Author:
Cassie Gasaway
The ATA will soon be sending customers to your shop through its consumer marketing campaign, which uses inspiring archery videos to spark interest in the archery sports.
Are you ready?
Our ads will be launching Aug. 1 and will target potential archers on the cusp of joining the sport. Photo Credit: ATA
Campaign Details
This campaign includes five videos playing as unskippable ads on digital, video and radio platforms nationwide Aug. 1 to Oct. 31. Those platforms include YouTube, Spotify, Pandora, Apple TV, Amazon Prime and outdoor websites. The primary video (a 30-second ad) will be used most often, but all ads are expected to receive over 37.5 million impressions and boost foot traffic in ATA-member stores.
The ATA is using four specialized marketing techniques to ensure 25- to 44-year-old outdoorsmen and outdoorswomen who haven’t tried archery will see the ads. Those techniques include:
– Content tracking, which tracks a user’s interactions with website content or applications to generate similar ad-based content, including the ATA’s ad.
– Behavioral tracking, which analyzes previous online user activity – such as pages visited, content viewed, and website clicks, searches and purchases to match the ATA’s ad to potentially interested users.
– Lookalike audiences, which are secondary or “on-the-fringe” members who are similar to the ATA’s target audience, and might be interested in the ad and offer.
– Geo-fencing, which helps the ATA create a virtual 40-mile radius around ATA-member stores using GPS or RFID technology, and pushes the ad to potential customers within that area.
The main video advertisement directs viewers to visit an ATA website that ties into “The Thrill is Nocking” campaign, which encourages adults to try archery. Viewers will be directed to the ATA’s store locator to find a nearby shop. They’ll also be offered a coupon good for one hour of free range time.
The hour of range time will generate interest with the customer and create future business. Photo Credit: ATA
Why a Free Offer?
It’s important to offer an incentive that entices viewers to visit an ATA-member shop. The ATA decided an interactive, service-based offer like range time was preferable to a free product so dealers don’t lose valuable inventory.
Plus, an hour on the range helps retailers instruct and connect with newcomers, which helps beginners try archery in a safe setting with help from a knowledgeable pro. Without the offer, viewers would likely shop blindly online for equipment, which increases the risk that they’ll order insufficient or incorrect equipment.
The ATA understands this offer isn’t free for its members. However, we think it will send new customers to ATA-member stores for help and instruction that ensures a fun, positive experience which lays the foundation for lifelong participation.
Opt In/Opt Out
All ATA members with ranges were automatically included as a location for consumers to redeem their coupon for an hour of range time. These members are listed on the ATA’s store locator with a “participating retailer” icon. Members and shops without ranges will also be listed on the locator, but without the “participating retailer” icon.
Please note: The promotion is optional for both member-groups. Retailers can opt in or out of the offer at any time. The ATA will drive customers to your shop regardless of your participation.
To opt in or out, please log into your MyATA member dashboard and click “Update Store Locator Listing.” Then, click the “Edit” button under your managed organization, and answer the top question. To participate, ensure the “Yes, count me in” button is clicked. To opt out, ensure the “No, I don’t think so” button is clicked.
Click here for step-by-step instructions. Your ATA membership must be active to be listed in the ATA’s store locator. Be sure to click “Save” at the bottom of your screen when updating your account information.
Whatever you decide, the ATA respects your decision and will send consumers your way.
Prepare for New Customers
Watch the ATA video “Welcoming New Archers” for tips to prepare yourself, your staff, and your shop for new customers. The video provides insights on turning prospective archers into lifelong enthusiasts.
You can also read these ATA articles:
– 6 Ways to Prepare for the Busy Season
– 5 Ways to Please Your Customers
– 10 Customer Service Tips to Try Today
– What’s Merchandising? Draw in Customers with These 4 Tips
The ATA is sending every ATA-member retailer free campaign posters and stickers to hang in their shop. As new customers walk in, they’ll see familiar themes that connect “The Thrill is Nocking” ads to your store. Extra posters and stickers will be available for purchase through the MyATA member dashboard Aug. 1.
The ATA will release a behind-the-scenes campaign production video to its members in mid-July. Members will be able to download the campaign videos for their shop’s marketing efforts. You’ll receive an email in late July with instructions. Stay tuned for more information.
Questions? Contact Allison Jasper, ATA’s senior director of marketing and communications, at (866) 266-2776, ext. 118, or allisonjasper@archerytrade.org.
