Bass Pro marketing strategy breakdown

About Bass Pro

Bass Pro Shops was founded in 1972 by Johnny Morris in Springfield, Missouri. The company specializes in outdoor recreation merchandise, including fishing, hunting, and camping gear. Bass Pro has grown from a small fishing tackle shop into a leading retailer in the outdoor industry. With a focus on providing quality products for outdoor enthusiasts, Bass Pro has made a significant impact on the retail landscape for outdoor gear.

Bass Pro marketing strategy

Bass Pro Shops employs a variety of marketing strategies to reach outdoor enthusiasts and fishing aficionados. From targeted promotions on social media to partnerships with popular outdoor influencers, the company ensures its message reaches the right audience. By maintaining a strong omnichannel presence, Bass Pro can seamlessly connect with customers both online and in-store, creating a unique shopping experience. The ultimate goal of these tactics is to increase brand awareness and drive sales among outdoor enthusiasts looking for high-quality gear and equipment.

General Info

Bass Pro marketing mix

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

Product

Bass Pro utilizes the product aspect of the marketing mix by offering a wide range of outdoor and recreational products that cater to their target audience of outdoor enthusiasts. By constantly updating their product offerings and ensuring high quality, Bass Pro aims to attract and retain customers who value quality outdoor gear. This strategy helps Bass Pro differentiate itself from competitors and maintain a strong position in the market.

Price

Bass Pro utilizes the price component of the marketing mix by offering competitive pricing on their outdoor products. This strategy helps them attract budget-conscious outdoor enthusiasts who are looking for quality gear at affordable prices. The intended outcome of this pricing strategy is to increase sales and customer loyalty by providing value for money to their target audience.

Place

Bass Pro utilizes the "Place" aspect of the marketing mix by strategically locating their stores in areas with high outdoor activity. This allows them to reach their target audience of outdoor enthusiasts who are looking for quality gear and equipment. The intended outcome of this strategy is to make it convenient for their customers to access their products and create a seamless shopping experience.

Promotion

Bass Pro utilizes promotion in their marketing mix by running targeted advertising campaigns across various channels such as social media, email, and in-store promotions. These strategies aim to increase brand awareness, drive foot traffic to their stores, and ultimately boost sales. By effectively promoting their products and special offers, Bass Pro can attract outdoor enthusiasts and fishing enthusiasts to their stores and website.

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

Search engine traffic

Bass Pro 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 Bass Pro attract a vast audience without relying heavily on paid advertisements.

Bass Pro receives a 6m visitors per month from organic search and 17.6k per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Bass Pro domain authority is 83. 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, Bass Pro 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.

Bass Pro Youtube marketing strategy

Bass Pro has an active Youtube Channel with over 386.0 subscribers. Their whole channel has 113.1k views. They posted 40 videos, which means that every video got them 2.8k views for the channel and 9.7 subscribers

Bass Pro Instagram marketing strategy

Bass Pro has been steadily expanding its presence across various social media platforms to engage with its vast audience, Instagram being one of them. Currently Bass Pro has 1.3m followers on Instagram. With its visually-driven interface and widespread popularity, Instagram provides Bass Pro with a platform to showcase its diverse range of products and connect with customers on a more personal level.

Bass Pro marketing strategy is not lacking social media. Gaining 1.3m followers/subscribers on Instagram is the biggest achievement for Bass Pro on social media. While Youtube is lacking, with only 386.0 followers/subscribers, the other platforms sit right in the middle. Here is a breakdown for all of them:

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.