When Brandastic was asked to conduct a brand strategy for Super Glue’s latest product, we wondered, what innovative strategy could we come up with for a name that essentially sells itself? Super Glue is a well-known household staple. Everybody knows Super Glue, right? Yes and no.
The name Super Glue has been around for quite a bit. In fact, since 1951. However, the name is almost too well-known. What does this mean?
What we quickly uncovered through our initial research was that Super Glue is tossed around so frequently, it’s become a term to simply define “very sticky glue”, not the name of an established brand.
Exhibit A:
How did this happen to such a household name brand?
Likely a result of multiple factors, but largely due to who is buying “very sticky glue” these days (and to many’s surprise, it’s not just 50 year old men).
In fact, we uncovered that Super Glue’s true target audience should be millennials. And not just males, but mostly their female counterparts. Once we acknowledged the growing purchasing power of this audience and factored in their buying behavior, it was easy to understand why Super Glue was experiencing diminishing brand loyalty. Which “super glue” does their target market pick scanning the shelf at Home Depot? Most likely the one they saw featured in their favorite DIY blogger’s instagram post.
Let’s take one of their competitors, Gorilla Glue. Gorilla Glue, an infant in the glue industry compared to our Super Glue vets, found a way to quickly steal the majority of the market share. While Gorilla Glue may offer a great product, Super Glue was no different. They just knew their audience and how to speak to them.
It was up to Brandastic to find this sweet spot for Super Glue. And not just for Super Glue as a brand, but for a brand new product, Total Tech.
Fortunately, we don’t mind a challenge…
How We Did It
1. Determine Goals & Outcomes
Brandastic conducted a brand strategy assessment to determine the most viable and effective marketing approach for the product launch of Pacer Technologies, Total Tech. The main objective of the assessment was to generate impressions, increase site traffic and enhance social engagement through an integrated social media strategy.
Main Objective:
Main Objective: Generate impressions, increase site traffic and enhance social engagement through an integrated social media strategy for Super Glue’s, Total Tech.
Quantitative Measurements:
Impressions, Direct Traffic, Site Traffic and Social Engagement
2. Market Research & Analysis
Once we established the goals and objectives of the assessment, the first step was to identify the target audience. Through an in-depth competitor deep dive and industry trends analysis, Brandastic uncovered a largely untapped audience that would be the most likely to use their product.
3. Assess Website Analytics
In tandem with market research, Brandastic assessed their current website’s analytics and user behavior to glean insight as to who they are currently attracting and what can be improved to enhance their online presence and exposure to new markets.
4. Develop Personas
Based on the compilation of the market research assessed, the team compiled distinct personas to simply define and segment the core target audiences we intend to reach through the established marketing strategy.
5. Create the Brand Message
Once we determined who we are reaching, it was time to craft the message. Understanding that it was critical to speak to the younger DIY audience, Brandastic developed concepts specific to this growing niche audience.
6. Determine the Go-to-Market Strategy
Once we have the message, it’s time to determine where it needs to be seen. The Go-to-Market strategy is determined through a compilation of the most effective channels, necessary budgets, and the type of asset required to best achieve their goals.