2. 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
3. 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.
4. 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
5. 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
6. 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
7. 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
8. 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
9. Evaluating Success of the Campaign
Blogger outreach
Check Blog
Google Analytics
Gain Google ads’ results
Monitter
Track tweets with keywords
10. 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
11. Timeline
Promoted Video, Blog, Google ads will run
every months in the year
We need to keep these campaigns run
every months because of communication
with the customers and cheap
