Gander Mountain Company | Company Profile, Marketing Contacts, Media Spend, Brands
Gander Mountain Company is one of the nation's premier retail networks for outdoor sporting equipment and supplies. Headquartered in St. Paul, MN, Gander Mountain specializes in hunting, fishing, camping, boating, and outdoor lifestyle products and services.
|Main Telephone||(651) 325-4300|
Gander Mountain Company ContactsContacts (5/9)
|David P.||Chairman & Chief Executive Officer||MN|
Sample of Associated Brands
|Carissa R.||Chief Information Officer & Chief Human Resources Officer||MN|
|Eric J.||Executive Vice President & Director, Real Estate||MN|
|Lisa S.||Executive Vice President, Store Operations, Design & Development||MN|
|Gander Mountain Company||*******|
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Score 66 - On the Brink: Outdoor specialty retailer Gander Mountain hires new CMO
Subject: Digital, online, sponsorship, experiential, outdoor, print
Company: Gander Mountain
Opportunity: Hired Pep Boys marketing veteran Ron Stoupa as SVP of marketing and e-commerce to lead all of these functions, including brand development, customer engagement and omnichannel efforts. He spent the last year at now-defunct Sports Authority, which faced the same e-commerce challenges of most brick-and-mortar retailers before going out of business. While Gander is in much better shape, it's also in the midst of similar efforts to reach today's consumer and expand beyond men to healthy active women and moms around back-to-school (research
Agencies and martech services providers with deep retail experience should dust off their Sports Authority pitch and add some firearms lingo. With the holidays around the corner, focus your approach more on work in Q2-Q3, particularly Father's Day and camping season.
Your competition will no longer include Richards Group. They were creative and media AOR since 2003, but lost the account earlier this year. We originally thought WPP’s Starcom, Chi now, but that relationship is certainly in flux now, too. We'll keep you posted as we learn more.
Sellers - Gander's TV activity skyrocketed in 2015 but spending has fallen back to historical levels, as ads moved from mass channels back to shooting sites. This makes sense considering rising competition coming from Ron Burgundy's "Gun Show." But look for mass channel spending to go back up again under Stoupa, who brings more than 25 years of mass retail experience.
Experience: Stupa was chief marketing and digital officer at Sports Authority since January 2015. Before that, he spent about 10 years at Pep Boys, culminating as CMO from fall 2012-Jan. 2015.
Media Spend: Spent about $10 million on measured media annually since 2014, according to Kantar Media. At about $4.5 million every year, newspapers are Gander's top spending channel. Second last year was cable TV, at $1.6 million, and third was national spot radio , at $1.2 million.
Note that both radio and OOH spending has fallen in recent years. $3.6 million went to radio in 2014, more than twice what was spent in 2015. Simultaneously, outdoor spending fell from $1.1 million in 2014 to about $500,000 last year.
TV Breakdown: During the past year, $702,000 went to national TV ads, all of which was spent from Oct-Dec, according to iSpot.tv. Top targeted shows included "King of the Cage," Full Customer Garage" and "US Modified Touring Series."
Digital Breakdown: Gander's display presence since January has been mostly desktop banners. About $1.5 million has garnered 449.1 million impressions, 89% of which were bought by ad networks - mostly Steelhouse Media.
Pathmatics reports that top targeted sites include drudgereport.com, likes.com, stack.com legacy.com, answer.som, yahoo.com, wunderground.com and expedia.com.
180 East Fifth St.
Saint Paul, MN 55101
Senior Vice President, Marketing & E-Commerce
Vice President, Marketing
Direct Dial: (651) 325-4467
Direct Dial: (651) 325-4334