Slobproof! Presentation
Meet Our Team
Kaleido Advertising
How we’ll turn ordinary into extraordinary:
We are creative and uniqueWe’ve looked at the problem, from every perspective
Mix of traditional and unconventional marketing tacticsExtensive research
All-encompassing approach
Broaden Your Scope
Background: Slobproof
1999Design Solutions is founded by Debbie Wiener
2005Slobproof! is launched, Sam Weinberger becomes Managing Director
2009Slobproof! Touch-Up Paint Pen is created
2015Slobproof! Touch-Up Paint Pen is launched in Lowe’s Stores
Background: Slobproof! Paint Pen
Background: Slobproof! Paint Pen
The ProblemScuffed up, dented, cracked, or dirty walls
Why it’s the Perfect SolutionMess-free, stress-free touch-ups
Quick and convenient to store and to useEasy to use and fill
Inexpensive No more scrubbing
Durable
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.
Our Goal
Create a comprehensive marketing campaign to:
Communicate the value propositionsInfluence consumers to purchase and spread word of mouth
Increase brand awareness
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.
Competitors
Direct Competitors:Shur-Line Touch-Up Painter
The WoolieShur-Line Trim & Touch-Up Roller
ColorGlide Pro
Indirect Competitors:Spackle kits (drydex)All Purpose Cleaner
Mr. Clean Magic EraserTough & Tender
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 secondaryDon’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
Target Market
Primary Target Audience (Slobproof) Female
Ages 30-55Married with children and/or pets
Suburban Homeowner
Secondary - Customers of Lowe’s (Lowe’s Media Plan)“Early Squatters” (Newlyweds, New Homeowners)
Ages 25 - 34Middle to Upper-Middle Class
Suggested Target MarketBoth men and women
Ages 30 - 55Middle to Upper- Middle Class
Suburban Homeowners
Recommended Strategy
Target both women and men age 30-55
Early squatters as secondary target market
Change packaging according to research
Avoid comparative advertising
Recommended Strategy
Social media (Facebook, Twitter & Pinterest)
Online media (YouTube, Google Adwords & DIY Blogs)
Magazines and POS display enhancement
Interactive Marketing campaign
The proof is in the pen.
Branding Guidelines
Ad CampaignThe pen is mightier than the _______.
Magazine Ad Mock Up
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Media Strategy
The 4 Ways to Broaden the Slobproof Brand Scope:
Social Media
Internet Exposure
Magazine Advertisements
Interactive Advertising
Media Research
Fac
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Pag
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Tw
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Pin
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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
DIY
Blo
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ock
Up
Magazine Ad Mock Up
Interactive Advertising Campaign
Color by number art mural
Make your home more beautifulwith Slobproof Paint pens
Value & convenience reaching the homes of DIY-ers everywhere
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Final Remarks
Thank You!