identifying markets for growth frank peterson, rbff president & ceo
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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 - PowerPoint PPT PresentationTRANSCRIPT
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
