This news was published by SportsOneSource today. A new economic analysis details how the $12.2 billion winter tourism industry spread out across 38 states has experienced an estimated $1 billion loss and up to 27,000 fewer jobs over the last decade due to diminished snow fall patterns and the resulting changes in the outdoor habits of [...]
Posts under ‘Research & Articles’
For More Eyeballs and Greater Mindshare, Brands need to be Better Looking and less Desperate.
I’ve been writing copy for a lot of web banners lately, and it’s a frustrating task. The average click through rates are about as good as your odds of getting struck by lightning, 79% of mobile web users find banner ads annoying and intrusive, and it’s difficult to balance effective with engaging messaging when you [...]
3 Strategies for Managing your Signal to Noise Ratio
Back in May, we posted about the crisis of info-static we face. With more and more noise out there in the webosphere, it gets harder to tune into a clean signal of valuable relevant information. As promised, we polled our creative team – from the productivity-oriented account managers to the inspiration-logged designers to the system-obsessed [...]
The Outdoor Recreation Economy
The Outdoor Industry Association has recently released it’s Economic Impact Report and I have to admit to being impressed by the numbers. The report reinforces what the outdoor industry has known for a long time — outdoor recreation is a larger and more critical sector of the American economy than most people realize. Here are a [...]
Demanding and smart: your customers on the future. / Exigeants et futés: vos clients de l’avenir.
New technologies and socioeconomic trends are reshaping the retail marketplace. The IBM Institute for Business Value recently surveyed over 30,000 people to discover what consumers will want from retailers in the future. The following is a short recap of this report. * • It’s a shopper’s market. We all know that consumers now have access [...]
Survey Predicts Top 20 Fitness Trends for 2012
Survey Predicts Top 20 Fitness Trends for 2012 From SportsOneSource Media Zumba is in and Pilates is out, according to more than 2,600 fitness professionals who completed an American College of Sports Medicine survey of the top fitness trends for 2012. The survey results were released today in the “Worldwide Survey of Fitness Trends for [...]
Crystal Ball Wanted? Insights from the SIA Participation Report. / Dans la boule de cristal ? Ce que nous dit le Participation Report du SIA.
Half of the 31 million Americans who identified themselves as skiers or snowboarders DID NOT participate in the sport in 09/10, because of increased work and family commitments and not having anyone to go with… And though skier visits were up in Canada, actual participation amongst Canada’s 3.7 million skiers and boarders also continued a [...]
Your best marketing strategy: Enchanting the Everywoman, not just the Influencer
Just finished reading Guy Kawasaki’s Enchantment: the Art of Changing Hearts, Minds, and Actions. (Here’s his own abridged version: leading off the top with my favourite tip, embrace your crow’s feet.) Was intrigued by his chapter on How to Launch, where he inverts the traditional marketing focus on influencing the influencers. The influentials typically are [...]
Advertising Hit or Miss? If you want to be a hit with your consumers, you need to speak Woman
This 1959 print mag advertisement pulled from the pages of Esquire magazine has the most random copy we’ve encountered in some time. In its effort to identify the unique selling feature of the product, the copywriters are clearly speaking directly to a male (dare we say woman-hating?) customer. “Men are better than women! Indoors, women [...]
Price vs Content: To Connect With Consumers in the New Economy, Understand Which is Really King
The lull in the economy, the rise of the internet and the commodification of the vacation experience are the mountain travel sector’s perfect storm, leading to a cultural shift in consumer behaviour: shrinking booking windows, shortened stays, increased price sensitivity and an across-the-board move towards online booking. The Mountain Travel Research Program recently asked three [...]
