Sam's Club

Membership Drive

Challenge

Sam's Club is the nation's largest members-only warehouse, offering 46 million members name-brand merchandise at members-only prices for both business and personal use. They were looking for a cost-effective way to solicit new members in ZIP codes around 77 key stores.

Solution

ADS Media Group was contacted by Sam's Club advertising agency GSD&M. They were looking for a different approach to reach consumers in Chicago, Denver, St. Louis, Houston, Baltimore and Atlanta. The agency and client agreed to test an oversized door hanger delivered direct-to-door to 3 million homes. The door hanger contained a free, one-day membership pass good for 30 days.

ADS printed and delivered all 3 million door hangers in just 3 weeks, despite some challenging weather in the south.

Result

Initial response from Sam's Club management was that two of the six markets received tremendous response, but four markets were average. Further investigation revealed that the incoming guest passes were not tracked properly or recorded in the four markets. Sam's Club leadership recognized that the program's success was dependent on accurate measurement and implemented new operations procedures for the next order.