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The Challenge
Cabela's is the world's foremost outfitter for hunting, fishing and outdoor gear. As the company looked to the future and a pending IPO, management needed to better understand Cabela's audiences, what the Cabela's brand meant to them, and how to develop a marketing strategy that would maintain the company's growth and leadership in the face of ever increasing competition.
What We Did
- Conducted a comprehensive brand assessment, including management, customer and partner interviews and detailed retail audits to better understand the overall Cabela's brand experience
- Developed a new positioning for the brand around the concepts of "authenticity" and the Cabela's "sporting way of life"
- Performed quantitative segmentation research to better identify and understand Cabela's varied audiences
- Documented the new brand positioning and its key touchpoints in a brand architecture book
Results
- Management has a more thorough and organized understanding of the Cabela's brand from both an internal and external perspective
- The marketing team has a detailed guide on how to express the new brand positioning through the various customer touchpoints (website, retail and catalog)
- Cabela's is now using the segmentation study to implement highly targeted marketing campaigns that are growing existing markets and expanding into new ones
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case studies:
AIA
Ameritrade
AT&T Wireless
Cabela's
Dr. Pepper
Fortify Software
Fleetwood
Loyola Marymount University
NationPoint
OnStation
San José State University
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