Post on 21-Jan-2017
transcript
CULTURE / STRATEGY / INNOVATION
REINVENTING OUTDOOR RECREATION FOR THE MILLENNIAL GENERATION
9 FOCUS GROUPS
35 PHONE INTERVIEWS
72 IN-PERSON INTERVIEWS
STORE AUDITS
COMMUNICATION AUDIT
SECONDARY RESEARCH
CULTURE & TREND STUDY
OUTDOOR INDUSTRY CONFERENCE
TAILGATING CONFERENCE
RESEARCH
OUTDOOR RECREATION RETAILERS RING UP NEARLY $50 BILLION IN SALES EACH YEAR.
THIS DOESN’T INCLUDE THE ADDITIONAL $243 BILLION IN
TRIP RELATED EXPENSES.
YET... THE OUTDOOR RECREATION INDUSTRY IS OUT OF TOUCH
WITH CONSUMERS.
THE MAJORITY OF CONSUMERS DON’T REMEMBER THE BRANDS.
1910 2010
1910 2010
1950 2010
THE CURRENT RETAIL OPTIONS DO NOT INSPIRE THE CONSUMER.
WALMART DICK’S SPORTING GOODS
SPORTS AUTHORITY
ELITISTREI
L.L.BEAN
BASS PRO SHOPS CABELAS
THE MOST COMMON MARKETING THEMES USED TO MARKET THE OUTDOORS DO NOT REFLECT PEOPLE’S TOP REASONS FOR PARTICIPATING IN OUTDOOR RECREATION.
REVERENCE CONQUERING AGGRESSION
REVERENCE CONQUERING AGGRESSION AGGRESSION
REVERENCE REVERENCE
CONQUERING AGGRESSION
SERENITY SERENITY
CONQUERING
(and what the current outdoor recreation brands are missing)
5 TRENDS THAT HAVE
CHANGED THE FACE OF OUTDOOR RECREATION
1 FESTIVAL CAMPING
THOUSANDS OF PEOPLE CAMPING TOGETHER USED TO BE A ONCE IN A GENERAT ION EVENT.
NOW MILLIONS OF FESTIVAL CAMPERS ATTEND A VARIETY OF FESTIVALS ALL YEAR ROUND, ALL AROUND THE WORLD.
MUSIC
FOOD
ARTS
CAMPING + GLAMOUR
GLAMPING =
“Think of it like the hip hotels of camping.” Jonathan Knight, author of “Cool Camping.”
GLAMPING’S POPULARITY INVITES A WHOLE NEW GROUP
OF CONSUMERS TO ENJOY OUTDOOR RECREATION
ON THEIR TERMS.
AND IS PART OF THE TREND TOWARDS
RAISING THE BAR FOR WHAT CAMPING CAN BE.
3 LARGE GROUP EVENTS
DUE TO SOCIAL MEDIA, ADULT BASED, OUTDOOR EVENTS ARE ON THE RISE.
POLAR BEAR PLUNGE AND PARTY ANN ARBOR ADVENTURE CLUB
THE BRIDGE TO NOWHERE FULL MOON PARTY. SANTA MONICA HIKING GROUP, LOS ANGELES, CALIFORNIA
4 BARBECUE EVENTS
OVER 200 MILLION PEOPLE WILL ATTEND A BBQ PARTY OVER THE NEXT 4TH OF JULY.
TV SHOWS, CELEBRITY CHEFS AND HIGH
STAKES COMPETITIONS HAVE TAKEN WHAT WAS
ALREADY A PASTIME AND TURNED IT INTO AN AMERICAN OBSESSION.
APPROXIMATELY 85% OF AMERICANS OWN A GRILL.
“BBQ HAS BECOME MORE THAN A GREAT COMPLIMENT TO THE PARTY...IT IS THE REASON
FOR THE PARTY.”
5 OUTDOOR “PARTY” GAMES&
COMPETITION
“LAWN GAMES” OR “BACKYARD GAMES” [OR
WHATEVER YOU WANT TO CALL THEM] ARE BEING REPURPOSED
FOR A NEW GENERATION.
CORNHOLE
LADDER GOLF
WASHERS
BEERSBIE
BOCCE
ANYWHERE FRIENDS
UNINHIBITED
BACKYARD FAMILY
RESERVED
TODAY’S GENERATION
BOOMER GENERATION
OUTDOOR COMPETITION EVENTS ARE ALSO BEING RESHAPED
AND REPURPOSED FOR A NEW GENERATION.
“THE HOTTEST SPORT ITEM OVER THE NEXT COUPLE OF YEARS IS GOING TO BE
TOUGH MUDDER.” Forbes, 2010
“... THE CAMARADERIE FOUND IN HELPING OTHERS OVERCOME EACH OBSTACLE- THAT IS THE DIFFERENCE BETWEEN TOUGH
MUDDER AND OTHER ENDURANCE EVENTS.”
“TOUGH MUDDER IS ABOUT FINISHING,
NOT COMPETING.”
TOUGH MUDDERS “FUN AND LIGHTHEARTED
WHILE STILL BEING... A TOUGH AND RUGGED EVENT.”
WARRIOR DASH
TOUGH MUDDERS “COMBINING ALL THAT ENERGY INTO A KICK-ASS FESTIVAL AT
THE END OF THE DAY.”
COLLABORATIVE FUN
COLLECTIVE
COMPETITIVE SERIOUS
INDIVIDUAL
TODAY’S GENERATION
BOOMER GENERATION
IN SUMMARY: THE CURRENT GENERATION IS PUTTING A NEW SPIN ON OUTDOOR RECREATION.
FESTIVAL CAMPING AND GLAMPING ARE THE FIRST NEW CAMPING TRENDS SINCE CAR CAMPING IN THE 60’S.
FUN AND COLLABORATION ARE CHANGING THE FACE OF OUTDOOR COMPETITIVE EVENTS.
PEOPLE ARE SEEKING A GREATER SENSE OF COMMUNITY AND SOCIAL EXPERIENCES THROUGH OUTDOOR RECREATION.
TO
THIS BRAND CAN
THE FACE OF OUTDOOR RECREATION.
REDEFINE
THIS BRAND CAN
BETWEEN WALMART AND REI.FILL THE GAP
THIS BRAND CAN
THE PROUDCT EXPERIENCE.INNOVATE
VIRGIN IS THAT BRAND
CAR CAMPING BACKPACKING
HIKING BIKING
PADDLING
TRADITIONAL OUTDOOR PARTICIPANTS
VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET
CAR CAMPING BACKPACKING
HIKING BIKING
PADDLING
TRADITIONAL OUTDOOR PARTICIPANTS
VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET
FESTIVAL CAMPING GLAMPING
OBSTACLE COURSES LAWN GAMES BARBECUES
NEW OUTDOOR PARTICIPANTS
VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET
CAR CAMPING BACKPACKING
HIKING BIKING
PADDLING
FESTIVAL CAMPING GLAMPING
OBSTACLE COURSES LAWN GAMES BARBECUES
TRADITIONAL OUTDOOR PARTICIPANTS
NEW OUTDOOR PARTICIPANTS
FUN
VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET
CAR CAMPING BACKPACKING
HIKING BIKING
PADDLING
TRADITIONAL OUTDOOR PARTICIPANTS
FUNASPIRATIONAL
OUTDOOR PARTICIPANTS
FESTIVAL CAMPING GLAMPING
OBSTACLE COURSES LAWN GAMES BARBECUES
NEW OUTDOOR PARTICIPANTS
VIRGIN CAN
OF HAVING FUN INTO THE OUTDOOR RECREATION CATEGORY IN A WAY THAT BETTER ALIGNS WITH CONSUMERS’ NATURAL REASONS FOR PARTICIPATION.
INFUSE VALUESITS
VIRGIN CAN USE ITS CUSTOMER CENTRIC
TO BETTER MEET CONSUMERS’ PRODUCT NEEDS.
DESIGN FOCUS
AND WITH RICHARD BRANSON’S REPUTATION AS AN OUTDOORSMAN, IT MAKES VIRGIN THE IDEAL FIT TO STEP INTO THIS MARKET, BRINGING INSTANT LEGITIMACY AND CREDIBILITY.
REVERENCE CONQUERING AGGRESSION
REVERENCE CONQUERING AGGRESSION
SERENITY
VIRGIN WILL CHALLENGE THE OUTDATED IDEAS SURROUNDING THIS CATEGORY.
BRING A RUG
BRING YOUR TEA POT
BRING YOUR LAP TOP
BRING YOUR MAKE UP
BRING A HOT TUB
BRING A MOVIE
JUST BE OUTDOORS
NOT
NOVICE
EXPERTVS
INTRODUCING
COME OUT AND PLAY
.
TO: CONFIDENCE
EXPERIENCED
@PLAY IS ABOUT BEING ACTIVELY ENGAGED IN THE MOMENT.
@PLAY IS ABOUT HAVING A POSITIVE ATTITUDE.
@PLAY IS ABOUT LACK OF JUDGMENT.
@PLAY IS ABOUT BEING SEXY WITHOUT EVEN TRYING.
@PLAY IS ABOUT BEING AT EASE.
VIRGIN’S GOAL IS TO TRIGGER
PEOPLE’S PRIMAL URGE TO PARTICIPATE
TO GET MESSY
TO HAVE FUN
TO SHARE
TO SHARE
TO EAT
TO CONNECT
TO LAUGH
TO BELONG
COMPLIMENTARY ATTRIBUTES OF @PLAY: RUGGEDNESS & DESIGN
AN IMPORTANT ROLE FOR VIRGIN OUTDOORS IS TO TAP INTO PEOPLE’S DESIRE TO FEEL
RUGGED OUTDOORS.
TOO SOFT
TOO TOUGH
JUST RIGHT
TOO SOFT
TOO TOUGH
JUST RIGHT
IS AN IMPORTANT ATTRIBUTE OF VIRGIN OUTDOORS THAT WILL CUE TO THE AUDIENCE THAT THIS IS A BRAND THAT SHARES THEIR VALUES. BUT STYLE WITHOUT RUGGEDNESS WILL FAIL TO MAKE A DEEP EMOTIONAL CONNECTION.
STYLE & DESIGN
VIRGIN OUTDOORS HAS A
MISCHIEVOUS PERSONALITY
LOSE YOUR HANG UPS
BRING A KNIFE
PLAY WITH FIRE
STEP ON THE GRASS
JUMP OFF A CLIFF
VIRGIN OUTDOORS
REASSURING
EFFICIENT
COMFORTABLE
DELIGHTFUL
THE VIRGIN IN-STORE BRAND EXPERIENCE NEEDS TO BE CUES
Don’t worry - you are not alone - this is going to be easy - chill - we will show you how easy it is to play, enjoy and have fun without you having to change WHO YOU ARE.
NOT thrilling. NOT exhilarating. NOT challenging - but pure delight and wonder.
Not messy. Totally organized, categorized, structured and easy to navigate.
Helpful staff - sociable - totally casual. Comfortable chairs. Comfortable dining. Comfortable lighting - all things that can help eliminate the idea that camping is uncomfortable.
OWNVIRGIN HAS AN OPPORTUNITY TO
THE OUTDOORS.
“ ”
BY BRINGING SERVICE TO THE SCENERY
1BY BRINGING A SCENE TO THE SCENERY
2
The Outdoor Mobility Lifestyle Category is about untethering universal human activities from the traditional home setting and allowing consumers to enjoy them where and when they wants to.
Outdoor Mobility Lifestyle Virgin Outdoors, as the soon to
be the leader in the Outdoor Mobility Lifestyle Category, will
help consumers see new possibilities in familiar
experiences by allowing them to easily move from setting to
setting.
Products that allow for traditionally home-bound products to be portable so the consumer can experience familiar activities in new settings.
MO
BILITY
PORTABILITY
RELI
ABIL
ITYProducts that stand
up to the riggers of travel, outdoor exposure and
repeated use and hence giving
consumers confidence that those
products can be relied on anywhere.
Untethering traditionally home bound activities and experiences.
VERSATILITY DESIGN
CREATIVITY
SOCI
AL
CONN
ECTI
VITY
ENTERTAINMENT TECHNOLOGY
GENDER DIFFERENCES
INDO
OR/O
UTDO
OR
APPE
AL
CATEGORY
Pro
duct
s tha
t are
de
signe
d fo
r ou
tdoo
r and
tra
vel u
se b
ut
can
trans
ition
into
ever
yday
us
e.
Multi-use,
multi-function
products for
use in multiple
locations
Ease of use, intuitive, functional products
created with efficiency of space
Products that
are delightful,
promote self-
expression and
have creative
choice
The “Outdoors” In Virgin Outdoors is about about flexibility and freedom wherever you are.
Bring a Scene to the Scenery
Helping people “Bring a Scene to the Scenery” is Virgin Outdoor’s guiding Purpose.
Products,
that let men
and women feel
sexy outdoors and
avoids traditional
androgynous apparel
associated with the
outdoors. Products that bring technology harmoniously into the outdoors
\Products
that are playful,
fun and engaging.
Products
that promote
friendly competition
Prod
ucts
th
at a
re
shar
eabl
e an
d ha
ve a
hig
her
worth
whe
n sh
ared
VIRGIN OUTDOORS BRAND VALUES
THANK YOU
This Virgin Outdoor’s presentation has been prepared by and is the property of Culture Strategy Consulting, LLC. The contents of this
presentation, are protected under United States intellectual property and trademark laws. Reproduction of any element of this
presentation, without prior written consent from CS SPACE is expressly prohibited.