Multi-Activity Experiences Driving Outdoor Engagement
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The document discusses the participation rates of Americans in outdoor activities like fishing and boating as of 2011, highlighting the demographics of typical anglers and the potential for engaging new audiences, particularly millennials and the Latino community. It outlines key strategies for growth, including brand messaging, digital tools, and strategic partnerships. Overall, it emphasizes the increasing opportunities within the outdoor recreational sector.
Multi-Activity Experiences Driving Outdoor Engagement
- 1. Multi-Activity Experiences Driving Outdoor Engagement Recreational Boating and Fishing Foundation August 4, 2012
- 2. of Americans participated in outdoor activities in 2011. Outdoor Industry Foundation, 2011
- 3. Fishing is a ‘gateway’ activity Special Report on fishing & boating, 2011
- 4. fishing participants in the US.
- 5. boating participants. NMMA, 2011
- 6. WHO IS THE TYPICAL ANGLER?
- 7. 45+ HHI: $100,000+ Fishes 18 days/year Outdoor Enthusiast Mintel, RBFF, 2012
- 9. CURRENT Boomers = = 76 million OPPORTUNITY Millennials = = 80 million OPPORTUNITY Latinos = = 50 million = 10 million RBFF, AdAge, Time, 2012
- 10. GROWTH Family = 22.4 million Outdoors = Outdoor = 18.0 million Excitement = CURRENT Outdoor = 19.5 million Enthusiast = = 10 million RBFF, Consumer Segmentation 2011
- 11. Key Strategies
- 12. ① Brand creative and messaging platform ① Digital tools & resources ① Strategic partnerships
- 14. 50 million strong $1 trillion spending power RBFF, 2012, AdAge 2012
- 15. THANK YOU! Thanks.