Sam's Club - Brand strategy, innovative marketing
The world's biggest retail brand turned to global innovative agency StrawberryFrog to define its new marketing strategy. Wal-Mart's Sam's Club has the largest number of club members in the world, activating along a new brand strategy was the goal. The brief was simple, develop a strategy to align all annual marketing initiatives, reignite members passion for their club card, and bring new members into this special club.
The StrawberryFrog team worked with top management and visited the Sam's Club Center in Bentonville. StrawberryFrog met with management of the Sam's Club's stores across the US and conducted numerous buying safaris and consumer anthropological research initiatives. This research generated insights that enabled the StrawberryFrog team to devise a overarching strategy that created buying support instead of sales support.
The agency oversaw a number of important assignments, including creating one consistent brand message, voice, look and feel for the brand out of a disperate number of actions. StrawberryFrog oversaw the promotion strategy with Mastercard as the card was the first payment card to be launched in all retail outlets across the country. StrawberryFrog launched the retailers largest initiative: Organic foods.
At StrawberryFrog, the global innovative agency knows that consumers can't be grabbed by flashy marketing, StrawberryFrog had to up the ante and find new, more relevant ways to connect. the strategy for Sam's Club is a 'big box' retailer. They sell pretty much everything, in bulk, for less than other retailers. Everything in your Club offers people a better life experience. That was the emotional connection they were looking for. Each campaign element, digital, TV, print, FSI, served to add emotion to the very rational purchase decision. In doing so we featured items across the Sam’s gamut, from high-end jewelry and organic foods to cocktail weenies.
