Wal-Mart Overview Operates retail stores in various
formats across the world Discount Stores, supercenters,
neighborhood markets, marketside, and Sam’s Clubs in the U.S.
Wide assortment of merchandise at everyday low prices (EDLP)
Offers its products through various e-commerce websites including walmart.com and samsclub.com
Challenge and Goal Challenge
Two million employees increase exposure to increasing wages and high healthcare costs
Growth in internet retailing to serve larger market
Goal Serve 1 billion customers a week in 20 years’
time The chain of stores will add 500,000 jobs in
the next five years.
Integrated Theme Original Theme
Everyday Low Prices Adding Theme
Anywhere Anytime Through many types of new
media, we can give the information and communicate with the customer directly anytime and anywhere
Objectives and Target market Objectives
Increasing reach to consumers by the new media
Target market Younger and International people
Younger people are more familiar with new media
Through new media, we can communicate with international people and market
The New Media for Campaign 1 YouTube Promoted Video
Making a video clip ad and upload in YouTube Promoted video
Reason Cheap Reach our target market at once All year round
The New Media for Campaign 2 Blog
Give the many promotion and products information
Communicate with the customers Upload the pictures Attract more younger people to share
their voices
The New Media for Campaign 3
Google ads with Search Engine Optimization Finding good keywords related
with Wal-Mart Getting more important to search
in Google Without Wal-Mart word,
appearing Wal-Mart sites with good keywords
Evaluating Success of the Campaign Blogger outreach
Check Blog Google Analytics
Gain Google ads’ results Monitter
Track tweets with keywords
Budget Allocation YouTube Promoted video
Depending on click number You only pay when people click to see your
video Blog
$10~$1,000 Free website to make blog Pay for looking good
Google ads No minimum spending requirement Pay only for results