[youtube]http://www.youtube.com/watch?v=OWaxuuAsuV0&feature=player_embedded[/youtube]
It’s no secret that cable advertising is regional, that is why you never see a ‘Popeye’s chicken’ ad in SF, well maybe once in awhile. I know a couple of cable ad salesmen in town, and advertising is very focused on our community, so when I got this email today, I thought I would post it. Food for thought;
Hey Scott, I don’t imagine you watch much cable TV because you’re probably like me and stick to the internet for news… but today I noticed something odd.
Is Walmart launching a campaign with a massive broadcast budget? My parents told me they’ve been seeing these commercials for the past month.
On CNN today, I noticed over 2 hours over 2 different programs that Walmart ran a commercial during every single commercial break. Not lying, every single commercial break included a 30 or 60 second WM ads. Other ads talked about how WM gives back to the community through charity.. the theme of these commercials is “Get to know the Real Walmart at theRealWalmart.com”
These ads are not your typical WM, Target, Home Depot commercials.. nothing like them at all. These ads don’t talk about saving money or current specials, or even any products/services at all. The commercial I saw today highlighted an employee who’s paying for his college with his “good paying” job at WM, it ends with the young black male saying “I hope when you look at WM, you look at me investing in my future”. So – these commercials are 100% about promoting WM’s image and credibility – not selling anything. This is essentially indirect campaigning in advance of the likely referendum vote they can expect from SON.
Try to see one of these ads for yourself if you can. I think every major cable network is running them.
I don’t watch cable TV but I did notice this same thing happening when watching the national and local WM reps when they were speaking about the company. WM does this and this and this for their people and communities.
It struck me as I watched the comedy unfold Tuesday night.
It isn’t local… it is a nationwide campaign designed to improve their image in the minds of the public. I was in St. Paul last week and saw the same commercials.
Relevant: http://www.forbes.com/sites/lauraheller/2013/05/06/new-ad-campaign-promotes-the-real-walmart/
This is most likely a case of “you recognize what you are familiar with”. The commercials have been playing since May, but to most people they probably didn’t even notice. Now that Walmart is big news, suddenly we tend to recognize things like this a bit more. Sort of like when you buy a new car and suddenly you realize how many people have the exact same car as you do… it is all about recognition.
Of course Walmart could be paying to have more commercials added in this region due to their current situation. Can’t really blame them for that – it is just a wise marketing move. Control the message – control the opinion.
http://www.dailykos.com/story/2013/08/07/1229087/-15-things-everyone-would-know-if-there-were-a-liberal-media#
“Of course Walmart could be paying to have more commercials added in this region due to their current situation. Can’t really blame them for that – it is just a wise marketing move. Control the message – control the opinion.”
That is my guess to.
I suspect Walmart understands well that one of their biggest obstacles to further growth is the negative perceptions many people have of their business. They have nearly 100% name ID, they spent years shoving that Rollback smiley down everyone’s throat so there’s no ambiguity as to their business model, and they have no need to address competitors directly. Everything they seem to do now addresses image – whether it’s making their stores more aesthetically pleasing, talking about the stuff they do for community nonprofits, etc.
Testor, that article should be renamed “15 things you’d know the media is already reporting on if you paid attention to the news.”
In some of the Argus comments sections I’m just amazed about how enamored people are to have another Walmart. “It creates jobs!” Um, are those the kind of jobs you want to have? Really? Sioux Falls has the opportunity to become something big but considering the construction of a new Walmart “jobs” is not the way to get there. Then when I point this out people are down on me and heckle me as being someone who “shouldn’t care about Sioux Falls” because I don’t live there anymore. Maybe I shouldn’t.