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Packaging Daunting Topics into Simple, Affordable and Fun Projects!

Challenge: Sell Glidden Paint at Walmart: Our team won by packaging paint projects into small & affordable projects that can be completed in a single weekend! It is all about making projects approachable+affordable to disprove misconceptions!

Photo of Christopher Rannefors
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In my senior year advertising course we competed in a national competition trying to sell Glidden Paint at Walmart. Through our research, one of the biggest problems was that Walmart Shoppers associate paint with big, daunting tasks like painting a room or re-doing a house. Most of our market were either new to painting or had only painted once or twice in their lives - they did not see it as approachable. I see this as a parallel to many children that have little exposure to art/making/engineering/crafting. They see it as this BIG and challenging world that takes a lot of time and effort (both of which are highly valuable to them). 

In reality of course, like making/engineering/crafting, painting isn't so scary, in fact it can be fun and incredibly rewarding! To get people past their misconceptions, the topic can be positioned in a certain way to make it more approachable and accessible. To do this we packaged simple painting-oriented projects that could be purchased entirely at Walmart and completed in a single weekend: Project Bow Wow (painting a Doghouse), Project Well Done (painting a Picnic Table), Project Pop Star (painting a mini-stool/stage for rocking out). For each project you take advantage of Walmart's one-stop-shop, so along with paint you could get dog bones and a leash for Bow Wow, burgers and snacks for Well Done, and a guitar for Pop Star. When Walmart users take these small+simple projects home, they realize that they really can complete a painting project in just a couple days with limited effort and cost! They also realize that painting can be fun! Who knew?! 

T he main point I want to bring across in this inspiration is that you can take a daunting topic like Paint (or making, painting, engineering, crafting, coding, etc.) and package it into small and simple projects that are more approachable and fun! Then as 'users' tackle these small projects and realize it isn't as hard as they thought, over time they will develop the confidence to tackle larger and more challenging projects. 

Please comment with your thoughts! I would love to start a discussion on this!

I have attached our Plans Book from the advertising competition if you are interested in reading further! 

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Hi Christopher, interesting post! Any chance you could find an image to go along with it? Images help grab attention and tell a story with higher impact. You should be able to use the Update Entry button on the right of your post and follow the instructions to add images from there. We know occasionally people have issues uploading images so let us know by hitting the Support tab on the left hand side of most pages of our site if you face any problems. Looking forward to seeing more of your inspiring insights on OpenIDEO.

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Photo of Christopher Rannefors

Thanks! I put up a low-res shot for now but will update it with something better soon. OpenIdeo is such a great community, keep up the great work!