using integrated media to reach a younger consumer

© 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


Current True

Value Customer

• 53% of True Value customers are over 50

• 77% of loyalty program members are over 45


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


X and Y and

Home

Improvement

• Many Gen X and Gen Yers are

becoming first-time homeowners



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


Go-To for Gen X?


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

Reactions to DTV


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


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)


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

Gen Y Consumes Media Differently

Gen Y Boomers

80

64

116

48

hours

hours

# 9 15

# 10 8

Monthly Media Consumption

Source: MRI data


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


Not just

integrated

media,

“blended” media

‘Duel’ Focuses on Experienced DIYer

‘Sheepish’ Features Emerging DIYer


StartRightStartHere

features advice, tips

and tools to

complete all kinds

of projects

Hardwarian Videos


QR code on

National Print

links to True

Value Mobile

Portal


Mobile-optimized

websites provide

tips, advice and

inspiration

TrueValuePaint.com StartRightStartHere.com


QR code on National

$5 off $25 coupon

links to store finder

on mobile site


Email directs

DIYer to Videos


Circulars direct

consumers to

site for project

advice and tips


Circulars drive

consumers to

site for

information and

e-commerce


QR Codes on

in-store signage

lead to site for

tips and advice


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)

Web of Consumer Engagement


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.


Jean McLaren

MARC USA

EVP, Chief Marketing Officer

325 N. Lasalle, Suite 750

Chicago, IL 60654

T 312-494-7862

M 312-933-4538

©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.

using integrated media to reach a younger consumer

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