This article in today's NY Times has got my panties in a twist. Because while I hate Walmart (I've been in many times, but always refuse to spend any money) I actually think this bit of trickery is a really smart move on their part. They've undertaken an effort to "help out" local businesses in urban neighborhoods where they want to build new stores. This "help" will come in the form of co-op advertising, in-store advertising, and education/training programs to teach local business owners how to compete. Read the article for the full lowdown.
Point here is that for a relatively low out of pocket cost to Walmart, much of which is concentrated in communications tactics, they are giving the appearance of actually doing something to help out the local businesses they are accused of driving out of business. Basically, this is a communications strategy dressed up as something much bigger and more significant. And I think its pretty smart. They're making a very inexpensive change that will probably sound pretty significant to the average consumer. We'll see how well it works out for them, but I have a feeling it may actually do them some good. Which I hate.
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Tuesday, April 04, 2006
Posted by A. at 4/04/2006 05:45:00 PM