Multi-Activity Experiences Driving Outdoor Engagement
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Transcript of Multi-Activity Experiences Driving Outdoor Engagement
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Multi-Activity Experiences Driving Outdoor Engagement Recreational Boating and Fishing Foundation
August 4, 2012
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of Americans participated in outdoor activities in 2011.
Outdoor Industry Foundation, 2011
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Special Report on fishing & boating, 2011
Fishing is a ‘gateway’ activity
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fishing participants in the US.
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boating participants. NMMA, 2011
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WHO IS THE TYPICAL ANGLER?
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45+ HHI: $100,000+ Fishes 18 days/year Outdoor Enthusiast
Mintel, RBFF, 2012
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Our Future: Engaging New Audiences
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Millennials =
Boomers =
Latinos =
= 76 million
= 80 million
= 50 million
= 10 million
CURRENT
OPPORTUNITY
RBFF, AdAge, Time, 2012
OPPORTUNITY
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Outdoor Enthusiast =
Family Outdoors = = 22.4 million
= 19.5 million
= 10 million
RBFF, Consumer Segmentation 2011
Outdoor Excitement =
CURRENT
GROWTH
= 18.0 million
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Key Strategies
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① Brand creative and messaging platform
① Digital tools & resources ① Strategic partnerships
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CASE STUDY: Engaging Hispanic/Latino Audience
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RBFF, 2012, AdAge 2012
50 million strong $1 trillion spending power
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