All You Goes All Wal-Mart
Wal-Mart shoppers get a spring makeover this weekend, courtesy of a women’s magazine that’s sold only at Wal-Mart.
The April 9 “Your Fresh Start for Spring” brings All You magazine and six sponsors into 1,000 Wal-Mart Superstores for six hours of themed events.
All You is published monthly by Time, Inc. and sold only at Wal-Mart stores—but plans to expand distribution beyond Wal-Mart in 2006. The 500,000-circulation, general-interest magazine launched in September 2004, targeting value-conscious women.
For the spring promotion, All You sends two “brand ambassadors” into each store to act as “personal advisors” to shoppers, offering fashion, beauty and home tips, distributing samples and giving out a 64-page “Your Fresh Start for Spring” Companion Guide with content on finance, nutrition and beauty.
Category-exclusive sponsors—General Mills (Berry Burst Cheerios), Johnson & Johnson (Tylenol Gels), Wyeth Consumer Healthcare (Centrum vitamins), publisher Harlequin Romance, Bic (for markers) and Broadway Nails—don’t send their own reps to stores. New York-based All You handles execution with an assist from U.S. Marketing and Promotions, Torrance, CA.
All You approached its advertisers to sponsor the event, and filled all six slots in two weeks. The magazine will host a similar in-store event in fall 2005 with plans to expand other events in 2006.
