Question

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools Bass Pro Shop use in a marketing campaign. How Bass Pro Shop use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

• Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

• Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct an email campaign with the target audience list to generate awareness, interest, desire to attend the conference.

Sales Promotion + Digital Marketing

• Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Answer 1

Bass Pro Shop uses various methods of communicating to its consumers, whether it is presence on popular social media channels like Pinterest, FB, Twitter, Instagram, etc. Or direct marketing through telemarketing operations where it allures people to visit its stores.

It also takes the help of billboards to increase its awareness apart from a website that presents the entire brand in a comprehensive manner. With most of its sales coming in-store purchase it's bigger than life retail store is apt for that. With widely covered across TV, radio, and publishing, BPS' retail store is one of its kind known by the name Outdoor World.

The 150,000 plus sq ft of the store has outdoor merchandises along with a waterfall, wildlife, game, aquarium which is customized according to location. The events held throughout the year help draw more customers to the store.

This integrated marketing with the help of TV shows has helped them increase recognition for their brand, increased their social media popularity, and brought more visits to the store. It is said that about 80% of visitors spend 3 and a half hours at the store.

BPS has focused on differentiating its brand by opening stores that provide experience than just products. With abled salespeople, who not sell but guide people in using the equipment properly, helps them identify their needs and solution to it.

Although BPS is already doing a fabulous job, with online shopping, email marketing. Although their website mostly presents its products and offers. There are no testimonials of customers included on the home page.

In direct marketing, they promote the brand through telemarketing and presenting on events and venues. Even the visitors on the website are prompted to enter the email address to get updates. Thus, their channels build upon each other, which finally leads to their store, which is their big selling point.

On social media pages, they update about the events that would be organized and how it related to their brand. With their aquarium voted #1 in North America, it is again integrated marketing that company leverages

Even in the current pandemic, they are keeping the enthusiasm alive by being active and hosting online shows to keep people engaged.