Lakefront Creative

1. Lakefront Creative Team Assignment !

2. Executive Summary • Overall, Fontana Paddleboard has massive potential to grow in areas including: sales, merchandise, season and awareness • Key Issues • Expensive • Amazon prices range from $500 - $3,000 • Seasonal in Wisconsin • Unfamiliarity • New sport

3. Outdoor Recreation Market • Canoeing/Kayaking • Women – attracted to leisure • 35-55 men and women with higher income

4. Fontana Paddleboard The Brand/Company

5. Product Line Review • Paddleboards • Brands include: Starboard, Surf Tech, Yolo, etc. • Price: Retail vs. Sale • Tribe • Price: $55.00 • Benefits • VIP Membership • FREE! • Rentals & Lessons • Price • Amenities Wide variety of prices in products; many ways to get involved with Fontana with a range of cost from $0-$55

6. Fontana Branding • Personality • Cape Cod-esque • Potential development • Strictly Water Sports • Expansion – Merchandise • Transition to a year-round company Needs more of a personality, generate ways for the consumer to identify with the company—stronger social media presence, one theme

7. Marketing and Sales Support FACEBOOK Clear effort, needs more personalization. Great information, many resources to book events, rentals and lessons

8. Marketing and Sales Support TWITTER Neat layout, needs to centralize and add media - photos

9. Marketing and Sales Support GOOGLE+ YOUTUBE Original content and activity needed – massive potential

10. Fontana Paddle Board and Tribe Consumer Current and New

11. Consumer • Current: Mothers with their children • Issues • Too specific of a target • Children do not necessarily want to try something new • Growth • Focus on older segment • Appeal to people curious about new ways to exercise Too narrow of a target

12. Consumer • New Target Market • Ages 35-55 years old • Higher Socioeconomic status • Men with equal emphasis • Baby Boomers • Just as likely to want to exercise as younger crowds • Seeking new ways to exercise Interest in new exercise, low impact, large part of population

13. Consumer

14. Consumer • Men • Equal emphasis on men rather than just mothers • Additional activities • Fishing • Leisure – alone time Shouldn’t be ignored, large potential for events targeted at men (fishing)

15. Influencer • People who have bought or owned a paddleboard • Spread the word • Knowledge of a type of brand • People who own lakefront homes or cabins • Potential to be around SUP increases • Can see the product being used first-hand Potential to increase SUP by exposing new consumers to people who are familiar with water sports

16. Tribe Competition Up Close Analysis of Wai Nani Surf and Paddle

17. Positioning: “Creating a connection with the world on water” • Focus on leisure aspect of the sport; market to users as an “escape” activity • Emphasis on environment • Tribe is a sort of bonded family Wai Nani Tribe members participating in “Paddle and Pluck,” an excursion where members paddle along the outskirts of the lake to clean up trash along the shore once summer comes to a close [Wai Nani Surf & Paddle, 2012] The leisurely positioning allows Wai Nani to appeal to a broad range of audience, whereas a fitness positioning may discourage some groups of individuals from participating or reinforce the SUP stigma

18. Brands: “Hundreds of Options: Our Recommendation” • Refer to SUP ATX as “OUR board” • Infers SUP ATX is the superior brand in terms of a quality & price comparison • Various models offered in order to appeal to every type of rider in the family, from beginner to competitive users The versatility of the SUP ATX boards reflect the variety in demographics and skill level of the Wai Nani Tribe members, which is why the Tribe has adopted the SUP ATX to represent them

19. Audience • Families of all ages-from young children to grandparents • Especially want to help beginners access the sport of paddleboarding and feel comfortable with participating Wai Nani Tribe members on a Labor Day morning outing at Wayzata Beach [Wai Nani Surf & Paddle, 2011] The versatility of the SUP ATX boards reflect the variety in demographics and skill level of the Wai Nani Tribe members, which is why the Tribe has adopted the SUP ATX to represent them

20. Social Media • Instagram account has very few followers and postings (5 each) • Pinterest account was created and neglected from the start; essentially a ghost account but has 34 followers • Potential for good content judging by album titles • 636 likes • 23 talking about • Quick and personal responses to posts • Post often, include photos and links to keep followers interested • 705 followers • 203 tweets • Majority of tweets are same content as Facebook (link back to content) Wai Nani may see success, not in numbers in comparison to Fontana, but because their followers are more engaged and the moderator interacts on more of a friend-to-friend basis versus a formal business basis

21. Key Differences in Comparison to Fontana • Wai Nani is located in an area where Tribe members live versus Fontana’s pool of potential customers and/or Tribe members tends to consist of tourists • Clean, user-friendly, easy to navigate website • Tribe information is one of the first tabs, easy to locate whereas on Fontana’s website you have to dig to find • Partnerships with relevant local businesses that advance the idea of the Tribe • Rack Attack, Sun & Ski, PaddleSculpt • Tribe membership doesn’t technically cost money, but rather accept donations

22. Tourist Activities: Fishing & Boating Gordy’s Marine

23. Positioning • Website says we’re a classic, family place • Social Media used to promote restaurant deals and, to a lesser extent, Cobalt/MasterCraft promotions. • Gordy’s defines itself as not only a place to come have fun in the sun, but also to eat dinner, grab drinks, and spend the entire day. Gordy’s offers a tourist ‘experience’. Not only can you rent/buy boats, but you can come spend the day, eat dinner, and maybe grab some drinks.

24. Gordy’s Brands • Cobalt Boats • Compromise Nothing • You’re rich, so flaunt it. Go get an expensive boat and rule the water. • MasterCraft • More about adventure/sport. “Surf the XIO”. You’re an adrenaline junky. Design your own boat that gives you the most speed, adventure, exhilaration. Gordy’s offers a tourist experience. Not only can you rent/buy boats, but you can come spend the day, eat dinner, and maybe grab some drinks.

25. Audience • Although Gordy’s website markets to families, the motor boat/fishing ‘bucket’ is geared towards men. • Simmons data shows that men are more likely to be interested in powerboating/fishing than women • Simmons Index: PB: Men- 120 Women- 82 Fishing: M-140, W-62 • This would align with Kevin’s belief that his SUP users are women and maybe their children. • Chicago crowd (Bears tailgate) • Do men prefer boating and fishing to SUP? If so, why?

26. Key Differences • An experience: come for the boats, stay for the food. • Cleaner website, but hard to find page with SUPs • Has a personality: classic, burger eatin’, beer drinkin’ all-purpose boat place. Somewhere with friendly, family-run staff. • More focused: SUPs/kayak rentals, but without that experience • Website (and name) are straight to the point • What’s FPC’s personality? Want to get to point where when you think tourist activity at Lake Geneva you think FPC.

27. SUP and Kayak Retailers Competition Up Close Analysis of Clear Water Outdoors

28. Positioning: “Adventure-Sports-Lifestyle” • Focus on highly active, adventurous lifestyle • Emphasis on customer detail associated with being a small, family run business • Embodies values of close knit community The focus on encouraging an outdoor lifestyle beyond the sole purpose of boosting their own sales encourages a trust amongst consumers and results in reaching a broad audience by appealing to people’s overall desire to live a healthier, more active life.

29. Brands • Sell Tahoe, KM Boards, Hobie, C4 Waterman and Boardworks for Stand Up Paddleboard’s • Prominent retail brands include: Patagonia, Lole, Prana, Horny Toad, Mountain Hardwear, Teva, Olukaiand Chaco • Various models offered to appeal to a variety of uses, including SUP fitness, SUP Yoga and racing. The large selection in both paddleboards and clothing conveys the wide target appeal that Clear Water Outdoor is able to successfully reach out too year long.

30. Audience • Primary: Adult males and females with a disposable income to invest in their love of an active, outdoor lifestyle • Also sells children’s clothing and boards of varying difficulties, indicating a secondary market of middle to upper class families. CWO projects itself as an enabler of an overall active lifestyle for both individuals as well as those with young children and families. Additionally, they are not limited to the area as they advertise nation-wide shipping.

31. Social Media • Pinterest account has strong presence with 188 followers, 15 boards, 330 pins and 84 likes. • Has a blog called “The Ripple” that is not updated regularly • 2,290 likes • 74 talking about • Active “check-ins” • Update regularly • Include links to relevant articles and posts and photos regarding volunteer work and events I community • 412 followers • 1,149 tweets • Tweet about sales in addition to content that links to their Facebook page Because they are not just talking about their product, their social media works to enforce the idea that they are focused on encouraging an active lifestyle as a whole amongst the community.

32. Key Differences in Comparison to Fontana • Adventure Club • Clear Water Outdoor Website • Very aesthetically pleasing and professionally done • Numerous links to relevant articles and events around the community • Sells retail, so can gain consumers year round from sales not reliant solely on SUP Paddleboards or other water sport products. Fontana Paddleboard could benefit from a social media makeover and may want to consider selling clothing and winter sport products in addition to paddleboards to expand their consumer network.

33. SWOT

34. Key Issues and Opportunities Fontana Paddleboard

35. Marketing – The Website • Cluttered • Events Calendar

36. Events Tab

37. Target Consumer • Issue • Narrow • Opportunity • 35-55 years old

38. Product • Issue • Expensive • Heavy • Opportunities • Selling other products • Emphasizing mobile boards

39. Competition • Issue • No established brand • Opportunities • Creating a FPC mindset through social media • Find a personality and stick with it

40. “What Don’t We Know” FPC

41. Consumers • Why aren’t men being targeted when they like to boat and fish • What are target consumers thoughts on paddleboarding • Specifically Lake Geneva consumer’s attitudes • What people are looking to do when they come to Lake Geneva

42. Brand • Willing to expand year round? • Tribe • Resources to get into merchandise sales?

43. Competition • How did they create a following/brand image • How they advertise – who their specific target market is • How much business is off rentals