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Promotional Strategy

Store Visited: Boating Camping Fishing (BCF) - Bankstown

Product: Oztent RV-3 Tent

Word Count: 684

Oztent RV-3 3 Person Touring Tent


1. How does the company create awareness of its product?

The company advertises the product in their catalogue for an upcoming trading period. They send out promotional content like emails and put on billboards, posters and send out adverts to be used on TVs and radios. They tease the product in their social media pages and basically get the word out about the cool features of this particular tent.

2. How does the company get consumers to try its product?

To try out the Oztent RV-3, the company directs its retail stores across the nation to put out a display tent inside the store. The customers can then visit the store and get the look and feel of a brand new product in display when it is fully in use. The store employees then make it look as attractive as possible by using different products that they think can go with the tent, in an intent to up-sell other products and accessories, for example chairs, lanterns, sleeping bags, air mattresses and even a portable fire pit.

3. How does the company give information about the product to its customer?

The information about the product can be received from the catalogue itself. A further detailed section of features and capabilities are then uploaded to the website, or sent out on emails. Customers can also get information about the product if they visit in-store, employees who are generally well trained about the product can relay the information they have including their own personal experience in handling the said product.

4. How does the company retain loyal customers?

A company retains its loyal customers by occasionally sending out promotional vouchers and gifts, as well as asking them to participate in short surveys to make sure their in-store experience is never faltered. Another way to retain customers would also be the presentation of the store, the availability of items, the ability of the team members to effectively solve any problems that may arise as well as the most important, a good customer service etiquette on both pre-sale and post-sale experiences. Customers come back if the store stocks the products they need and coupling that with a positive customer service experience is a win win.

5. How does the company entice the customer to buy more and use their product frequently?

As an outdoor and leisure retailer, BCF generally stocks items to make their customer’s camping experience even better. An example of this would be the tent lights and lanterns that the company sells. A tent by itself will be completely dark without any source of lighting, and the only solution to this would be battery operated portable lighting devices, be it LEDs or regular lanterns. The customer is then made aware of these optional accessories, tempting the customer buy more of those items to make their camping experience fun and smooth. The company not just sold a pack of batteries and a set of lights, it also got the customer spend more on the portable and charging devices, for example the battery packs which do not last as long as the tents. The batteries would need replacing from time to time, and the customer would have to come back to the store to get the particular set of batteries that the lighting device requires.

6. What promotions does the company use to identify more customers?

In order to identify more customers, the company stocks a myriad of products throughout the year, catering to both new and experienced campers. Some products are only sold in a particular trading period, or seasons, forcing the customers to flock to the store in a particular time of the year, if they were to stock the product. They end up getting non-regular or new customers this way. Furthermore, the frequent the stocking of a new item, the higher the chances of getting new customers. Promotional materials like posters, billboards, printed, emailed and online catalogues, leaflets, brochures, adverts, displays are all promotional materials that BCF uses to get more customers.

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