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COMMUNICATIONS OBJECTIVES & STRATEGIES

1

Drive traffic to the male grooming aisle of Walmart and increase awareness of the
male grooming categorys potential to help men save more and live better

Educate millennial males about the benefits of purchasing male grooming

products at Walmart

Communicate the variety of products available, especially those brands

and products which the millennial males peers approve of
Convey the emotional and rational benefits experienced by those
millennial males who purchase male grooming products at Walmart

Increase awareness of Walmarts male grooming categorys potential to help men

save more and live better

Encourage existing Walmart shoppers to always purchase their male

grooming products while in the store for other items
Enhance the in-store experience for those shopping for male grooming
products to improve likelihood of repeat purchases

Communicate that Walmarts prices always beat those of competitors and

show why this is so valuable to millennial males
Create messaging that also focuses on the live better part of Walmarts
motto to show millennial males how their lifestyles can be improved by
shopping at Walmart for their male grooming essentials

Create top-of-mind consideration to choose Walmart for all male grooming

essentials, within the target of millennial males

Implement integrated campaign elements that speak to millennial males

across a variety of channels to increase buzz, understanding and
awareness
Create a memorable and clear call to action that encourages increased
consideration for millennial males to make purchases within the male
grooming aisles at Walmart

COMMUNICATIONS PLAN
Brand/Message Plan and the Media Strategy Plan
Brand copy and strategy should focus on how products within the male grooming category
at Walmart especially help millennial males to save more and live better. Emphasis should
be placed on the rational benefits such as convenience and efficiency as well as the
emotional benefits such as peer influence and importance of hygiene at work and on dates.
Messaging should also communicate the ease of the in-store experience in order to
encourage traffic in the aisles and ultimately create loyal customers.

Brand Positioning Statement

Walmart is the most practical, convenient and efficient destination for purchasing products
within the male grooming category that ultimately help you save more and live better.

The Message Hierarchy

Walmart is the #1 destination for all of your male grooming essentials. Save more, live
better and conquer both professional and personal goals - because with Walmart, home of
the brands your peers trust at the lowest prices, you really can have it all.

The Single Most Important Idea

Walmart offers all of the grooming products the millennial males peers trust, for the most
competitive prices, within the most efficient in-store experience.

MEDIA/DELIVERY PLAN
Social Media Platforms

to communicate strategic messages, raise awareness, encourage

engagement and to share original content about the benefits of
purchasing products in the male grooming category

In-Store Collateral and Components

to communicate strategic messages, enhance in-store experience as well

as educate and inform those already shopping in Walmart about the
benefits of purchasing products in the male grooming category

TRACKING/MEASUREMENT PLAN
When millennial males need to purchase their grooming essentials, they dont have to think
twice about where to go to be most efficient. They know that Walmart conveniently has
everything they need at the lowest prices and they can get in and out of the store just in the
nick of time. Increased brand sentiment and understanding about the benefits of shopping
at Walmart for male grooming products will prove a worthwhile campaign investment.