In How to Sell to Walmart - Six Steps in Pitching the Buyer , FUEL Partnerships Erik Rosenstrauch, President & CEO outlined Six Steps a food entrepreneur needs to execute to successfully pitch the Walmart Buyer.
This case study is the launch of consumer Sheets Energy Strips at Walgreens and Walmart. The agency created and implemented innovative consumer programs for the Sheets® Brand, to launch the product and drive sales. FUEL provide the details of the Sheets New Product Launch to give food entrepreneurs some inspiration in developing Shopper Marketing programs a Walmart.
The FUEL Formula to Shopper Marketing at Walmart and Walgreens
FUEL built awareness by sparking interest with customers and creating brand engagement to establish a relationship between the product and the user. For the introduction of Sleep Sheets®, the agency launched the product at Walgreens by creating an exclusive promotion. On the energy side of the brand, FUEL partnered with Pitbull and Walmart for an Energy Sheets® program.
Each program FUEL designs is created to drive shopper engagement with the brand. For Sleep Sheets®, FUEL partnered with Walgreens to create the "DREAMS COME TRUE" contest with tennis legend Serena Williams, promoted through social media and in-store POS. Hidden in five boxes are instant-win Golden Tickets that award a trip to New York City to meet Serena Williams and attend a major tennis tournament.
The contest lives on the Sheets® Brand Facebook page until July 31. Fans enrolling in the sweepstakes also have the opportunity to win one additional trip to New York City and thousands of other prizes by visiting Sheets on Facebook.
"At FUEL, we build our client's business by creating exclusive programs at retailers to increase transactions," said Erik Rosenstrauch, President and CEO of FUEL Partnerships. "After measuring the early results of our programs, we have already surpassed our goals by 125 percent."
Sheets Shopper Marketing at Walmart Featuring Pitbull
In addition, FUEL created an in-store and social media program for Energy Sheets® by partnering with Walmart and Pitbull. Beginning June 20, Walmart customers can visit their local store and look for the Pitbull display in the health and wellness aisle or participate on the Facebook Page. The store with the most new "likes" wins a Pitbull appearance. Customers have until July 15 to generate the most new "likes" for their store to win a meet and greet with Pitbull.
The program's assets include social media, Walmart e-blasts and in-store communication tools including POS and commercials on Walmart's SmartNetwork Television. FUEL oversaw the filming and production of a commercial with exclusive content from Pitbull, airing in Walmart stores nationwide and available on YouTube.