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Marketing to Millennials

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Overview

Notes on Millennials
Campus Strategy
Lifestyle Category
Brand Awareness
Branding Strategy
Website
Competitive Analysis

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Notes on Millennials

Traits

Extremely tech-oriented
Instant gratification
Focused on movement

Disdain
Over-communicating�without engaging

Current Marketing

Strategy Issues

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Campus Strategy

Rec Rentals

Kayaking
Survey Usage

Ambassadors

Amazon/Pink
Social Media
Influencers
Co-event plan with Student Organizations, Greek Houses, etc.

Rural Universities

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Campus Strategy

Social Responsibility

Involve sustainability-focused student orgs
Donate/help with sustainability projects

Guerilla Marketing

Faux taxidermies
Social media campaign w/ hashtag included
Ambassadors all wear camo on a particular day
Prize incentives

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Introducing the Cabela’s Lifestyle Category

Explore your Nature

Guide to the outdoors

Create a discussion on social media

Integrate Cabela’s Ambassador program

Alex

We are suggesting that to reach Millennials, Cabela’s should create a new strategy - the Lifestyle section. Why do we think this is important?

-a new strategy to reach millennials

-millennials are less familiar with the outdoors, this category will create a new way to grab their attention.

-Provides basic exposure to the outdoors.

These are the 3 goals of our new Lifestyle Category. We want to provide millennials with a jumping off point to explore the outdoors. We will easily make this information accessible via the website with a new tab and via social media integration. Making this as easy to find is very important, because Millennials likely will not actively search this out.

We will do this in three ways:

Provide a guide to the outdoors.
Create a discussion on social media to increase awareness of the Cabela’s brand.
Integrate the Cabela’s Ambassadors into the lifestyle category and Cabela’s social media account.

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Making sure they see it

Key Phrases

“Things to Do in …”
“What to do this weekend”
“Outdoors”

GOAL: Make this page a destination for advice on the basics of the outdoors

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Lifestyle: Guide to the Outdoors

How-To-Guides

Trail Finder

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Lifestyle: Utilize Social Media

Cabela’s Ambassador Content

#instathrill

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Explore your Nature

Adventure Packs

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Adventure Packs: Level One

Already Included:

Pick 3 from:

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Adventure Packs: Level Two

Choose 2 items

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Choose 2 items

Adventure Pack: Level Three

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Brand Awareness

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Emphasizing an Established, Quality Brand

Our research has shown:

Statistically, Millennials loved Cabela’s products, but once shown the brand and logo they perceived that product as not being relevant for them

What does this mean?

Through some brand relevance work, Millennials will value Cabela’s products more

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Prominence on Website

Goal: Making Cabela’s brand products more accessible

Strategy:

A unique way of showing customers Cabela’s products exclusively

Problems:

Quality products but hard to find on website as a group
Existing site: Too many “barriers to entry” for these products

Inform consumers of unique products

Will drive sales on these higher margin goods

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Current Site

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Cabela’s Exclusive Prominent Site

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Website Prominence: Another Option

web module pic goes here

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Cabela’s Logo

Emphasize more visible branding

On existing merchandise, future merchandise
Lifestyle Section

Once Millennials are accepting of the brand, they will showcase it!

Millennials support “favorite brands”
The North Face research findings & Methodology

Current logo:

Proposed logo:

One strategy/tactic we came up with for spreading this brand awareness and appreciation of Cabela’s products is through more visible branding on existing merchandise.

While some Cabela’s merch has the corporate logo on it, this logo is not visible/versatile enough to fit on many kinds of clothing. Millennials find it too boring and associate it with older people.

With the addition of a smaller yet distinctive Cabela’s logo that can be easily put on everything from dress shirts to baseball hats, Cabela’s loyal customers will soon spread brand awareness as others see and interact with these quality products. This is similar to the strategies of other performance apparel companies like Nike and Under Armour. Reference the study in regard to how putting a logo on their products could affect customer feelings towards the product.

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Other Suggestions

Advertising In-store Awareness

Social Media: Visible Cabela's Brand SEO/Website

Increase TV advertising
Increase leverage of existing partnerships

Luke Bryan

Celebrity Endorsements

Specific Cabela’s brand sections within goal related merchandise

Visually driven content
Include branded products and logo

Keywords, event-based searches
Search by brand, brand filter

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Website

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Current Website

Proposed Changes

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Proposed Changes

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Current Website

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Proposed Changes

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Proposed Changes

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Current Website

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Current Website

Proposed Changes

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Website Pricing/Brand Comparison

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Competitor 1

Competitor 2

Competitor 3

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Cabela’s Site Organization

Color coded boxes: Category by Category

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Impact

Profit Margin Considerations
Competitive Set: Who competes where?
Who Cabela’s should worry about
Strategic Outlook: Broad View
Caveats

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Questions?