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