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First time home buyer
Married to Matthew (Matt) with one child named Kennedy and a chocolate lab named Oscar.
Jen and Matt are accustomed to the renter’s life style so owning a home is a new venture.
Jen is a elementary education teacher and Matt is a project manager for a technology company.
Their average household income is $65,000.
The price of their first home is $153,000.
They are qualified for first time home buyer incentives, which means they are budget conscious but are invested in quality products that are reliable. 2. What do they think now?
People see Glidden paint as a cheap, low quality paint associated with Walmart. It is considered to be a 'good' quality paint whereas most professional projects use 'best' quality paints. Most people who buy the paint from Walmart believe they are simply buying a cheap brand of paint, and fail to even see it is the Glidden brand.
3. What do we want them to think?
We want them to see Glidden paint as an affordable but high quality paint, not just intended for small DIY projects. We want them to see the brand as fresh and fun, a trendy experience rather than your “Grandpa’s brand” it currently is seen as. Instead of viewing it as a cheap Walmart brand, we want to show the convenience of the one-stop shopping experience for all your DIY needs. 4. What is our message?
With the innovative and creative assistance of Glidden customers, Glidden provides a fresh, fun and friendly brand of paint accompanied by an easy and inspiring Walmart experience. 5. How do I get them to think this?
We get them to think our message through tactical advertisements, including our ‘Welcome Home’ packets and our innovative partnership. 1. What do we want to accomplish and to whom?
We want the public to acknowledge Glidden as a reliable paint brand that allows the consumer to 'make it their own' and stop the perceptions of your Grandpa’s paint. Welcome Home Packet and Coupon Offer: Online and In-Store Banner Ad: Tactical Placement:
Prior to the peak painting season Walmart will offer the Glidden Paint Welcome Home Packets upon arriving to the store. Amy Matthews will travel to various Walmart stores promoting the packets, signing autographs and providing inspiration to DIY'ers.
The online banner ad will be placed on the front page of the Walmart site during the peak painting season. The call-to-action will allow consumers to claim their FREE welcome home packet.