identifying markets for growth frank peterson, rbff president & ceo

Identifying Markets for Growth

Frank Peterson, RBFF President & CEO

Identifying Markets for Growth

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

Activity Participation

33 activities studied and categorized by:

– Quiet– Fitness– Outdoorsman– Speed– Individual Activities– Indoor Activities

Identifying Markets for Growth

Boating Behaviors & Motivation

Identifying Markets for Growth

My perfect day would be spent… “jet skiing,” “parasailing” or “sky diving.” 

“Speed is good. The faster, the better.”

Identifying Markets for Growth

Fishing Behaviors & Motivation

Identifying Markets for Growth

“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

Motivational Factors

• Outdoor Factor• Thrill Factor• Relaxation Factor• Family Factor• Escape Factor• Experimental Factor

Identifying Markets for Growth

Segment Distribution

Identifying Markets for Growth

Core Segments

Identifying Markets for Growth

-Outdoor Enthusiasts

-Affable Adventurers

Growth Segments

-Family Outdoors

-Outdoor ExcitementIdentifying Markets for Growth

Opportunity Segment

-Dabblers

Identifying Markets for Growth

More Opportunities for Growth

Hispanics

•A large and growing market

•Concentrated in six states

•Participation linked to acculturation

Identifying Markets for Growth

“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

Additional Key Takeaways

Identifying Markets for Growth

• 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.

Next Steps

Identifying Markets for Growth

• Develop more tools for industry

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

More Information

Identifying Markets for Growth

RBFF.org/research

Questions?

E-mail fpeterson@rbff.org

Identifying Markets for Growth