2. 2
Objective: Increase millennial memberships
Increase Millennial memberships
Create an experience with the brand
Drive awareness of expanded product
selection and services
Utilize digital platforms and social media to
drive awareness and excitement on Sam’s
club and tailgate contest
6. 6
Creating the millennial CQE
Source: The internet
• By 2017 Millennials will
have more spending
power than any other
age group.
• 5 of 6 millennials chose
to connect with
companies in social
media, but they want
something in return.
62%
free
perks
72%
discounts
42%
better
service
7. 7
Sam’s Club Tent On Move In Day
• Sam’s Club will set up a tent on college campus’s quad to
promote the “Sam’s club tailgate” contest
• The campaign will run: August-Thanksgiving
(end of football season)
• Tailgate contest will run for 1 month.
• The top 5 Universities with the most student member sign up’s
win the tailgate party for a home game of their choice.
8. 8
Sam’s Club Tailgating Party
• Will have student
ambassadors
recruited from the
selected colleges to
help host tailgate
• Student ambassador
will live stream via
Periscope and live
tweet on Twitter
• Showcase Sam’s
expanded selection
Show case essentials that’ll take you from pre-
season to championship games and beyond…
9. 9
Tactics for Campaign
Live-Streaming
• Build momentum on twitter
for the tailgate party
contest
• Student ambassadors for
Sam’s Club will live-
stream from periscope and
live-tweet from twitter and
other social media
platforms.
11. 11
Conclusion
• Sam’s Club wants to increase
millennial memberships by creating an
experience with their brand
• Sam’s Club wants to drive awareness
for their expanded product selection
and services
• Sam’s Club wants to utilize digital
platforms to reach millennials and
connect with them personally.
Make Sam’s the go-to place for their grocery
(Tailgating sponsored events, student ambassadors, new app features.)
Our target demo are Women 25-54 – these make up our CQE-Club Quality Enthusiasts (explain)
Then go into what….. I’m targeting is the millennial CQE (College students 18-34)
What is the millennial CQE?
expanding – help define the millennial CQE
Goal is to make it more trendy, not as health conscious (whole foods, trader joes)
Target audience at Sam’s club is middle aged women. Labeled as the “Typical Mom” known for bulk buying for the entire family. Visits the club once a month, saves and it becomes a routine.
Only 8% of millennials go to club or membership stores.
Talk about what millennials are into:
-Millennials chose to connect with companies on social media to get discounts and free perks.
-to get free perks
-to complain-and be heard
How we are going to make Sam’s more trendy???
-We are going to create an experience with the brand, give students an incentive to approach Sam’s club and become members by hosting a tailgate party for the college with the most student membership sign ups!!
-utilize the tailgate party to showcase the expanded selections and services that Sam’s club has to offer
-not only will we use social media to create awareness for the tailgate contest but for the expanded selections and services of Sams club as well
-We are going to create more awareness about the health consciousness of Sam’s -Millennials are health conscious driven (WHOLE FOODS, TRADER JOES,)
Will have student ambassadors recruited from the selected colleges to help host tailgate/livestream.
Okay now that weve described millennials
here’s how were
Combine with tactics
Campaign goes live labor day- thanksgiving
Heres how we target schools: tent with
Here’s what we hope will be the outcome/achieve
Here’s how
