conducted in 2010 that 7% of consumers who painted their home in the past 12 months
used Glidden Paint. That same survey showed that 31% of consumers who painted their home
in the past 12 months used Behr paint. With effective advertising, we can move Glidden from
fourth place to be number 1. We need to make it easier for the customer to paint their homes.
Glidden has provided a paint and primer in one, which most consumers say is great. Other
Glidden cans need to provide clear instructions and warnings to use a proper priming technique
to avoid issues such as peeling paint.
We want current and potential consumers to think that Glidden is a top of the line product that is
more affordable than Glidden’s competitors. We want the consumers to think that Glidden is just
as good as Behr and other brands in quality. We also want consumers to feel that Glidden cares
about its customers and that it provides excellent customer service, to build customer
relationships. We want consumers to associate Glidden as the number one preference when
they want to paint their home.
f.
What are the trends among our consumers outside the category that may affect our
business?
For consumer’s above age 45, research shows that there is trend of hiring professional workers.
Also, higher income families are more likely to hire professional workers to paint their homes,
which affects Glidden’s ability to appeal to this market. A 2011 study shows that most singles
18+ years of age are more likely to hire a professional painter to paint their home.
g.
How can Glidden satisfy emotional and/or rational needs of the target audience(s)?
Glidden can satisfy emotional needs of the target audiences through bringing awareness to
consumers that:
1. Glidden cares to build relationships with customers. Glidden can provide and
advertise that customer service will take responsibility for any negative experiences the
customers incurl, rather than blaming the consumer.
2. Glidden can also bring awareness to consumers that it is a safe paint, which will not
harm you or your family.
3. Glidden cares about the community and participates in bettering communities through
certain actions, such as sponsoring AAF’s 2013 National Student Advertising
Competition and creating the Paint Your Town sponsorship in Pittsburgh.
Glidden can satisfy the rational needs of the target audience through:
1. Lower pricing, which Glidden paint is currently sold at a lower price than its
competitors.
2. Top quality, which Glidden paint has improved its paint over the years and currently
consumers rate that Glidden has good coverage and is long lasting.
V.
Messaging strategy and other proposals for our business
a. Communications opportunities
With new media, there are many new opportunities to reach our target. Social networks such as
Pinterest and Facebook will help give leverage to the Glidden brand.
Because Social media has become such a crucial part of communication and advertising in our
world today we have decided to spend much of our time and money communicating through this
medium. We would like to use websites such as Facebook, Pinterest, and perhaps get a little
face time on some of the major blogging websites. The social media world will give us most of
the success that we are looking to have.
b. Brand Positioning
We want Glidden to be the brand that isn’t just viewed as a paint. We want change, new
beginnings, and new lives to be associated with Glidden. Glidden is the paint that people use to
start their new lives.
The new brand should instill emotions in the consumers. People that paint their new rooms for:
new homes, children, new lives, marriages, this is the paint for them. So when they see their
new rooms with their child in them colored in a vibrant color, they know, Glidden was there.
Glidden is the paint that is not just for painters. It inspires you to work on the project that you’ve
been dying to work on and just haven’t felt right doing. People from all walks of life can use
Glidden paint; moms, dads, students, rockstars, dancers, etc... everyone can release their inner
selves and enjoy a colorful, stylish, cool brand of paint.
c. Advertising objectives / Outcomes
We want our DIYers to get inspired by Glidden and buy Glidden paints because of the emotions
associated with the projects they will be undertaking. Starting a new chapter in life is a big thing,
and you want every detail of that new chapter to be perfect. That is why our consumer is
changing their lives in the first place. We want our consumers to turn to Glidden when they
need want to start a project, we will be with them every step of the way.
d. Advertising Messaging
Glidden: A fresh coat of paint, a new look on life.
The single most important idea that we are trying to communicate is that painting is more than
painting. It’s part of a fresh new look on life. Because people paint when they are moving
toward a new step in life, we want to be the brand that is there with them, inspiring them as they
go.
e. What type of media should we advertise in?
The media that we should attempt to utilize the most is Social Media. With SM we believe that
we can draw the strongest connection with our customers. They can create pinterest boards to
share their products, bloggers can show the world what they’ve done, we can create hashtags
to accompany our product. We would advertise on specialty blogs, like new “mommy” blogs.
Our millennial target admires interaction therefore Social Media provides that
involvement.
One very good idea is to have customers send in pictures of their projects through Instagram,
before and after. These pictures can be posted to a Glidden specific blog and nationwide all the
consumers of Glidden will have multiple locations to connect and interact with people just like
them.
Besides our strong focus on SM we’d also like to use the traditional advertising with a new spin.
TV commercials, magazine ads, and Out-of-home will also be used very heavily. The object of
these will be to show the new Glidden image, and how easy it is to connect with people who
paint just like they do.
Traditional media such as TV commercials, magazine ads, and Out-of-home will all be used as
well as digital media (apps, social media). Pinterest has potential for the Glidden brand as
DIYers look for inspiration and ideas for projects on Pinboards.
f. How else can we drive our target to act the way we want them to?
There are many ways to continue to engage the consumers. Obviously the submission of
projects to our central blog is one. We could also start co-sponsoring color runs, our product
could be the paint that is used. We can give out samples during those and connect with a whole
new network of people. Runners traditionally do network very heavily throughout races so this
would be a very beneficial target.
Also, an interactive website would keep our target involved with our brand with photo
submissions of painted rooms (possibly through Instagram) to share their accomplishments
with others and inspire others. We would also include an interactive portion that allows
consumers to test colors on walls and decorate/furnish a room online to experiment with colors
Glidden offers and serve as inspiration. There will also be a page to view all of Glidden’s
projects giving back to the community.
Another idea we have to make our consumers want to paint is to have competitions associated
with our blog for project submission. Glidden users vote on the best project once a month and
the best project gets to go on a vacation to their choice. The catch though is this, we will
advertise the locations of desired travel to be places like: Venice, Italy; French Polynesian
Islands, Hawaii, Fuji, The Barrier Reef. All of these places that we associate our product with
are naturally beautiful and that is some Glidden is already trying to associate with.
New Target:
Female Millenials 18-45
Couples
Couples with children
First time home buyers
Theme (Brand Manfiesto):
Fresh Start (it’s not just painting, you’re expressing yourself.
A new look on life
Actual Brand Manifesto:
SWOT:
Leave Behind:
PRESENTATION:
Agency Info - Joanna
Target Market - Ekaterina
Product Landscape - Joanna/Zach
Competitive Analysis - Zach
Theme/Brand Manifesto - Nick
Media Strategy - Ilana/Nick
Strategy:
target millennials through digital marketing
-Create a website for consumers to submit photos of painted rooms to share their
accomplishments with others and inspire others.
-Could be a competition (winner gets their entire house painted or decorated
compliments of Glidden).
-Interactive website that allows consumers to test colors on walls and decorate/furnish a
room online to experiment with colors Glidden offers and serve as inspiration.
target consumers 29+ through Point of Purchase (in store) and through TV spots
-TV spots: Bravo TV, HGTV (where shows about decorating and DIY projects and
homes)