True Value: Internet-based Trial Recruitment First Place
AWARD CATEGORY: Internet-based Trial Recruitment (First Place)
CAMPAIGN: True Value: Start Right. Start Here.
AGENCY: MARC USA
CLIENT: True Value
True Value has long thought of its stores as the hometown place to help do-it-yourself homeowners with maintenance and repair projects.
But the weakened housing market and tight consumer credit were hurting sales. And a even more daunting challenge had also come into play: Big box retailers were localizing their messaging, focusing too on homeowners who were now spending frugally on repairs—like new faucet washers—instead of laying out big bucks to upgrade to a new sink.
True Value focused in on the fact that the DIY homeowner was already shopping in its stores, making up more than 40% of its sales. The problem was they needed to build loyalty among that group and drive trial with others. MARC USA set out to show this group that True Value had all the products and services needed to complete small projects—and—the experienced employees to provide trusted advice.
The new tag line “Start Right. Start Here.” was born along with the campaign slogan, “We’ve Been There.” Creative showed small home improvement projects being completed “right” after a trip to True Value.
Coupons for $5 to $25 off, the building block of the campaign, were promoted across all media. TV spots pointed to a URL to print a coupon. Coupons accompanied print ads that included a shopping list for the project shown in the ad. At www.StartRightStartHere.com, project guides and shopping lists could be printed to bring to the store.
People took notice. More than 73,000 coupons were redeemed, beating the initial 70,000 goal, driving a 71% increase in transaction size or about $4 million in sales.
