MercuryCSC President Jeff Welch thinks the outdoor industry might be too focused on the hardcore enthusiasts that define it.
“Many outdoor brands spend all their energy cultivating credibility with the so-called core outdoor market,” said Welch. “What they should really be doing is identifying and talking to their own unique core markets.”
On Friday, January 25, Welch will be leading a roundtable discussion at the Outdoor Retailer trade show in conjunction with four of the industry’s top brands: Orvis, ExOfficio, Ticla, and National Outdoor Leadership School (NOLS). The seminar will be broadcast via live stream video on MercuryCSC’s website and Facebook page.
Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, Ticla Founder Rich Hill, and NOLS Director of Admissions and Marketing Bruce Palmer will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.
Welch will lead a discussion and audience Q&A exploring why focusing so much on being credible to the core outdoor audience can blind you to the need to spend time on why you actually matter in the world. In addition, panelists will discuss how to identify the key attributes that resonate with today's consumer and what you can do to ensure companies deliver on the expectations of their brand promise.
Each of these companies has turned to MercuryCSC to help them align their brands with consumers who value travel, the outdoors, and community. The agency specializes in these consumers, with a research arm dedicated to uncovering their motivations and limiting clients to brands who are a good fit with them.
The live stream will begin at Noon MDT on January 25th and can be seen on MercuryCSC’s website. Viewers can join in on Twitter using the #ORShow hashtag or using the free live chat feature. If you are in Salt Lake City on Friday, stop by the Salt Lake Marriott Downtown at City Creek, Salon E.
MercuryCSC connects brands to consumers who value travel, outdoors and community. Founded in 1998, independently owned MercuryCSC is based in Bozeman, Mont., frequently called one of the premier outdoor lifestyle towns in North America and the United States, with other offices in San Francisco, CA. MercuryCSC's work has recently won a Silver Effie and receives ongoing recognition from HSMAI, and the company was recently ranked the #4 best place to work in the U.S. by Outside Magazine.