Shine United Releases Landmark Study on Whitetail Hunters

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Agency Presents First-Ever Attitudinal & Behavioral Target Segmentation in the Industry

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As a marketer, in order to get the most bang for your buck, it’s critical to look beyond demographics to what really drives motivations not just for why people hunt, but how they shop and buy.

Shine United, a full-service advertising, digital and design firm, today announced the key findings from a proprietary quantitative study on “The State of the North American Whitetail Hunter.” The research findings were unveiled during a seminar at the 2016 Archery Trade Association Trade Show.

The study, which was conducted with over 1,500 active whitetail hunters across the United States, included over 400 individual data points from each respondent — with approximately 100 used in the formation of six target audience segments. Unlike previous research on whitetail hunters, this data was based solely on hunter attitudes and behaviors, not demographic information.

“As a marketer, in order to get the most bang for your buck, it’s critical to look beyond demographics to what really drives motivations not just for why people hunt, but how they shop and buy,” said John Krull, partner/vice president and creative director for Shine. “This study provides a deep understanding of six different hunter segments — each with a great depth of information across the path to purchase — to help marketers identify and select the right targets for their business, develop a meaningful brand positioning, and make the right investments to maximize sales and brand equity.”

The six unique whitetail hunter segments are based on the characteristics that discriminate each segment from the other groups. They include: Elite & Extreme (10% of whitetail hunter population), Avid & Authentic (26%), Guns & Glory (13%), Traditions & Ties (31%), Vacation & Value (9%) and Seldom & Solo (11%). Shine’s study revealed key characteristics for each group, including hunting motives and behaviors, shopping preferences, follower/leader tendencies, information preferences and buying patterns.

“At the end of the day, if you don’t know your customer, it’s impossible to create a truly relevant, differentiated brand,” said Alex Schmalz, account supervisor at Shine. “This research provides us with a true strategic advantage for the clients we serve in the outdoor category.”

Shine United is one of the premier outdoor agencies in the country. For the third straight year, the firm was named one of the top places to work by Outside Magazine. And since 2001, in the endless pursuit of wilderness, Shine has been blessed to work with brands like LaCrosse Footwear, GORE-TEX Apparel, Winston Fly Rods and Aguila Ammunition — as well as mainstream consumer brands like Harley-Davidson, Amazon and Kohler.

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Aleah Schroeder
Shine United
+1 (608) 442-7373
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