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Is Focus on the Core Holding You Back?

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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

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Is Focus on the Core Holding You Back?

  1. 1. Is Focus On the Core Holding You Back?JANUARY 25, 2013
  2. 2. MERCURY csc
  3. 3. Outdoor Participation is Flat Americans Participating in Outdoor Activities100%75%50%25% 0% 2007 2008 2009 2010 2011 Source: Outdoor Industry Association MERCURY csc
  4. 4. Outdoor Participation is Flat Hard Goods Sales, Annual Growth Rate20% Hard Goods =10% 0% 14%-10% of Dollars Sold-20% 2009 2010 2011 2012 Source: Leisure Trends Group MERCURY csc
  5. 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 MERCURY csc
  6. 6. Yet Overall Industry Growth is Strong Number of OR Attendees30,00026,25022,50018,75015,000 2009 2010 2011 2012 Source: Nielsen Expositions MERCURY csc
  7. 7. Yet Overall Industry Growth is Strong Number of Booths at OR50004625425038753500 2009 2010 2011 2012 Source: Nielsen Expositions MERCURY csc
  8. 8. So where is the growth coming from? Soft Goods Sales, Annual Growth Rate20% Soft Goods =10% 0%-10% 77% of Dollars Sold-20% 2009 2010 2011 2012 Source: Leisure Trends Group MERCURY csc
  9. 9. Most people aren’t doing this. They’re doing this. MERCURY csc
  10. 10. Conventional wisdom = Be credible to the core1 MERCURY csc
  11. 11. Is credibility Conventional wisdom = the only pathcore Be credible to the to success?1 MERCURY csc
  12. 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 Sustainable1 MERCURY csc
  13. 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 targets values? 4. Can you back it with tangible proof?1 MERCURY csc
  14. 14. PROMISE ARTIFACTS EXPRESSION To create the ultimate Underwear clothing and gear for Sun Protective Clothing worldly exploration. Bugs Away Clothing Jacket/Pillow SolCool1 MERCURY csc
  15. 15. PROMISE ARTIFACTS EXPRESSION To unlock the challenge Helios Rodsof fishing to inspire a life Head-to-toe Outfitting, on the water. Leading Environmental Advocacy Learning Centers/Programs MERCURY csc
  16. 16. PROMISE ARTIFACTS EXPRESSION Developing leadership Wilderness Expeditions through outdoor Wilderness Medicine Institute education. Professional Training Alumni1 MERCURY csc
  17. 17. PROMISE ARTIFACTS EXPRESSION To get people The G.O.O.D. sleep systemunder the stars. Tents tough enough for dogs and kids Art and architecture inspired MERCURY csc
  18. 18. PROMISE ARTIFACTS EXPRESSION1 MERCURY csc
  19. 19. Contact:Thank You Jeff Welch, President jeff.welch@mercurycsc.com www.mercurycsc.com 406.922.2282 22 S Grand Ave Bozeman, MT 59715

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