shopper events march 2009
TRANSCRIPT
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Walmart Shopper Events
In-Store Activation
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Shopper Marketing activity is growing at the expense of traditional media
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Why? Shopper Marketing delivers superior ROI
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What accounts for its superior ROI?
1. Media fragmentation and the
crowded landscape reduces theimpact of traditional media
2. Focusing on the in-store
battleground enables brands to
defend directly against the
increasing sophistication of Private
Label
3. Data indicating that purchase
decisions are made in the aisle
itself (not in front of the television or
radio) has led to increased focus on
targeting the shopper vs. the end
consumer Youve got to win over mom!
70% of purchase decisions are made in
store!
68% of purchases are impulse!
91% of consumers shop without a list!-Popai -2005
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In-Store Sampling/Demo is the most commonly used Shopper
Marketing tactic
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Walmart Leads Industry Paradigm Shift
Inconsistent staffing-IndependentContractors
No integration with Merchandising andMarketing objectives
No event oversight or performanceevaluation
No Wal-Mart branding and poor supplierbranding
Flawed operational design with costlyinefficiencies
Unpredictable customer experience
Direct hire employeesFast Service,Friendly Event Sales Specialist, Clean EventStation
Integration with Merchandising & Marketingobjectives
Full analysis of results by employee + paidon incentive
Clear and concise branding
Streamlined program to increase efficiencies
Enhanced customer experience
Traditional Demo Model Shopper Events Modelvs.
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Shopper Events is the authorized planning and coordinatingcompany for Walmart Stores, Inc.
Sales DevelopmentReview and process event requestsSchedule and calendar events
Assign to proper EECAudit, analyze and report
BRAND
Program Organizational Structure
http://www.asmnet.com/ -
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TestKitchen
FulfillmentKits Shippedand Verified
WalmartApprovals
CreativeDevelopment
Craft EventManual
ScheduleEvent
Align Brand Plan withShopper Events
Calendaring System
Supplier ProvidesBrand Event CalendarExecution
FieldCoordination
WalmartOperations
Enter Program intoEvent Execution
Company System
Shopper Events Process
Supplier Brand
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In-Store Event Sales & Execution Results
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Incremental SalesEvent Stores vs. Non-Event Stores
Week 1: On TAB & COMACProduct AWeek 1
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Incremental SalesEvent Stores vs. Non-Event Stores
Product AWeek 2
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Incremental SalesEvent Stores vs. Non-Event Stores
Product BWeek 3
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Incremental SalesEvent Stores vs. Non-Event Stores
Product CWeek 3
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Event Station Layout In Store
1-2 GM Event Stationswill be setup in theDepartments identified in Blue
2-3 Grocery Event Stationswill be setup in theDepartments identified in Green
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Contacts
Shopper Events Team
Brian Pear, Vice President/General Manager
479-246-6912
Marco Rivera, Director of Business Development
479-246-6911
Walmart Demo and Events Team
Melissa Perry, Sr. Manager Demo and Events
479-277-0516
Avery Duvall, Manager Demo and Events
479-204-1233
Rosa Reyes-Garcia, Demo and Event Coordinator
479-204-2387
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