Appealing to Secondary Market, Inexperienced Outdoor Audience

 

Opportunity: Many inexperienced outdoor consumers become disenchanted with the outdoor experience due to past challenges and failures in the outdoors. These users exhibit a lack of confidence in starting fires, setting up tents etc...

 

Research Methodology: One-on-One interviews analyzing attitudes.

Target Audience: Our target demographic is a male between the ages of 26 and 44 who doesn’t mind the outdoors, but prefers to relax at home where he can control his environment with ease.

Strategy: Convert the inexperienced, irregular outdoorsman into a confident consumer who frequents the outdoors more consistently. This will be accomplished by showing how REI products will restore confidence in their outdoor skills, improving the outdoor experience.

 

Creative Execution: Make REI’s products the Hero by showing how REI products creatively solve outdoor dilemmas. Create a "How To" video section on REIs website, illustrating how to use individual products and outdoor tips and tricks. Messaging should be sent through print and TV.