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

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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

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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!