John Anton, Vice President of Marketing at The Valspar Corporation, highlighted the importance of marketing innovation during his presentation at the 2013 Chief Marketing Officer Leadership Forum: Fall Event in Chicago on September 17. In his presentation, “Using Marketing Innovation to Shake Up a Company,” Anton acknowledged that innovation typically makes marketing easier for an organization.
According to Anton, Valspar relied on research to learn about its products and enhance its marketing strategy. Anton noted that his company wanted to use digital tools in its marketing so it could promote its offerings to large groups of consumers. In addition, he stated that content creation helped inspire potential and current customers to purchase Valspar products: “One thing to help people with inspiration, one little thing that we’re proud of, and this goes back to the idea of content, creating content and brands creating content, I think the key with that is the content has to be relevant and meaningful to consumers, and it should be within the guise of what your brand stands for.”
Client satisfaction is also important for Valspar and other organizations around the globe, Anton said. For an organization to succeed in today’s economic climate, Anton stated, it must find ways to monetize its content: “We have tools on our Website to help you find the right color for your room. You can upload a picture of your room and then drag and drop our colors…If the insight, the consumer insight is people are lacking color confidence, if we can be the brand that helps them throughout the journey through give-aways and things like that, that’s how we become more meaningful, build a relationship as opposed to selling a gallon of paint.”