UNIVERSITY  OF  OREGONUpstream Advertising

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EXECUTIVESUMMARY

Disconnect is high in today’s paint industry. Paint brands lack a genuine regard for the economic hardships many Americans currently face. They promote big ideas without providing the support required to achieve them.

Until now, painting was considered a luxury for the everyday shopper. Glidden understands the issues that affect our audience, and has the opportunity to engage them in a meaningful way.

Glidden’s challenge is to empower our audience to take on new projects. By showing the difference a DIY project can make, Glidden inspires action.

CONTENTS

Creative Executions8

Media Plan16

Budget17

Credits20

Research & Insights2

Strategy6

Evaluations18

Conclusion19

2

Apply paint themselves

82%

RESEARCH  &  INSIGHTS

OBJECTIVESWe set out to answer the following questions with our research:

· Why do consumers DIY? Because they want to, or because they have to?· Why do 20% of paint shoppers feel overwhelmed by the paint selection process?· How much do consumers know about painting?· How much paint do consumers buy?· What kind of research do consumers do before buying?· How do we make Glidden stand out as a reliable paint brand?· How do renters shop in comparison to homeowners?· What factors make an inexperienced painter feel more confident?· What inspires each segment?· Who are the influencers in consumers’ lives?· What media do each segment use?· Why are consumers going to Walmart in the first place? Do not apply

primer

53%

Feel overwhelmed by the paint selection process

20%

Experience problems (drips, runs) with paint

20%

Painting Process

Why DIY?35% to save money 32% for pleasure

Avid DIYers tend to be generalists. They are likely to do a variety of different projects over the course of a year.

80% of home improvement purchasing decisions are influenced by women.

Top Purchasing FactorsDo-It-Yourself

Close to home

Price

Availability

Brand

RESEARCH

Source: Mintel

Source: Mintel

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RESEARCH  &  INSIGHTS

Quantitative Survey Qualtrics Survey to identify more insights into our target demographics. November 2012

Shopper Calls Calls to Walmart home improvement and DIY customers across the country to determine whether or not they commonly see employees in the home improvement and paint sections. November 2012

Shop-Alongs Accompanied Walmart shoppers on a shopping trip to Walmart. October 2012

Product Testing Painted furniture to understand paint and the process of painting. January 2013

Secondary Research Conducted to support the primary research and to answer additional research questions. See sources on page 20

RESEARCH  EXPLAINED

PST MST CST ESTPaint Employee Was Unavailable

Paint Employee Was Available

Most - Least

Concentration of Home Building Supply Shoppers Availability of Walmart Paint Employees in Supercenters

51 SHOP-ALONGS IN 9 STATES

315 QUANTITATIVE SURVEY RESPONSES

80 SECONDARY RESEARCH SOURCES

4 PRODUCT TESTS - GLIDDEN BRILLIANCE COLLECTION PAINT

942 PHONE CALLS TO WALMART SHOPPERS IN 49 STATES

70% 65% 49%55%

30%

35%

51 % 45%

Source: Media Audits Source: Shopper Calls

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SEGMENT  1 SEGMENT  2 SEGMENT  3

RESEARCH  &  INSIGHTS

AUDIENCE

Female Millennials 18-25 Young Families 25-46 Baby Boomers 47-65

Hannah is a 21-year-old college student. Outside of class, she is an active member in her school’s student government and volunteers with her friends at the local food bank. Family is very important to Hannah, but the thought of moving back to Mom and Dad’s house after college makes her eager to find employment. To refresh her apartment, Hannah recently repainted her kitchen table yellow. Hannah lives on a tight budget, but sticks to brands that fit her values such as Dove, Levi’s, and Tide.

She’s too modest to admit it, but Maria is the glue that holds her family together. She is family-focused above all and, like any mother, wants her kids to grow up healthy and happy. As a result, Maria encourages her children to play outside and loves when her husband, Anthony, teaches them new sports. Some weekends, the whole family participates in projects such as repainting the kids’ bedroom walls. Despite Anthony’s thriftiness, they have trouble saving money because of low-paying jobs and a high cost of living.

Steve believes his kids should be independent and work hard, but he still helps support them financially. When Steve’s kids have questions regarding home repairs, they go to him first. He is currently touching up the accent wall of his new office. Despite living a comfortable lifestyle, Steve is concerned about the economy and has no plans to retire anytime soon. His wife, Barbara, spends her time helping out in the community and stays active with yoga and cycling. To her kids’ annoyance, she recently joined Facebook in an effort to connect with friends and family. Both Steve and Barbara see themselves as young souls and try to stay up to date with popular culture.

5

HOME

RESEARCH  &  INSIGHTS

FAMILY INCOME TECHNOLOGYRent vs. OwnPercent that rents

Time Spent With Family% who enjoy family time

Annual Amount Spent on Home Improvement

Time Online15+ hours a day online

People Whose Last DIY Project Was Painting

Household SizeAverage # of people

Head of Household Income Smartphone Ownership

Segment 1

Segment 2

Segment 3

KEY

People Who Did DIY Projects in Past 12 Months

Annual Discretionary Entertainment Income

Demographic on FacebookAttended a DIY “Work” Party

Our research focuses on the behaviors of DIYers, Walmart

shoppers, and the Walmart paint section itself. Our

secondary sources help us learn more about the target

segments and their shopping habits. Our primary sources

consist of Walmart shoppers who DIY and shop at

Walmart. These insights drive our campaign.

RESEARCHINSIGHTS

Perceptions of Walmart% that is positive

Source: Mintel and Pew

6

STRATEGY

BRAND MESSAGE Innovation marks Glidden’s past, present, and future. In the past, Glidden developed a safer, more affordable paint. Today, Glidden takes pride in empowering people to take action and make a change.

From accent walls to home makeovers,Glidden helps brighten your life.

Glidden is where inspiration meets reality,where there’s a lot that needs fixing,and starting small is the launching pad to something bigger.

So pick up a brush,roll up those sleeves,and, with a little time, inspiration, and focus, a weekend becomes a workshop,a small painting project turns into a success story,and you’ll be amazed at what you can create.

Dream Big. Start Small.

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STRATEGY

The conversation most paint brands are currently engaged in is about large-scale transformation. The notion of such a sizable endeavor can prevent inexperienced painters from taking on new projects. It’s time for Glidden to own the position of ease and accessibility. Glidden is ready to start a conversation about how DIY paint projects make home improvement attainable.

Through primary and secondary research we have found that female millennials, young families, and baby boomers are overwhelmed by the painting process. This can be a significant barrier to starting a new paint project. Our campaign provides each value-seeking shopper with the inspiration and support to create change previously out of reach.

PATH TO PURCHASE

Distance to Paint Section

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8

In-store promotions increase awareness and consideration within Walmart. They connect our audience to the Glidden brand and create an association between Glidden and the Walmart paint section.

CREATIVE  EXECUTIONS

OWN  THE  PAINT  SECTIONVinyl Floor CoveringsVinyl floor coverings distinguish the paint section from other aisles in Walmart. This grabs the attention of previously unaware shoppers as they pass by.

TARGET AUDIENCE: Segments 1, 2, 3

Paint WalkDuring the Glidden Paint Walk, Glidden color tiles are placed in Walmart stores. Intercom announcements encourage shoppers to find the nearest paint tile, and the winner receives free Glidden paint samples. This increases traffic to the paint section by engaging with shoppers throughout Walmart.TARGET AUDIENCE: Segments 2, 3

ApronsGlidden Paint Specialist Aprons differentiate trained paint employees from other employees in Walmart. This builds trust and increases shopper confidence when asking questions to paint specialists.TARGET AUDIENCE: Segments 1, 2, 3

Total Impressions 2,774,625,000Total Cost $2,018,300

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CREATIVE  EXECUTIONS

AWARENESS  OF  THE  PAINT  SECTIONColor Match SwatchesColor Match Swatches live in Walmart aisles that our audience commonly visits. By placing these swatches next to everyday items, Glidden emphasizes how inspiration from color can come from anywhere.TARGET AUDIENCE: Segments 1, 2, 3

Shelfie

Shelfie, our in-store character, is hidden in the paint and DIY sections to engage both kids and parents with the Glidden brand. Paint counter displays generate interest in the promotion. After kids find Shelfie they receive a Shelfie sticker. Shelfie directly connects children and parents with the Glidden brand in a fun and family-oriented way. TARGET AUDIENCE: Segment 2

FRONT BACK

82% of parents said that kids have a strong influence on purchasing decisions.

Ad Age: In-store Displays Are More Effective Than Price Cuts

29% of U.S. shoppers make impulse purchases. Of that group, 24% said they were influenced by displays away from the product’s usual aisle, and 17% by price promotion. Mintel: Kids as Influencers

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CREATIVE  EXECUTIONS

Total Impressions 21,396,633Total Cost $2,382,000

Facebook Pinterest

Day  1  WinnerVERY BERRY

Glidden increases engagement and generates inspiration by emulating personal pages with a variety of pinboard topics. The user-generated images from the Facebook and Twitter campaigns will be a source of content for the Pinterest boards.TARGET AUDIENCE: Segments 1, 2, 3

#SmallChanges8  pins

Find Your Brilliance

Day  1  WinnerVERY BERRY

GOLDENRODDay  2  Winner

NAUTICAL BLUE

Day  3  Winner

SUNBAKEDORANGE

Day  4  Winner

LUCKYSHAMROCK

Day  5  Winner

8  pins

Glidden creates a personal connection on social media channels by engaging our audience with useful and inspirational content. Integration of content draws users to all aspects of Glidden’s social media.

Facebook is the focal point of our social media campaign. The Glidden page creates engagement through a 90-day Find Your Brilliance challenge. Glidden will post a “Swatch of the Day” to its timeline and users can follow instructions to submit photos to the competition. Glidden then chooses winners based on popularity and awards them a voucher for two cans of Glidden Brilliance from Walmart. Facebook also connects to Glidden’s videos, contests, and philanthropy efforts. TARGET AUDIENCE: Segments 1, 3

PhilanthropyChallenge How-­To

Find Your Brilliance

How-ToStories

GivingBack

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CREATIVE  EXECUTIONS

TwitterYouTube

Sponsored BloggersGlidden will sponsor bloggers who have an established DIY following. Glidden will add to the inspiration and instruction already being generated. This validates Glidden’s online presence because the blogs’ audience sees the sponsored bloggers as trusted influencers.TARGET AUDIENCE: Segment 1

Twitter connects Glidden’s social media platforms. Glidden will introduce the “Dream Big. Start Small.” campaign to users. Glidden uses keywords to find relevant tweets and reposts them using #SmallChanges. This directs new traffic to the Glidden Twitter page and encourages brand engagement.TARGET AUDIENCE: Segment 1

Ten how-to videos bring confidence to our audience. 15-second instream ads prompt users to access the videos by showing how small projects are integral to our audience’s daily lives.TARGET AUDIENCE: Segment 1

Instream Ad (15-second spot)A young couple brings an old table into a room. A series of quick cuts show the couple painting the table. There is a progression of life events around the table. The table changes color with each cut. The spot ends with the family gathered around the table.

How-To Video (2-3 minutes)How-to videos include step-by-step instructions for the project featured in the corresponding instream ad. Audience members are lead to these videos via paid search terms on Google or on the YouTube channel.

#smallchanges  RT  @hjac  “Love  my  freshly  painted  yellow  chair!  pic.twitter.com/12987”

Glidden  Paint    

Collapse Reply Retweet Favorite More

@glidden_paint

47% of users engage in social media for customer service

Nielsen: State of the Media-2012

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CREATIVE  EXECUTIONS

GUERILLA

DIGITAL

Digital ProjectionsParking LotBy adding unique Glidden colors to each section of Walmart parking lots, Glidden simplifies the parking lot experience and provides unexpected change. 200 Glidden branded parking lots will be painted across the United States. TARGET AUDIENCE: Segments 1, 2, 3

Homepage Redesign

4 in 10 DIYers reported referencing a retailer website for directions in completing their projects.

Glidden’s homepage makeover improves navigation and the overall user experience. This connects users to a refreshed Glidden online presence. There is the potential to expand to a mobile platform. TARGET AUDIENCE: Segments 1, 2, 3

On Memorial Day weekend in Los Angeles, Austin, Chicago, Minneapolis, and Atlanta, digital projections of painters will light up Walmart storefronts. These cities yield a high number of impressions per event. The message “It starts here” will spark conversation among shoppers and increase awareness of Glidden at Walmart. TARGET AUDIENCE: Segment 1

Our guerilla efforts attract our audience’s attention when they least expect it and show how changing one thing can affect our audience’s experience. Guerilla takes place around Walmart to create excitement about the Glidden brand.

Total Impressions 316,162Total Cost $75,000

Total Impressions 95,156,425Total Cost $2,087,880

Mintel: The DIY Consumer

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CREATIVE  EXECUTIONS

PHILANTHROPY

Community MuralsGlidden Community Murals allow our audience to work together to brighten a space within the community. Glidden reps in charge of promoting this event select a local artist to facilitate the project. Glidden provides the supplies for community members and families to paint the murals. These murals will coincide with the 60 cities where the Jr. Painters Program is held.TARGET AUDIENCE: Segments 1, 2, 3

Glidden Jr. Painters ProgramPartnerships with youth summer camps serve as the platform for the Jr. Painters Program. The program allows children to redesign fire hydrants by submitting their artwork. The selected drawings are painted on hydrants in the community. As part of the program, participants receive Glidden Jr. Painting Specialist hats. This program is implemented in 60 cities over the course of three months.TARGET AUDIENCE: Segments 2, 3

Farmer’s Market Paint RecyclingGlidden-hosted paint recycling drives take place at select farmer’s markets in an effort to collect old paint. This program associates Glidden with responsible painting practices.TARGET AUDIENCE: Segments 2, 3

Total Impressions 4,734,000Total Cost $234,540

Philanthropy reinforces Glidden as a leader for positive change. This allows our audience to physically interact with Glidden and drives brand loyalty.

9 in 10 moms say that they spend time planning healthy activities for their kids.

Mintel: Marketing to Moms

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BillboardsOUT-OF-HOME

We are placing 200 billboards in strategic locations around Walmart Supercenters. They inspire our audience to paint, show the joy of painting, and connect Glidden with Walmart.TARGET AUDIENCE: Segments 2, 3

CREATIVE  EXECUTIONS

Total Impressions 30,260,069Total Cost $1,980,047

Out-of-home executions build awareness for Glidden by reaching our audience near Walmart Supercenters. These are placed in the Midwest and Southern regions, where digital tactics are less influential.

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CREATIVE  EXECUTIONS

Bus Shelters

Advertisements on 400 bus shelters spark an emotional response for our audience. The messaging links important moments in life to completed DIY projects, and connects Glidden with Walmart.TARGET AUDIENCE: Segments 1, 2

Magazine InsertGlidden informational inserts in DIY Magazine show how far a gallon of paint can go. In addition, one month’s issue includes a promotional discount to drive traffic to Walmart. The inserts are

perforated so readers can keep them as a reminder. They create inspiration for new projects as well as an incentive for readers to try Glidden. TARGET AUDIENCE: Segments 2, 3

PRINT Total Impressions 359,655Total Cost $123,518

FRONT

DIYers are most likely to respond to incentive offers. Nearly all moms look for sales, discounts, and coupons. The vast majority of coupon distribution and redemption is through freestanding inserts.

Mintel: DIY Retailing BACK

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TIMELINEMAY

EXCITEMENT

JUNE

ACTION

JULY

RELAXATION

AUGUST

SWEAT

SEPTEMBER

NOSTALGIA

MEDIA  PLAN

Community Murals

Farmer’s MarketJr. Painters Program

PHILANTHROPY

Home Page Redesign

YouTube AdsHow-To Videos

Paid SearchSponsored Bloggers

Find Your BrillianceSocial Media

DIGITAL

Parking LotDigital Projection

GUERILLA

ApronsPaint WalkShelfiePaint SwatchesVinyl Floor CoveringsPromotional Signage

IN-­STORE

BillboardsBus Shelters

OUT-­OF-­HOME

Magazine InsertsPRINT

In-Store PromotionsDigital Promotions

PROMOTIONS

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BUDGETBUDGET

21%

25%

11%

2%

20%

20%

1%

IN-­STORE ApronsPaint WalkShelfieShelfie StickersPaint SwatchesVinyl Floor CoveringsPromotional SignageCost of Installation

$410,000 $63,000 $17,500 $26,000 $325,800 $126,000 $350,000$700,000

DIGITAL YouTube AdsHow-to VideosSponsored BloggersPaid SearchHomepage RedesignFind Your BrillianceSocial MediaVideo ProductionCommunity Managers

$500,000$120,000$15,000$1,504,500$75,000$7,500$15,000$120,000$100,000

GUERILLA Parking LotDigital ProjectionsLogistics

$428,420 $1,000,000$659,460

PHILANTHROPY Community Murals Jr. Painters ProgramJr. Painters HatsFarmer’s Market

$8,500 $3,000 $95,040 $128,000

OUT-­OF-­HOME BillboardsBus Shelters

$1,652,093 $327,954

PRINT Magazine Inserts $123,518

PROMOTIONS In-Store PromotionsDigital Promotions

$1,085,283 $5,000

CONTINGENCY  FUND $8,432

$10,000,000

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EVALUATIONS

EVALUATIONS

Brand AwarenessObjective: Increase awareness by 20%

Evaluation Techniques: To measure an increase in awareness, we need to find what percentage of Walmart shoppers is aware of Walmart as a paint retailer. We will use web analytics, market research surveys, focus groups, recognition testing, and in-store polls to test awareness. We will specifically focus our efforts during May, July, and September in order to effectively analyze pre, mid, and post-campaign distinctions in awareness.

Measurable Results: Consumers recognize that Walmart has a large paint section which features the Glidden brand.

Brand ConsiderationObjective: Increase brand consideration by 15%

Evaluation Techniques: To measure an increase in consideration for Glidden Brilliance in Walmart, we will use recognition testing, sales, and promotional coupons. Consideration can be measured through a variety of tactics that will reach our target demographics throughout the campaign.

Measurable Results: Consumers will recognize Glidden as the preferred paint brand in Walmart.

We will evaluate the campaign as a whole to ensure that we have increased awareness and consideration of Glidden Brilliance within Walmart among our target demographics.

RecommendationsObjective: Increase positive recommendations by 50%

Evaluation Techniques: By fostering an engaging online community and promoting positive in-store changes, Glidden can increase sales. Online recommendations and word of mouth suggestions will increase sales and consideration further. This can be measured through social media engagement, website reviews, and increased dialogue among our target demographics.

Measurable Results: Walmart customers will actively engage with the Glidden brand and develop a sense of brand loyalty to Glidden.

Anticipated OutcomeAs a result of the increased awareness and consideration among our target demographics, we expect to see an increase in Glidden Brilliance sales. This can be measured by raw sales data and an increase in category market share.

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This campaign is a testament to Glidden’s passion for empowerment, and our message doesn’t stop there. It lives in the feeling of success after every project is completed, in the communities brightened by Glidden paint, and in the Walmart shopper who may not have previously considered Glidden.

We know that small projects are starting points and, it takes only one small change to make a difference. Glidden challenges you to dream of something better and see it through.

This is just the beginning.

CONCLUSION

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CREDITS

DEVIN CURRANSTRATEGIST

MICHAEL REINERCOPYWRITER

JULIA ORTINEZ-HANSENACCOUNT MANAGER

COURTNEY HENDRICKSDESIGNER

RAFAEL RAMIREZDIRECTOR OF STRATEGY

TIM FERGUSONCREATIVE ASSOCIATE

LISA INOUEPRODUCER

KATE EMBERLEYMEDIA PLANNER

ELI OUELLETTECREATIVE DIRECTOR

SPENCER ADRIANSTRATEGIST

KELSEY MCCOYMEDIA DIRECTOR

LILY BUSSELART DIRECTOR

BJORN JOHNSONSTRATEGIST

SYDNEY MADGESTRATEGIST

IBIZA MEDINAMEDIA DIRECTOR

MEGAN MANDELLMEDIA PLANNER

CATHRIONA SMITHDIRECTOR OF ACCOUNT

´ DAVE KORANDAADVISOR

Competitor Research: benjaminmoore.com, “Benjamin Moore Rolls Out $15 Million Print Ad & Social Networking Campaign” 2010 * Business Journal, “Big Valspar paint giveaway aims for brand ‘fans’” 2011* Coatings World, “The U.S. Interior Decorative Coatings Market” 2009 * PR News Wire, “J.D. Power and Associates Reports: Paint Application Success is Critical to a Satisfying Experience With Interior Paint,” 2010 * Consumer Research: AARP, “Insights and Spending Habits of Modern Grandparents,” 2012 * Advetising Age, “Rise of the Real Mom,” 2009 * Community 102 “Social Media Interaction,” * DIYchat room.com, “Chat Room Reviews of Glidden and Behr,” 2010 * eHow, “Average Living Room size,” 2011 * Kaiser, “Media in the Lives of 8-18 Year Olds,” 2010 * marketresearch.com, “The Future of Food Retailing in the U.S., 3rd Edition,” 2011 * marketresearch.com, “The U.S. Mom Market,” 2010 * Mashable, “Social Media Marketing,” 2012 * Mashable, “Smartphone Infographic,” 2012 * Mashable, “Facebook Infographic,” 2011 * Mashable, “Why the Smartphone Isn’t Mainstream ... Yet,” 2012 * MBA Online, “Media Consumption,” 2011 * Media Topline Report, “2012 Shopper Engagement Study,” 2012 * Mintel, “The DIY Consumer,” 2008 * Mintel, “DIY in a Down Economy,” 2009 * Mintel, “DIY Retailing,” 2012 * Mintel, “Social Dynamics of 18-24 year olds,” 2011 * Mintel, “Internet Usage,” 2011 * Mintel, “Marketing to Moms,” 2012 * Mintel, “Marketing to Dads,” 2012 * Mintel, “American Families and Dinning Out,” 2011 * Mintel, “Kids as Influencers,” 2011 * Mintel, “Lifestyles of Babyboomers,” 2011 * Mintel, “Marketing to Babyboomers,” 2012 * Mintel, “DIY Retailing,” 2012 * Nielsen, “The Social Media Report,” 2012 * Pew, “Social Media Research,” 2012 * Spiral 16, “Mobile Social Networking,” 2012 * The Pew Research Center, “In Changing News Landscape, Even Television is Vulnerable,” 2012 * DIY: Ad Week, “Who Really Gets This Excited About Painting?” 2011 * Better Homes and Gardens, “How to Use Color Swatches to Pick Paint Colors,” 2012 * craftgossip.com, “Paint Chips - Are you stealing?” 2011 * Earth 911, “How Paint Gets Recycled,” 2013 * EPA, “Government Explanation of Low VOCs,” 2012 * Hanley Wood, “Builder 2011 Brand Use Study” 2011 * Home Channel News, “Paint by the numbers,” * JWT, “The rise in DIY,” 2009 * New York Times, “NYT article on DIYers,” 2012 * Ad Age, “In-store Displays Are More Effective Than Price Cuts”, 2012 Glidden: Ad Week, “Glidden Giveaway,” 2009* Ad$spender, “Glidden Ad Spending,” 2010 * Apartment Therapy.com, “Glidden Partnership with Apartment Blog,” 2012 * Chief Marketer, “Powered by Giveaway, Glidden.com Scores Engagement Boost, Web Marketing Honors,” 2010 * Cleveland, “Strongsville’s Glidden Paint Company offers Colorful Classroom Contest,” 2012 * Ebookbrowse.com, “Glidden Paint Prices,” 2007 * emanatepr.com, “Glidden’s PR agency,” 2012 * Flickr, “Glidden Glide-on,” 2011 * Formula Mom, “Glidden Partnership with Mommy Blog,” 2012 * Funding Universe, “Glidden Company History,” 1994 * Glidden, “A Spectrum of Excitement,” 2012 * Glidden, “How much paint!” 2013 * Glidden.com, “Glidden Paint Fact Sheet,” 2012 * Huffington Post, “Akzo Nobel reports $3.11B loss in third quarter,” 2012 * PR News Wire, “Glidden® Paint Celebrates Projects From Across America June 30 in Times Square,” 2011 * PR News Wire, “Glidden® Brilliance Collection™ Paint Debuts at Walmart With New Colors, Fun Tools to Inspire Colorful Room Makeovers,” 2011 * PR News Wire, “Glidden® Paints Launches New Integrated Ad Campaign,” 2011 * website, “Glidden’s Website page rank,” 2010 * Effie Awards “Glidden Gets You Going,” 2010 * Tactics: Inkhead, “Stickers,” * MSN Real Estate, “America’s Best and Worst Housing Markets,” 2009 * Standard and Poors, “Home Price Indeces,” 2012 * The New York Times, “Using Appeals to Emotions to Sell Paint,” 2010 * Youtube, “Youtube Ad Choice,” 2012 * Walmart: 247wallst.com, “Top 10 States Where Walmart is Everywhere,” 2011 * Advetising Age, “People of Walmart Demographics,” * Flowing Data, “The Growth of Walmart and Sam’s Club,” 2010 * Frugal Dad, “The Weight of Walmart,” 2011 * Home Channel News, “DIY in Walmart,” 2012 * Price Viewer, “Walmart Locations List,” 2013 * Unmetric, “Walmart’s Social Media,” 2012 * “How many people visit Walmart every day.” * Media Audits

SOURCES