Sam’s Club Home-buying Program

Objective

Expand the market by exposing the brand to over 39 million people who would not otherwise have been exposed to the brand.

Overview

A program was launched between Fleetwood Homes and SAM’S Club, the 470-store subsidiary of Walmart, Inc.  The partnership combined the country’s largest provider of manufactured homes with the largest and fastest growing warehouse club.

Program

This program allowed SAM’S Club card members the opportunity to buy a new Fleetwood home at a pre-negotiated “no haggle” discount price.  In addition, card members received $500.00 or more in SAM’S Club gift dollars (2% of home invoice) to furnish their new home, and they were upgraded to SAM’S Club Elite Membership.

Strategic Platform

Fleetwood and SAM’S Club offered members the best housing value.  Fleetwood offered the best quality home, at a no-haggle price, that was backed by the best warranty to SAM’S Club members.

Target Market

Potential Homebuyers that were current SAM’S CLUB members, and potential Homebuyers that were SAM’S CLUB & Walmart associates.

Promotional Elements

Direct mail, print, radio, and TV ads, promotional web pages, in-store demos staffed by Fleetwood consultants, information center booths, sweepstakes, robust merchandising packages, and assisted selling tools.  Note:  Sam’s Club brand graphic standards were followed in all communications.