Wal-Marketing

I'm ticked off with Wal-Mart. Or more specifically, I'm ticked off with their marketing/PR firm, Edelman.

A while back I heard about a website called Working Families for Wal-Mart. If you go to the site (and I honestly hope you DON'T because I don't think we should encourage them), you get the impression that the site was set up by independent consumers - Wal-Mart lovers who think that Wal-Mart is marvelous for communities, the environment, blahblahblah. There's even an "About Us" page that gives you the distinct impression that the so-called blog is run by a bunch of ordinary people who simply want to offer support to this enormous big-box store. In addition to this, a new "blog" was created that is tied to the "Working Families For Wal-Mart" campaign. The blog is called "Wal-Marting Across America". The point of this blog was that a couple of people were going to travel across the USA in an RV, spending their nights in Wal-Mart parking lots.

Sounds pretty damn suspicious, doesn't it. And for good reason. Within the last week it was discovered that this grassroots campaign was nothing more than astroturf. It's all a PR gimmick. The head of the PR firm finally admitted this on his own blog (after flatly ignoring all questions on the subject for many days).

But guess what. The website for "Working Families for Wal-Mart" still looks the same!!! There is NOTHING on the website identifying itself as advertising. The "About Us" page remains a lie. Anybody who does not frequent advertising and marketing blogs would not have a clue that Wal-Mart is funding that website. Gullible people might get sucked into the lie. It's disgusting, underhanded, and lacks any credibility.

Oddly enough, the final post on the "Wal-Marting Across America" blog is a rant from one of the authors, wondering what was so wrong about them taking money from Wal-Mart & their PR firm to sponsor their vacation. Ummm ... honey, there is a HELL of a lot wrong with that when you aren't honest and transparent about it. They were working for Wal-Mart - paid in free transportation, accomodation, and lord knows what else - but even they seem too stupid to realize that their sposored trip was a form of payment. The problem is not that they "dared to write positive things about Wal-Mart". The problem is that they were paid to do it, but never revealed that fact. Hence, the fury.

Grrrrrrrr. You see, THIS is part of the reason why I've stopped shopping at Wal-Mart. I have other reasons, but this little incident is certainly reaffirming my choice to shop elsewhere whenever possible.

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Mark Evans
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