1. Steps toward designing and
implementing a segmentation
approach
Potential priority audience
segments

2. Recommendation: leverage audience segmentation
in both content and distribution strategy and
tactics
• Proposed approach:
1. Identify valuable segments to reach with Live Better Content
2. In concert, identify key business reasons to reach the particular segments, by way of
vetting the priority of segments to reach
3. Identify the messages and interest areas that resonate with the selected segments, and
identify the overlap between these and credible Live Better messages
4. Identify the forms of media the segments pay attention to along with:
1. How the segments discover and where they view video content
2. Which pools of influencers are important to the segments; tapping these
influencers in a concerted way can add to the momentum and reach of the content
5. Potentially, select a single target group (Millennial Moms) for the new approach; design
metrics to measure progress with the first group, and gain experience and insight
through the process of targeting a single audience.

3. Illustrating next steps
segmentation strategy through
the consideration of one group...

4. Why Millennial women as the first target (and
only target, for the time being)?
• The group includes both:
• Walmart’s newest group of “Walmart Moms”
• Walmart’s next group of “Walmart Moms”
• Brand associations are not necessarily formed, and brand associations can change once women’s lives change with motherhood
• The cohort cares about sustainability
• Millennial women -- specifically mothers -- are the core demographic segment on Walmart.com
• The segment is struggling economically and appreciates opportunities to save money
• The segment is digital-native: it’s efficient to bring information into conversations online
• Many are moving away from home for the first time, buying groceries on their own for the first time
• Are noted for being closer to their parents than other generations, increasing their influence
• Millennials represent an “echo boom” and count for 25% of the U.S. population
• A coordinated campaign can start with messaging to groups who will encounter Walmart first via its college-adjacent stores
• This group spends the most time on digital devices and has the most opportunities to see online content
• This group is among the most digitally connected with higher average numbers of friends
• To be a market segment, a segment needs to be addressable -- and Millennial women are possible to identify and address (easy
to identify them by demographics and behavior...much more so than socio-economic or political groups such as “lay elite,” etc.)

5. • Millennials
are approximately
20% of Walmart’s base, and
approximately 25% of the
U.S. population
• Walmart is second only to
Target in attracting
Millennials in this survey
from AdAge

6. Walmart.com’s shoppers over index for Millennial
women

7. Walmart’s Mom marketing strategist already
targets Millennial moms!

8. Millennials are family-oriented...
Source: Brand Amplitude
Note that by now (2012), these surveyed students are graduating and getting closer to their future
lives as parents

9. ...optimistic and motivated to “make a difference”...
Barkley agency: American Millennials: Deciphering the Enigma Generation, September 2011

10. ...hyper connected, and reliant on friends for
information and opinion...
American Millennials: Deciphering the Enigma Generation, September 2011
Median number of Facebook friends per segment
Pew Research Center

11. ...self-reports their savvy in technology as the key
distinction of their generation...
Self-reported selections regarding what makes
their generation unique
Source: Pew Center

12. ...eco- and brand-loyal, but only to a point...
American Millennials: Deciphering the Enigma Generation,
September 2011

13. ...among the hardest-hit group in the Recession...
• Millennials are the driving force behind the Occupy movement

14. ...digital deal and research savvy...
Source: Northwestern University

15. ...pragmatically green...

16. ...multi-cultural...

17. ...don’t believe that the “Super Mom” ideal is
achievable, and are ok with “Real Mom”
• from TheMomComplex.com

19. ...responsive to cause marketing...

20. ...discover video through social network, friends...

21. ...use social networks beyond Facebook.

22. ...will be attuned to trends, making currency in presentation
and style important
Spring 2013:

23. What would a Live Better
campaign centered on Millennial
Moms look like?

24. Faces and stories would reflect younger (Millennial)
women...who have not dominated video content to date
• Walmart.com’s population
skews over index for young
African-American women
with kids, who should be
reflected in campaign
materials

25. Increased outreach to: (younger) Mommy
Bloggers, along with a stretch of what constitutes
“blogging”...
• Walmart Mom blogger ranks
would be increased to include
more young women/new
moms...who might be
“blogging” (ie: sharing favorite
content, findings and tips) via
Instagram, Facebook,
Foursquare, Pinterest or Etsy
rather than blogs

26. ...in concert with outreach to “un-official”
“Momfluentials”
source: Penn Schoen Berland

28. ...in concert with outreach to “un-official”
“Momfluentials”

33. A wide interpretation of “media” would be
embraced
• Imagine giving away packs of organic carrots to
moms at community fairs (or instructions for how to
install car seats, or how to be safe riding alone or
with kids on bikes, or how/when to plant a vegetable
garden given their geography)
• Maybe there’s a QR code on the handout or food
package that links her easily to relevant DIY content
and recipes

34. An inclusive image of “mom” would be reflected
• Millennials
are accepting of diversity and economically
pragmatic. They live in world with:
• Dad as “stay at home Mom”
• Two mommies
• Single mom
• Intermarriage
• Co-parents without marriage

35. Content may shift to “brought to you by
Walmart” versus “about Walmart
• Experiment with highlighting/championing green efforts and
innovations lead by others (over story-telling about Walmart’s
efforts in particular)

36. Reflect Walmart’s connection to the environment
in new/unexpected areas
• Feature eco-friendly items on the website and feature them
in their own area
• Playup ‘small’ changes Walmart has made in aisle-level signs:
eg: how package redesign saves materials and has eco and
cost-savings, how Walmart’s pet food formulas take the
environment to heart....

37. Include new narrative styles and strategies
• Content can include:
• small things that reflect the green stories people are
living: living closer to work, learning to bike...
• Use “servicejournalism” logic/how-tos: eg, can include
a segment on a young mom re-learning to bike + a
primer on safety tips for riding in town, at night etc.,
brought to you by Walmart -- probably more
shareable than current content style

38. Tap the “Curation” trend, include it in the mix with
blogging content
• look not only for bloggers but for ‘curator-influencers’
• support ‘mycasting’ (overblogging) -- people curating
interactive content versus reporting
• their
content can port into Walmart.com and feature findings
and ideas that aren’t even necessarily items for sale at WM

39. Note the role of magazines in triggering online
searches

40. Print/in-store circulars matter: a “Green list” in store that saves
them time, money and is eco-green...and includes a video link
via QR code with a possible coupon code at the end?
Driving consumers to
unique digital
addresses would
allow for additional
discovery of
consumer
information
Source: Nielsen

41. Print still influences...and think about connecting print to in-store
experiences (including those accessed by location-aware mobile) (videos
activated in store, about particular products?)
• consider
distributing in-store
‘green lists’ :
checklists that save
you money and
point you to a
story about the
item’s sustainable
backstory

42. More story segment ideas
• Teaching kids to be green...and what kids are teaching their parents about being green
• Mommy and Me green projects for home
• For those moving home -- ideas regarding positive activities to do together (eg stories
of volunteering together)
• A segment on a family taking a “farmcation,” along with information on where to find
these close to home, and farms that Walmart works with
• “Getting dirty” crafts and activities for kids at home and in the garden, featuring non-
toxic materials; up-cycling projects

43. Event/sponsorship ideas
• Walmart-sponsored Food
trucks at community events,
including local chefs
• Support
a blogger-led
“Random acts of kindness”
day