Shopper Marketing - January 2016 - 41


was the first major online retailer
to offer the products. Elmer's sees
online partners as
critical given that
many craft projects today are inspired online by
Pinterest and by
lifestyle bloggers.
"It's a natural transition for them to
be inspired online and to complete that path
to purchase online," Dinneen says. The products have also launched with several fine art
accounts.
In addition to blogger outreach, Elmer's is
also promoting the new products through
the "Crafters" section of Elmers.com and on
leading social sites such as Pinterest and Etsy.
Elmer's is planning wider-scale distribution
for 2016, and has already enlisted partners
such as Kmart and Lowe's for that effort.
A larger brand marketing campaign to support that 2016 launch currently includes plans
for TV ads, banner ads, press kits, videos and
coupons as well as retailer-specific point-ofsale pieces. Overall, the in-store setups will
aim to provide guidance at the shelf, offer
information on product benefits and usage,
and better organize the hot glue guns and
sticks to enhance ease of shopping and decrease the traditional frustration associated
with the category.
Elmer's has internal goals for market share
and sales of the new products, but views hot
glue as a long-term platform. "So our initial

goals are to enlist the right retail partners that
can best connect with our key craft consumers," Wheeler says.
Partners for the launch campaign include
communications agency Fahlgren Mortine
(Columbus, Ohio), ad agency SBC Advertising (Columbus, Ohio), research agency Insights in Marketing (Northbrook, Illinois),
and retail agency Kantar Retail (Rogers, ArSM
kansas).

BRAND: Elmer's
KEY INSIGHT: Due to the brand halo
effect of the Elmer's brand, most crafters assumed the company was already
in the hot glue space, paving the way
for powerful market entry and product
launch.
ACTIVATION: Attract Millennial crafters through instructional videos, blogger
outreach, Elmers.com, TV ads and chainspecific point-of-sale materials.
JANUARY 2016 SHOPPER MARKETING y

41


http://www.Elmers.com http://www.Elmers.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
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Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
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Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
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Shopper Marketing - January 2016 - 31
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Shopper Marketing - January 2016 - 35
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Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
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Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
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Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
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Shopper Marketing - January 2016 - 60
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Shopper Marketing - January 2016 - 63
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