from Advertising Age
Marketing: Walmart Browbeats Marketers Over Ad Budgets "BATAVIA, Ohio (AdAge.com) -- Walmart has launched an aggressive push to have marketers divert their consumer media and marketing budgets into the giant retailer's growing ad budget and in-store marketing programs, using a simultaneous push to clear underperforming brands off its shelves as extra leverage.
In recent months, the country's largest retailer has been quietly rolling out a system -- the cost-supplement initiative -- that marketers and industry consultants say directs marketers to divert money proportionate to their share of sales to Walmart marketing programs. Walmart is looking for a share not just of trade-promotion funds but also consumer-ad dollars. The vehicles Walmart wants funded include co-branded TV and other media ads, in-store TV and banner ads on Walmart.com.
It's probably the boldest retailer grab for suppliers' consumer-marketing funds ever, if only because the amounts involved are so huge. Some package-goods companies do more than 30% of their U.S. business at the retailer.
Monday, July 20, 2009
Is WalMart a Store or a Media Channel or a Printer or a Supermarket or Drugstore? Yes.
Last week we learned that PNI is moving into SMB marketing collateral sold at the WalMart photo counter. This morning I found the snippet below
at 8:38 AM