The Aspirational Core Activation Guide

August 14, 2015

The OIA ConsumerVue Activation Guides provide comprehensive strategies for targeting a specific segment through communication, marketing, product innovation and retail efforts.

The Aspirational Core is a unique target segment for the outdoor industry in that they have high aspirations to be core outdoor enthusiasts even though they aren’t acting that way in their participation. In practice, their skills are more moderate, but they fully buy into the extreme outdoor lifestyle, which means they need the products to at least play the part. Their desire to engage with the industry at a higher level can be a real opportunity if their lifestyle barriers, such as access and storage, can be addressed.

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