True Value 2014 Annual Report Download - page 16

Download and view the complete annual report

Please find page 16 of the 2014 True Value annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 32

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32

14
True Value is a place where passion lives and breathes—a passion for
enabling the satisfaction of a job well done.
Behind every project is a True Value. It’s our tagline and a powerful theme to help grow
our emotional connection with consumers and create awareness of our brand among
younger audiences, particularly the “Young Achiever.”
Young Achievers are new homeowners in their 30s, and they’re key to our future
success. They grew up thinking first of big-box stores for home improvement supplies.
We’re changing that. With new levels of commitment to a full range of media and
marketing strategies, we’re creating greater awareness, recall and positive perception
of the True Value name.
Talk to any True Value member and you’ll see the passion, not just for selling
merchandise, but for seeing that look on a customer’s face when he or she gets the job
done right.
The Young Achiever is going to love True Value.
In December of 2014, True Value got massive
national exposure on a hit reality TV show when
CEO John Hartmann went incognito, putting
on a long gray wig and a fake mustache. As
the unassuming “Louis,” he spent time working
side by side with retail and co-op employees
across the country.
It was an entertaining way to put the brand
in front of 9 million viewers during prime
time—and just one of the multitude of ways
we are working to drive awareness, then
consideration, then sales and, ultimately,
loyalty, among our target audiences.
America, meet True Value and “Louis Lapresi.” True Value stars
in the season six premiere of the Emmy-Award-winning reality TV series
“Undercover Boss.”
True Value is more than a store
THE BOSS GOES UNDERCOVER
BUILDING A P