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
3. Outdoor Participation is Flat
Americans Participating in Outdoor Activities
100%
75%
50%
25%
0%
2007 2008 2009 2010 2011
Source: Outdoor Industry Association
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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
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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
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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
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7. Yet Overall Industry Growth is Strong
Number of Booths at OR
5000
4625
4250
3875
3500
2009 2010 2011 2012
Source: Nielsen Expositions
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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
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11. Is credibility
Conventional wisdom =
the only pathcore
Be credible to the
to success?
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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
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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?
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14. PROMISE ARTIFACTS EXPRESSION
To create the ultimate Underwear
clothing and gear for Sun Protective Clothing
worldly exploration. Bugs Away Clothing
Jacket/Pillow
SolCool
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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
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16. PROMISE ARTIFACTS EXPRESSION
Developing leadership Wilderness Expeditions
through outdoor Wilderness Medicine Institute
education. Professional Training
Alumni
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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
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