Walmart Is 'Job' One

Las Vegas — Startup company My Dirty Jobs LLC is entering the retail market in a big way this month by rolling out a new line of cleaning products at Walmart. The Dirty Jobs product line will hit shelves by the end of February, backed with social media and in-store marketing support.Mike Rowe, host of Discovery Channel cable TV series "Dirty Jobs," heads up the new company and is involved in packaging, brand positioning and marketing of the product line, while also serving as spokesperson.The "Dirty Jobs" series, which has Rowe performing various unclean jobs alongside typical employees, had 9.3 million total viewers in the 25-54 age group for the first quarter of 2011, up from the previous year. "There was some work done regarding the 'Dirty Jobs' show and how that lines up with shoppers and demographics," says Tracy VanBibber, executive vice president and chief customer officer for My Dirty Jobs.She stresses that as a startup, the company could not roll out everywhere at once, so it needed to ramp up supply with the right retail partner. "The Walmart shopper identifies with authentic, hardworking attributes which are linked to our brand and Mike Rowe," says VanBibber. Al Dominguez, Walmart vice president of merchandising, manager of household paper goods and chemicals, says Walmart is committed to bringing innovative products to its shoppers, and that "Mike Rowe and 'Dirty Jobs' resonate with our shoppers, given their association with hard work and support of the trades."Christian Darby, My Dirty Jobs senior vice president of marketing, says that Rowe has a strong brand presence across ethnicities and genders. He is well-known, yet people can relate to him. "He has a long history of getting dirty," Darby says. "Just like in the show, there are a lot of places in consumers' homes that get dirty and this product line makes cleaning easier."Niecy Nash, host of her own reality cleaning-based cable TV show on The Style Network, will serve as a secondary spokesperson for the new line. Her presence on social media sites, print ads and promotional materials targets African-American and female consumers. The company also has plans to work with an as-yet unnamed Hispanic spokesperson to reach the Hispanic community, VanBibber says.The target market for the laundry additives and general purpose cleaning products is "the member of the household who does the laundry and picks up after the kids, the dog and the spouse," says Darby. That person – usually Mom – makes purchasing decisions about what brand to use to address the cleaning needs of the family, says Darby.Path-to-purchase activity will include cultivating an online presence through bloggers, Facebook, Mydirtyjobs.com and ads on Walmart.com. VanBibber says the pre-store activity helps to drive purchase decisions as well as educate consumers about the product line's ingredients. The company also plans to cultivate a blogger and fan club for the products. Facebook and Twitter activity will update consumers on the product line and availability as it rolls out nationally with retailers. VanBibber didn't identify specific Facebook or social media tactics, but did say they would be partnering with Walmart to gain exposure through social media.Walmart's in-store Checkout TV Network will play footage of Rowe describing the line's attributes. A half-pallet display, set to hit stores in March, will merchandise the complete line. Future plans also include use of in-store product demonstrations. Packaging plays a big role and features a bright green color and the signature paint splatter logo from the TV show. "This is an integrated campaign that will extend the dialogue with consumers from their living rooms, to the store and back to their laundry closet," says VanBibber.Darby says the ingredients are what make the line of general-purpose cleaning supplies unique. The laundry powder stain fighter, for example, includes an increased quantity of oxygen cleaner and five specific enzymes, which when combined work better on stains.While the company did not identify any future retail partners, it wants to "partner with retailers that are serious about category innovation," says VanBibber. "We don't plan on going everywhere, but we'll go where our brand can flourish with partners who share our brand vision."She says the company will monitor sales lift and focus on product trial and repeat purchase to measure success of the program, as well as stay tuned to social media for feedback from consumers.KIK, Toronto; Ropak, Fountain Valley, Calif.; and Korex, Wixom, Mich., supply product packaging. RockTenn Merchandising Displays, Norcross, Ga., produces the in-store pallets. Trent, New York, handles PR duties. Ignite, McLean, Va., handles social media efforts.

Walmart Is 'Job' One

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