THE PR CHALLENGE
Walmart is undergoing a significant transformation from a traditional big-box retailer to a digital innovator. With stiff competition across the retail industry, it is important for Walmart to stand out and be seen as a forward-thinking company—all needs met by a good public relations strategy.
As Walmart’s local agency of record, Quinn Thomas saw an opportunity to elevate Walmart’s image in the Pacific Northwest through the local retail and technology media by leveraging a number of exciting upcoming announcements.
QUINN THOMAS APPROACH
- Conducted media landscape research and deployed specialized PR strategies for each national and localized technology and innovation announcement, segmented by media market size.
- Shifted from traditional pitching of Walmart news in tier one markets (ex. Seattle, Portland) to showcasing how Walmart is doing something better or different than the regional favorites in tech and business news, such as Amazon, Costco, and Nike.
- Utilized hyper-local pitches and data in tier two markets (ex. Eugene, Spokane, Medford), based on our research that new technology and shopping experiences coming to local stores is significant news.
THE PR RESULT
Exceeding our media objectives was a big campaign highlight, with 33 earned media hits across the Idaho, Oregon and Washington media markets. Coverage was earned in more than 30 unique print and broadcast outlets. Broadcast coverage alone for the Scan & Go and Virtual Reality segments was valued at more than $17,000 and had more than 120,000 local market viewers.
Almost half of our total coverage secured was with Washington outlets, meeting Walmart’s goal to be more visible in Seattle. Our customized approach has also helped strengthen Walmart’s public relationship with reporters in the area, and they now see Walmart as a good source for future stories.