Not exactly out of the woods yet, Specialty Outdoor retailers of today have got to be asking 'where is the next opportunity for growth?' This is a shift from the recently heard 'will we even survive?', possibly the specialty dealer mantra in 2009... no bailout for the little guy. In their region, on the web, with product mix, and with events and partnerships, retailers are searching for that next opportunity to grow again.
Brands in the market have got to be asking 'where is the next opportunity?' as well, looking for new distribution channels, competitive strategies and overall market growth. Brands and retailers who have continued investing during this steep downturn are in best position to achieve market share gains... but who can claim that level of health?
Social Media and the new online advertising paradigm is seen by many (mostly people IN the media) as a savior and reaper simultaneously. I just got my copy of 'Advertising Age' and it is 4x thicker than any issue I've received in the past 6 months... yes, it's The Digital Issue, no surprise. At Nielsen and across the print landscape, 35-50% revenue drops are not uncommon, if titles are surviving at all. By all accounts, those revs aren't bouncing back anytime soon either. They have shifted, rather permanently. Facebook, Twitter, LinkedIn and Blogs are driving marketing at every level of the business, from startup to public company. I recently had a discussion with an industry insider who mentioned that Sea World has 4 staff dedicated to social media outreach and analysis (I bet they areBUSY these days). I wonder how many they have dedicated to print collateral development?
If you have some thoughts on this shift in messaging (and messengers) in media usage and how opportunities for specialty dealers might be materializing, chime in here with links, comments or suggestions. Wistful remembrances of bygone days not necessary, but if it helps put the new opps. in context, go for it.