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Identifying Markets for Growth Frank Peterson, RBFF President & CEO

Identifying Markets for Growth Frank Peterson, RBFF President & CEO. Research Objectives. Develop robust profiles of boaters and anglers Identify segments with highest potential for growth Explore attitudes and motivations Assess factors that influence participation rates

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Identifying Markets for Growth Frank Peterson, RBFF President & CEO

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  1. Identifying Markets for GrowthFrank Peterson, RBFF President & CEO

  2. Research Objectives • Develop robust profiles of boaters and anglers • Identify segments with highest potential for growth • Explore attitudes and motivations • Assess factors that influence participation rates • Quantify representation of different segments • Identify barriers to participation • Forward conclusions, recommendations & strategies Identifying Markets for Growth

  3. Activity Participation 33 activities studied and categorized by: • Quiet • Fitness • Outdoorsman • Speed • Individual Activities • Indoor Activities Identifying Markets for Growth

  4. Boating Behaviors & Motivation Identifying Markets for Growth

  5. My perfect day would be spent… “jet skiing,” “parasailing” or “sky diving.”  “Speed is good. The faster, the better.” Identifying Markets for Growth

  6. Fishing Behaviors & Motivation Identifying Markets for Growth

  7. “I don’t care if I never catch another fish, but it’s a great bonding experience.” “It’s nice to go out and get refocused with nature.” Identifying Markets for Growth

  8. Motivational Factors • Outdoor Factor • Thrill Factor • Relaxation Factor • Family Factor • Escape Factor • Experimental Factor Identifying Markets for Growth

  9. Segment Distribution Identifying Markets for Growth

  10. Core Segments -Outdoor Enthusiasts -Affable Adventurers Identifying Markets for Growth

  11. Growth Segments -Family Outdoors -Outdoor Excitement Identifying Markets for Growth

  12. Opportunity Segment -Dabblers Identifying Markets for Growth

  13. More Opportunities for Growth Hispanics • A large and growing market • Concentrated in six states • Participation linked to acculturation Identifying Markets for Growth

  14. “I can’t think of any families I know that don’t fish. I think it might be cultural.” “To me fishing is relaxing. Plus afterwards I like to cook.” Identifying Markets for Growth

  15. Additional Key Takeaways • Newcomers to boating and fishing need a guide and mentor. • Boating and fishing are often viewed as “add on” activities to camping, hiking, and other outdoor activities. Identifying Markets for Growth

  16. Next Steps • Develop more tools for industry Identifying Markets for Growth

  17. Customer Profiling Tool For retailers and marinas • Identify segment of interest • Plot by zip code • Obtain mailing list • Deploy direct mail or other outreach Identifying Markets for Growth

  18. More Information RBFF.org/research Identifying Markets for Growth

  19. Questions?E-mail fpeterson@rbff.org Identifying Markets for Growth

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