Is Focus on the Core Holding You Back?
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In the outdoor industry especially, the "core" can make or break you. But are outdoor and travel brands putting too much stock in THE core, at the expense of their own devoted audience? Jeff Welch of MercuryCSC hosts a panel discussion with ExOfficio General Manager Steve Bendzak, Ticla Founder Rich Hill, and NOLS Director of Admissions and Marketing Bruce Palmer to find out. See the full panel including video and audio at mrcry.us/ORPanel
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Is Focus on the Core Holding You Back?
- 1. Is Focus On the Core Holding You Back? JANUARY 25, 2013
- 2. MERCURY csc
- 3. Outdoor Participation is Flat Americans Participating in Outdoor Activities 100% 75% 50% 25% 0% 2007 2008 2009 2010 2011 Source: Outdoor Industry Association MERCURY csc
- 4. Outdoor Participation is Flat Hard Goods Sales, Annual Growth Rate 20% Hard Goods = 10% 0% 14% -10% of Dollars Sold -20% 2009 2010 2011 2012 Source: Leisure Trends Group MERCURY csc
- 5. Yet Overall Industry Growth is Strong Total Outdoor Industry Sales $7.00Bn $6.25Bn $5.50Bn $4.75Bn $4.00Bn 2007 2008 2009 2010 2011 2012 Source: Leisure Trends Group MERCURY csc
- 6. Yet Overall Industry Growth is Strong Number of OR Attendees 30,000 26,250 22,500 18,750 15,000 2009 2010 2011 2012 Source: Nielsen Expositions MERCURY csc
- 7. Yet Overall Industry Growth is Strong Number of Booths at OR 5000 4625 4250 3875 3500 2009 2010 2011 2012 Source: Nielsen Expositions MERCURY csc
- 8. So where is the growth coming from? Soft Goods Sales, Annual Growth Rate 20% Soft Goods = 10% 0% -10% 77% of Dollars Sold -20% 2009 2010 2011 2012 Source: Leisure Trends Group MERCURY csc
- 9. Most people aren’t doing this. They’re doing this. MERCURY csc
- 10. Conventional wisdom = Be credible to the core 1 MERCURY csc
- 11. Is credibility Conventional wisdom = the only pathcore Be credible to the to success? 1 MERCURY csc
- 12. Value Dynamics for Adventure Travelers Saves me time What else does your target market value? Makes me unique Passion connection Gives me knowledge or credibility Utility Sustainable 1 MERCURY csc
- 13. Does your brand 1. Why do you matter in the world? promise connect in a 2. Is it unique to you? meaningful way? 3. Does it mesh with your target's values? 4. Can you back it with tangible proof? 1 MERCURY csc
- 14. PROMISE ARTIFACTS EXPRESSION To create the ultimate Underwear clothing and gear for Sun Protective Clothing worldly exploration. Bugs Away Clothing Jacket/Pillow SolCool 1 MERCURY csc
- 15. PROMISE ARTIFACTS EXPRESSION To unlock the challenge Helios Rods of fishing to inspire a life Head-to-toe Outfitting, on the water. Leading Environmental Advocacy Learning Centers/Programs MERCURY csc
- 16. PROMISE ARTIFACTS EXPRESSION Developing leadership Wilderness Expeditions through outdoor Wilderness Medicine Institute education. Professional Training Alumni 1 MERCURY csc
- 17. PROMISE ARTIFACTS EXPRESSION To get people The G.O.O.D. sleep system under the stars. Tents tough enough for dogs and kids Art and architecture inspired MERCURY csc
- 18. PROMISE ARTIFACTS EXPRESSION 1 MERCURY csc
- 19. Contact: Thank You Jeff Welch, President jeff.welch@mercurycsc.com www.mercurycsc.com 406.922.2282 22 S Grand Ave Bozeman, MT 59715