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ENGAGING NEW AUDIENCES IN FISHING & BOATING VA MARINE TRADES ASSOCIATION MEETING ENGAGING NEW AUDIENCES IN FISHING & BOATING VA MARINE TRADES ASSOCIATION.

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Presentation on theme: "ENGAGING NEW AUDIENCES IN FISHING & BOATING VA MARINE TRADES ASSOCIATION MEETING ENGAGING NEW AUDIENCES IN FISHING & BOATING VA MARINE TRADES ASSOCIATION."— Presentation transcript:

1 ENGAGING NEW AUDIENCES IN FISHING & BOATING VA MARINE TRADES ASSOCIATION MEETING ENGAGING NEW AUDIENCES IN FISHING & BOATING VA MARINE TRADES ASSOCIATION MEETING November 12, 2014

2 OVERVIEW The Opportunity Current Situation RBFF Plan Next Steps

3 THE OPPORTUNITY

4 HISPANIC OPPORTUNITY % of Total Total (in millions) Hispanic Population Count 53 Million Strong & Growing Today: 17% Actual Forecast Source: U.S. Census Decennial Census 1980, 1990, 2000, 2010. 2012 National Projections Released December 2012.

5 HISPANIC OPPORTUNITY

6 New York 26% Chicago 24% Houston 40% Dallas 31% Los Angeles 49% San Francisco 28% Phoenix 32% Source: The Nielsen Company, 2014 TV Universe Estimates. HA18-49 Miami 51% Tampa 20% Ft. Myers 30% Orlando 24% Harlingen 91% El Paso 76% San Antonio 57% Austin 34% Fresno 59% 20% of the U.S. Adult 18-49 Population is Hispanic HISPANIC OPPORTUNITY

7 Hispanic Non-Hispanic White HISPANIC OPPORTUNITY Source: US Census Bureau, 2010 Census & 2008 Population Projections, Pew Hispanic Center Hispanic Baby Boom vs. Non-Hispanic Baby Boomers

8 Source: Geoscape. American Marketscape DataStream 2013 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used exclusively for advertising/media decisions related to Univision. Any other use must be explicitly licensed from Geoscape.” Hispanics Non-Hispanics $100K+ $75-100K $35-75K Under $35K Total US HH Income HISPANIC OPPORTUNITY Emerging Middle Class

9 “100% of the growth in sales is going to come from multicultural customers” Tony Rogers SVP Brand Marketing Walmart October 31, 2012 HISPANICS DRIVE SPENDING GROWTH

10 HISPANIC BUYING POWER

11 CURRENT SITUATION

12 33M U.S. Anglers 3.1M New U.S. Anglers 1.6M are Hispanic 99K New Hispanic Anglers HISPANIC FISHING Source: USFWS

13 8.4% of boating participants are Hispanic − vs. 15.3% of the adult population 7.7% of current boat owners − 2.4% of past boat owners Source: NMMA, 2012 Recreational Boating Statistical Abstract HISPANIC BOATING

14 HISPANIC TARGETS FISHING FANATICS Avid anglers who adamantly believe fishing is more a religion than a sport, and their shrine's in the garage. They get out on water to drop a line every chance they get. SOCIAL ANGLERS Highly active recreation-minded singles and couples. They fish on occasion, but it's activities like hiking, camping, tubing and mountain biking that deliver the active thrills they seek. HAPPY HIKERS Family-oriented nature lovers whose lives revolve around their kids. They plan activities around budget and time constraints, with fishing rarely, if ever, making the short list.

15 TARGET MARKET SIZE HAPPY HIKERS 5.9 MM SOCIAL ANGLERS 5.1 MM FISHING FANATICS 3.3 MM 14.2 MM Target Segment Universe Sources: Simmons NCHS Adult Winter 2012 2-year Study; NCS Teens Study Fall 2012 Not Outdoors

16 Lack of exposure and experience Fishing perceived as passive, waiting game Full family participation is often difficult Money is a major issue, whether real/perceived State licenses, regulations are problematic Culturally relevant invitation is missing KEY BARRIERS

17 Happy Hikers and Social Anglers Fishing Fanatics ExposureInformEngagement Top of Mind Awareness Fun, Family, Exciting Relevant, Relatable Knowledge How to Fish Rules, Regulations, Guidelines Help/Resources Experience for Self Live the Thrill of the Catch Feel Fun, Excitement OVERCOMING BARRIERS

18 RBFF PLAN

19 FY14 CONTENT DEVELOPMENT FY14 CONTENT DEVELOPMENT FY15 TEST MARKETS FY15 TEST MARKETS FY16 MARKET EXPANSION FY16 MARKET EXPANSION FY17 CONTINUITY FY17 CONTINUITY FY18 CONTINUITY FY18 CONTINUITY Develop creative assets and campaign microsite, needed for launch (leverage existing TMF assets). Launch Hispanic program in two pilot states, develop associations with media and retail partners. Evolve program to build upon test market learning/results, expand nationally, add television/PSAs. Build on program’s national reach. Continue to optimize program based on KPIs. FIVE-YEAR PLAN

20 VAMOS A PESCAR 251k Total Visits

21 VAMOS A PESCAR 55k looking for “How to” info 8k looking for “Where to” info

22 Webinars Research & Learnings Photo Library How-to Videos Web Banner Spanish Translation Guide Quarterly Newsletter STAKEHOLDER RESOURCES

23

24 OVERVIEW: Total of 66 mystery shopping trips; included chain and family- owned stores In TX: Houston and Dallas; Florida: Miami, Orlando and Tampa Represented mainstream (44%) and Hispanic families (56%) Mix of experience levels and boat/non-boat ownership TOPICS: Educating the consumer, product suggestions, product demos, shopper experience MYSTERY SHOPPER STUDY

25 Source: Texas and Florida Retail Studies: The Recreational Boating & Fishing Foundation, 9/2014 BOTH STORE TYPES “PASS”

26 Source: Texas and Florida Retail Studies: The Recreational Boating & Fishing Foundation, 9/2014 SALES PROCESS VARIES BY ETHNICITY

27 Associates don’t spend time educating Hispanic shoppers (78%) vs. Mainstream Shoppers (90%). Mainstream Shoppers (62%) were told about boat safety features more often than their Hispanic counterparts (51%). There was a 16% difference between Hispanic and Mainstream shopper ratings regarding feeling “welcome and comfortable” (97% vs. 81%) in the store. To increase customer service ratings and sales with Hispanics, boating retailers must invest in sales skills and customer service training. WHERE ASSOCIATES ‘MISS THE BOAT’ WITH HISPANICS

28 NEXT STEPS

29 More How-To Videos Continuing Education & Research – Webinar 2.0 Boating Research Expansion Beyond FL & TX Launch VAP Initiative – Bass Pro Donation Mystery Shopper Webinar New Online Boating Content TakeMeFishing.org/corporate – Resource Center NEXT STEPS

30 Questions?


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