Bass Pro Shops
Background: Bass Pro Shops is a national retailer of outdoor sporting and hunting equipment with stores in 23 states and Canada. Their outdoor campaign, consisting of over 400 directional bulletins and airport displays, had historically been handled in-house with the exception of one instance where the outdoor program management was outsourced and proved unsuccessful.
Challenge: Convince Bass Pro Shops of the value of outsourcing their outdoor initiatives and overcome skepticism based on disappointing past experience.
Insights: Buntin understood that most outdoor buying services buy in pre-packaged showings (multiple board showings) in an effort to cast the widest net and reach as many consumers as possible. What Bass Pro Shops didn’t realize is that it takes a specific type of planning and buying strategy to successfully execute a directional campaign. One where targeted buys are made based on significant up-front, in-market research to identify specific audiences, further maximizing the results of each execution.
Opportunity: Prove to Bass Pro Shop’s marketing team that outsourcing their outdoor initiatives was in the best interest of the company and that Buntin could add significant value by managing and executing the outdoor program more effectively and efficiently through careful research and planning and targeted buying. To aid in this decision, we provided two cost options and a cost savings analysis resulting in the client’s ability to choose the option best suited for their needs.
Results: In the first year, Buntin upgraded 15% of the locations in the program; considerably improved the posting efficiency of repaints and promotional campaigns; negotiated many added-value elements in various markets; and significantly reduced production costs. The savings negotiated through upgrades and renewals not only off-set Buntin’s fees, but also provided an additional three-percent savings to the client.