country outfitter overview
DESCRIPTION
What makes partnership marketing with Country Outfitter unique? We offer one of a kind access to our growing and highly engaged audience coupled with online to offline execution. Whether your goal is to grow your social audience, get samples into the right consumers hands, or learn more about your target audience, we can build a program to help.TRANSCRIPT
What we stand for
Country Outfitter is the destination for
Southern lifestyle.
!We are about more than just boots, because our
consumer is about so much more. We are well
on our way to becoming an integral part of their
daily life, a trusted advisor for fashion,
entertainment, music, and even dinner. We want
to provide access to experiences they can’t find
anywhere else.
!While everyone else chased the coasts, we set
out to own the heartland. We aggregated a
group of elusive consumers and built an
audience of 8MM Facebook fans and 10MM
emails in less than two years. We focused on
Southern values and found passionate
consumers all over the country.
!Whether you call it Southern or country, what
we offer is not about a zip code. Country
Outfitter is a way of life.
Core consumers
35-54 Year Old Female
Her Household Income is a dual-story - 20% have a HHI between $50-75k while 21% are over $150k
She is interested in things indicative of the souther lifestyle such as cowboy boots, cooking, rodeo, and NASCAR
She is also a heavy consumer of country music, pop-culture and lifestyle news and media across digital and traditional platforms
40-60 Year Old Male
He is more likely to live in a middle income Household - 41% have a HHI income between $50-100K.
He is Interested in rugged boots/apparel, country music, pick-up trucks, the great outdoors, and NASCAR
Hunting and Fishing are a key part of our guys’s life - he consistently looks for products and brands that help him fulfill his adventures
Both our Female and our Male Consumer are:
Married and Homeowners
Just as likely to have graduated from College/Graduate School as High School (50/50 split on highest level of education)
Tech Savvy and use a combo of web and mobile for shopping and social networking
70% 30%
Country OutfitterThe explosive growth of
!"!!!!
!2,000,000!!
!4,000,000!!
!6,000,000!!
!8,000,000!!
!10,000,000!!
!12,000,000!!
2012"05!
2012"07!
2012"09!
2012"11!
2013"01!
2013"03!
2013"05!
2013"07!
2013"09!
2013"11!
2014"01!
Emails!
Facebook!Fans!
7.7MM
10.5MM
During this 6-month period of rapid growth our social advertising generated social commerce.
Country Outfitter experienced 30 consecutive weeks of 7-10% compounded sales growth, growing sales by over 1,300% for the total 6-month period.
Early key partners
Case Study: Tyler Farr
BACKGROUND OBJECTIVES
In September 2013, Tyler was a new Artist on Sony Records Nashville. His new single,
Redneck Crazy had been released as the title track for his upcoming Album, Redneck Crazy.
Sony wanted help creating a connection between the CO audience and Tyler Farr in order to drive awareness for Tyler
Farr’s upcoming album Redneck Crazy and help grow his Facebook audience.
Tyler Farr:
Activation Strategy & Results
STRATEGY
Created a custom CO boot giveaway, with boots picked by Tyler himself, tied to release of Redneck Crazy. The giveaway was used as our social call-
to-action to create virality for our content.
To enter the giveaway, you needed to be a “fan”
of Tyler on Facebook.
We supported the campaign with a mix of CO email and Facebook posts to both drive awareness for Tyler’s New
Album and the Redneck Crazy Boot Giveaway.
Traffic was driven to a custom landing page where our fans could get an exclusive premier of the entire Redneck Crazy album the week
prior to national release.
RESULTS
ACTIVATION DATES
RESULTS
9/23 - 9/30
• 45K+ new likes for Tyler Farr • 40MM+ Impressions
Delivered
during the 1 week campaign • A Platinum Single - the Single
Redneck Crazy went Platinum
by November 2013 (two
months after launch)
Why partner?
Your Brand
Audience Execution
When to Partner.
AS
SE
TS
SE
RV
ICE
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EMAIL:
SOCIAL:
DIRECT TO CONSUMER:
COUNTRYOUTFITTER.COM:
PARTNERSHIPS:
NATIVE CONTENT:
INSIGHTS & ANALYTICS:
MEDIA BUYING:
Grow your audience
Drive awareness and create buzz
Drive trial
Glean insights from your target
Promote your event or experience
Contact Us
John Elliott Director of Partnership Marketing email: [email protected] mobile: (479) 790-5639
For partnership opportunities and inquiries, please reach out to: