While Sam’s has traditionally spent heavily on direct mail, which is also common with club store rivals Costco and BJ’s Wholesale Club, until recently it has spent relatively little on most other media outlets. Measured expenses have increased significantly this year. Sam’s spent $94 million on metered media last year, but significantly ramped up spending in the first half of this year to $98 million, according to Kantar.
That pales next to Walmart. In total, the company, including Sam’s, spent $477 million on metered media last year, per Kantar, and $3.1 billion on total advertising, according to the Ad Age Datacenter. Walmart handed over its media account to Publicis Groupe last year after a review. With sales of less than $74 billion last year, Sam’s is about one-fifth the size of Walmart, with US sales of $393 billion last year.
Shortly after the announcement of the Super Bowl ad, Rogers announced he would be leaving as chief member officer, replaced by Anfield, who became senior VP chief member and marketing officer, reporting to Kieran Shanahan, the newly appointed executive VP and chief growth officer. (Rogers later moved to Keller Williams as chief growth officer.)
Contributors: Brian Bonilla