Sam's Club Caters to Moms and Dads

Sam’s Club is giving a stage to private-label and national-brand baby products by ramping up promotion of the free “Mom’s and Dad’s Club” it offers for members with young children.Upfront pallets merchandising baby products from manufacturers such as Johnson & Johnson, Procter & Gamble and Kimberly-Clark are outfitted with wraps depicting the Mom’s and Dad’s Club logo and a “join today” message. Some of the pallets are dedicated to stocking private-label Member's Mark products including new baby wipes, aligning with the retailer's increasing marketing emphasis on the brand. On samsclub.com, a carousel ad links to a web page offering new members free samples of products such as diapers, baby powder and baby oil from the aforementioned brands and dangling free shipping on category SKUs including formula and car seats. Additional digital support for the club includes a Sept. 12 Facebook update and display ads running on blogs such as mom.me.Additionally, a full-page ad in the retailer’s September “Instant Savings” mailer plugged the club while spotlighting P&G and private-label SKUs. A Sept. 12 Facebook update promotes the club.The retailer also hosted several sweepstakes to help drum up awareness. A “Magical Moments” sweeps from Kimberly-Clark awarded a trip for four to Walt Disney World Resort in Orlando, FL. Consumers entered on a promotional samsclub.com web page from Sept. 2-30. Both members and non-members were eligible. Conshohocken, PA-based Realtime Media handled. A carousel ad on the club page and a Sept. 8 Facebook update from Sam’s Club supported.A “Diapers for Days” sweeps running Aug. 11 to Sept. 11 awarded 12 cases of diapers or training pants from a brand of the winner's choice. Fifty runners-up each received one case of diapers or training pants. Entry was via a sweeps page advertised on the club web page. Sam's Club deployed a Sept. 14 Twitter update to congratulate the winners.The warehouse club chain first promoted Mom’s and Dad’s Club last spring by dangling a $10 e-gift card for members who signed up between April 1 and May 15.

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