2017 Retail Promo Guide - 3
SUMMER/4TH OF JULY:
A second wave of promotions on grilling needs
and seasonal merchandise before back-toschool activity takes over
the marketing plan.
BACK TO SCHOOL: A massive, multi-channel program
that includes exclusive overlays from top CPGs.
COLD & FLU: Focus on in-store flu shots is supported by
relevant OTC and cleaning brands, which receive a season-long spotlight.
GAME TIME: Kick-off to the season-long campaign; in
2016, Super Bowl sponsor Anheuser-Busch InBev's Bud
Light also deployed limited-edition, team-specific packaging
at the retailer.
GRILLING: A focus on tailgating has previously extended the occasion into fall.
HOLIDAY: Launch of a seasonal layaway program provides an early kickoff to activity.
FATHER'S DAY: A sign package supported by digital
activation puts the spotlight on giftables.
SUMMER: Themed custom displays, Smart Network spots
and circular features start trickling in as early as April,
gaining critical mass in June and continuing throughout
the season; includes a strong focus on skin-care items and
BACK TO SCHOOL:
HALLOWEEN: The in-store merchandising program has
evolved into an omnichannel effort in recent years through
a "Boo It Forward" multi-brand partnership led by Mars Inc.
BREAST CANCER AWARENESS: General merchandising of "pink" products.
VETERANS DAY: "Greenlight a Vet" campaign activated
in-stores and online encourages shoppers to change one
home or office light to green to visibly support veterans.
THANKSGIVING: Black Friday gets its own custom
P-O-P plan, with most deals available online all day on
Thanksgiving in 2016; Cyber Monday is one of multiple online-only sales events.
HOLIDAY: A huge media and P-O-P program brings
custom displays to stores and extensive content to
walmart.com; incorporates multiple exclusive SKUs and
other manufacturer-specific activity.
MOTHER'S DAY: Print and signage activity with a heavy
focus on jewelry and other giftables.
GRILLING: The summer-long marketing campaign
shines a spotlight on Walmart's premium beef offering via
customized displays and various supporting activity, with
Clorox Co.'s Kingsford serving as lead partner for several
years. Custom digital content supports.
BIKE MONTH: In-store signs and circular features spotlight bicycles.
GRADUATION: Fringe activity includes an in-store spotlight on gifts and office supplies.
FIGHT HUNGER. SPARK CHANGE.: A five-week campaign in collaboration with brands that benefits Feeding
America receives support from traditional media as well as
a strong social push, P-O-P materials and, in some cases,
EASTER/SPRING: An extensive merchandising effort
showcasing confectionery and other basket-fillers, including many exclusive SKUs. The activity includes a spring
cleaning focus via custom displays.
ALLERGY RELIEF: A spotlight on relevant products via
ad space and temporary displays, with no unifying sign
package. Custom digital content supports.
LAWN & GARDEN: Discounts on outdoor living and
lawn & garden products.
WOMEN'S HISTORY MONTH: Low-key spotlight of
MARCH MADNESS: Activity has waned and is mostly
supplied by official NCAA sponsors.
TAX SEASON: Third-party tax preparation kiosks in
stores, merchandising of related software and a communications push to spend refund checks at the chain.
VALENTINE'S DAY: Fueled by a seasonal sign package
spotlighting gifts and other relevant products.
HEALTHY LIVING: Multi-channel campaign spotlights
food, fitness and OTC brands for healthy New Year's resolutions without a unifying signage package; includes
"Wellness Day" in-store events.
COLD & FLU: Relevant products spotlighted via secondary merchandising.
SUPER BOWL: Long-running
"Game Time" campaign concludes a season-long merchandising program that launches
each August. The finale includes
in-house and custom P-O-P materials (mostly in grocery departments), sampling events, activity
on walmart.com and partnerships with official NFL sponsors.