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© MARC USA, 2011 — All Rights Reserved
Using Integrated Marketing to
Reach Younger Consumers
Carol Wentworth, VP Marketing
Jean McLaren, EVP, Chief Marketing Officer, MARC USA
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© MARC USA, 2011 — All Rights Reserved
Current True
Value Customer
• 53% of True Value customers are over 50
• 77% of loyalty program members are over 45
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Impact of
Boomers is
Declining
$1,000
$1,100
$1,200
$1,300
$1,400
$1,500
$1,600
$1,700
2008 2009 2010
25-34
45-54
Source: True Value Consumer Tracking Study
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X and Y and
Home
Improvement
• Many Gen X and Gen Yers are
becoming first-time homeowners
Source: True Value Consumer Tracking Study
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Gen X/Y and the
BIG BOXES • In 2010, Lowe’s and Depot had
almost 75% of share of Home
Improvement spend among 25-44
year-olds
• Awareness of True Value is
significantly lower with Gen X and Y
vs. Boomers
Source: True Value Consumer Tracking Study
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Go-To for Gen X?
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Not your Fathers
True Value • True Value introduced an innovative
store format: Destination True Value
• Completely redesigned with the DIY
Enthusiast in mind
• More than 3 Million retail square feet
remodeled since 2009
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Reactions to DTV
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DIY Enthusiast • Very interested and involved in
improving their home
• Do the work themselves; not because
they have to – because they want to
• Spend an average of $2K/year on
Home Improvement projects
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Information
Please! • Don’t know how to perform home
repairs/ improvements
• Don’t have the right tools
• Feel largely ignored by retailers, often
turn to parents for help or advice
• Want easy, simple instructions that
aren’t condescending
• Appreciate step-by-step and/or visual
guidance (pictures, videos)
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Questions?
Answered. • Opportunity to position the brand as a
resource for the DIY enthusiasts
• Leverage vast, local retailer
knowledge and be the ‘go to’ place
for the right advice
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Gen Y Consumes Media Differently
Gen Y Boomers
80
64
116
48
hours
hours
# 9 15
# 10 8
Monthly Media Consumption
Source: MRI data
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Awareness and
Engagement • Differences in media consumption
necessitated a more robust media mix,
including: • Traditional media (TV, radio, print) to deliver
awareness
• Experiental media (rich microsites, project
advice, how to videos) to deliver an engaging
brand experience
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Not just
integrated
media,
“blended” media
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‘Duel’ Focuses on Experienced DIYer
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‘Sheepish’ Features Emerging DIYer
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StartRightStartHere
features advice, tips
and tools to
complete all kinds
of projects
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Hardwarian Videos
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QR code on
National Print
links to True
Value Mobile
Portal
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Mobile-optimized
websites provide
tips, advice and
inspiration
TrueValuePaint.com StartRightStartHere.com
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QR code on National
$5 off $25 coupon
links to store finder
on mobile site
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Email directs
DIYer to Videos
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Circulars direct
consumers to
site for project
advice and tips
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Circulars drive
consumers to
site for
information and
e-commerce
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QR Codes on
in-store signage
lead to site for
tips and advice
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Extending
the Brand to
Emerging
DIYers
DIY True Stories contest features consumer videos
Winners receive cash and expert Hardwarian advice to
finish their DIY project
Entirely Facebook based
2x increase contest entries (vs. 2010)
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Web of Consumer Engagement
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Closing
Thoughts
• Fundamental emotional connections can
transcend demographics and even lifestage
• While mass media are still effective, to reach
Millennials one-to-one media such as mobile
and social are essential
• Think “blended” rather than integrated. One
touchpoint should lead to the next seamlessly
and leverage the consumer’s behavior.
• Customize your campaign to best suit the
purpose of each touchpoint.
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© MARC USA, 2011 — All Rights Reserved
Jean McLaren
MARC USA
EVP, Chief Marketing Officer
325 N. Lasalle, Suite 750
Chicago, IL 60654
T 312-494-7862
M 312-933-4538
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©2011 MARC USA All rights reserved
All ideas, concepts, strategies, trademarks and materials that we provide to you are being presented for the sole purpose of allowing you to determine whether you wish to use the presentation concepts and materials and to engage MARC USA’s ongoing services. You acknowledge and agree that the presentation concepts and materials are and will remain our property (regardless of whether the physical embodiment of the creative work is in Ruby Tuesday’s possession in the form of copy, artwork, etc.), and MARC USA shall retain all right, title, and interest therein. If you decide that you would like to use the presentation concepts and materials in any manner, or if you would like to engage our ongoing services as your agency, we will negotiate in good faith and enter into a separate agreement setting forth the terms of our services, including the amount of our compensation.