Doe-Anderson Hits the Mark with Cabela’s Opening
When Cabela’s – one of the nation’s top retailers for people who love the outdoors – opens a store, they don’t cut a ribbon. They shoot it. With an arrow. Thousands of people routinely turn out to witness this unique way of holding a grand opening. Some even camp out in the parking lot so they can get front-row seats to the ceremonies and be among the first to pass through the doors.
As Cabela’s prepared to open its first store in Lexington, Ky., they wanted to make sure the community knew about it through media coverage. So they called Doe-Anderson.
Our job was seemingly simple. We needed to make sure the media not only covered the grand opening, but also reported on it well in advance. We also needed to ensure key employees were trained to be good spokespersons.
We had three significant events that generated coverage: the announcement of the grand-opening date, a media preview day that allowed reporters to get glimpses of the store before it opened and the grand opening itself.
Doe-Anderson’s PR team generated a month’s worth of coverage that had Lexington eagerly awaiting the opening. An estimated crowd of 3,000 people turned out before the doors opened. The first person in line waited 30 hours.
Coverage was significant with the daily newspaper (The Lexington-Herald Leader), and all three TV stations reported on everything from the size of the store to the grand-opening giveaways.
Here’s a summary of broadcast coverage:
- 61 mentions
- $55,358.96 ad value
- 1,396,765 viewership
In the end, it’s about creating results and satisfied clients. Here’s what Cabela’s managers said:
“You really outperformed other PR agencies we’ve work with on openings.” – Elliott Wade
“I second that. That was above and beyond what any other partner was willing to do. Your team has been great to work with.” – Nathan Borowski