Sam s Club Case Study

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1 Sam s lub ase Study Helping fans plan, prep and party for the Big Game! Alyssa Braun, Emma hase, Lexi Knutson, Maria Powers Public Relations, October 2013

2 Sam s lub Super Bowl ampaign Background: Sam s lub, designed by Sam Walton, opened in Midwest ity Oklahoma in There are 621 clubs throughout the United States and Puerto Rico. The idea of company is to sell quality, name brand merchandise at exceptional prices. Sam s lub also sells more than food; clothes, electronics, household necessities, sports and fitness, and many more. Sam s lub also is involved helping small business exceed, create, and maintain jobs, volunteer, supply meals to local food banks, and give away community grants. The reason behind all the generosity is because of their Giving Program that they stand for. Targeted Publics: Sam s lub s targeted publics for this event include numerous football fans, current Sam s lub members, potential Sam s lub members, families, sponsors, and media. ompetitors: Sam s lub s competitors include Martin Bros, Target, Walmart, Hy Vee, and Dahl s. However, Sam s lub s two primary competitors are ostco and BJ s Wholesale lub. In order to meet and surpass the competitors standards for the Super Bowl, Sam s lub must encourage member loyalty and solicit new members. To do this requires Sam s lub to focus on making their store and products stand out by creating an inviting shopping environment, providing exceptional customer service, carrying superior products, and promoting special deals. onsumer Behaviors: In 2011, consumer spending reached $10.1 billion. The average consumer spends $59.33 on game related merchandise, apparel, and snacks for the big game. 15 percent of consumers throw a party, 26 percent will attend, and 4.5 percent will take advantage of promotions. The age group most likely to throw Super Bowl parties is year olds, while the age group most likely to attend are year olds. 8 in 10 people from the group will purchase food, while the year olds will spend their money on team apparel to sport. Food and beverage make up 69.5 percent of the spending. Team apparel and other accessories account for 7.3 percent. Decorations use 6 percent and new furniture or televisions use 2 percent. Objective:

3 To provide consumers a better, more affordable option when planning for and preparing their Super Bowl party. To encourage member loyalty and gain new members. To raise money for a charity. Problem Statement: To promote Sam's lub as the better choice over competitors for Super Bowl supplies.

4 Goals and Objectives 1. Goal 1: To expand Sam s lub s clientele and demographics while promoting Super Bowl deals for football fans. a. Objective 1: To advertise the Quarterback ooler and raffle drawing on December 20th and December 30th. i. Tactics: contact NFL to buy tickets for raffle, design a flyer, contact all participating Sam s lub stores, send out flyers, design e mail format for current customers, e mail current customers, inform employees about event contact newspaper for ad in weekly papers, produce a TV advertisement, alert media b. Objective 2: To create and promote a One Day Mega Sale for Super Bowl Supplies on Saturday February 1, beginning at 8:00am and ending at midnight, called Super Bowl Saturday. i. Tactics: alert media outlets, notify newspapers, pick out decorations, purchase decorations, design and create a flyer, send flyer out to members, put flyer in newspapers, assign shifts for employees, mark down prices, members, decorate store, alert all store branches c. Objective 3: To promote the drop in membership fees in celebration of the Super Bowl. i. Tactics: design membership deal, create an advertisement for paper announcement, notify newspaper announcing the membership deal, purchase supplier for signs, make signs, educate employees about deals for promotion d. Objective 4: To donate 25% for every Quarterback ooler bought by consumers to a charity voted on by consumers. The Quaterback ooler will be available for purchase during Super Bowl Saturday. The votes will be counted Monday, February 3. The donations will be made Monday, February 10. i. Tactics: designate charities to be voted on for donation, create advertisements and media packages, assign an associate to work a Quarterback ooler booth that provides information on the charities, provide coolers for purchase, price coolers based on size (small: $25, medium: $75, large: $100), design voting slips, collect votes, count votes, make donation to winning charity

5 Super Bowl Saturday and Quarterback ooler Raffle Logistics Event Date: January 19 24, 2014 DUE DATE ATIVITY BY OMPLETED Nov 1 ontact vendors to donate for raffle E Nov 14 onfirm donations E Nov 15 Alert all store branches to campaign LK Nov 20 Design flyers for Quarterback oolers and raffle AB Nov 25 Order flyers for Quarterback oolers and raffle AB Dec 7 Make employee s schedule through both events LK Dec 9 Design format for Quarterback oolers and raffle AB Dec 15 Design flyer for Super Bowl Saturday AB Dec 15 Flyers Printed for Quarterback oolers and raffle E Dec 20 Order flyers for Super Bowl Saturday AB Dec 20 Send out flyers for Quarterback oolers and raffle E Dec 30 Send out flyers for Super Bowl Saturday E Dec 30 Order decorations for stores from beginning of Quarterback ooler through Super Bowl Saturday (Jan 18 Feb 1) MP Dec 30 Order coolers and supplies to fill them MP Jan 5 ontact media for publicity for Super Bowl Saturday LK Jan 7 & 22 Send out reminding customers of Super Bowl Saturday E Jan 20 Organize coolers by size/price MP

6 Jan 27 onfirm media representation at Super Bowl Saturday LK Jan 31 Set up decorations for Super Bowl Saturday AB, E, LK, MP Feb 1 Finishing touches for Super Bowl Saturday MP

7 Super Bowl Saturday and Quarterback ooler Raffle Budget ITEM $ PER UNIT # OF UNITS AMOUNT DONATED TOTAL OST Flyers for Quarterback oolers Flyers for Super Bowl Saturday $1,429/50,000 flyers $1,429/50,000 flyers 6 $8,574 6 $8,574 Postage $0.37/flyer 300,000 $111,000 Decorations $100/store 3,000 25% $225,000 Super Bowl t shirt $ $0 Free Sam s lub Membership for 1 year $50 asey s gas card $ $0 $ $0 Raffle Tickets $4.29/roll of 2, $ TOTAL OST: $353,448.30

8 Evaluation Sam s lub recently implemented a campaign to promote their store and products to the Super Bowl public. The Quarterback oolers, their raffle, and Super Bowl Saturday were all widely successful. The Quarterback ooler deal lasted for two weeks prior to the Super Bowl. Sam s lub then donated 25% of the proceeds raised from Quarterback oolers to The Make A Wish Foundation, a charity voted on by the consumers. The raffle was thrown in addition to the Quarterback oolers; those who purchased a small cooler got their name in one time, those who purchased a medium cooler got their name in two times, and those who purchased a large cooler got their name in three times. Additional raffle tickets could be purchased at $1/ticket, $4/ 5 tickets, or $11/ 15 tickets. Super Bowl Saturday was a one day mega sale held at every Sam s lub U.S. location. There were discounted foods, beverages, plates and utensils, etc. The total amount of money garnered by the Quarterback oolers was $52,587,925. $13,146,981 was donated to the Make A Wish Foundation. Many of the television and radio news stories revolved around the Quarterback oolers. They focused on how Sam s lub was giving back to the community. The newspaper stories were similar; however, one story was entitled Best Ways to Have a Super Super Bowl Party on a Budget. It mentioned Sam s lub as one of the top stores to shop at for Super Bowl supplies. The story was based out of the Des Moines Register.

9 Number of Raffle Tickets Sold 158,368 Number of Large Quarterback oolers Sold 154,123 Number of Medium Quarterback oolers Sold 213,145 Number of Small Quarterback oolers Sold 423,795 Total Amount Donated to harity 13,146,981 Number of New Memberships 6,735,724 Number of Television and Radio News Stories 15 Number of Newspaper Stories 23

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