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McKenzie ChristensenInto to Media AdvertisingMedia PlanHunters as a Target Group for Gander MountainTarget Bullet-List SummaryHunter’s Psychographic SummaryEnjoys huntingLoves the outdoorsDoesn’t mind the coldEarly mornings Family hobbyFather-Son activityHunter’s Demographic SummaryGender: MaleRace: WhiteMarital Status: MarriedAge range: 45-65 years oldIncome: $75,000-$100,000Hunter’s Geographic SummaryMetro Priority No. 1: Minneapolis- St. Paul, MinnesotaMetro Priority No. 2: Dallas/ Fort Worth, TexasMetro Priority No. 3: Denver, ColoradoClient DescriptionCompany Overview: Robert Sturgis founded Gander Mountain in the 1960s. Gander Mountain was named after his favorite outdoor location in Wisconsin. Since Robert lived in a small town, which was 100 miles away from the nearest sportsman store, he found it very difficult to get hunting equipment. That’s when he decided he should open up his own little store selling hunting equipment. He sold many items through a catalog which included mail deliveries and the store also was producing great revenue. He was even selling item outside Wisconsin to New York. After the government passed a law that prohibited the sale of firearms through a mail-order or a catalog in 1968, he decided to broaden his store to other outdoor gear like camping and fishing. It was hard for the company to adjust from selling firearms in the catalog to just the sale of fishing rods, nets, reels, and lures. This adjustment took a turn in their market because they realized fishing is only seasonal. Gander Mountain had to find the right mix of products to sell in order to be successful year round (Business Insights).By 1997, Gander Mountain had its ups and downs, in and out of debt but overall it developed into a great store. The store and catalog grew from the reputation of selling firearms to selling outdoor equipment for all kinds of outdoor activities. The variety of products has increased. With the competition increasing Gander Mountain took the approach to attract customers who are serious about the sport/ activity not just “tourists to the sport” (Business Insights). Client Offerings: Gander Mountain sell an array of products from hunting to camping to boating. Gander Mountain offers a huge array of products. They are a multi-channel retailer which means that they have retail stores, catalogs and internet sales. Gander Mountain says that they offer the best-quality, high-performance gear and the latest products (Gander Mountain). The company sells apparel, footwear, guns, hunting equipment, archery, camping, fishing, boating, auto & ATV and home & gifts. Their collections are huge, for example in the gun department they offer 608 New Centerfire Rifles and that’s just one of the many different types of guns they offer. They offer ten different types of guns like shotguns, handguns, and many more. The prices of the New Centerfire Rifles range from $279.99 to $13,500. They offer quality products for low prices. Gander Mountain backs their products and believes in the quality of the products they are selling. They offer a 90 day refund or exchange if you don’t like the product you bought. Also they have a lifetime guarantee on apparel and footwear. They are very good with protecting their customers who buy their product. They even offer a price match policy where if you find the same product cheaper somewhere else they will match their price.My Target Audience Choice: HuntersIntroduction: Gander Mountain has a lot to offer too many target audiences, they have almost anything you would need for campers, fishers, hunters, hikers and even to train your dog. However, I choose to explore hunting. Hunting is very common in America. When you go hunting you don’t just need a gun, I learned that you need a gun, a light, night vision goggles, camo apparel, gloves, and even a trained dog.Hunting is very common among middle age men. They have a lot more time on their hands and they have more money to hunt. It’s also very common for a father or grandfather to take their son or grandson hunting. I tried to Google why people like to hunt but every article said the same thing. No one can explain why they like it so much but according to Russ Chastain, it is an instinct that humans have. Many people do it for the thrill and adrenaline.Psychographic Elements of Hunters: We humans have always hunted. So to say why we hunt is because it is an instinct to mankind. Many boys have been raised by going on a hunting trip with their dads. It’s a common American hobby. Many do it for the adrenalin rush or the fact that they are prepared to survive or protect their families (Chastain). Hunting has many different seasons with different types of game. Hunting seasons vary in every state. According to the Missouri Department of Conservation, hunting season could last longer if there is a large population of a certain type of animal. For example if there is an over population of deer, the hunting season will last longer and hunters kill more deer. When hunting, there is a limit to how much you can kill. Hunting deer is the most common which the season runs from November to December then there is Duck hunting which lasts a little longer from November to January. Another popular type of game is pheasant hunting which goes from October to December. Most hunting as you can see is in the fall and winter so they are mostly likely going to need camouflage jackets, gloves, and hats. Most hunters are in need of camouflage, black or brown equipment in order to blend in with the nature. Hunters spend thousands of dollars every year of hunting trips. Many people go on hunting trips so they have to buy tents, and other necessary items for their trips. Also a common time in the day to hunt is early mornings and late nights.Demographic Elements of Hunters: There are 12.2 million males and 1.5 million females that hunt. So the most common gender is males that hunt with 89% however there is a small increase in women hunting with 11%. Forty four percent of hunters are between 45 and 65 years old. Nine percent of the U.S. population who hunted by household income had an income between $75,000 and $99,000. Those who have a higher income participate more in hunting. Participation rates in hunting are most common by those who participated in college or at least graduated high school. White American are most common hunters than any other race by 7%. The number of hunters have increased since 2006, it was 12.5 million and is now 13.7 million hunters. The hunting expenditures also have increased to $33 billion (Aiken).How Target Aligns with Gander’s Offerings: Many hunters have to plan ahead that’s why there is a section for food processing to have dried fruit for snacks during long hours out in the field hunting. Also they have a section for dog training so you can bring your dog to help you hunt. They have kennels for the dog to sleep in, dog food, dog toys, dog vests, and even dog training DVDs. I also have learned that you need camouflage, black or brown colored equipment in order to blend in with the nature around you so the game (deer, pheasants, geese etc.) won’t detect you. On the Gander Mountain website they have calls and lights to attract game you are trying to kill. I have also learned that many hunters hunt in the late mornings or late nights so that is why they need lights or night vision goggles. Gander Mountain has almost everything you need to hunt. They offer a wide variety of equipment from goggles to lights to guns. You need guns to shoot the animal, you need camo jackets to blend in, you need knifes to cut the animal after you shot it. Geographic Choice ExplanationMetro Area Priority No. 1: Minneapolis- St. Paul, MNThis is the absolutely best city in the U.S. There are six stores in the Minneapolis- St. Paul area. According to SRDS, there are 425,837 households in Minneapolis that hunt. This city was chosen as my number one because the city has the highest number of hunters and the highest number of stores. In addition to having the most households that hunt, Minnesota was ranked 37th for the 100 best places to hunt and fish. There is a lake called Lake Christian that is very popular for duck hunting. “Micheal R. Shea reported that, “A $2.3 million habitat restoration project has this legendary duck stopover ready to rebound.” Another popular place to hunt is St. Mary’s Island. This place is very popular for pheasant hunting all because of the new grasses. The new grasses can hold more pheasants (Shea). I think Minnesota is a very common place to hunt because all my friends that hunt go up to Minnesota during hunting season. I also think this is the best place to target because if there are that many people that hunt in Minneapolis then it will attract more hunters from other cities to come Minneapolis to hunt.Metro Area Priority No. 2: Dallas- Fort Worth, TXThe next city I choose was Dallas-Fort Worth in Texas. I chose this city because it has the second largest number of households that hunt. Dallas-Fort Worth, Texas has 376,142 households according to the SRDS. On top of that there are 4 stores in the city of Dallas- Fort Worth. The far west of Texas also known as the Trans-Pecos is known for their mule deer hunting. This hunting area was ranked number 71 on the 100 best places to hunt and fish in the US. The hunting management and officials are planning on offering more permits and possibly extending the season. Also Michael Shea states that Mule Deer populations in the far west of Texas are responding well to habitat improvements so there will be more mules to hunt (Shea). Texas has a lot of land to offer hunters looking to hunt deer, alligators, Quail, and many other animals. Texas is a big state so there is plenty of hunting areas to hunt on. A lot of people like to hunt in warmer places so many people go down south like Dallas-Fort Worth. Metro Area Priority No. 3: Denver, CO The third city I chose was Denver, Colorado. This city has 264,078 households that hunt. Denver also has two Gander Mountain stores located within 50 miles of each other. Colorado is known for their elk hunting so I think this is a great city to advertise too. On the 100 best places to hunt and fish Routt and Grand counties in Colorado were ranked 82 because the elk habitat has increased because of the Pine Beetles that have gone through (Shea). According to Keith MacCafferty, who writes many articles over hunting, “Colorado is also the only state where non-residents can buy an elk tag over the counter.” Along with the great scenery Colorado has to offer Colorado is home to the country’s largest elk herd (McCafferty). I think that many hunters are going to be attracted to the store Gander Mountain in Denver because in Colorado offers many opportunity and has a vast amount of land to hunt also. There is a wide variety of elk, deer, and other animals to hunt up within the mountains. Colorado is an outdoor activity state and hunting is very common in Colorado. I also think Denver is a good place because many people come to Colorado for vacations and hunting is a great activity for people to do in Colorado.Gander Mountain Media PlanIntroduction: I plan on targeting hunters through many different media types. I plan on buying media from each category; magazine, newspaper, radio, TV, website and google keywords. Each type will promote Gander Mountain to hunters in each of the three cities. I plan on running my ads during the hunting season in order to attract hunters. This is my media plan, I have researched and decided where ads should appear in order to reach my target.Media type Priorities: My main priority media type is radio. I choose radio as my top priority because it is local and I can target the hunters while they are actually hunting. By having radio as my main type I can catch the target on the morning drive to the hunting site and while they are hunting. Many hunters also sit for hours waiting for the kill so many hunters bring along a radio to help pass by the time. Since my top media is radio I also plan on running ads at night because then I can catch them again when they are going home from their hunting trip. Hunters usually scope out their hunting spots the night before so I want to also play the ad then too. By having radio as my top priority I am able to advertising my ad to the hunters more than any other media type. I can reach them more often and be repetitive in order to get the message across. Radio is the best time, place, and circumstance for delivering my message. I am advertising Gander Mountain when the hunter is actually hunting or in the truck. When the ad is playing the target will be thinking about Gander Mountain while he is hunting so the next time he needs hunting equipment he will choose Gander Mountain. The hunter will also be a captive audience because they will be in the truck listening to the radio so they will have to listen to the ad. My secondary media priority is newspaper. Newspaper ads are good because it is also local and I can reach the local audience. Newspapers are daily and can get the message out fast. Newspapers also provide different sections so I can target my audience by putting the ad in the hunting section or even the sports section.Specific Media Choices:Magazine Choices:Peterson’s Hunting: I choose Peterson’s hunting because this magazine focuses on hunting. Peterson’s Hunting gives expert advice and product information to hunters. According to All You Can Read, Peterson’s Hunting is one of the top ten hunting magazines in the US. If it is one of the top ten hunting magazines then a lot of hunters will read this magazine specifically. I plan on buying a full page on the 4th cover for 3 months in order to promote Gander Mountain. I chose the 4th cover because it is the most frequently seen ad in the magazine. American Hunter: I choose American Hunter as one of my magazines because this magazine is all about hunting. The magazine all about hunting in the U.S. I researched American Hunter and the magazine has blogs, pictures and information about the best guns, bows and hunting gear. I plan on buying one ad page 3 consecutive months in order to promote Gander Mountain more and reach the target audience that reads this magazine. I chose to run the ad on the 2nd cover page because it is the 2nd most seen ad in the magazine. I decided not run the ad on the 4th cover because I couldn’t afford to run the ad on the 4th cover on both magazines. I think this is a good media to reach my target audience because many hunters read this magazine to learn more about hunting and to read the blogs of other hunters and their experience. North American Hunter: I choose this magazine in order to add another media vehicle to my media plan. Magazine is not my main priority and I didn’t want to spend very much money on this magazine so I only bought one insertion. I bought 1 page on the 4th cover because that is the most commonly seen ad. I plan on running this ad in November because that is the most important month because it is right in the middle of the hunting season.Newspaper Choices: I plan on running the ad eight weeks instead of all 12 weeks because newspaper is not my main media priority. The ads will be ran the first, third and fourth week in October and then all four weeks in November and the first week in December. I choose to run the ad the most in November because November is the prime time. It is the Prime time because it is right in the middle of the hunting season so all the hunters will be looking for the hunting gear. In October I choose to run the ad the first week to introduce the hunters with the ad, then I skipped a week to save money and then I ran the ad the third and fourth weeks because this is the start of the season so many hunters are going to want to start getting prepared. I choose to only run the ad once in December because in December the hunting season starts to end and the “hunting fever” starts to die down. I did not want to spend a lot of my money on just newspaper so my ad size was 20 column inches. I choose 20 because was the most I could afford without going over in my budget.Minneapolis: In Minneapolis, Minnesota I choose to run the Gander Mountain ad in the StarTribute Newspaper. The ad will be ran on Sundays in the travel section. The travel section has a hunting part for hunters because most of the hunters in Minneapolis travel to the country to hunt. I chose Sundays because that is when they have the most readers. Also that is when the most hunters read the paper. Many hunters take their newspapers out to the hunting stands to read while they wait for a good kill. This is why I choose to run the ad on SundaysDallas: In Dallas, Texas I choose The Dallas Morning News to run my ad. The SRDS book did not list a specific classified rate for hunting, traveling or even sports so I went to The Dallas Morning News Online and found a hunting section under the sports page. So I plan on running my ad in the hunting section under the sports page on Sundays.Denver: In Denver, Colorado I choose The Denver Post to advertise for Gander Mountain. The ad will be ran on Saturdays because that is when the Rocky Mountain Adventures section is ran. The Denver Post does not have a hunting section so that is why I choose the rocky mountain adventures section. The Rocky Mountain section is about all there is to do in the Rocky Mountains like hiking, skiing, and most importantly hunting. Radio Choices: Radio is my main media type priority so I plan on spending more money on radio. I choose country as my format because of two reasons. The first reason is everyone that I know that hunts listens to country music. All my friends and their dads listen to country when they go hunting. The second reason why I choose hunting is because when I researched what hunters listen to country music came up. According to Mark Kenyon, there are a few classic deer hunting tunes that hunters like to listen to whether they are going to work or to the deer stand. He made the Ultimate Deer Hunting Soundtrack (Kenyon). On the sound track were mostly country songs so that is why I chose country as my format. I plan on running Gander Mountain’s radio ad in the AM and in the PM. Most hunters wake up early to hunt so I want them to hear the ad on their way to the hunting site. Also some hunters have the radio playing while they are waiting for their kill. So I plan on running the ad twice an hour in order for the ad to be repetitive and the hunter will be able to remember the ad since it is only a radio ad. The AM ads will be ran two days a week, Saturday and Sunday morning. Saturday and Sunday mornings are the most common time to hunt since it is a weekend. I also want to run a PM ad because many hunters drive around looking for a good spot to hunt the night before. Hunters like to scope out the place first before claiming the area as their hunting grounds. I plan on running the ad Thursday and Friday night because those are the days hunters look for good hunting spots. I will run the ad twice an hour again in order to be repetitive and the ad will stay in their brains and they will not forget it as easily. I wanted to run the ad all 12 weeks but it was too expensive so I decided just to run the ad 11 weeks. The ads will run every week in October and November because those are the prime months of hunting. Then in December I will run the ad every week but the last week because that is when the hunting season starts to wrap up. Since I am running the ad 11 weeks I plan on buying 132 insertions for AM and 132 insertions for PM for all three cities.Minneapolis: In Minneapolis I plan running my ad on KMNB-FM radio. I chose this radio station because it was the best country station with the highest ratings of country with a 6.6. Dallas: In Dallas I am going to run Gander Mountain’s ad on KPLX-FM radio station. This is a country radio station. I choose this station because it had the highest ratings of 5.1 in country.Denver: In Denver I am running the ad on KYGO-FM radio station. This station is also a country station. This station also had the highest ratings of 5.3 in Choices: Television was not my main media vehicle so I only choose two TV programs. Also I don’t plan on buying many insertions. For each TV program I bought 20 insertions for each city. I plan on running the ad one time Sunday, Monday, Tuesday, and Wednesday night. I choose to run the ad at night because that is when most people watch TV because during the day they are at work and night is when they relax and watch TV. I also choose to run the ad Sunday through Wednesday because Thursday through Sunday afternoon they are preparing their hunting trip, scouting out good hunting spots or actually hunting. The ad will be ran the most in October and November because those are the beginning month of the hunting season when the hunter is looking for hunting equipment. I plan on running the ad the first and third weeks in October and November. That way the ad is repetitive and the viewer will actually remember the ad and think of Gander Mountain when they are thinking about their next hunting trip. In December, I only want to run the ad the first week because that is when the hunting season starts to end.Hunting the Country: I choose to run my ad on Hunting the Country in Minneapolis, Dallas, and Denver because the show is all about hunting and the experiences of other hunters. By running my ad on this program I will reach hunters and mostly only hunters. I choose to run the same amount of TV insertions for each city because television is not my main media vehicle.Hunting Season: The second TV program I choose to run the Gander Mountain ad on is the program Hunting Season. I choose Hunting Season because this is another hunting only show. This show is all about the hunting season. The show gives advice and tips about their hunting experiences. Hunters would be more attracted to watch this program because of the information the show provides about hunting. This also ensures that I am reaching hunters and only hunters. I plan on running 20 insertions for all three cities because it is not my main media priority. Web Site Choices: I chose to run the Gander Mountain ad on all the websites I chose the first and second week in October because that is just the beginning of the hunting season. I then decided to run the ad every week in November because November is the most important month. November is the prime month of the hunting season because it is right in the middle of the season. In December I choose to only run the Gander Mountain ad the first and second week because that is when the season starts to end. The ads will be ran Monday through Thursday because those are the days that hunters prepare for their hunting trips. Hunters usually go on hunting trip on the weekends so they would not be searching the internet for hunting equipment Friday through Sunday. The following websites are commonly used websites for hunters according to Outdoor Freaks, which is a website that posts blogs everyday about outdoor activities.: I decided to use because I used that magazine as one of choices earlier. If Peterson’s Hunting is a popular magazine then the website must be popular also. I chose to buy 450 total impressions because I think this website will be viewed by many hunters since the magazine is pretty popular.: When I googled hunting website this was one of the first sites that came up. This website is a blog site for hunting and hunting advice. I thought that is a very popular site for hunters to go to so I decide to buy 750 impressions for this website. : I chose to run my ad on this website because this was another popular website hunters use. I decided to run 750 impressions for this website also because of its popularity. : I chose to go on because it will target just bow hunters which is a type of hunting. I decide to choose this website to go further in depth of who I wanted to reach. I wanted to make sure I get a website for just hunters and this website popped up. Since I am only targeting bow hunters specifically with this website I only am running 450 impressions over the three months. My target is not as big as the other websites. : I choose this website because it is a website made for hunters interested in deer hunting land or hunters looking for land management consultants. I think is a very helpful websites for hunters and is commonly used. The website helps you make the best decisions on TSI, timber sales, CRP, and other hunting decisions. This website was not that important to me so I only choose to run 300 impressions over the three months. : I choose this website because this website is used for hunters to get their deer hunting minerals. The minerals are used to attract deer to their hunting area. I choose this website because I needed to add a few more media vehicles to my media plan and this was the cheapest vehicle. I only plan on buying 300 impressions during the hunting season. : I choose this website because hunters use this website to learn for about bow hunting and archery. This website mainly focuses on deer hunting so this will target a specific type of hunter. Archery Talk is a monster archery forum which will fit perfectly with Gander Mountain because Gander Mountain sells many archery and bow hunting equipment. I bought 300 impressions for the three months because not many people visited this website.: This website is a deer hunting trail camera website. I chose this website because this website is used a lot while the hunters are on their hunting trip. Gander Mountain sells trail cameras so when people go to this website they will see the Gander Mountain ad. I plan on buying only 300 impressions for the 3 months because I don’t want to spend a lot of money on this type of media vehicle.: I chose this website because it is a popular blog for hunters to read. This blog contains a vast amount of information regarding hunting whitetail bucks. I think this is a great website to use because it will target an audience who is just interested in hunting. I choose run 300 impressions over the 3 consecutive months. I only choose to run 300 because this media vehicle is not my top priority. I also needed to add a few more media vehicles to my media plan so I choose to add internet because it was the cheapest vehicle.Google Keywords: Hunters wear camouflage apparel when they go hunting so I decided to use “camouflage coat” and “camouflage pants” as my keywords. There are many different types of hunting so I decided to use “bow hunting” and “deer hunting” as key phrases because it will attract those type of hunters specifically. Hunters have to sit in their hunting spots or hunting stands for a long time waiting for game to pass by so many hunters have hunting seats to sit in. I decided to use the key phrases “hunting seats” because hunting seats are often purchased before a hunting trip. I chose the key phrase “Duck Commander” because it is a popular brand for duck sounds. I also used “Parker Bows” because it is a popular brand of bows hunters use.Media Plan Schedule: I chose to run the Gander Mountain ad during October, November and December. I chose these three months because the hunting season starts in October and lasts till December. I plan on running the most ads in November because that is the prime month of the hunting season. October is when the season is just starting so many hunters are preparing their trips and equipment, so the month of October is my secondary month. In December the season is starting to end so I don’t plan on running to many ads in this month. Not many hunters are going to need equipment because the season is almost over.Justification of Money Spent: For this ad to be successful and bring in lots of revenue you have to spend money to make money. I plan on spending a total of $1, 941,084 on ads. This number includes the whole package of magazines, newspapers, radio, TV, internet and the search engine. I plan on spending $1,158,168 in radio because this is the main media priority. In radio I am only spending $8.79 for every thousand people. In Newspaper I will be spending $297, 648. This is very efficient because that is only $10.56 for every thousand people. Also another reason why this is efficient is because newspapers are local so it will attract local costumers. I plan on spending $252, 114 on Magazines. Magazines have a longer shelf life so those ads that are ran in the magazine will be seen many times for many months. In television, I plan on only spending $177,606 because was not my media priority. I choose hunting shows so only hunters will see the ad. In website choices I choose for websites to advertise in so I only spent $4, 968. Lastly, in google search I plan on spending $50,580. The words I choose were hunting related and were specific hunting keywords/ key phrases so it will attract only those hunt.Bibliography"About Us." Gander Mountain. 1 Jan. 2014. Web. 26 Sept. 2014.Aiken, Richard. "Target Shooting by Hunters and Theirs Use of Shooting Randges: 1975, 1991, and 2011." U.S. Fish and Wildlife Services. 1 June 2014. Web. 26 Sept. 2014.Chastain, Russ. "Why Do Hunters Hunt - Why Hunters Pursue and Kill Animals." Why Do Hunters Hunt - Why Hunters Pursue and Kill Animals. Web. 26 Sept. 2014.Grant, Tina. "Gander Mountain Company." International Directory of Company Histories. Ed. Vol. 90. Detroit: St. James Press, 2008. Business Insights: Essentials. Web. 25 Sept. 2014.Kenyon, Mark. "The Ultimate Deer Hunting Soundtrack." Wired To Hunt. Wired to Hunt, 1 Jan. 2012. Web. 10 Nov. 2014.Lazich, Robert S. "Top Sporting Goods Retailers, 2012." Market Share Reporter. Ed. 2015 ed. Detroit: Gale, 2015. Business Insights: Essentials. Web. 25 Sept. 2014.McCafferty, Keith. "The 10 Best Places to Hunt in the Most Miserable Conditions." Field & Stream. Bonnier Corp., 1 Jan. 2014. Web. 4 Oct. 2014. < Department of Conservation. . Conservation Commission of Missouri, 1 Jan. 2014. Web. 26 Sept. 2014.Shea, Micheal R. "The Official 100 Next Best Places to Hunt and Fish in the US." Field & Stream. Bonnier Corp., 1 Jan. 2014. Web. 2 Oct. 2014. <;."Top 10 Hunting Magazines." And Complete List of 36 Hunting Magazines from the US and the UK. , 1 Jan. 2014. Web. 30 Oct. 2014."51 Best Deer Hunting Websites You Should Know And Use." Outdoor Freaks. Outdoor Freaks, 1 Aug. 2012. Web. 12 Nov. 2014. <;. ................
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