Valspar Paint helps consumers color match via mobile app
July 2, 2012
The Valspar ConnectLive app
The Valspar ConnectLIVE app is available for free download from Apple’s App Store. Valspar is working with CatapultRPM on this campaign.
“As a brand Valspar is about connecting people to the power in color and mobile video is a great way to do that virtually. We wanted to help do that early in the painting process when they are trying to find their perfect color,” said John Anton, vice president of marketing at Valspar Paint, Minneapolis.
“ConnectLIVE allows our color consultants to go into our consumers homes and provide them the expertise to connect them to color and deliver a lasting impression and loyalty to our brand,” he said.
Users are prompted to fill out a form with contact information such as name and phone number when they open the Valspar Paint app.
Consumers can then pick the room that they are looking to paint and enter any special information that the paint consultant might want to know.
Users then choose a date for their consultation and can set a reminder of the event.
During the consultation, consumers can use their device’s camera to show the Valspar representative the space that they are decorating.
The consultant will then show consumers different options for paint with color swatches.
After the consultation is over, users are emailed a list of the Valspar products discussed.
The ConnectLive iOS app
Giving users personalized content that is specific to a company — in this case paint — is a great way to increase both brand awareness and lead to sales of products.
“Mobile applications are the latest evolution of how we can use technology to meet consumer needs in really impactful ways,” said Jason Rogers, executive vice president of digital at CatapultRPM, Westport, CT.
“Mobile video delivers a new level of connection and interactivity that brings the brand to life through people and relationships. While video isn't the silver bullet for everything, in many cases it is the perfect solution,” he said.
In addition to the ConnectLIVE app, Valspar also has an app called ProjectPaint that lets consumers swipe through a catalog of the company’s paint colors.
The app helps users guess how much paint they will need, find nearby stores and create customized shopping lists.
Valspar’s use of mobile shows how a marketing initiative can be used to solve consumer’s pain points, such as not knowing which color paint to buy.
Valspar is not the only paint company using mobile to its advantage though.
Behr Paints, for example, rolled out a mobile app last year that let consumers color match and preview walls in the brand’s line of colors (see story).
“We use digital as a way to reach consumers where and when they need us – providing that spark of inspiration, trusted support and the highest quality products for their home. Whether that's from their browser, their smartphone or tablet,” Valspar’s Mr. Anton said.
Lauren Johnson is editorial assistant on Mobile Marketer, New York
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