gander mountain

7/25/2019 Gander Mountain

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Sydney OetterIntro to Media AdvertisingIntro to Ad Process

Anglers as a target group for Gander Mountain

Target Segment Summary

Anglers Psychographic summary

They like to fish

They like to be outdoors

To relax

Fishes Freuently

They travel but tend to stay in state !hen traveling

Anglers Demographic Summary

Gender" Male

Martial Statue" Married !ith a fa#ily

Age" $%&'% years of age

Inco#e" ()%*+++ to ($,*,,,

-ace" .aucasian

Anglers Geographic Summary

Metro Priority /o0 1" .hicago* I2

Metro Priority /o0 )" 3uffalo* /4

Metro Priority /o0 5" 6acksonville* F2

Client Description

Company overview

Gander Mountain !as founded in 1,'+ by -obert Sturgis0 Sturgis founded

Gander Mountain because he and his fello! hunting buddies !ere sick and fed up !ith the


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travels they had to #ake to get high&uality hunting accessories and euip#ent0 Gander

Mountain started out as #ore of a #ail order catalog than a store* but in 1,'7 congress passed

legislation that prohibited the sale of firear#s through a #ail&order or catalog business0 Gander

Mountain8s catalog sale of hunting !eapons* !as discontinued* even though sales of firear#s

fro# the catalog !ere one of the fastest&gro!ing sources of revenue for the co#pany0 The

co#pany !as forced to expand its hori9ons0 :Grant* )++7;

In early part of the 1,7+s Gander Mountain !as unable to pay its debts0 3ecause

they !ere not able to #ake pay#ents #anage#ent have no other choice but to file for

reorgani9ation in orly and caused the# to lose a lot of business0 They ended up having to sell the

catalog to .abela0 :Grant* )++7;

The business started to turn itself around once again in 1,,7* Gander Mountain had sales

of ('+ #illion fro# its )% retail stores0 They next year the co#pany to expand even #ore and

open 15 ne! stores0 It also stopped selling handguns !ith barrels shorter than four inches* since

the co#pany8s policy !as to sell guns used only for hunting* sport* or target shooting0 In )++%*

Gander Mountain bought a travel co#pany* Outdoor ?xpeditions* to offer fishing and hunting


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trips !ithin the ust cater to the ar#ature fisher but if that is !hat the target is looking for

they have plenty to offer for all different parts of the client base0 They have everything fro#

fishing reels to electronic0 The !hole site is sorted out to help the custo#er find exactly !hat

heDshe is looking for0 They have a price range of lo! teens to the #id hundreds* fishing poles can

range any!here fro# ()+& ($++0 They have everything that a client !ould need to help the# get

started !ith their fishing experience and then so#e0 They have ,+ day return guarantee* !ith

catalog orders and online returns being able to be returned in store !hich cuts out cost of sending

the product back to the co#pany0 Gander Mountain also has a re!ard credit card* !hich gives it

card holder points for every purchase #ade !ith the #aster card :It can be used any!here not

>ust at Gander;0

It is not easy to break into the #ind of the angler because so #any different people fro#

all !alks of life fish and partake in the sport0 The angler can be said to be #ost of the ti#e #ale*

ages $%&'% years old* #arried !ith children0 Often ti#es fishing !ill bring back #e#ories of

fa#ily #e#bers long pasted* or it is a ti#e to si#ply spend !ith fa#ily and friends0 Gander

Mountain is perfect for our target audience !ith all they have to offer the audience but* they are

perfect though for any fisher#an0 They can range not for >ust the a#ateur but also for the

beginner to the #aster fisher#an0 Gander has everything to offer0


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Target Audience: Angler

Anglers are a target audience that are exciting to !ork !ith0 They arenCt >ust a specific

type of people0 They co#e fro# all different !alks of life0 They are people that love to spend

ti#e outdoors* they love to spend ti#e !ith their fa#ily0 Fishing is an escape to the#* an escape

fro# the everyday hustle and bustle that !e often ti#es get caught up in0 fisher#an do it for the

#e#ories that they create0 That is !hy Gander is a great co#pany for the#* Gander isnCt >ust

selling euip#ent to this people they are selling #e#ories0

Psychographic Elements of Anglers

The psychographic ele#ents of anglers is that they are outdoors people0 This is

so#ething that they can go out and get in touch !ith nature0 ItCs a break fro# their nor#al day to

day life0 They >ust !ant to get a!ay to relax for a fe! days0 They can take their fa#ily and itCs

often so#ething that is passed do!n through fa#ilies and often ti#e !e see connected e#otions

to this* after a loved one that taught you to fish passes a!ay it is easy to feel like that is a !ay to

still connect !ith the#0 Anglers are #ost often >ust donCt fish they also participate in #any other

outdoor activities such as ca#ping* hiking* and biking0 :Sportfishing Ee#ographics;

They often ti#es travel for their fishing0 The average fisher#an in )+11 took 15 trips to

go to the lake0 They averaged ('%7 per angler for their trip&related costs* a daily average of (5,0

The average angler incurs (1*+$' in fishing&related expenses0 A large #a>ority of the 5501 #illion

anglers !ho fished in )+11 did so !ithin their ho#e state0 ,1 percent of all anglers* fished in

their resident state and nearly )1 percent* fished out&of&state :.ensus* )+11;0

Demographic Elements of Anglers

The de#ographics of #ost fisher#an are #ales :'0%;* $%&'% years of age

:5'07;* !ith a house hold inco#e of ()%*+++&($,*,,, :)'01;* !ith a college education :)';*


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and they tend to be .aucasian :7)0$;0 Although* #ost anglers tend to fall into the de#ographic

of #en there still are !o#en fisher#an :5)0%;0 About 7*')*)$1 :)01; of householdCs part

take in !ildlifeDenviron#ental activities such as fishing* hunting* and ca#ping0:-ecreational

3oating and Fishing* )++,;

How target aligns with Ganders offering

They are perfect for this target audience because they really do have everything

that they need0 Gander offers a !ide selections of fishing products0 They have everything that the

target audience needs to be the perfect fisher#an0 They have all the different products that

fisher#an need such as bate* rods* and high technology that anglers !ould use to have a

successful fishing season0 GanderCs offerings to the target audience gives the# everything that

they need to

Geographic Choice Explanation

Priority City No. !Chicago" #$%

The reason I chose .hicago* I2 is because it is surround by ten different stores of

Gander Mountain0 ith )) of .hicago population being fisher#an it also see#ed like a

place to start on the #edia plan0 The reason I chose it for #y top priority city !as because

of its location to the lakes* .hicago sits right on the edge of 2ake Michigan* and it is the

host of several fishing tourna#ents0 2ake Michigan has a large population of fresh !ater

fish" sal#on* trout* and s#all#outh bass :Outdoor 2ife;0 It is a place a large a#ount of

people travel to each year !hich #eans that !hen they are in to!n they increase the

a#ount of population that !e are targeting and #ake it easier to reach even #ore

custo#ers0

Priority City No. & !'u((alo" N)%


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The reason I chose 3uffalo* /4 is because it has a Gander Mountain store in its city plus

!ithin a fifty #ile radius it has t!o #ore stores0 The reason I chose this is because )' of its

population fall into our de#ographic of fisher#an0 ItsC location also !as another reason I felt like

it !as a great place to advertise for Gander0 It is also located close to one of the Great 2akes*

?rie* !hich also a host for several fishing tourna#ents that !ill drive sells !hen higher nu#bers

are present in the target area0

Priority City No. * !+ac,son-ille" $%

The reason I chose 6acksonville* F2 is because it has a Gander Mountain store in its city

li#its0 55 of its population are fisher#an0 6acksonville is also a !ar#er cli#ate so it allo!s for

a longer fishing season0 They are also located along the St0 6ohns -iver !hich #eans that is also

a host of #any fishing tourna#ents0 Another great thing about the 6acksonville store is it is ),

#iles fro# the ocean opening us up to #ore fisher#an of a different type" salt!ater0

Gander /ountain /edia Plan

This #edia plan has a lot to offer to Gander for the fact that it has a !ide range of #edia

vehicles to reach the target audience of Anglers0 This plan includes five different for#ats of

#edia types including television* radio* #aga9ines* ne!spapers* and internet0 There !as a budget

of ) #illion dollars for this particular plan0 I chose the #onths of Eece#ber* 6anuary* and

February for a couple of different reasons0 The first reason is these are the early #onths that are

leading up to the real fishingDtourna#ent season that start in March0 One of the reason I chose

Eece#ber is also that this is the #onth of .hrist#as !hich our fisher#an is a fa#ily #an*

spouses that nor#ally !ouldnCt pay as #uch attention to our ads >ust because they arenCt really

interested !ill no! be looking at this because they are looking for presents for their fa#ily

#e#bers0


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/edia Type Priorities

In this #edia plan for Gander Mountain I prioriti9ed radio as #y top #edia vehicle to reach

the target audience0 -adio is so#ething that everyone has access to* it can reach a large target of

people0 -adio is also so#ething that can be flexible !hen it co#es to its ads0 If Gander Mountain

decides to have a flash sale itCs so#ething that !e can call and get a radio >ockey to #ake an

announce#ent about0 Also !hen you think of a target audience you #ostly think of the people

that part take in the activity or use the product that you are selling or trying to advertise0 -adio

can also reach those people that are going to be purchasing for the target as gifts0 It !ill also

reach our traveling fisher#an !ho are co#ing into the cities for different tourna#ents0

Speci(ic /edia Choices:

/aga0ine:

This !as the first #edia I looked at I purchased five different #aga9ines that I

thought the content lined !ell !ith the target audience0 The first one !as Greys Sporting

Jornal !hen I first ca#e across this in the S-ES book its description !as explores the

sophisticated outdoor adventurerCs !orld of hunting and fishing0 I chose a H page for the ad

because I felt like it #ight be on the higher end of our fishing target and that it need a little bit of

a bigger ad to really grab the targets attention0 The second #aga9ine that I purchased !as Field

Strea# it is a little bit #ore !ell&kno!n #aga9ine* they have a large target audience0 They

have articles over fishing !ritten by fishing experts0 I chose to run )D5 page ad on this #aga9ine0

The reason I chose this ad si9e is because this is a popular #aga9ine and I believe that it !ill

grab readerCs attention0 !he "ishermanis the third #aga9ine I chose0 !he "ishermanCs

description in the S-ES book !asfor fresh and salt !ater anglers !ith sight specific features by

outdoor !riters and local fisher#en" to infor#* educate* i#prove fishing skills and entertain0


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to date fishing reports fro# #a>or fishing centersJ produce profiles on tackle* boats*

electronicsJ features on fishing and boating skillsJ tide tableJ letters to editors0 I ran a 1D5 page ad

in this because this #aga9ine has a lot of infor#ation in it0 It is going to have an audience that is

looking at it for an educational purpose0 The four choice for #aga9ine !as Game # "ishingit

plays #ore into the environ#ental side of the fisher#an0 Its description in the S-ES book !as

the sports#an in depth infor#ation about the !here* !hen* and ho!Cs of hunting and fishing*

plus conservation and environ#ental issues concerns !here he lives and pursues his sport0 I

decided that I !ould run a full page ad in this #aga9ine because the fisher#an looking at this

#aga9ine #ay not being paying as #uch attention to the ads as !e !ould like so running a full

page age see#ed like the best !ay to really grab the attention of hi#Dher0 The last #aga9ine that

I chose !as$n%"ishermanthis is a highly popular #aga9ine0 This #aga9ine is for fresh#an

anglers fro# beginners to professionals0 Most articles focuses on lots of different fresh!ater fish0

Maps charts* photos* graphs* illustrations and cartoons acco#pany each article trip tips to

fishing hot spotJ peak daily and #onthly fishing ti#esJ a #aster angler a!ard progra# 0 I chose

to run a s#aller ad in this #aga9ine because the fisher#an looking at this !ill notice Ganders ad

!hen reading over euip#ent because that is !here !e !ould asked to be placed in the

#aga9ine0


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Ne1spaper choice

/e!spaper !ere not as i#portant to #y #edia plan as other #edia vehicles !ere0 They are

still an i#portant vehicle though because they are very specific to the actual area #aking that if

Gander decided to run a special for the !eek it is so#ething that !e can get out to our public

very uickly0 The first ne!spaper that I chose !as The Florida Ti#es& ust the gate!ay that they need0 Then seeing the

ad for Gander Mountain and leading the# to co#e in to purchase euip#ent for the trip or >ust

for fishing tools0 The second ne!spaper ad is in The 3uffalo /e!s0 A '+ inch ad !ould be run

on Thursday in the !eekend connection0 It is a lot like the first in the fact that running the ad in

the section is relying on the fact that it !ill grab the attention of the reader and #ake the# !ant

to take a !eekend fishing trip0 .hicago Sun& Ti#es !as the third one that see#ed like the best fit

for the target audience in .hicago0 It !ill run on Sunday in the outdoor section of the paper0 It

!ill be a 5+ inch ad0 This is probably the best section to run in because it is !hat our target


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outdoors people and outdoor people read the outdoor section to get updates on everything going

on in the outdoors in the upco#ing !eek0

2adio choice

The radio platfor# I used for this #edia plan is a FM classic rock for#at0 It !ill be played on the

drive ho#e fro# !ork so that !ay !e catch the# during the end of their day0 The reason I chose

classic rock is because the target #arket is ageCs $%&'%0 The #usic that is no! playing on these

radio stations are that to !hich this age group listens0 In .hicago ads !ill be running on E-K&

FM for the #edia plan !e purchased $%+ insertion to be played during their drive ho#e fro#

!ork0 In 3uffalo they !ill be running on G-F& FM for the #edia plan !e purchased %++ to be

played during the drive ho#e for !ork0 In 6acksonville they !ill be running on 6G2&FM for

the #edia plan !e purchased $' to be played during the drive ho#e fro# !ork0


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T- Choice

For the #edia plan !e purchased ads during three different TK sho!s all running during

the day0 Fish TK* Lno! Fishing* and ust a fishing expedition0 In .hicago I purchased the #ost ads for each sho! since

it is the #ain focus of the ca#paign0 The #edia plan for .hicago includes '% ads during Fish TK*

%+ during Lno! Fishing* and 5+ during


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3e4 Site

For the #edia plan !hen choosing the !ebsites I first !ent back and looked to see if any of

the #aga9ines had !ebsites !hich four out of the five did" !!!0ga#eandfish#ag0co#*

!!!0thefisher#an0co#* !!!0theonlinefisher#an0co#* and !!!0fieldandstrea#0co#0 That

#ade the decision to advertise on the# easy because if the read the #aga9ine then I a# sure that

they also log on to the !ebsite0 If our ads appear in both places then for they !ill notice and

hopefully that !ill lead the# to either or !ebsite or one of our stores0 The last !ebsite I used !as

one that I found by searching ebsites that fisher#an use0 !!0bassfan0co# is a fishing

!ebsite that keeps updates on ongoing tourna#ents* has colu#ns done by different experts. It

seemed like it was well visited and could get the companies name out there. All of

these websites will help our name be seen by our target audience and that will lead

them either to our website or to our store sites.

Google 5ey1ords

All of the google key!ords that I used for this assign#ent !ere !ords that !ere on Ganders

site that I kne! that if a user !as looking for the# they !ould enter the# and they !ould really

looking for that specific product0 The !ords I used !ere fishing pole* bait* fishing accessories*

fishing electronics* trolling accessories* fishing apparel* >igheads* and baitcast0 These are all

!ords that have to do !ith fishing and directly correlate to the Gander Mountain !ebsite0


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2eading our target audience directly to !hat they are looking for and leading to a purchase fro#

GanderCs !ebsite0

Campaign Schedule

6-er-ie1


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3ibliography

Gander Mountain .o#pany0$nternational Directory of Company Histories0 ?d0 Tina Grant0

Kol0 ,+0 Eetroit" St0 6a#es Press* )++70&siness $nsights' Essentials0 eb0 )% Sept0 )+1$0

Sportfishing Ee#ographics0(e)*ill "ishing Adventres0 Sport Fish and ildlife -estoration*

n0d0 eb0 )% Sept0 )+1$0

-ecreational 3oating and Fishing* and The Outdoor Foundation* co#ps0 A Special -eport on

Fishing and 3oating0 :)++,;" n0 pag0 eb0 )% Sept0 )+1$0

Nhttp"DDtake#efishing0orgDdo!nloadsD-esearchsectionD-esearch?valuationsFilesDSpecial-ep

orton3oatingandFishing0online0pdf0

+,-- .ational Srvey of "ishing/ Hnting/ and 0ildlife%associated (ecreation0 ashington*

E0.0"

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