Watauga’s latest research, “Surveying the Outdoors: the 2024 Customer Growth Report,” is a game-changer for marketing leaders for outdoor brands across camping, fishing, hunting, hiking, biking, watersports, RV’s, and other products. With findings derived from an extensive consumer attitudinal research study involving 1,578 participants, the report dives deep into the minds of outdoor recreation participants. This article summarizes one of the many key takeaways uncovered in the research.
Overcoming Barriers to Entry for New Outdoor Participants
Understanding the mindsets of outdoor participants is the initial step in building marketing strategies that will effectively engage and expand your customer base, ultimately driving sales. The “Seeker” group are people who have not yet participated in outdoor activities, but have expressed interest in exploring them. While this group may present more of a challenge to reach compared to people who are already participating, successfully converting them offers a unique opportunity to create a brand loyal audience from the very beginning of their experience with the outdoors, which can translate to increased sales.
To reach this new group of participants, it is crucial to understand the barriers preventing them from participating in outdoor activities they may have interest in. Our research identifies three primary obstacles contributing to Seekers’ hesitation: perceived lack of physical ability, concerns about affordability of necessary equipment and unpredictable weather conditions. By developing marketing strategies to directly address these concerns, brands can validate the Seekers’ concerns and provide them with guidance and solutions to overcome these obstacles. Breaking down these barriers can help to encourage potential participants to move past their reservations and try new outdoor activities.
Understanding Participant Mindsets and Customer Lenses
Our research study unveiled four distinct mindsets of outdoor participants:
Adventurous participants who embrace challenge with passion.
Practical participants who are methodical and budget-friendly.
Aspiring participants who seek tranquility amid life’s chaos.
Conventional participants who prefer familiarity and fear the unknown.
Watauga also applied three separate customer lenses named “Seekers”, “Doers,”, and “Lovers” to closely analyze the research data:
Seekers are individuals who have not participated in outdoor activities but express interest in doing so.
Doers are those who enjoy the outdoors and are casual participants in one or more outdoor activity.
Lovers are avid enthusiasts and participants in at least one outdoor activity.
Demographic Shifts in Outdoor Activities
As we examine the insights pulled from this study, it is important to recognize the demographic shifts among outdoor participants over the past few years. According to the OIA, the Covid pandemic provided the opportunity for people to seek out easily attainable outdoor activities, close to home. This allowed them to feel safe from contracting Covid, but got them outside, often for the first time. Once the initial barriers were overcome, people were more willing to venture out to participate in even more activities, pushing themselves to continue to grow and experience new challenges. Outdoor brand marketers can look at the results of this shift and use the knowledge gained to help inspire new marketing strategies.
The number of new participants has steadily increased from 2019- 2023, even after the height of the pandemic. Because there have been so many new participants, the demographics have evolved. The new participant, according to the 2024 OIA Outdoor Participation Trends Report, is heavily female and younger than the overall participant base. Ethnic and racially diverse groups are increasing among new participants, notably including Blacks and Hispanics. The pandemic opened doors for people and encouraged them to try something they may not have done in the past. Even if some individuals have not participated yet themselves, they may have friends or family who have taken the leap, which can further motivate them to try new outdoor experiences. Watauga has looked deeper into these recent shifts in outdoor participation demographics; further details can be found in our previous blog posts, Reaching Today’s RV Buyer and Embracing Diversity: The Rise of Multi-Cultural Audiences in Camping and RVing.
Targeting Seeker Mindsets in Outdoor Brand Marketing
With an understanding of demographic shifts among outdoor participants in recent years and recognizing that the Seeker group is interested yet has not yet engaged in outdoor activities, the question arises: how can we effectively reach and motivate them to overcome their reservations and participate? Converting a Seeker into a Doer – an individual who casually participates and enjoys one or more activities – presents a significant opportunity for outdoor brand marketers to expand their customer base by tapping into this previously dormant audience.
A deeper exploration of the Seeker persona reveals that 1 out of 5 Seekers have an Adventurous mindset, characterized as persons who embrace challenges with passion and are most eager to start participating in outdoor recreation. This group represents the highest priority group of potential new customers for an outdoor brand. Alternatively, two-thirds of Seekers classified as Conventional or Practical. These consumers have the greatest barriers to participation, which means an uphill, although not impossible, challenge for outdoor brands to convert them. Focus your marketing efforts on the Adventurous and perhaps even the Aspiring Seekers – those participants who seek tranquility amid life’s chaos – this will help to create relevant messaging and marketing strategies around those that are more likely to engage with your brand.
Making the Outdoors Accessible: Overcoming Barriers to Entry
By examining the various barriers that prevent Seekers from transitioning from interest to active participation, marketers can develop strategies to help them overcome their apprehension. One concern for the Seeker is their perceived lack of physical ability. For outdoor brands and destinations, effective communication and accessibility are the key to engaging people that don’t feel comfortable physically in the outdoors.
It is essential to step back and view your brand or destination through the lens of someone facing physical challenges, whether due to a disability or lower fitness level. If you are building a strategy for a destination, assess your space to ensure that there is accommodation for all levels of participation. For product strategies, consider how designs could be better modified to better accommodate diverse body types, ensuring users feel comfortable as they venture into outdoor spaces. This blog is an example of how insights can be gained from experiences, such as hiking with individuals with disabilities, and can provide valuable perspectives on how spaces can be adapted for inclusivity.
Communication is equally important, when you are trying to reach out to these Seekers who may be interested but have concerns about accessibility. Ensure that your website is updated with clear information regarding accessibility. Creating your own blog or putting out press releases will also help provide information to the public, so they can find your destination or brand while they are searching. For example, Tennessee State Parks recently issued a press release about adaptations made to their parks to ensure wheelchair accessibility on hiking trails, along with the availability of all-terrain wheelchairs available for those that need that accommodation to experience a trail through the woods. Providing information like this to the public demonstrates a commitment to inclusivity.
To enhance communication a bit further, consider the messaging and imagery for ads. Showing people with varying abilities participating in activities outside or using outdoor products will help potential participants see themselves enjoying these spaces without fear of inadequacy.
Making Outdoor Activities Affordable
Another barrier preventing Seekers from taking the step to participate in outdoor activities is affordability. Many outdoor activities require some kind of equipment to participate, even if it is as basic as appropriate footwear. A person who cannot afford the necessary items may hesitate to participate, believing they cannot do an activity without them. This presents an opportunity for marketers to consider how they may be able to accommodate those interested in trying outdoor activities but facing financial challenges.
According to the OIA Outdoor Trends Report, while many outdoor participants come from higher household income brackets, there are also many who do not. The number of participants in every household income range have increased over the past three years. This indicates that, despite the common perceptions, people in lower income brackets are increasingly engaging in outdoor activities just like those in higher income brackets.
To break down this barrier of affordability, develop marketing strategies that encourage trial of your outdoor brand or activity. Outdoor destinations might consider hosting a free or low-cost community event, where potential participants can experience activities without financial barriers. For outdoor brands, offering sales or budget-friendly alternatives can attract individuals that might be hesitant to invest in high-end products. Collaborating with retail partners to create Seeker-friendly bundles or promotions can also help these audiences with access to necessary equipment. These strategies lead to positive experiences for first time participants, which creates brand affinity at a crucial time in the outdoor participant’s journey. Allowing this audience to interact with your brand will solidify brand loyalty and drive sales for years to come.
Effective communication is necessary to make sure that people know about these options. Raise awareness by promoting sales or free days via social media or other local media channels like TV or Radio. Additionally, providing content on your website to share rental opportunities or short-term equipment can allow individuals to try an activity risk-free. If they enjoy the experience, they may be more motivated to purchase their own equipment in the future.
Weather-Proofing Outdoor Fun
Over 40% of those Seekers surveyed stated that concerns over bad weather have prevented them from trying new outdoor activities. Cold or rainy weather is inevitable and can be a challenge for participation particularly for those that are inexperienced. To support these potential participants, it is essential to provide guidance on how they can engage in outdoor activities, despite unfavorable weather conditions.
While bad weather is beyond our control, outdoor destinations can build strategies to accommodate visitors, especially those paying an entrance fee. For instance, in the event of bad weather, offering the option to transfer their ticket to a future date can alleviate concerns about wasting money. For outdoor product brands, highlighting gear that provides protection during bad weather conditions may drive some additional sales, especially for a new person that may not know these options exist.
Again, communication is vital in showing Seekers how they can navigate bad weather and still enjoy their chosen outdoor activities. Outdoor destinations should keep their website up-to-date with current weather information and suggestions for participation, which may help a Seeker feel more secure about participating, despite the weather. Additionally, for outdoor products and destinations, running media specifically around weather events can also be a clever way to show the public how a destination or product can be used to navigate the weather. Using digital media “triggers” that release specific ads in response to weather events – such as rain, cold, snow or heat – can illustrate how individuals can engage in outdoor activities in different types of weather. Another idea is to run weather-triggered media during favorable weather, such as spring or fall, when the weather is particularly pleasant, reminding people that it is a great time to get outside and try out a new activity.
By Addressing Barriers to Entry, Encourage Trial of your Outdoor Brand
Watauga’s 2023 Customer Growth Report offers invaluable insights for outdoor brand marketers aiming to engage a diverse range of potential participants. By understanding the mindsets of Seekers and addressing the barriers they face – such as perceived lack of physical ability, affordability concerns, and apprehension about the weather – marketers can develop targeted strategies that encourage these individuals to transition into active participants. Directly addressing these barriers can also elevate brand perception and trial of products and services, increasing sales for brands that endear themselves to a hesitant audience. The demographic shifts highlighted in the OIA report underscore the importance of inclusivity and accessibility, presenting opportunities for brands to cultivate loyalty among new customers. By creating accommodating environments, promoting accessible products, and employing effective communication strategies, outdoor brands can not only expand their reach but also foster a welcoming atmosphere that invites more people to experience the joys of the outdoors and the brand’s products and services. As the outdoor participant audience continues to evolve, embracing these insights will be essential for driving sustained growth, and ultimately sales, within this new consumer.
