Converting the Casual Consumer
||14:00 - 15:00
||Hall A6 - LIFESTYLE COLLECTION BAR
How does your brand story, products and events help transition those who are interested, into those who participate? The outdoor lifestyle customer is an interesting one; the desire to participate in the outdoors is there, however to the vetted outdoor enthusiast, this desire is dulled to a degree. While many are happy to casually camp at designated sites or in national parks, the jump to backpacking may seem like an unrealistic one. Having hooked an individual who’s new to the outdoors, how does your brand ease them into more “core” activities and deeper into your product line? Do you care if your product is the reason an individual has developed a new passion or hobby? Regarding outreach, product assortment and marketing language, how do you encourage that newcomer to go deeper into the rabbit hole of gear, adventures and pushing personal limits in the outdoors?