Cabela's Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Sidney, NE, Cabela's, Inc. is one of the largest mail order and online retailers for outdoor clothing and equipment and sporting goods. Since its inception in 1961, Cabela's has become an internationally known outdoor recreation brand.
|Main Telephone||(308) 254-5505|
|Main Fax||(308) 254-6680|
Cabela's Inc. ContactsContacts (5/24)
|Charles B.||Executive Vice President & Chief Administrative Officer||NE|
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|Tommy M.||Chief Executive Officer||NE|
|Corey B.||Chief Marketing & eCommerce Officer||NE|
|Roger V.||Chief Merchandising Officer||NE|
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Digital, Event Opps: Cabela's expands digital presence to engage wider outdoor segments
Subject: Digital, TV, mobile, adtech, ad-tech, sponsorship, events, experiential
Company: Cabela’s, Sidney, Neb-based speciality hunting and outdoor retailer.
Opportunity: With print/catalog readership continuing to decline, Cabela’s views digital and omnichannel engagement as the future and has adjusted strategy accordingly. Digital advertising is way up compared to prior years, as Cabela’s looks to better engage general outdoors and clothing/footwear consumer segments online. Therefore, continue to pitch strategies and platforms that will engage Cabela’s core shooting/hunting audience and the rising outdoor lifestyle enthusiast segment, particularly families and women, as well. Look for last minute dollars around Father’s Day and camping season. Overall, Cabela’s ad spending should skew towards Q4, traditional retail holidays and Cabela’s own event marketing initiatives. Digital is handled in-house.
Digital/Broader Outdoor Future: Millner said Cabela’s continues to “get better and better in digital marketing through social media” and in its use of TV ads. For example, geo-targeted advertising and email is “making a big difference” to make up for fewer people viewing newspaper circulars.
Cabela’s was once known for hunting/shooting, but it’s evolving into the one-stop destination for a variety of customers for all outdoor needs. Last year (combining retail and direct), hunting equipment made up 44.3% of Cabela’s revenue, down from 48% in 2013, while general outdoors and clothing/footwear both rose to 30% (from 27.5%) and 25.4% (from 24.5%), respectively. As such, it’s clear why Thomas Millner, president and CEO, stated during the Q1 earnings call that firearms and ammo are “just another category” now.
For instance, Cabela’s and AOR Ogilvy New York launched the “Camp Cabela’s” campaign during the Academy of Country Music Awards to encourage people to participate in “Disconnect Day” by putting down their mobile devices and enjoying the outdoors with friends and family. The goal with “Camp Cabela’s,” ultimately, is to boost camping sales, which Millner acknowledged is “a big potential category for us, even bigger than it is today.”
Media Spend Breakdown: Kantar shows that Cabela’s allocated $29.3 million towards measured media, up 18% from $25 million in 2013. Broadcast continued to make up the bulk of budget, but digital is close behind. Digital ad spending more than doubled last year to $8.7 million from 2013. Outdoor also rose to $2 million from $1.6 million in 2013. Meanwhile, print and radio spending are on the decline.
Last year, ISpot.tv reports that $19 million went to national TV ads (see targeting breakdown right), up from $13.3 million in 2013. Since January, almost $5 million has already gone to national TV ads, skewing towards similar sports and entertainment related programming.
Moat shows that Cabela’s desktop display activity didn’t begin until March last year. It escalated during the summer and peaked in Nov.-Dec. Top publisher categories were lifestyle, local paper, food, media, finance and women. Top 100 publishers reporting the highest impression activity included popularmechanics.com, cbslocal.com, google.com, mtv.com, nationalgeographic.com, reusters.com and ask.com.
In comparison, since January local paper, weather and portal publishers have dominated Cabela’s desktop display activity. Top 100 publishers reporting the highest impression activity this year are weather.com, about.com, go.com, wunderground.com, sfgate.com, cbslocal.com and foxnews.com.
Last year, about half of Cabela’s display was purchased direct from publishers, whereas this year only 16% has been purchased directly.
One Cabela Dr.
Sidney, NE 69160
Executive Vice President, Chief Marketing Officer, & Chief eCommerce Officer
Direct Dial:(308) 255-1137
Vice President, Digital & Ecommerce
Direct Dial:(308) 255-2859