Fitnes vs Outdoor Messaging

8/8/2019 Fitnes vs Outdoor Messaging

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2008, Hanson Dodge, Inc. Reproduction Prohibited.

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Hanson Dodge Creative has been designing lifestyle brands for more than 25 years. From

serving such clients as Trek Bicycle Corp., the Johnson Outdoors family of brands, Wolverine

and Horizon Fitness, we have collected insights into active lifestyle enthusiastswho they

are, what inspires their passion, how often they indulge their preferred recreation, what they

buy to serve their interests, and how they make those buying decisions.

To further understand the active lifestyle enthusiast, we are committed to researching

the psychographics of this highly desirable consumer group. Our research goes beyond

purchasing patterns and participation trends. We are looking for commonalities and

differences in motivations, and rewards across activity segments and demographic groups.

Active Insights is industry-leading research and analysis dedicated to demystifying the mostelusive and most profitable target market in historythe Active Lifestyle Consumer. It is

developed and produced by Americas leading brand experience designers focused on the

Active Lifestyle Consumer.

Hanson Dodge Creative publishes Active Insights to help our clients and friends in the

industry gain a deeper understanding of their consumers, which we believe will result in their

competitive advantage. At Hanson Dodge Creative, we dont just expect the brands we serve

to climb to new leadership positions, we expect them to dominate their categories. Two

waves of research have already been completed. The first wave was conducted in October

2007 and the second wave in February 2008. Given the timing, these two waves were

conducted out of season for warmer weather sports, so we do expect to see some changes

in participation rates in future waves of data collection.


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This digest explores the differences between the outdoor-oriented and fitness-oriented

Active Lifestyle Consumer. We noted this dichotomy in our initial whitepaper (Be Real: A

deeper understanding of how to reach the most profitable and most elusive target market in history

Active Lifestyle Consumers; December 2007). After delving further into the data, and looking

at our second wave of research, we discovered the divide between these two groups is much

greater than we initially thought. One of the best ways to see this difference is to look at the

first question they are likely to ask themselves when they wake up. Our research suggests

that the outdoor-oriented person asks, What couldI do today? The fitness-oriented person

asks, What shouldI do today?

Understanding that this seemingly subtle distinction is really the harbinger to a significant

marketing divide is critical to crafting effective messages that truly appeal to your

target audience.


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The more than 1,800 active lifestyle respondents in our two waves

of research fell into six categories based on their preferred activities.

But, when we looked at personality traits, there were basically four

broad categories: fitness-oriented, outdoor-oriented, bikers

and walkers.

Of these, the personalities of bikers and walkers tracked consistently with the entire sample

of respondents. They tended to select the same answers as the group as a whole. The

outdoor and fitness people, however, were differentnot only when compared to the group

as a whole, but also from each other. Look at it this way: If the entire group elected to gostraight ahead, bikers and walkers would l ikely tag along, but the outdoor-oriented group

would veer left and the fitness-oriented group would veer right. This pattern was repeated

over and over throughout the survey responses.

The contrast between fitness-oriented and outdoor-oriented groups is outlined in

the table below.

Driven

Manage/direct life

Favorite activity seen as energizing

Focused on health, living longer

More educated

Higher income

Self-oriented

Participate to be focused or centered

Laid back

Enjoy life as it comes

Favorite activity seen as calming

Focused on fun, adventure

Less educated

Lower income

Group-oriented

Participate to be relaxed, peaceful or serene


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Outdoor-oriented people identified their favorite activity as hiking,

camping, boating, fishing or paddling. Their survey responses suggest

that when they wake up, theyre raring to get on their cell phone,

call someone up and get outdoors. They see life as an adventure and

the earth as their playground. They approach life as something to be

enjoyed and they pursue their activities to have fun, preferably

with others.

They are five times as likely as fitness-oriented people to do an activity just to be outside.

Plus, they prefer to do their activity with buddies, rather than alone. They see education as

important (half have attended college and 24% have four-year degrees), but their classroom

is the great outdoors. Fewer than 10% have attended graduates school, which is well below

both all respondents (19%) and their fitness-oriented friends (29%). As a result, they tend to

make a little less money than their fitness-oriented friends, but by no means are they broke.

The median income for this group is between $35,000 and $50,000.


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Fitness-oriented people identified their favorite activity as running or participating in aerobic/

fitness activities at a health or fitness clubs. They are laser focused. When they wake up

theyre already prioritizing the things they need to do. Theyre thinking ahead because they

dont want to get knocked off track by any curve balls life may throw at them that day. They

approach life with determination and a sense of purpose. They may enjoy activities in which

they participate, but their primary motivation is staying healthy, living longer or some other

goal-oriented objective.

Fitness-oriented people are three times as likely as their outdoor friends to stay active to

manage health issues and twice as likely to say they feel healthier when doing their activity.

Given their determination and self-motivation, its no surprise that they tend to be more

educated and make more money than their outdoor friends. Half of fitness-orientedrespondents graduated from college and 20% have earned graduate degrees. Their

determination and education pays off: The median income for this group is $50,000 to

$74,999, and 16% earn more than $100,000.


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Chances are, your brand appeals to one of these mindsets. But does your message hit your

target audience head-on or does it glance off the side? With the help of empirical evidence

from Active Insights, you can effectively refine your brands position, develop more authentic

relationships with your customers and ultimately build lasting equity.

Outdoor-oriented people are more likely to respond to appeals that address a sense of

adventure. Theyre people people. They want to know what others think and are more than

willing to join the crowd. They are more likely to respond to common folk testimonials

and word-of-mouth advertising. They dont want to hear people tell them what to do. They

want to do what other people are doing.

Fitness-oriented people tend to be lone wolves. Theyre not interested in group think;

in fact, they look down on the pack mentality. They respond to intellectual appeals and to

doing what is right. They rely on product reviews and the recommendations of experts.

The outdoor-oriented are more likely to seek product advice from family and friends, yet

the word-of-mouth of trusted advisors is an important resource for both groups.

Everyones surfing the web to hunt down product information, but that doesnt mean other

marketing channels should be ignored. The outdoor-oriented are still drawn to television

while the fitness-oriented tend to seek out third-party product reviews and informationfrom online retailers.


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Without question, quality and price are important priorities for both groups. However,

fitness-oriented people are slightly more fixated on quality, while outdoor-oriented people are

slightly more fixated on price.

More than 60% of the respondents in the outdoor-oriented group shop at discount stores,

which is significantly higher than both the fitness-oriented group and the sample as a whole.

The fitness-oriented are more likely to purchase from full-line sporting goods store than the

outdoor-oriented, but this may be a function of income. An earlier digestThe Outdoor Elite:

Dont Miss This Target (Volume Two: Digest One, April 22 , 2008)detailed how higher-income

outdoor enthusiasts also tend to shop through specialty retailers.

Active lifestyle enthusiasts share a common bond in wanting to be active, but beyond that

they can think and act very, very differently. Nothing demonstrates this dichotomy better

than comparing people who describe themselves f itness-oriented with people who describe

themselves as outdoor-oriented. Everythings different - from the way they approach life to the

way they gather and process information. The fitness-oriented manage life; the outdoor-oriented

ride the waves. The fitness-oriented tended to be lone wolves; the outdoor-oriented tend to be

pack animals. The list goes on and one, but the message is clear: Understanding the differences,

and knowing which of the two youre trying to reach, is critical for motivating your audience.


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Hanson Dodge Creative is Americas leading design, branding and

integrated communications firm focused on the Active Lifestyle

Consumer. We offer a wide range of strategic and creative services,

including brand planning, marketing communications consultation

and innovative technology solutions.

Over 60 planners, marketers, researchers, designers and artists deliver insightful strategies,

inspired design and maximum impact to an international portfolio of active lifestyle brands

including Trek Bicycle Corporation, Burton Snowboards, Horizon Fitness, Johnson Outdoors,

the Wisconsin Department of Tourism and Wolverine.

Active Insights is industry-leading research and analysis dedicated to demystifying the most

elusive and most profitable target market in historythe Active Lifestyle Consumer. It is

developed and produced by Hanson Dodge Creative, administered by Gluskin Townley

Group and vetted by DP Research Solutions.

Want to share a comment on this research? Learn more about it and Active Insights?

Subscribe to Active Insights and receive whitepapers and digests throughout the year. Hanson

Dodge Creative also can help you craft a custom research program that uncovers the

motivations and desires of your target audience.

For a deeper dive into the minds of Active Lifestyle Consumers as well as the methodology

behind Active Insights, subscribe to our free whitepaper at http://research.hansondodge.com.

Online: research.hansondodge.com

Phone: 414-347-1266

Email: [email protected]

Hanson Dodge Creative

220 East Buffalo Street

Milwaukee, Wisconsin 53202

Burton Snowboards

CycleOps Power Trainers

Eureka!

Extrasport

Harley-Davidson

Horizon Fitness

Humminbird

Johnson Outdoors

LeMond Racing Cycles

Lendal Paddles

Necky Kayaks

Ocean Kayak

Old Town Canoes & Kayaks

Saris Cycling Group

SRAM

Trek Bicycle Corp.

Volkswagen

Wolverine

Yakima

180s

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Fitnes vs Outdoor Messaging