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Walmart exec tells ANA conference retailer intends to double
multicultural budget
 (October
31, 2012) Walmart grabbed the main spotlight at last week's Association
of National Advertisers' Multicultural Marketing and Diversity
conference with an announcement that it plans to at least double its
current spending to advertise to Black, Hispanic and Asian consumers.
As reported in Advertising Age, Tony Rogers, Senior Vice President of
Brand Marketing and Advertising told the audience that "One hundred
percent of the growth [in sales] is going to come from multicultural
customers." The retailer intends to de-centralize ethnic marketing from
its individual silos and make the practice an integral part of
everything it does to touch consumers.
From now on, said Rogers, Walmart's multicultural advertising agencies
won't have to wait for the general market strategy to unfold before they
can get to work. They will instead have a "seat at the table" when the
marketing conversation begins.
Walmart is currently the 14th largest advertiser in Black media
spending, according to a forthcoming report from Target Market News. In
2011 it placed $18.3 million in African-American targeted ads through
measured media. That represents a drop of 12.4% from the 2010 spend of
$20.9. GlobaHue is Walmart's African-American agency of record.
As part of the new approach, Greg Warren, Walmart's VP of Creative
Marketing is reported as saying that supplier diversity will also be
impacted. "We had a supplier who was convinced their audience was
Caucasian women," he said. "We were able to show them that 40% of their
business came from multicultural consumers."
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