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Ultimate GlueJuly 31, 2008
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Presentation Team
• Dan Buoniconti- Account Service• Rob DeVaun- Account Service• Noah Besheer- Creative • Stacia Blasé- Creative • Kelly McKee- Media • Layna Dugan- Public Relations• Yelena Pavlik- Public Relations
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Agenda
• Objective
• Research
• Strategies
• Q & A
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Objective
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Objective
Grow revenue by 15% in the home repair industry by 2010
within the test markets.
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Issues
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Issues:
• Perceived as inferior to Gorilla Glue– Elmer’s names associated with elementary
strength glue
– Low awareness of Ultimate Glue
– 24 hour dry time
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Solutions:
• 40% stronger than Gorilla Glue
• Less expensive than competition
• “Elmer’s” name is widely recognized
• Sharp packaging and bottle design
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Solutions:
• Room for brand growth– Growing Do-It-Yourself community– Non-traditional means of advertising are now widely
accepted– Leverage Elmer’s brand identity for this product– Avoid confusing the Elmer’s Ultimate image with the
elementary strength glue
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Competitive Analysis
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Competition
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Competitive Analysis
• Elmer’s Ultimate is among the top rated multipurpose glues according to Consumer Reports
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Opportunity Matrix
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Situational Analysis
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Market Trends
• The adhesive industry brings in $2.2 billion
• The United States produces approximately 2.6 metric tons annually
• Demand is forecast to surpass $5 billion by 2012
• Growth of the world market averages about 2-3% per year
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Market Trends: When to Strike
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Target Audience
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Target Audience
• Males and females ages 35-54• Married without or with one or two children• Employed full time • Median household annual income of $50,000-
$100,000
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Main Cohorts
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Brett & Tracey - Hyperactive NewlywedsYoung, dual-income, educated couples whose energies are channeled into:
• Active sports• Outdoor activities• Careers • Their home lives
• 58% more likely than the average to do own home repair
Key Audience Insights
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Stan & Carole - Upscale Middle-Aged Couples
• Unburdened by children, these credit-worthy, dual-income couples divide their time between the great outdoors and domestic hobbies
•34% more likely to do own home repair than average
Key Audience Insights
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•Up-and-coming young families who curtail their lifestyle expenses through less-costly outdoors activities and working around the house
•37% more likely than average to do own home repair
Chad & Tammie - Young Families
Key Audience Insights
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Test Markets
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Test Markets
•Population is above the national average in all our target audience demographics
•Owning vs. renting property, 65% to 35%
•There are 13 Home Depots, 20 Lowes and 20 Wal-Marts
Raleigh/Durham, North Carolina
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Test Markets
• High percentage of our target demographic
• Increasing real estate market
• There are 20 Home Depots, 15 Lowes, and 20 Wal-Marts
Denver, Colorado
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Test Markets
• High percentage of our target demographic
• Over 75% of the population owns instead of rents
• There are 20 Home Depots, 8 Lowes, and 20 Wal-Marts
Minneapolis- St Paul, Minnesota
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Primary Research
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Primary Research: Online Survey Results
Always hire a contractor 6%
Do a little bit of my own home repair 41%
Do most of my own home repair 43%
Do all of my own home repair 10%
Do you do your own home repair work, or hire a contractor?
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Primary Research: Online Survey ResultsWhen making a hardware/woodworking adhesive purchase decision, which of the following describes your process?
I choose from the adhesives available at the store 72%
I ask a professional or expert which adhesives they recommend 22%
I use the Internet to research adhesive products before I go to the store 12%
I pick the adhesive based on information I read in magazines 4%
Other, please specify 8%
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Primary Research: Online Survey ResultsWhat characteristics influenced you into purchasing the most recent brand that you did?
Quality/strength of product 45%
Recommendation by friend/family 25%
Recommendation by sales person 22%
Just chose one because it was presented well 8%
Previous satisfaction with the product 34%
The brand name 21%
No reason, just chose one 12%
Other, please specify 4%
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Survey Conclusions
• Buyers come to the store blindly
• Looking for past satisfaction or best perceived quality
• Elmer’s Ultimate is high quality according to the research
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Primary Research: In Store
• Lack of attention brought to Elmer’s products
• Lack of employee knowledge about Elmer’s products
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Primary Research: In Store
• Elmer’s products confusion
• Old packaging
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Strategic Planning
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Senior Management
Sales/Marketing Team
Field Sales Representatives
Distributors
Trade Media Editors (30)
Consumer Editors (135)
Distributor Sales Force
All Elmer’s Employees (740)
Specialty Retailers
Menards (240)
Lowe’s (1,555)
Home Depot (2,141)
Wal-Mart (3,800)
Remodelers (80,500)
Renters
All Home Owners (137,269,000)
Rank Resource AllocationPerformance Investment Model (PIM)
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3
1
10%
5 %
70%
15%2
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Strategies
1. Reposition Elmer’s2. Increase Awareness
A. Generate consumer awareness via aggressive national PR campaign
B. Create a presence at trade shows C. Arm distributor partners with in store tactics to increase preference of brandD. Increase awareness as a community partner E. Leverage trustworthy image with a family centered campaign F. Measure results to ensure efficiencies
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Strategy #1
Reposition Elmer's
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Brand Personality PortraitWhat we are:What we are: Reposition as:
Superior Afterthought Best Option
Specialized UniversalChildhood Mature
Trustworthy
Under Valued
Unreliable Reliable
Reposition as:
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Strategy 1
• Reposition Elmer’s Ultimate Glue as the stronger multipurpose adhesive:
Elmer’s Ultimate Glue is forty percent stronger than the competition; making it the premium multipurpose adhesive
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Media
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•42 networks•36,000 venues•47,000,000 gross weekly impressions
Tactics: Digital Signage
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•Digital signage reaches people every day
Cafeteria
Sports BarRestaurant
ElevatorGas Station
Elevator
Video Store
Health Club
ATM Lobby
Elevator Vet Clinic
Office Lobby
Home Office Office
M O R N I N G N O O N E V E N I N G
Home
Tactics: Digital Signage
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Tactics: Digital Signage
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Tactics: Digital Signage
•Reach target audience cost effectively
•Average $8.98 for every 1,000 impressions in our 3 test markets
• Television vs. digital out-of-home
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Raleigh Durham, NC; Denver, CO; Minneapolis-St Paul, MN
Tactics: Print
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• Place 3 billboards
• High traffic areas
• Four months of the DIY season
Tactics: Billboard
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Creative
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• Street Team– Have a street team for 3 days, once each
month, April through September. – Bull vs. Gorilla Ring-A-Bell
Tactics: Street Team
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Tactics: Street Team
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Tactics: Digital Signage
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Tactics: Digital Signage
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Tactics: Digital Signage
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Strategy #2Generate consumer
awareness
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Tactic A:Generate consumer
awareness via aggressive national PR campaign
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Tactics: Public Relations
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• Hold workshops/ educational seminars online– Comments– Questions– Community
• DIY 30 days of projects
• Produce monthly DIY E-Newsletter– Sign up online– Viral
Tactics: Microsite
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• DIY Month• Media Kit
– Full bottle of Elmer’s Ultimate– Folder glued shut– News release fact sheet– 30 days of DIY– Flash drive– Copy of E-Newsletter
• Social Media Savvy– Search engine optimized– Social news release blueprint
Tactics: Media Kit
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• Headlines We Would Like to See– Elmer’s: Helping DIY-ers Do it Better– Elmer’s Ultimate Glue Creates the Ultimate
Holiday– A Little Dab Will Do Ya!
• Elmer’s Ultimate Helps Homeowners Increase Value of Homes with DIY Month.
Tactics: Media Kit
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Tactics: Media List
•Fairway Living Magazine•Triangle Home Improvement•Ideal Living Magazine•Winterthur Magazine•Home Improvement•Home Fashion Report•Home Accents Today•Toolbelt Tips
•DIY Life•Bedroom Magazine•Casual Living•Daily Courier•For Your Home•Furniture Today•New Homes & Ideas •Side Dish•Triad New Home Guide•Wilson Daily Times
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Tactics: Media List
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Creative
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Tactics: Direct Mail
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Tactics: Interactive
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Tactics: Interactive
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Tactics: Interactive
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Tactic B: Create a presence at trade
shows
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• Before going national–Raleigh/Durham, NC–Denver, CO–Minneapolis/St. Paul, MN
• Fit target audience and cohorts
Test Markets
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• Trade Show Savvy• Preparation
– Pre-show post cards– Creative theme
• Design of booths• Networking advice• Attendance at shows• Research target audience• Measurements
Tactics: Trade Shows
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• Have livingroom• Give samples • Kids corner • DIY on TV
Tactics: Trade Shows
•Consumer Shows
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• Test Market Trade Shows-Raleigh/Durham
• Southern Ideal Home Show - Raleigh Edition
• Raleigh Spring Home Show
• Southern Women's Show – Raleigh
-Denver• Home Decorating & Remodeling Show Denver
• Colorado Garden & Home Show
-Minneapolis• Mid-America Remodeling & Design Expo
• Home & Landscape Expo
• Home Building & Remodeling Expo
Tactics: Trade Shows
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Tactic C:Arm distributor
partners with in store tools to influence
preference of brand
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Tactics: Shelf Placement
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Tactics: Shelf Placement
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Tactics: Glue Guide
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Tactics: Point-of-Purchase
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Tactic D:Increase
awareness as a community partner
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• “Helping the Heartland”• Cause related marketing
– Communities affected submit a video• $50,000 and Elmer’s Home Repair
products• Media kit • Possible co-sponsorship
Tactics: Cause Marketing
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Headlines we’d like to see: • Smith Family Home Rebuilt Thanks to
Elmer’s Ultimate Glue• Elmer’s Ultimate Glue On a Mission;
Helping the Heartland• Community Bonding with Elmer’s Ultimate
Tactics: Media Kit
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Tactic E:Leverage
trustworthy perception with a family centered
campaign
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• Hold a “Family Bonding Contest” – Show us how Elmer’s Ultimate Glue helps
you bond • Video upload• Most votes wins trip
– Media kit introducing contest– Follow up news release on winner
Tactics: Contest
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Headlines We Would Like to See• Elmer’s Family Bonding Contest Awards
Vacation to Deserving Family• Jones Family: Closer Than Ever Thanks to
Elmer’s Ultimate Glue• I’m Goin’ to Disneyland!
• Johnson family bonding thanks to Elmer’s Ultimate Glue
Tactics: Contest
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Media
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Raleigh Durham, NC; Denver, CO; Minneapolis-St Paul, MN
Tactics: Print
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Raleigh Durham, NC; Denver, CO; Minneapolis-St Paul, MN
Tactics: Radio
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Creative
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Tactics: Radio
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Tactic F:
Measure results to ensure efficiencies
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Measurement
• Move toward objective: “Grow revenue by 15% in the home repair industry by 2010 within the test markets”
• Progress against awareness benchmark
• Monthly clip reports
• Quarterly ROI reports & analysis
• Online measurement/monitoring
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Tactics: Return On Investment
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Tactics: Measurement Charts
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77
35
49
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0
10
20
30
40
50
60
70
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Total Clips
Jan Feb Mar Apr May June
Months
ROI Monthly 2008
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2222
9
3
12
18
76
21
10
15
3
2122
13
43
14
0
5
10
15
20
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Clips
FMC ROI: 2008 Aim Authority AssistAuthority MTZAuthority FristBe a HeroCaptureCadetBeleafBrigadeFMC GenCommandFuradanCarbineHeroMustangRageRanmanSharkSpartan
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Tactics: Web Measurement
• Number of hits on site
• Number of sign ups
• Number of comments/questions
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Media
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Media Spend Flowchart
•No Hidden Costs
Client: Elmer'sCampaign: Ulitimate Glue
Total
31 7 14 21 28 4 11 18 25 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 1 22 Weeks (Avg. spend)Media Vehicle
Magazine 36 $200,450
Radio 24 $15,600
Street Teams 24 $72,000
Digital Signage 24 $123,040
Billboards 16 $100,000
In store 28$40,910
Online ads 48 $48,000 TOTAL SPENDING $600,000
Jul2009 MEDIA FLOWCHART
SeptAug OctJan Feb MayMar Apr DecNovJun
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Why NK
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Thank You!
Q&A
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Appendix
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Tactics: Radio