Walmart Grand Opening Program
CHALLENGE: Walmart has a passion to explore new ideas and lead the industry to stay ahead of the game. And one of those industry-leading ideas was to launch 100s of new and remodeled Walmart stores each and every year. During a new launch, driving customer traffic and basket sizes are key and are monitored daily in Bentonville.
SOLUTION: Martin managed the production and traffic of new Out of Home ads and Radio spots for Walmart’s Grand Opening (GO) Team. Working closely with the GO team and the local field team, Martin helped bring awareness to over 1,700 new or remodeled Walmart stores in the past six years and delivered over 8,500 ads, which included in-house translation and production of Hispanic creative. Each marketing piece was localized for the specific store including the focus of the message, locator information and opening date. Production efficiencies were achieved to manage the high volume of unique pieces that had to be produced, printed and shipped in a world where grand opening dates often change last minute.
With the execution of bulletins, posters, gas pump toppers, mobile billboards, transit shelters, Pandora radio or over-the-air radio spots, Martin built excitement around new store openings driving closely monitored sales which left a lasting personal impression on in-market shoppers.
