This action might not be possible to undo. Are you sure you want to continue?
1. Executive Summary Introduction As a senior media buyer at Nicholson Kovac, I have created a detailed media plan for Cabela’s. The target audience that I have chosen to focus on is “Fishing Frequently”. I have further narrowed my target down by limiting my efforts to three geographic locations. These locations are Billings, MT, Boise, ID, and La Crosse, WI. This project was assigned a budget of $500,000 to $2 million and my plan spends a total of $1,403,206 across 25 media vehicles. I believe that this plan will allow Cabela’s to take full advantage of their advertising dollars. Client Overview Cabela’s is the world’s largest online, mail-order and retail outdoor outfitter. Cabela’s was started by Dick Cabela in 1961. Cabela’s has now opened 29 locations in the United States and one in Canada. Cabela’s stores are different from most other stores because they are “destination” retailers (cabelas.com). The stores are both retailers and tourist attractions. They offer a full experience with large aquariums and professional quality wild-life displays for families to enjoy. In 1998, Cabela’s expanded its product line to the web (cabelas.com). Customers can now buy products online, in-stores, and by mail making it convenient for everyone. Cabela’s carries a vast array of supplies and gear for the outdoor enthusiast. It offers merchandise for hunting, camping, boating, and more. Cabela’s statement reads, “The World’s foremost outfitter, we passionately serve people who enjoy the outdoor lifestyle by delivering innovation, quality and value in our products and services”. The standards that drive Cabela’s are “superior customer service,
integrity and honesty, quality products and service, respect for individuals, and excellence in performance” (cabelas.com).
Chosen Product Line
Cabela’s focuses on providing for the outdoorsman but the product line that I would like to promote is fishing. Cabelas.com has sub-divided fishing into 24 categories with numerous products in each. It carries a large amount of fishing supplies and gear. Ice fishing, hard baits, and rods are just a few examples of fishing product categories. Cabela’s caters to almost every imaginable need that a fisherman, man, woman or child, may have and eliminates the need to go anywhere else for fishing supplies. Cabela’s faces many competitors to its fishing line. These competitors include Bass Pro Shops (www.basspro.com), Boater’s World (www.boatersworld.com), The Outdoor Shack (outdoorshack.com), Big Tackle (www.bigtackle.com), Bobber Stop (www.bobberstop.com), and many more according to www.identicards.com, a fishing, hunting, and wildlife product retailer. Chosen Target Audience My target audience for Cabela’s fishing supplies is “Fishing Frequently”. Based on the research that I have compiled, the average person that fits into this category is a male between 45 to 64 years of age. The angler is predominately white, married, and has at least one child (Paul 4). This category is profitable for Cabela’s to target because in 2006, 30 million Americans fished and spent $18.8 billion on fishing equipment (U.S. 23, 17). The most prominent characteristic of this category is the enjoyment of fishing. These men would use Cabela’s products while fishing. According to Standard Rate Data Services’ Lifestyle Narratives, this group also places significance on the “Great Outdoors”. The angler enjoys “camping/hiking and hunting/shooting” as well as fishing. This category, also, likes “home workshops”, “dogs”, and watches “sports on TV” (Lifestyle 41). Fishermen enjoy
“boating/sailing” and “recreation vehicles” as well. I believe that Cabela’s fishing product line aligns perfectly with “Fishing Frequently”. This group of males enjoys fishing and, as previously mentioned, Cabela’s offers a very large line of fishing merchandise. Cabela’s should strive to harness the anglers’ billions of dollars in purchasing power. In addition to covering their fishing needs, Cabela’s is capable of addressing other needs the angler’s may have. This group is categorized as being outdoor people and Cabela’s carries a wide variety of outdoor equipment. It has the camping, hunting, and dog supplies that the angler may need to fulfill his other interests as suggested by Lifestyle Narratives. To further narrow my target audience, I have chosen to concentrate on three main locations. These locations are Billings, MT, Boise, ID, and La Crosse, WI. The criteria that I based my decisions on was at least 50,000 households, under two hours of travel time to the nearest Cabela’s location, and ranked in the top 20 for fishing lifestyle. Billings, MT was ranked tenth for lifestyle and has a Cabela’s in the city so the customer would have minimal travel time. It has 49,041 households which was less than my target of 50,000 but I decided it was close enough (Profiles 795-797). The cities with better ranking did not meet the other requirements and, therefore, must be dismissed. Boise, ID has 103,124 households which is more than double my target and has a Cabela’s in the city so again there would be minimal travel time for the customers. It is ranked 22nd for lifestyle which is slightly outside my criteria of 20 but it was the best suited when all the criteria was taken into consideration. Many of the top 20 cities had very small populations or were hours from a Cabela’s location making Boise, ID a better choice even though it was above my criteria. La CrosseEau Claire (SRDS combined the data for these cities) has 102,011 households and is
ranked 17th for lifestyle (Profiles 795-797). La Crosse-Eau Claire is located an hour and 20 minutes from the closest Cabela’s location which meets my two hour requirement. I believe that this target audience is ideal for Cabela’s fishing line. These men ages 45 to 64, living in Billings, MT, Boise, ID, and La Crosse WI, enjoy fishing and have buying power. I strongly believe that this is the market that Cabela’s needs to direct its advertising efforts towards.
2. Target Audience Profile for “Fishing Frequently” Psychographic Summary • frequently fishes • enjoys the outdoors • enjoys hunting/shooting • enjoys boating/sailing • enjoys camping/hiking • enjoys recreational vehicles Demographic Summary • Gender: Male • Marital Status: Married with a family • Age Range: 45-64 years old • HH Income: $50,000 to $74,999 Geographic Summary • Metro area priority No. 1: Billings, MT • Metro area priority No. 2: Boise, ID • Metro area priority No. 3: La Crosse, WI
3. Media Plan Media Plan Overview
The media plan that I have assembled for Cabela’s fishing line spends a total of $1,403,206 across 25 media vehicles. These media vehicles include television, radio, magazines, newspapers, internet, and Google.com keywords. I believe that the plan that I have created will provide Cabela’s with the ultimate impact of their advertising message. The media vehicles that I have purchased will put Cabela’s message in front of the target audience at the optimum times, places, and circumstances. It has the best opportunity to reach the target audience and only the target audience, therefore, not wasting valuable dollars on uninterested audiences. The first example of this is television. I decided to advertise on three different television shows, Hook More Fish, Inside Sportfishing, and Fishing with Roland Martin, which cost a total of $18,516 with an average CPM of $8.26. The audiences of these three shows are interested in fishing and are in a fishing frame of mind while watching. These advertisements are scheduled to appear in front of the audience at a perfect time for them to consider purchasing fishing products. The second example is radio. I decided to advertise on the top rated FM Country station in each of the targeted cities. These stations are KCTR-FM (Billings), KIZN-FM (Boise), and WCoW-FM (La Crosse) (Arbitron). These advertisements will air during the targeted audience’s morning commute which is when they are most likely to be listening to the radio throughout the day. I spent a total of $274,968 at an average CPM of $8.96. The third example of maximizing Cabela’s advertising dollar is magazines. I chose to advertise in five fishing oriented magazines which have a focused audience and a long shelf life. These magazines are The Fisherman, Fly Fisherman, North American Fisherman, Sport Fishing, and Bass Times. I spent a total of $400,699 at an average CPM of $28.08.
The fourth example and my media type priority is newspaper. I chose to place a full page advertisement in the Thursday edition of the newspapers of my targeted cities. These newspapers are Billings Gazette, The Idaho Statesman, and La Crosse Tribune. The advertisements will only run on Thursdays because this edition is about the outdoors which aligns perfectly with my audience. It hits the exact audience that Cabela’s is looking for and, therefore, any other day would be a waste of money. I spent a total of $462,421 with an average CPM of $105.92. The fifth example is internet. I chose to place banner advertisements on ten different fishing oriented websites. These websites include Fishing.com, Fishing.net, In-Fisherman.com, ActiveAngler.com, FlyFisherman.com, FishReport.net, FishingWorks.com, Fishing.org, BassResource.com, and LandBigFish.com. The content of these websites revolves around fishing which means that the audience is already thinking about fishing when they view the advertisements. I spent a total of $210,000. The sixth and final example of effective money management is Google keywords. I purchased six fish related keywords which are fishing, fishing gear, fishing tackle, fishing rod, fishing lures, and fishing tips. I chose these keywords because the target audience may use these while researching potential fishing related purchases or information. The user is actively stating that he is interested in and thinking about fishing. This is the perfect time to advertise to the audience. I spent a total of $26,502. Overall, I feel that this combination of spending is the best choice for Cabela’s. It will effectively reach the target audience through a variety of media vehicles. The different vehicles will be able to reinforce the advertising message and create a full campaign. Repetition will be achieved not only in each vehicle but
through the media as a whole which will increase the chances of the target audience remembering and responding to the message. This is the media plan that will maximize the effect of Cabela’s message on the target audience.
Media Type Priorities I chose to emphasize newspapers because they are able to reach my target audience better than any other media vehicle. Newspapers are localized and, therefore, are better able to focus on my specific audience in Billings, MT, Boise, ID, and La Crosse, WI. The newspapers that I chose, Billings Gazette, The Idaho Statesman, and La Crosse Tribune, are the only newspapers in their respective cities so I will not loose any readers to a competitor newspaper. I was able to specifically narrow-in on fisherman by advertising on Thursdays. The Thursday newspapers carry outdoor information which is directed towards my audience (Newspapers). I emphasized newspapers over the other media vehicles by placing a full page advertisement in the outdoor section every Thursday for four consecutive months. In emphasizing newspapers, I spent more on them than the other media vehicles. I felt that the money spent was easily justifiable because my audience is explicitly being targeted. In addition, I decided to practice continuous scheduling in newspapers instead of flighting as I did in the other media vehicles. I felt that newspapers were too capable of reaching my target audience to miss the opportunity to communicate directly with them.
Media Plan Spreadsheets Magazine Placements: I chose to advertise in The Fisherman because its content revolves around fishing which would be appealing to my target audience of “Fishing Frequently”. It is published weekly and the advertisements will appear in weeks one through three of
March, April, May, and June. I chose not to advertise in week 4 because I wanted to use the strategy of flighting. The audience often does not notice when a week is skipped. I chose week 4 over the other weeks because people are often paid on the last Friday of every month. I think that this is the week that the consumer will have the least amount of expendable money and, therefore, would be the least important week to advertise. It has a CPM of $28.23. I chose to advertise in Fly Fisherman because its content is all about fly fishing and Cabela’s carries fly fishing supplies. It is published bi-monthly and has a long shelf life. It has a CPM of $24.88. I chose to advertise in North American Fisherman because its content aligns perfectly with my target audience. It is published seven times a year so the advertisements will be ran three times. They will appear in the March, April, and May/June issues. It has a CPM of $14.23. I chose to advertise in Sport Fishing because my target audience would be interested in its contents. It is published nine times a year and the advertisements will appear in the March, April, May, and June issues. It has a CPM of $38.44. I chose to advertise in Bass Times because it is about bass fishing and the target audience is interested in fishing. It is published monthly and has a CPM of $40.82. The figures and magazine information for which this data is based on was obtained through SRDS Magazines. Newspapers: Newspapers are localized and, therefore, are better able to focus on my specific audience in Billings, MT, Boise, ID, and La Crosse, WI. The newspapers that I chose, Billings Gazette, The Idaho Statesman, and La Crosse Tribune, are the only newspapers in their respective cities so I did not have any options when choosing which newspapers to advertise in. I chose to advertise on Thursdays because the newspapers carry outdoor information which is directed towards my audience. I chose the Outdoor section in each newspaper because my target audience would be
most interested in this section. The target audience of “Fishing Frequently” enjoys many outdoor activities so even if fishing was not featured that particular week, there would still be content to interest them. I chose full page advertisements because these newspapers are able to specifically target my audience. I chose 16 insertions for each newspaper because I wanted the target audience to see the advertisements every week for four months. I chose to practice continuous scheduling as opposed to flighting because I feel that newspapers are very effective at reaching my target audience. The size and frequency also reflect the fact that I am emphasizing newspapers over other media vehicles. The information about these particular newspapers was obtained through SRDS Newspapers. Radio: I chose to advertise on one station in each of my three cities. I chose KCTRFM, KIZN-FM, and WCoW-FM because each had the highest ratings in their respective cities for my chosen format. KCTR-FM is in Billings, MT and has a rating of 15.7. KIZN-FM is in Boise, ID and has a rating of 5.7. WCoW-FM is in La Crosse, WI and has a rating of 12.1 (Arbitron). The format that I chose to advertise in is Country. I made this decision by first obtaining a list of all the radio stations in each city from Arbitron Ratings Data. I eliminated all the formats that could not be found in each city because I wanted to stay consistent in my format. I would like to target the morning commute listeners in my target audience and upon researching listeners’ in-car behavior, I found that “almost all in-car listening goes to preset radio stations” (Michaels 19). I also found that “preset buttons are programmed to far more FM stations than AM” (Michaels 20). For this reason, I eliminated all AM stations. I put the remaining stations that I felt might interest my target audience in order of rating and found that Country, Classic Hits, and Classic Rock were among the top three. I ultimately decided on Country
because its ratings were significantly higher in every city. For example, KCTR-FM in Billings, MT was rated 15.7 while the second highest rated stations was 5.9 (Arbitron). Country was clearly the preferred format in these cities and I felt that it aligned well with my target audience. There are many country songs about fishing and other activities that would appeal to the lifestyle of my target audience of “Fishing Frequently”. I chose 570 insertions for each radio station for the months of March, April, May, and June. I chose 570 because I would like to advertise every day except for the last week of every month. I chose to do this in accordance with my flighting strategy. Television: I chose Hook More Fish because its content aligns well with my target audience of “Fishing Frequently”. The show is about “fishing and outdoor adventure, hosted by Shaun Rickard” (Hook). After researching the show’s schedule I found that it airs Saturdays, Tuesdays, and Wednesdays. I chose to have 36 insertions during the months of March, April, May, and June. The advertisements will only be seen once per airing because it is a 30 minute program. I chose not to advertise in the last week of each month in accordance with my flighting strategy. I chose Inside Sportfishing because it offers “information and advice on tackle equipment, fish species, and more” (Inside). After researching, I found that Inside Sportfishing is a 30 minute program that airs on Sundays and Tuesdays. I chose to have 24 insertions during the months of March, April, May, and June. The advertisement will only be seen once per airing because it is only a thirty minute program and I am not emphasizing television. I will not advertise in the last week of the month for the reasons previously mentioned. I chose Fishing with Roland Martin because it is about fishing and “includes tips, news, and more” (Fishing). It airs
seven days a week and is a 30 minute program. I chose 95 insertions for the months of March, April, May, and June. The advertisement will air weeks one through three, seven days of the week and will be seen once per program. Internet: I chose Fishing.com because it is a website dedicated to fishing. The target audience will be thinking about fishing while visiting the site and, therefore, it would be a good time to advertise to them. This is the reason that I chose all of my websites which include Fishing.net, In-Fisherman.com, ActiveAngler.com, FlyFisherman.com, FishReports.net, FishingWorks.com, Fishing.org, Bass Resource.com, and LandBigFish.com. The target audience may be looking up tips, locations, or even researching products while visiting these websites. This would be the perfect time and circumstance to advertise to them because they are already in the fishing frame of mind. I chose 125,000 impressions per month for each site except Fishing.com. It seemed like all of the websites except Fishing.com were equally relevant to my target audience so I bought the same number of impressions for each website. I chose this particular number of impressions because it was the lowest quoted number and I felt that it would meet my advertising needs. I bought 215,000 impressions per month for Fishing.com because it is ranked first in Google’s search results. I thought for this reason it would have higher traffic and would need more impressions per month. The impressions will appear on the websites in weeks one through three of March, April, May, and June. I am excluding week 4 for reasons previously mentioned. Google Keywords: I chose fishing, fishing gear, fishing tackle, fishing rod, fishing lures, and fishing tips for my Google keywords. I chose these keywords based on their search volume in Google AdWords. Fishing was easily the most searched with a volume of
20,400,000 in October alone (Traffic). I chose six keywords because I used Google Adword’s Traffic Estimator tool for the top fishing related keywords in my cities and it showed little traffic. The large majority of the keywords that had a high search volume using the previous tool, had zero to one clicks per day in Billings, MT, Boise, ID, and La Crosse, WI. For this reason, I thought that six keywords would meet my advertising needs. It seems like a waste of money to buy many keywords if they are not being searched. I chose 1,220 clicks per month for fishing gear, fishing tackle, fishing rod, fishing lures, and fishing tips. These keywords had zero to one click per day for my targeted cities so I did not want to buy an excessive amount of clicks for them. I decided ten clicks per day should be the minimum that I bought for any keyword so I bought the minimum for these keywords. I chose 3,050 clicks per month for fishing because it had 13 to 16 clicks per day for my targeted cities (Keyword). I purchased 25 clicks per day for this keyword to allow for fluctuation in clicks. I decided to allow for fluctuation in clicks for all the keywords that I purchased because the data was not representative for my targeted months and, therefore, may not be entirely accurate. Schedule Spreadsheets I chose to emphasis Thursday in newspapers because Thursdays carry the Outdoor section which aligns well with my target audience of “Fishing Frequently”. I did not emphasis a particular day of the week in the other media vehicles. I chose flighting for my scheduling approach. I chose flighting because “advertising can be concentrated in periods of high sales potential. It can be timed precisely to reach the best purchasing cycle periods with little waste when buying is slow” (Sissors, Baron 220). I considered week 4 to be a time of slow buying and, therefore, chose not to advertise then with the exception of newspapers. I believe week 4 is a slow week because many people are paid on the last Friday of the month and will have
the least amount of expendable money leading up to their pay check. I decided to practice continuous scheduling with newspapers because I believe that they are the most capable of reaching the target audience. For this reason, I am emphasizing them. I chose to focus my advertising efforts on March, April, May, and June. I chose these months because according to the American Sportfishing Association, “more fishing licenses are sold during the second quarter than any other time of the year” (ASA). The second quarter is April, May, and June. I felt that this fact made these months a clear choice for advertising. I chose March because it proceeds these months and I want Cabela’s to be on the target audience’s mind when preparing for the heavy fishing months.
Bibliography Arbitron Ratings Data. http://www.arbitron.com/radio_stations/home.htm. N.p., 2009. Web. 14 November 2009. ASA newsletter. http://www.asafishing.org/newsroom/newsletter_septoct2009/license_sales_i ndex_ 09-10_2009.pdf. American Sportfishing, 2009. Web. 14 November 2009. Best Fishing Stores. http://bestfishingstores.com. N.p., n.d. Web. 5 October 2009. Cabela’s Worlds Foremost Outfitter. www.cabelas.com. Cabela’s, n.d. Web. 4 October 2009. Fishing with Roland Martin. http://www.fishingwithrolandmartin.com/. Roland Martin Productions, 2006. Web. 14 November 2009. Floyd, Myron F., et al. "Social Stratification in Recreational Fishing Participation: Research and Policy Implications." Leisure Sciences 28.4 (2006): 351-368. Business Source Premier. EBSCO. Web. 7 Oct. 2009. Hook More Fish. http://www.hookmorefish.com/. Rickshau Media Inc., 2007. Web. 14 November 2009. Inside Sportfishing. http://www.insidesportfishing.com/. N.p., 2008. Web. 14 November 2009. Keyword Tool. https://adwords.google.com/select/KeywordToolExternal. Google, 2009. Web. 14 November 2009. “Lifestyle Narratives.” The Lifestyle Market Analyst. 2007. (2007): 40-41. Print. “Lifestyle Profiles.” The Lifestyle Market Analyst. 2007. (2007): 794-797. Print. Michaels, Bob. The National In-Car Study. http://www.arbitron.com/downloads/InCar_Country.pdf. Web. 14 November 2009. Other Fishing Retailers.” http://www.identicards.com. N.p., n.d. Web. 6 October 2009.
Paul, Pamela, and Katarzyna Dawidowska "Hook & Bait." American Demographics 24.10 (2002): 36. Academic Search Elite. EBSCO. Web. 7 Oct. 2009. Sissors, J., Baron, R. Advertising Media Plan. New York: The McGraw Hill Companies, 2002. SRDS- Magazines. Standard Rate Data Services. Print. SRDS- Newspapers. Standard Rate Data Services. Print. SRDS- Radio. Standard Rate Data Services. Print. SRDS- Television. Standard Rate Data Services. Print. Traffic Estimator. https://adwords.google.com/select/TrafficEstimatorSandbox. Google, 2009. Web. 14 November 2009. U.S. Department of the Interior, Fish and Wildlife Service, and U.S. Department of Commerce, U.S.Census Bureau. 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.