Getting families to enjoy the outdoors together is our main goal for this digital campaign. This picture is the ideal Browning customer as the family enjoys an adventure.
Targeting females and youth will boost sales of apparel and gear due to the general interest in those categories. If the user starts off young they will become brand loyal, which can in turn spread awareness to friends, family and co-workers.
Women control more than 80% of U.S. spending. http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them. With their support we can increase sales of all the products we sell from bedding and bath to firearms.
Females: As the main purchaser in households we are trying to increase their involvement with the outdoors.Sweepstakes for guided hunting trips or an outdoor excursion will be the main digital strategy in attracting families on hunts and outdoor adventures. Gearing sweepstakes towards children and women through their spouse or father figure will increase their interest in our products as not a lot of competitors do this.
Creating a contest on Pinterest will be another way to gear this more specifically at women. With 72% of users being female (http://www.huffingtonpost.com/2012/06/20/social-media-by-gender-women-pinterest-men-reddit-infographic_n_1613812.html) we will have the followers of the Browning Pinterest page create their ideal outdoor excursion board. The person with the most repins and likes at the end of the contest period will be able to pick between a guided hunt of various species of game or a camping/hiking excursion from a selection of locations.
Using Instagram and Facebook will be crucial to promoting these events. While on the trip we will encourage the winners to use Instagram to share their memories using hashtags specifically created for Browning products. Facebook will be a great way to promote and enter the sweepstakes. Also Facebook can be used to share pictures on the Browning page as well as on the individual’s page after the trip.
We plan on using Pro Staff members and Browning Expeditions TV to save on costs and provide an authentic experience for the winners of the contest and sweepstakes.
Gabe Griffith - Final presentation
Browning’s Digital Strategy Gabe Griffith ADV 420 Fall 2012
Budget• Internal • External – Pro Staff Member – Travel – Video Crew – Expenses – Gear Giveaway – Land Rental – Housing Fees $8,000
Revenue Estimate• July • Measuring increases in• The first prize is for a sales of women’s camping or hiking hunting apparel year excursion in a Western over year state.• The winner will be selected from the Pinterest competition
Decision Timeline• Campaign details finalized in Q1• Campaign execution in Q2• Campaign measurement in Q3