Sam’s Seeks Affluent Female Members

According to The Wall Street Journal (paid sub. req.), Sam’s Club wants to appeal to affluent shoppers and mothers.

“If we are to expand Sam’s Club at the rate we expect, we are going to have to broaden our appeal beyond small business owners,” Greg Spragg, Sam’s Club’s executive vice president of merchandise and replenishment.
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The change of course is significant for Sam’s marketing efforts, which for years signaled the division’s priority by flogging its “in business for small business” slogan.

StrawberryFrog was hired last August to help lead the new charge.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.