Blog
How Walmart gets marketing right
March 7, 2013 by Jeff Fromm — Executive Vice President, Barkley
I believe that one of the reasons that Walmart has been so successful is its ability to think creatively about marketing.
A case in point: Walmart recently announced that it would be hiring 100,000 US veterans over the next five years. Even First Lady Michelle Obama issued praises, describing the policy as "a groundbreaking example for the private sector to follow."
What a brilliant move! Walmart has identified a pool of well-trained, disciplined workers to add to its work force while shining up its brand. Sure, it's a savvy PR tactic, and one that cynics will paint as an attempt to distract from the company's continuing employee tensions. But Walmart is "America's Brand," and this action will certainly be positively received not only by vets, but by a large number of patriotic Americans.
I'd love to know what impact this policy has on Walmart's share of wallets with vets and other core customer segments. My guess is that this will be a home run on several fronts.
Other retailers should take notice! Great marketing initiatives don't have to be pure marketing. And for that matter, HR initiatives can and do significantly impact marketing.
How is your brand taking advantage of all facets of the company?
