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a human need.
Qualitative research survey by the rheingold institute
in cooperation with OutDoor by ISPO
#OutDoorByISPO
ispo.com/outdoor
Approach: The hero’s journey as the basis
The customers are the heroes. This strategy adopted by successful companies is doubly effective as the outdoor
experience is inextricably linked to a process of the hero’s journey. Only once you have undergone the three stages
of this process – challenge, overcoming and transformation – is being outdoors elevated to an outdoor event.
There is no doubt that functionality and competence are center stage for outdoor brands, which are often passed
on as insider tips and discussed in online forums. The higher-performance a sport is, the more expert knowledge
the respondents had on the different providers. However, aside from the high degree of specialization, it was striking
in the interviews that the respondents found it difficult to say anything specific about a brand.
This means the behavior and experience relevant to marketing and communication is not random, it continues
to obey psychological laws. These laws are apersonal in terms of their impact though. That is to say behavior is
linked less to individuals/groups and more to contexts/structures, or psychological states.
“Price and function have to be right – I don’t want to buy just one single
brand, each one is good at something different.”
Civilized
safety net
Framed Urban
escapism warrior
Traditional Gung-ho
love of nature adventurer
Natural
primitiveness
What does this mean for marketing?
“The higher it got, the steeper and more strenuous it became. At the
same time though, we kept encountering beautiful views, fields of snow,
brooks along the way and animals. Alongside all of that you have hard
work and sweat, both were equally present.”
“If you’re wearing the right brand of clothing it is clear to your surroun-
dings and the other people on the mountain or in that sport that you are
not an amateur!“
What this means for brands and retailers in the outdoor sector
1. By designing adverts and shop windows to reflect and appeal to people’s longing for the different
psychological states.
2. Recreating the right psychological state during the shopping experience as a taster and in very department.
3. Through the positive experience or adventure in the great outdoors itself.
4. And finally through social networks and outdoor communities which constantly share and spread
authentic moments of freedom from these escapes – from bargain retail adventures spread by hash
tag all the way to the Instagram summits gallery.
In all of this, brands must make sure that measures are crafted in the brand image and that the psychological
states fit their own values and the understanding of the consumer. Consumers will spot fake or artificial actions
immediately with very negative echoes online for brands and their image.