Wal-Mart Branding Strategy Goes Back to School

Wal-Mart's current back-to-school campaign offers an early look at what company executives are calling a more integrated marketing strategy.The current campaign features a variety of P-O-P materials -- including ceiling hangers, inline and endcap signage, and temporary displays that provide a clear, consistent message ("Back to School Savings") and help shoppers find the essential products they need. Graphics on the signage mirror those used in the chain's back-to-school circular, and also align with the message delivered through current TV spots.The campaign is the "first example" of a new marketing tack that seeks to develop a "real brand" beyond Wal-Mart's traditional EDLP positioning, Julie Lyle, the chain's vice president of corporate marketing, advertising and administration, told attendees of the Shopper Insights in Action conference on July 19.The goal is to "expand and integrate the marketing mix," with media advertising designed "specifically to inspire the trip" and merchandising that establishes Wal-Mart as an ideal shopping destination and places a greater emphasis on local needs, she said. To that end, the back-to-school campaign features a series of TV spots targeted at different shopper segments (young moms, teachers, Hispanics) and a message that "School Starts Here." The spots focus more on products -- both national brands such as Crayola crayons and generic items like notebooks -- and less on prices than in past efforts.This greater focus on product could mean an increased use of branded displays in stores, although that will be evaluated "market by market" and "still depends heavily on value needs," Lyle said. "We like to feature the merchandise and let it speak for itself" and rely on vendors "to drive demand [for their products] outside of the store."Shopper Insights in Action was presented by the Institute for International Research. The fifth-annual conference was held over three days at the Drake Hotel in Chicago.Wal-Mart, Bentonville, AR, operates 1,289 Wal-Mart stores, 1,816 Supercenters, 555 Sam's Clubs and 92 Neighborhood Markets in the U.S.