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Slobproof! Kaleido Marketing Pitch

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University of Maryland
Robert H. Smith School of Business
Design and Innovation in Marketing Fellows
Fall 2015 Semester
Advertising Plan Pitch to Slobproof! Paint Pen
An advertising and marketing project and presentation in my branding and advertising class at the University of Maryland, Robert H. Smith School of Business. Along side my student advertising agency of seven marketers and graphic designers, we carefully crafted an advertising and marketing sweep to pitch to our client Slobproof!, a small paint pen subsidiary of the company Design Solutions. The goal of the project was to create a well planned marketing pitch to help the client launch at Lowes home improvement stores across the country. We conducted primary and secondary market research on the company, industry, and target market. We also carefully thought out and created the rebrand of the company's logo, brand promise, packaging, and point of sale display. Lastly, we researched and planned out a media strategy and advertising campaign to build brand awareness and product rapport with customers.

Publicado en: Empresariales
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Slobproof! Kaleido Marketing Pitch

  1. 1. Slobproof! Presentation
  2. 2. Meet Our Team
  3. 3. Kaleido Advertising How we’ll turn ordinary into extraordinary: We are creative and unique We’ve looked at the problem, from every perspective Mix of traditional and unconventional marketing tactics Extensive research All-encompassing approach Broaden Your Scope
  4. 4. Background: Slobproof 1999 Design Solutions is founded by Debbie Wiener 2005 Slobproof! is launched, Sam Weinberger becomes Managing Director 2009 Slobproof! Touch-Up Paint Pen is created 2015 Slobproof! Touch-Up Paint Pen is launched in Lowe’s Stores
  5. 5. Background: Slobproof! Paint Pen
  6. 6. Background: Slobproof! Paint Pen The Problem Scuffed up, dented, cracked, or dirty walls Why it’s the Perfect Solution Mess-free, stress-free touch-ups Quick and convenient to store and to use Easy to use and fill Inexpensive No more scrubbing Durable
  7. 7. Background: Slobproof! Paint Pen This fall, the Touch-Up Paint Pen will debut in their first large retailer, Lowe’s Home Improvement, and will be stocked in 1000 stores on the East Coast and Mid-Atlantic regions.
  8. 8. Our Goal Create a comprehensive marketing campaign to: Communicate the value propositions Influence consumers to purchase and spread word of mouth Increase brand awareness
  9. 9. SWOT Analysis Strengths Weaknesses ● Strong Value Proposition- Convenient & Long-lasting ● Innovative Product with great reviews. ● Unknown product ● Limiting Product Features ● Not much publicity so far other than earned media and word of mouth. Opportunities Threats ● New in market, niche product—with good marketing, it could go far. ○ Not much direct competition. ● Bridges two different markets. (cleaning/painting) ● People’s current lifestyle habits/ fears of messing up walls ● Other solutions out there to fixing a scuff/ mark on wall- like rags and cleaners.
  10. 10. Competitors Direct Competitors: Shur-Line Touch-Up Painter The Woolie Shur-Line Trim & Touch-Up Roller ColorGlide Pro Indirect Competitors: Spackle kits (drydex) All Purpose Cleaner Mr. Clean Magic Eraser Tough & Tender
  11. 11. Research Primary Research Results from Survey: Women (30-60) Enjoy bright colors, creative packaging, illustration of use, large print. Primarily care about product purpose, location is secondary Don’t want to spend time on scuffs, uses a cleaner/rag to fix scuffs Would rather hire outside help to paint or make husband go to store. Men (30-60) Enjoy fixing small things around the house for cheap More about actual product, not fluff Like explanation included on packaging
  12. 12. Target Market Primary Target Audience (Slobproof) Female Ages 30-55 Married with children and/or pets Suburban Homeowner Secondary - Customers of Lowe’s (Lowe’s Media Plan) “Early Squatters” (Newlyweds, New Homeowners) Ages 25 - 34 Middle to Upper-Middle Class Suggested Target Market Both men and women Ages 30 - 55 Middle to Upper- Middle Class Suburban Homeowners
  13. 13. Recommended Strategy Target both women and men age 30-55 Early squatters as secondary target market Change packaging according to research Avoid comparative advertising
  14. 14. Recommended Strategy Social media (Facebook, Twitter & Pinterest) Online media (YouTube, Google Adwords & DIY Blogs) Magazines and POS display enhancement Interactive Marketing campaign
  15. 15. The proof is in the pen.
  16. 16. Branding Guidelines
  17. 17. Ad Campaign The pen is mightier than the _______.
  18. 18. Magazine Ad Mock Up
  19. 19. Packaging
  20. 20. Point-of-SaleDisplay
  21. 21. Media Strategy The 4 Ways to Broaden the Slobproof Brand Scope: Social Media Internet Exposure Magazine Advertisements Interactive Advertising
  22. 22. Media Research
  23. 23. Facebook:Page,Banner&Ads
  24. 24. TwitterMockUp
  25. 25. PinterestMockUp
  26. 26. Inspiration of the “Do-It-Yourself” Individual 88% use search engines when considering a project 73% visit retail websites while doing a project 65% would be more likely to purchase a product with a “how-to” video available 49% watch “how-to” videos during their project
  27. 27. DIYBlogMockUp
  28. 28. Magazine Ad Mock Up
  29. 29. Interactive Advertising Campaign Color by number art mural Make your home more beautiful with Slobproof Paint pens
  30. 30. Value & convenience reaching the homes of DIY-ers everywhere + = Final Remarks
  31. 31. Thank You!

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