Academy marketing strategy breakdown

About Academy

Academy was founded in 1938 by Max Gochman in San Antonio, Texas. The company has grown from a small family business to a well-known retailer with a focus on sporting goods and outdoor equipment. Academy's impact on the retail industry is evident in its commitment to providing quality products at affordable prices, making it a go-to destination for outdoor enthusiasts.

Academy marketing strategy

When it comes to marketing, Academy knows how to hit the bullseye. By utilizing targeted promotions and a strong omnichannel presence, the company ensures that its message reaches the right audience at the right time. Academy's marketing strategy is designed to appeal to value-conscious consumers who are looking for quality products at affordable prices. The goal is to increase brand awareness and drive sales through engaging and effective marketing tactics. With a focus on connecting with their target audience in meaningful ways, Academy continues to see positive results from their marketing efforts.

General Info

Academy marketing mix

Academy, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Academy utilizes the product part of the marketing mix by offering a wide range of high-quality sporting goods and outdoor equipment. They focus on providing products that cater to the needs and interests of their target audience, which includes individuals who are passionate about sports and outdoor activities. By constantly updating their product offerings and ensuring they are of top-notch quality, Academy aims to attract and retain customers who value reliability and performance in their gear. The intended outcome of these strategies is to establish Academy as a go-to destination for all things related to sports and outdoor recreation, ultimately driving sales and customer loyalty.

Price

Academy utilizes the price component of the marketing mix by offering competitive pricing on their products. This strategy helps them attract budget-conscious consumers and stand out from competitors. The intended outcome is to drive sales and increase market share by appealing to price-sensitive customers.

Place

Academy utilizes the "Place" aspect of the marketing mix by strategically locating their stores in areas with high foot traffic and easy accessibility for their target audience. By having a strong physical presence in key locations, Academy ensures that customers can easily find and purchase their products. The intended outcome of this strategy is to increase brand visibility, drive more foot traffic to their stores, and ultimately boost sales.

Promotion

Academy utilizes the promotion aspect of the marketing mix by running targeted advertising campaigns across various channels to reach their desired audience. The goal is to increase brand awareness, drive traffic to their stores and website, and ultimately boost sales. By strategically promoting their products and services, Academy aims to stay top-of-mind with consumers and drive engagement with their brand.

By strategically managing these four elements, Academy can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Search engine traffic

Academy places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Academy attract a vast audience without relying heavily on paid advertisements.

Academy receives a 10.8m visitors per month from organic search and 210.0 per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Academy domain authority is 76. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Academy exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Academy Youtube marketing strategy

Academy has an active Youtube Channel with over 2.8m subscribers. Their whole channel has 1918.8m views. They posted 4841 videos, which means that every video got them 396.4k views for the channel and 580.5 subscribers

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.