Using Integrated Media to Reach a Younger Consumer

Using Integrated Marketing to
Reach Younger Consumers

Carol Wentworth, VP Marketing
Jean McLaren, EVP, Chief Marketing Officer, MARC USA

© MARC USA, 2011 — All Rights Reserved

Current True • 53% of True Value customers are over 50
Value Customer • 77% of loyalty program members are over 45


$1,700
Impact of
$1,600
Boomers is
$1,500
Declining $1,400
25-34
$1,300
45-54
$1,200
$1,100
$1,000
2008 2009 2010

Source: True Value Consumer Tracking Study

X and Y and • Many Gen X and Gen Yers are
Home becoming first-time homeowners
Improvement


Gen X/Y and the • In 2010, Lowe’s and Depot had
BIG BOXES 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


Not your Fathers • True Value introduced an innovative
True Value store format: Destination True Value
• Completely redesigned with the DIY
Enthusiast in mind
• More than 3 Million retail square feet
remodeled since 2009


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 • Don’t know how to perform home
Please! 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? • Opportunity to position the brand as a
Answered. 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

Monthly Media Consumption Gen Y Boomers

hours 80 116

hours 64 48

# 9 15

# 10 8

Source: MRI data

Awareness and • Differences in media consumption
Engagement 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


QR code on
National Print
links to True
Value Mobile
Portal


Mobile-optimized
websites provide
tips, advice and
inspiration

StartRightStartHere.com TrueValuePaint.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)


Closing • Fundamental emotional connections can
Thoughts 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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