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SEMINAR TITLE SPONSORED BY:
Outdoor Attitudes Unplugged –
Exploring the Relevance of Outdoor Lifestyles and Products Among Today's
Millennial Consumer
Michael Wood Senior Vice President, TRU
AGENDA
Research methodology
2 www.tru-insight.com
QUALITATIVE METHODOLOGY
>! 22 respondents ages 20-28
>! Created two private Facebook groups among outdoor enthusiasts and those less engaged
>! A three-week engagement asked participants to answer questions, post pictures, and create videos
>! Recruited additional respondents from Salt Lake City to join us live
Boston
Atlanta
Chicago Salt Lake City
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AGENDA
Research methodology
Path to Purchase
Activities & Brands
Brand Authenticity Use of
Technology
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PATH TO PURCHASE
PATH TO PURCHASE
Millennials trust others Actively seek out opinions and recommendations
In-person & on-line options considered
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H TO1
O PUR2
RCH3
Ask for recommendations
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“I knew that my best friend Katherine (a well-dressed outdoor guru) has these
shoes, so I definitely called her for advice.”
LINDSEY, 25, MAINE
“I usually ask friends their opinions on the best items…
friends I trust who are knowledgeable in the field.
That makes the biggest difference.”
NITISH, 23, BERKLEY
WORD OF MOUTH IS CRITICAL FOR DISCOVERY AND PURCHASE
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PATH TO PURCHASE
To confirm or deny
It’s second nature and instills confidence
Online reviews are the gold standard – quality & quantity
Outdoor industry blogs & forums also key
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Online research and validation
H TO1
O PUR2
RCH3
QUALITY IS JOB ONE!
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When it comes to outdoor activities… >! Finding quality is worth the time, research and money! >! Quality is determined by… >! Functionality, fit, and performance !
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“My purchase was based
on quality and comfort. I was willing to spend more to get the best, most comfortable pair
out there!” KATE, 24, CHICAGO
When it comes to outdoor activities… >! Finding quality is worth the time, research and money! >! Quality is determined by… >! Functionality, fit, and performance >! Look, comfort & style are not far behind
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The And Generation MILLENNIALS, WHOSE BELIEF IN “HAVING IT ALL,” LEADS THEM TO EXPECT
PAIRED OPPOSITES DELIVERED IN THE SAME PRODUCT OR SERVICE
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TM
PERFORMANCE + STYLE = VERSATILITY
When it comes to outdoor activities… >! Finding quality is worth the time, research and money! >! Quality is determined by… >! Functionality, fit, and performance >! Look, comfort & style are not far behind
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Very different from parents !
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“My parents would just buy whatever had the
lowest price, good enough to
get the job done.” KEVIN, 22, SALT LAKE CITY
PATH TO PURCHASE
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Deciding where to buy? The final check is finding the best deal
In-person : Bricks & Mortar
General sites: Amazon and Google Outdoor sites & apps: BackCountry.com, Steep&Cheap
H TO1
O PUR2
RCH3
“I’VE FOUND WHAT I WANT, NOW WHAT’S IN IT FOR ME?” >! Price is key
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“I’VE FOUND WHAT I WANT, NOW WHAT’S IN IT FOR ME?” >! Price is key
>! The decision is also impacted by value… > Convenience
> Customer service
> Technical expertise
> The retail experience
> Shared interest in community
> Environmental stewards
> Supporting local businesses
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Consider This
Become the expert that consumers seek out for recommendations
Encourage & cultivate online reviews and discussions
Become a passionate, integral part of the community,not just a place to purchase gear
Look beyond the transaction
PATH TO PURCHASE
AGENDA
Research methodology
Path to Purchase
Activities & Brands
22 www.tru-insight.com
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ACTIVITIES AND BRANDS
BRAND EXPRESSES ME
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When it comes to outdoor activities, brands are a personal reflection, signaling…
Who I am: Activities I enjoy and
what I care about
Says “I’m fit” even if I don’t feel that way
I Know What I’m Doing:
“I’m in the know” and gives me credibility
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“I like wearing ‘technical outerwear’ casually, too. It
makes me feel like I know what I’m doing and
that I play hard outdoors.”
LINDSAY, 25, MAINE
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“When I wear this brand it puts me in the mindset to work hard. I think the brand yells out ‘I’m sweating my
butt off and working hard.”
JONATHON, 26, CHICAGO
INCLUSIVE TRUMPS EXCLUSIVE
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Centergy™ FOR MILLENNIALS, SO-CALLED FRINGE VIEWS AND ACTIVITIES ARE READILY
ACCEPTED, EVEN EMBRACED BY THE MAINSTREAM TODAY.
CROSS-OVER IS WELCOME
The more, the merrier! Millennials are happy to include others
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PARTICIPATION IS NOT A PREREQUISITE
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CROSS-OVER IS WELCOME
It’s OK to wear an outdoor brand even if you don’t participate in that activity
Also OK for brands to cross-over from core enthusiasts to
the mainstream, if they bring new people to the sport
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“For a while I thought they were ‘less cool’ because
everyone had them. But now I actually commend them for
getting more people participating in the outdoors.”
LINDSAY, 25, MAINE
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“Skate brands have been successful in selling a culture and style beyond the sport… this leads to people skating
who wouldn’t have otherwise.”
IAN, 24, BOSTON
CROSS-OVER IS WELCOME
As long as a brand stays true to it’s core business, it’s OK to expand.
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ACTIVITIES AND BRANDS
Consider This
Speak to your core… but it’s also OK to appeal to non-enthusiasts
Be welcoming and inclusive, with the goal of getting anyone and everyone outside
AGENDA
Research methodology
Path to Purchase
Activities & Brands
Brand Authenticity
37 www.tru-insight.com
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AUTHENTICITY
AUTHENTICITY IS CRUCIAL. IT MEANS …
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VIDEO PLACEHOLDER
Form/Function/Philosophy THE DESIRE THAT COMPANY VALUES BE AN IMPORTANT AND PROMINENT FEATURE OF EVERY PRODUCT/SERVICE/BRAND
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“STAND FOR SOMETHING, OR RISK COMMODITIZATION”
TM
Consider This
Deliver on what you say you’re going to do
Showcase your heritage and history and continue to remind people what you stand for
Think big… Ensure that promotions and/or sponsorships align with your brand and truly benefit the industry
AUTHENTICITY
AGENDA
Research methodology
Path to Purchase
Activities & Brands
Brand Authenticity Use of
Technology
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TECHNOLOGY
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Immediascene IMPORTANT PLACES AND MOMENTS IN LIFE INCLUDE NOT JUST
THOSE THAT ARE WITH YOU IN PHYSICAL SPACE, BUT ALSO THE SUM OF YOURRELATIONSHIPS IN VIRTUAL SPACE: “I’M ALWAYS EVERYWHERE WITH EVERYONE”
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TM
TECHNOLOGY… FRIEND NOT FOE
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Technology can…
>! Help take advantage of the outdoors more often
> Provide speed and access to both planning and purchases for outdoor adventures
> Facilitate shared experiences
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“Social media helps me find friends to do
outdoor activities with… Facebook and Twitter also help me find out
about outdoor events.” ERIC, 24, ATLANTA
“I’d rather LIKE a company
on Facebook than sign up for their e-mail list
because I get a short blurb from them daily rather than loads of
emails that I end up deleting anyway.”
LINDSEY, 25, MAINE
Ski Utah
Steep & Cheap
Chimani Acadia National Park
EpixMix Snow Report App
Provides you a full snow report and deals happening at different resorts
Gives flash deals on outdoor gear and apparel
Helps plan trail routes in the area
Provides detailed statistics on your skiing performance
Provides full snow report by location
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“This App definitely aids my trail riding. All the trails
are on the map and my phone clips right onto my
handlebars.” JONATHON, 26 , CHICAGO
“I really like this App because I can easily
check how much snow fell and see which runs have
been groomed before I go up the mountain.”
KYLE, 22, SALT LAKE CITY
Consider This
Utilize social media and review sites to better engage consumers Facebook a better outlet than email blasts
Actively post pictures of company involvement
Take online reviews seriously
TECHNOLOGY
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THANK YOU! Now get your questions answered.....
Join us in Salon D at 11:00 for an informal
one-on-one with today’s panel
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SEMINAR TITLE SPONSORED BY:
Welcome to Outdoor Retailer
Summer Market 2012
Kenji Hartounian