Brands can do more to promote participation in outdoor sports according to a survey of the industry’s own media.
According to the research, undertaken by Pelican PR at the Outdoor Trade Show, 80% of journalists representing a diverse spectrum within the outdoor sports and leisure industry agreed that outdoor brands could do more to promote participation in outdoor sports. When asked what brands should do to help the trade during the current tough trading conditions 60% said increasing media trips and product tests would help create participation. Whilst 40% thought better use of social media including Facebook and Twitter could increase participation levels.
Only 20% felts brands should undertake increased advertising in national media or increase promotions such as price cuts and offers.
The survey is good news for the OIA’s newly launched Britain on Foot campaign with 60% of the industry’s media agreeing that outdoor brands should help to fund such campaigns.