Walmart Follows TV in Search for Star Attractions

It's a great idea to open up the new-item process to a new point of view. The chance to obviously bring a new item to market successfully is daunting at best, but at least this created excitement in a way that may take some of the fear and trepidation out of the adventure.

Charlie Moro, President, CFS Consulting Group, LLC

As a marketing move, this is pure genius. They will mostly receive horrible product ideas but there is always the chance a few people will have worthwhile products. Regardless, the publicity and consumer engagement alone make this contest a win for Walmart.

Dan Berthiaume, Editor, Independent consultant

This isn't exactly original (name the next M&M's color; create the Doritos Superbowl ad; etc.) but it is a pretty good gimmick. It should work to draw some attention to Walmart on the web -- but you've got to say it is more PR than anything else.

Ben Ball, Senior Vice President, Dechert-Hampe

What a nice way to attract interest and create excitement. Everyone likes new ideas, and the chance to bring new products to life is very attractive. Many will follow this one!

Anne Bieler, Sr. Associate, Packaging and Technology Integrated Solutions

This will gain Walmart positive publicity which is never a bad thing. They are going to see lots of really bad items, but there are enough new items in the marketplace every day that it is likely that there will be a few winners.

Steve Montgomery, President, b2b Solutions, LLC

It's a brilliant promotional idea.

I think it will be entertaining and perhaps they will find a few great products consumers will love. But the value is the publicity, the perception of access, and nourishment of the American "success story" that will be the benefit to Walmart.

Carlos Arámbula, Managing Partner, Arámbula-Phillips Communications, Inc.

It would seem to me that the market leader may have found a way to boost its market share even further. Imagine the "beast" Walmart seeking out new products and signing exclusivity agreements with inventors/developers/artists. Could Walmart have found a way to force the Walmart haters to come into their stores to buy products they can't get elsewhere? Is Walmart actually going to choke other retailers out of retail? Imagine a situation where the only place you can buy a TV is in Walmart. Oh, but you say that can't happen! Well, go out and buy a CD! You have to range far and wide to find one unless you go to Walmart. Did you know that Walmart currently has agreements with top artists regarding who can sell their new CDs? They consuming intellectual property on an international basis. What most people don't know about Walmart could fill the Titanic. What Walmart is doing from a marketing standpoint is absolutely amazing.

Ed Dennis, president, Dennis Enterprises

Great marketing idea. This is a nice way for Walmart to learn about all the new innovative ideas that are coming down the pipe. They only pick two winners, but have the opportunity to see hundreds, maybe thousands.

John Boccuzzi, Jr., SVP National Retail Sales, Affinion Group

It is a great program that will distract people away from their preponderance of imported product in the age of slow food and buy local. I wonder if the winner will be given a free trip to Guangzhou where they will be shown how to produce the product in quantities and costs to meet Walmart's requirements.

'DrCellmor'

I wouldn't call this a major opportunity for small suppliers since Walmart isn't promising to grant hundreds of shelf slots. I do see it as a great way for Walmart to build buzz and small business-friendly content. It's also a great counter balance to Walmart's reputation for machine-like supplier scrutiny. It "feels" as though they are opening the kimono quite wide (even if they aren't).

Carol Spieckerman, President, newmarketbuilders

Great idea. It will be interesting to see what comes out of the competition.

Mel Kleiman, President, Humetrics

Being in the business of creating things, I look at this as an affront to firms that create products for a living. Open sourcing works in some areas maybe, but let's face it, it's also a pretty clever way to get things for nothing.

I'm sure you're familiar with the pain the Gap went through when they tried to outsource the re-do of their logo, right? They were ascended upon by hundreds of bloggers and e-news companies and skewered for trying to get work for free. Eventually, they gave up that tack. Hopefully, the same thing happens here.

Lee Peterson, EVP Creative Services, WD Partners