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Wal-Mart Stores,Inc.'s(NYSE:WMT) new advertising campaign caught quite a few eyes yesterday here at BloggingStocks. So after reading about what Wal-Mart wants to do over the course of the last 18 hours or so, I had to call my predictions of the past as "coming to fruition" a bit. That prediction is that Wal-Mart needed to publicly stand up and defend itself or lose customer confidence -- and shopping dollars -- over time.I've said for years that Wal-Mart needed to face its fierce critics daily and head-on without hiding its head in the sand as it was constantly attacked. I'm not in favor of many things Wal-Mart does, nor am I in favor of the hateful tactics of many of its critics. Judging the situation objectively is the only way to come to an opinion that is worth anything.
Well, Wal-Mart is starting a new ad campaign that has a strategy of answering hard questions in advertising instead of the normal progression of pushing "low prices" and products. What will Wal-Mart be advertising? That it is a good employer that does a lot of good for many communities.
While that statement can be true or false based on the perspective, it's good to see Wal-Mart take any road to defending itself against attacks. The question is -- will consumers buy it? Have Wal-Mart's detractors done too much damage for the retailer to ever recover in the public eye? Without details, Wal-Mart, your new ad campaign falls flat. What does "good employer" mean? Specific definitions are needed here.
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Reader Comments (Page 1 of 1)
1-09-2007 @ 3:23PM
Bill said...
It's about time!!!! Wal-Mart does a lot of good ,but all we ever here is the negative(over and over)
1-09-2007 @ 5:11PM
Frank said...
I for one am pleased to see Wal-Mart is starting to stand up for itself. The detractors have not always been telling the truth about Wal-Mart and for too long Wal-Mart has been taking the high road in not answering them. Every time they something I would like to see Wal-Mart either verify that what they are saying is correcdt or set the record straight.
1-09-2007 @ 4:42PM
Mark said...
The reason why Walmart is the focus of much attention from union groups and community activists is simply because they are the largest employer in the US. Change has got to take place at this organization so that other competitors are "forced" to change their human resources philosophies. Another poster on this site mentioned the absence of a "Wake up Target" movement and makes a very good point. Target is a much smaller competitor to Walmart and has the luxury of being able to hide in the shadows of this retail behemoth.
As a former Executive with Target Stores, I can assure you that many of the same conditions and practices for which Walmart is widely criticized exist at Target as well. Target has done a proactive job at "spinning" a public image that looks hip and glossy--an employer of choice. I assure you, it is not.In this instance Target has out-marketed Walmart on many levels. Walmart has a lot of catching up to do. The facts are that many big-box environments have grown to be less employee friendly over the years. The focus is largely on bottom line profits and preventing corporate exposure to lawsuits.
The issue is far larger than Walmart but, due to Walmart's position in the marketplace--change must begin here.
1-09-2007 @ 5:46PM
jimmy brown said...
wal-mart can give a 22 million bonus to the ceo for a stock price that has done nothing for the last 5 years but they have frozen the employees wages that made this company no raises not even a cost of living raire yet they continue to overstock stores and hold markdowns to make themselves look like everything is business as usual anyone who works in a wal-mart could tell about overstocked mdse stacked to the ceiling waiting to be marked down
1-09-2007 @ 8:19PM
Bob Little said...
Well, I will tell you, I have been working for Wal*mart for 15 years. I made a career decision then and I dont regret it. It has been a dream come true.
It just proves that hard work will pave your way to success. It is a company that utilizes talents of anyone that beleives in reward for giving a company 110% everyday. May God bless Sam Walton and the company I will always work for!!!
Bob Little
1-11-2007 @ 7:24PM
Sally said...
Hey Bob, You say you will be there forever but that is exactly what I thought until I was downsized out of a job. Guess how many years of service 19 years, I was a pro Walmarter for life so I thought. District Manager consolidation!!!I have many friends still at Walmart and would not wish them ill will but the Walmart is not the Associate Friendly Employer any longer. I can also tell you that my family and friends will be encouraged to shop else where, while I can say I did not spend a dime in a Walmart this year at Christmas. I did miss it a little but hey life goes on and I am now training myself to shop elsewhere. If you can honestly get to 20 years they may throw you a blue polo for your dedication......Good Luck, your gonna need it!!!!